What's Happening?
Macy Hong, the head of loyalty and customer engagement at Asos, has resigned from her position. Hong joined Asos in September 2022, initially serving in a strategy and operations role before being appointed
as the head of loyalty in April 2025. During her tenure, she launched the Asos.world loyalty scheme in June 2025, which 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 to Hong.
Why It's Important?
Hong's departure from Asos marks a significant change in the company's leadership, particularly in its loyalty and customer engagement strategies. The Asos.world loyalty scheme was a major initiative under her leadership, and her exit could impact the program's future direction. Her move to Yoto suggests a strategic shift in her career towards the consumer electronics sector, which may benefit from her expertise in customer engagement and loyalty. For Asos, finding a suitable replacement will be crucial to maintaining the momentum of its loyalty program and ensuring continued customer retention and growth.
What's Next?
Asos will need to appoint a new head of loyalty to continue the development and expansion of its loyalty program. The company may also review its current strategies to align with new leadership once a successor is named. Meanwhile, Yoto is likely to leverage Hong's experience to enhance its customer acquisition and retention efforts, potentially expanding its market presence. The transition period may present challenges for both companies as they adjust to these leadership changes.
