What's Happening?
Macy Hong, the head of loyalty and customer engagement at Asos, has left the fashion retailer. Hong joined Asos in September 2022, initially serving in a strategy and operations role. She was later appointed
as the head of loyalty in April 2025, during which she launched the Asos.world loyalty scheme in June 2025. This program successfully attracted over 1.6 million members within six months. Hong announced her departure on LinkedIn, revealing that she has joined Yoto, a consumer electronics company, as the director of acquisition, retention, ecommerce, and Amazon. Asos has not yet announced a successor for Hong's position.
Why It's Important?
Hong's departure from Asos marks a significant change in the company's leadership, particularly in its customer engagement and loyalty strategies. The Asos.world loyalty scheme, which she spearheaded, was a major initiative that quickly gained traction among consumers. Her move to Yoto suggests a strategic shift in her career towards the consumer electronics sector, which may benefit from her expertise in customer acquisition and retention. For Asos, finding a suitable replacement will be crucial to maintaining the momentum of its loyalty program and continuing to engage its customer base effectively.
What's Next?
Asos will need to appoint a new head of loyalty to continue the development and expansion of its Asos.world program. The company may also evaluate the program's performance and consider potential adjustments to enhance customer engagement. Meanwhile, Yoto is likely to leverage Hong's experience to strengthen its market position and expand its customer base, particularly in the ecommerce and Amazon sectors.
