Asos fashions new top role in CRM leadership shake-up

Online fashion giant Asos has overhauled its marketing strategy with the creation of the new leadership role of head of CRM and lifecycle product, merging customer marketing with digital product ownership.

Hayley Murphy has taken up the new combined role with immediate effect; she recently returned to the retailer following a 13-month spell on maternity leave.

She has been with the company since September 2018, joining as product manager and moving up the ranks from platform lead through to head of web technology and finally to head of product in December 2024.

Prior to Asos, Murphy worked as a business analyst across a number of brands including Travel Republic and Emirates Holidays, and at the Financia Ombudsman Service, implementing the Microsoft Dynamics CRM system.

The restructure under Murphy combines senior CRM marketing leadership with digital product ownership, meaning she will also be in chage of the platforms and automated engines that the company employs to operate its ecommerce business.

Before the role was consolidated, Asos’s customer marketing department evolved through a number of senior leaders.

Amy Clark served as the head of CRM before leaving in February 2023 to join BorrowMyDoggy; she had succeeded Katy Walker, who was CRM and loyalty lead, until late 2021, when she joined Nestlé Nespresso as head of CRM and insight. Walker recently joined Oner Active in the same role.

Asos recently extended its relationship with Microsoft – first signed in 2022 – as part of plans to ramp up use of generative AI tools, in a move designed to free up staff “to unlock greater creativity and insights” for its customers.

Its most recent major marketing initiative is the Autumn 2026 campaign, which launched in August. Created in partnership with the creative agency Baron & Baron, the campaign focused on the behind-the-scenes artistry of the fashion industry and featured the high-profile relaunch of Asos Magazine as a digital quarterly publication on Substack, alongside an immersive activation during London Fashion Week.

Asos fashions new top role in CRM leadership shake-up

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