Multi-brand digital retailer Shop Direct has announced the appointment of Sasha Berson as its new executive board level role of group strategy and customer director.

Having over 20 years professional experience, Sasha, who is currently Groupon’s EMEA chief marketing officer and vice president, will officially join the business in September and will continue the company’s progress on its journey to become a world class digital retailer by releasing the full potential of its wealth of customer data.

As well as having a specific focus on the customer agenda, Berson will also take over deputy CEO Gareth Jones’s strategy remit, with Gareth set to leave the business in December after seven years.

Commenting on Berson’s appointment, CEO of Shop Direct, Alex Baldock, said: “Sasha’s arrival marks the next step forward for us in terms of understanding the power of our data and how we invest in it to drive commercial advantage and deliver an outstanding customer experience. It’s an important hire for us and I look forward to working with him.

“Gareth has certainly made a big impact here, and will leave big shoes to fill. When it comes time to say goodbye at the end of the year, I’ll gratefully wish him every future success.”

Sasha said on his new role: “I am delighted to be joining Shop Direct at such an exciting time in its development. I’m looking forward to being part of its next chapter.” 

Gareth added: “During my time at Shop Direct, I’ve been lucky enough to work with some of the best people in retail and I’m extremely proud of the business we’ve built.

“After seven years with Shop Direct, now is the right time for me to explore other opportunities and do something different for me and my family. I look forward to watching the group’s future achievements and wish Alex and the team great success for the future.” 

The news follows Shop Direct’s, which includes and, earlier announcement that customer director Dene Jones left the company back in April.