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Boux Avenue poaches Ted Baker exec as new marketing chief

// Boux Avenue hires Ted Baker’s digital officer Jason Beckley as marketing boss
// Beckley was the chief customer, marketing and digital officer since last January

Boux Avenue has poached Ted Baker’s digital officer Jason Beckley as its new chief marketing officer.

Beckley will join the lingerie retailer from Ted Baker, where he has worked as chief customer, marketing and digital officer since last January.

He has held marketing roles at a range of fashion retailers including Clarks, Ralph Lauren, Alexander McQueen and Alfred Dunhill.

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In his new role, Beckley will take responsibility for the development and delivery of Boux Avenue’s brand growth strategy, as well as focusing on customer experience, brand advocacy, and powering sales both in store and online.

Beckley said of his appointment: “Personally, I am really inspired and motivated by what Theo and the team at Boux have built.

“It really is very unique in the retail sector to see such a definitively digital-driven operating model; this will unlock the potential and give us the opportunity to go on and define the category.

“It’s a great privilege to join the group on this exciting journey.”

Boux Avenue chairman Theo Paphitis added: “We are delighted to welcome Jason to Boux Avenue. He brings with him a depth of expertise that will guide the brand through the next phase of its evolution.

“His creativity and deep understanding of marketing and customer acquisition will ensure that Boux’s position in the marketplace, both in store and online, will go from strength to strength.”



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