ASOS has appointed Patrik Silén as Chief Strategy Officer, reporting to Chief Executive Officer, Nick Beighton. Patrik joins ASOS after an extensive career in management consultancy, largely at McKinsey & Company, where he was appointed partner in 2012. During his 16-year tenure there, Patrik relaunched and built several new practice areas, including the consultancy's EMEA Retail Operations unit, and focused on delivering insight, strategy and transformation programmes to a range of clients, including online pure-plays and omnichannel retailers

Patrik will commence his new role from 5 May and will lead the further development and implementation of the company's strategy with a focus on driving increased performance.