Hayley Murphy returns to Asos as Head of CRM and Lifecycle Product

Murphy’s appointment follows a period of significant structural shifts within the Asos leadership team. Her transition back to the company coincides with the departure of Przemek Czarnecki, who recently stepped down as CTO and EVP of Technology after an 18-month tenure. Czarnecki, who joined from Zalando, oversaw the modernization of the retailer’s technology platform and the integration of AI-driven systems during his time in the role.

Reflecting on her return, Murphy expressed enthusiasm for continuing her long-standing career at the fast fashion giant. Meanwhile, Czarnecki noted that his departure comes after successfully strengthening the company's engineering leadership and establishing a foundation for future growth. Asos continues to navigate a period of digital transformation, balancing executive turnover with a focus on long-term product lifecycle management.