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Former ASOS CFO Helen Ashton has joined Entain as an independent non-executive director, bringing over 30 years of experience in both public and private equity-backed businesses.

Ashton, a qualified chartered management accountant, boasts a distinguished career with significant roles in major companies such as ASDA, Barclays, and Lloyds Banking Group.

During her tenure at ASOS from August 2015 to September 2018, the company’s value doubled to £6.5bn.

At that time, she was one of only four female CFOs in FTSE 100 equivalent retail companies.

Ashton currently serves as a non-executive director and chair of the audit and risk committee at JD Sports Fashion, leading efforts to position the company as a global sports fashion powerhouse.

She is also the CEO of Shape Beyond, a role she has held since November 2020, where she leads the London-based company in developing innovative business solutions.

Additionally, she is an executive mentor at leadership development firm Merryck.

Extensive experience

Ashton’s previous roles include serving as group CEO at JLA from January 2019 to November 2020, and as CEO at Capquest Group from May 2012 to July 2015.

She also served as finance director at Lloyds Banking Group from January 2010 to May 2012, overseeing finance for Lloyds, BOS, and Halifax Community Banks.

Before that, she was managing director at Barclaycard International between 2005 and 2009, and held the position of head of retail finance at ASDA from January 2003 to January 2005.

Following her appointment, Ashton will also sit on Entain’s audit committee.

Entain chair Barry Gibson said: “On behalf of the board, I am delighted to welcome Helen to Entain. Helen brings a wealth of retail, digital, financial and board experience.

“As part of the continued strengthening of the Entain board, I am confident that Helen will further enhance the board’s ability to support and oversee the delivery of our strategy.”

In April, Entain announced that Barry Gibson plans to retire later this year, with current interim CEO Stella David set to succeed him as chair of the board.

While the company stated that the search for a new CEO is progressing well, Entain has yet to made an official announcement.

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