Hash Ladha tasked with driving web traffic and conversion rates

Online fashion and beauty retailer Asos has appointed its first marketing director to spearhead sales growth.

Former New Look marketing director Hash Ladha joined this week and is responsible for direct marketing, PR and ad revenue, as well as heading the retailer’s customer services team.

Previously, chief executive Nick Robertson had been in charge of the marketing department. The change marks a push by the company to drive new visitors to its web sites and improve conversion rates. It also shows the determination of Asos to compete more aggressively with high street fashion retailers.

Robertson said: “This is a key appointment for Asos. With every part of the business now having been reviewed, it is time to invest in our marketing team.” Ladha’s appointment from a bricks-and-mortar retailer is unusual because e-tailers hire from other online specialists typically.

In addition to his most recent role at New Look, Ladha has worked for high street retailers including Arcadia, Bhs and Austin Reed. He left New Look in May last year along with a number of other senior staff. He subsequently established a retail consultancy specialising in branding and marketing.

At the same time, Asos has unveiled a rebranded menswear site, Asosman.com, and launched a menswear magazine. Asos ranks second, behind Next, in online fashion retailing.

Ladha becomes the fourth member of Asos’s executive board, working alongside Robertson and the finance and retail directors. The company also has an operational board.