Asos names former Amazon Fashion exec as new global trading boss

Jeffers will be responsible for the online giant’s global P&L, bringing together regional trading, pricing, promotional strategy and storefront optimisation.

Asos said the appointment reflects its ongoing commitment to customer centric growth and delivering a compelling and cohesive customer experience worldwide.

Jeffers joins Asos from Amazon Fashion, where she has spent almost nine years including the last four as a general manager to lead growth and operational improvements across Europe.

Prior to that, she worked at Forever 21, Arcadia Group as well as a five-year stint at Asos.

The fashion retailer said Jeffers brings a strong track record in category leadership, combining customer understanding with insight‑led trading to deliver results across complex multi‑market environments. 

Asos EVP customer and commercial Ben Blake said: “Natasha’s appointment strengthens our commercial leadership and underlines our focus on delivering relevant, inspiring customer experiences globally. 

“Her ecommerce expertise, analytical mindset and proven ability to build high performing trading teams will be invaluable as we continue to execute our strategy for sustainable, profitable growth.

Jeffers added: “Asos is where I built some of the most formative years of my career, so returning now is a full circle moment. 

“This is such an exciting time for the business, and I can’t wait to get started helping it write the next chapter, one that keeps the customer firmly at the heart of everything we do and is guided by the insights that help us serve them better.”