London, England, United Kingdom
Strategic and impact-driven executive with 20+ years in global fashion. I spent 18 years at Inditex in several leadership roles before joining ASOS, where I am currently EVP of Product (CPO equivalent). Today, I lead the full product engine, across Own Brands and a portfolio of 1,000+ Third-Party Brands, setting strategy, driving purchasing and operations, and delivering transformation at scale. I bring a combination of commercial instinct, operational rigour and digital-first innovation. Over the years, I have led industry-defining programs in speed-to-market, AI-driven design and demand forecasting, sustainable sourcing, and brand portfolio transformation. At the intersection of fashion and technology, my focus is building the next generation of product and governance models, making the industry smarter, faster and more sustainable, where technology, talent and purpose come together to deliver lasting impact.
Accountable for the full product engine across Own Brands and Third-Party Brands (1,000+ global partners), driving strategy, buying, merchandising, operations, and portfolio transformation. Member of the ASOS Management Committee, empowering a diverse team of nearly 1,000 people. Highlights: 1. Scaled Test & React (T&R) as a core commercial model, making ASOS more agile and responsive to customer demand. 2. Elevated portfolio and brand positioning through new partnerships, sharper brand segmentation, and the successful relaunch of iconic labels, reinforcing ASOS as a leading fashion destination. 3. Expanded Partner Fulfilment (PF) and ASOS Fulfilment Services (AFS), creating a more flexible and partner-centric ecosystem. 4. Advanced digital and AI capabilities in design, demand forecasting and merchandising, embedding data-driven decision making across product functions. 5. Enhanced product quality and sustainability, reducing inefficiencies and aligning with ESG and governance standards. 6. Shaped a high-performance culture, fostering pace, quality and value across global teams in buying, merchandising, supply chain, sourcing, sustainability and operations.
Led the strategy, buying, merchandising, and supply chain for ASOS Design Womenswear, the company’s largest Own Brand with revenues of over £1bn, representing a significant share of the overall product portfolio. Highlights: 1. Repositioned ASOS Design to elevate quality, style authority and value perception, strengthening its role as a cornerstone of the ASOS proposition. 2. Accelerated speed-to-market models and launched the Test & React program within Own Brands, driving agility and responsiveness to trends and customer demand. 3. Advanced sustainability and product standards, focusing on sourcing, quality and responsible production. 4. Laid the foundation for broader leadership across the full ASOS product engine, building the strategic and operational base for transition into the EVP Product role.
Held a series of progressively senior roles over 18 years, from design and sourcing to global product leadership, contributing to Stradivarius’ evolution into a truly international fashion brand within the Inditex Group. As Product Director, I led product strategy, design, buying and merchandising across key categories including jersey tops, wovens, dresses, bottoms, denim and outerwear. I oversaw the full product cycle and team performance, driving brand elevation, commercial growth and international expansion across Europe, Asia and Latin America.
Built Stradivarius’ global sourcing platform from the ground up. Opened and managed the first representative office in Shanghai, transforming it into the central hub for supplier partnerships and operational excellence in Asia. Transitioned the entire denim and outerwear categories to the region, delivering faster speed-to-market, stronger cost efficiency and higher quality. Expanded the sourcing footprint by establishing new offices in India and Bangladesh, replicating the model and securing diversified, scalable supply chains. Created the company’s first dedicated Quality Assurance and Quality Control teams in Asia, embedding rigorous product standards and consistency across markets. Pioneered design collections from Japan, Hong Kong and Seoul, integrating innovation and cultural insights into global ranges. During this period living in Shanghai, scaled a small operation into a core growth engine for the brand, enabling Stradivarius to multiply its revenues and accelerate international expansion.
Designed and developed outerwear collections that combined creativity with commercial impact. This role marked the start of my career at Stradivarius, providing the foundation to grow into leadership positions across sourcing and global product strategy.