Birge, who will take up his new role on December 3 and will report to chief executive Nick Beighton, most recently acted as president of ecommerce at Blink Health, a position he held from October 2017 until April this year.

At Asos he will be tasked with “driving profitable growth and integrating the company’s marketing efforts with strategic planning, analytics and customer experience”, leading the 170-strong marketing division and 1,200-strong customer care operation respectively.

Birge is the first in a series of executive appointments Asos plans to make, including a chief strategy officer, chief people officer and chief commercial officer, which Beighton said last month were mostly “down to a shortlist”.