His is the latest in a string of newly created roles aimed at strengthening the top team and ensuring Asos has the “strategic capabilities” to drive growth.

Ramos Calamonte, who will commence his role on January 4, joins the business from Portuguese fashion company Salsa Jeans, for which he served as chief executive for the past two years.

He has also held commercial strategy roles for Esprit, Inditex and Carrefour Spain during his 23-year career.