Evgeny Gurevich
Head of customer marketing and growth
Asos
Evgeny Gurevich’s nominator describes him as the most creative problem solver they’ve ever worked with. With a background in strategy and analytics built during his time at McKinsey and Lamoda Group prior to joining Asos in 2022, Gurevich pulls off the challenge of balancing the magic and science of marketing.
Asos’s move away from the bottom of the marketing funnel to longer-term brand building has been well-documented. Gurevich is the person behind this work, executing the brand’s change of strategy and move from reliance on performance channels.
With a focus on data and measurement, he notes the major shift in marketing during his career has been the use of machine learning and advanced tools like marketing mix modelling to allow marketers to access precise insights.
“The pace of progress is so rapid that, even comparing our current operations at Asos to last year's, we have dramatically altered how we measure marketing impact, resulting in greater efficiency," he says.
“As your career advances, developing the ability to design a coherent marketing strategy becomes one of the most valuable skills."
Marketers have barely scratched the surface of AI’s potential, says Gurevich. AI’s ability to generate “hyper-relevant” content for customers will change how marketers engage with audiences and anticipate their needs, he says. At Asos, it’s already having an impact on CRM and personalisation, something he sees as “very promising”.
While the landscape of marketing is changing, the core challenge remains the same, he says: “Delighting customers to earn and re-earn their loyalty every day.”
Gurevich describes the scale of the opportunity as "huge". "But it’s about staying relevant and maintaining an edge in a crowded space," he adds. "Balancing innovation with authenticity is key to keeping customers engaged."
When it comes to advice for marketers starting out, he says they should hold on to their curiosity and “commit to continuous learning”.
“It’s essential to understand how tactics fit into the broader strategic picture early on. As your career advances, developing the ability to design a coherent marketing strategy becomes one of the most valuable skills,” he says.
However, don’t just stay in your lane, he encourages marketers. “Don't restrict your education to marketing alone; appreciating the broader business context is also essential for marketers.”
