Asos’ decision to hire its first chief growth officer has sparked debate about what the job entails and why the business needs one now.
But setting aside the job description for a moment, it’s worth looking at the man himself to help understand the skillset Asos is looking to acquire.
Robert Birge describes himself as a marketing and strategy adviser, and what immediately jumps out from his CV is his wealth of experience in brand strategy and ecommerce.
In his early career, Birge worked on iconic North American beer brands Molson and Miller Lite, as well as consulting for a range of other consumer packaged goods companies.
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