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Aurora bolsters online team

Aurora Fashions has made four high-profile appointments across its Warehouse, Coast and Oasis chains to improve design, marketing and ecommerce functions.

Current group multichannel director Hash Ladha has been appointed to the newly created role of deputy managing director at Oasis to oversee trading growth and increase market share. He will take up the position in the new year.

At the same time, group strategic development director Ish Patel is promoted to the new role of group omnichannel director responsible for IT, distribution and the multichannel technical team.

The new title is intended to reflect Aurora’s recent efforts to integrate ecommerce and bricks-and-mortar. 

Since 2010, Aurora has introduced 90-minute UK delivery and international local language websites while driving its latest initiative – Anywhere Everywhere – a decentralised stock management system that means any items that are sold out on any of its  retailers’ websites, which are normally fulfilled through a central distribution centre, can be fulfilled from stores that have it in stock.

Meanwhile, Aurora’s young fashion chain Warehouse is ramping up its marketing operations by appointing French Connection director of ecommerce and digital marketing, Jennifer Roebuck, as marketing director.

She will start on February 13 and replaces Lorraine Pringle, who has joined accessories brand Radley as brand director. However, Roebuck will have a wider remit including ecommerce.

Warehouse has also recruited creative agency Odd to produce a series of campaigns for early next year. Previously, Warehouse has created all of its marketing campaigns in-house.

Occasionwear chain Coast has hired Monsoon Accessorize head of design Kim Elliott as design director, a newly created role. Elliott has been at Monsoon Accessorize for 17 years and has specialised in occasionwear and kidswear. She will join Aurora in March.

Aurora chief executive Mike Shearwood said: “We’re committed to investing in the right people, for the right senior management roles, to ensure each brand is led by a strong, autonomous team that is as passionate about delivering a unique experience for customers as they are about driving growth.”

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