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Asos: names startup specialist as growth chief

(CercleFinance.com) - British online fashion retailer Asos has appointed a former executive and adviser for various startups to the newly created role of chief growth officer.

Robert Birge, 49, will be responsible for driving profitable growth and integrating the company's marketing efforts with strategic planning, analytics and customer experience, the company said.

Birge's role is the first in a series of appointments that will strengthen Asos' executive team and ensure that the business is well organised for the next phase of its growth, it said.

Analysts believe that Asos will need to invest in its margins, distribution network and marketing to rekindle its sales growth.

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