Amazon has promoted Ruth Diaz to the role of head of Amazon Fashion Europe.
Diaz, who has been with the company for nine years in various marketing and retail positions, will take the lead on fashion for the whole of the European business.
She was previously responsible for more than 20 product categories at Amazon Italy and Amazon Spain, and led the home innovation programme for Europe.
She will work with the European consumer senior leadership team to grow the fashion selection and improve customer experience for those shopping in the UK, Germany, France, Italy and Spain.
Former vice president of Amazon Fashion Europe John Boumphrey is set to become UK country manager for the ecommerce giant.
Diaz said: “I am thrilled and honored by the opportunity to lead the EU fashion business and I’m pleased to work with the incredibly passionate and talented teams across Europe.
“It’s an exciting time to be taking on this role, with more to come, delighting our customers and brands through technology and great service.”
The move comes as Amazon seeks to grow its share of the fashion market, including initiatives such as collaborating with Vogue and the British Fashion Council to help propel struggling designer labels, and a series of fashion launches including Savage x Fenty vol.2, The Drop and StyleSnap.
It also launched its Prime Wardrobe service in 2017.
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