Lyst, the leading fashion technology company and premier global fashion search platform, has appointed Yale Varty as Chief Commercial Officer. This strategic appointment follows an extensive search campaign targeting exceptional global leaders in marketing, e-commerce, growth and transformation. Yale emerged as the stand-out candidate to drive Lyst’s commercial strategies and global market expansion.
With over 15 years of experience in marketing, e-commerce, transformation, and strategy, Yale is a dynamic and innovative leader known for driving growth and customer loyalty for top online brands. Most recently, he served as Chief Commercial Officer at Boden, where he led a team of over 180 professionals across marketing, creative, digital experience, analytics, and trading. At Boden, he was instrumental in overseeing the brand strategy, customer acquisition, retention, and engagement across all channels and markets, contributing significantly to the company’s success.
Previously, Yale held the role of Chief Marketing Officer at Hostelworld Group, where he redefined the marketing function and repositioned the brand as the leading online booking platform for social travellers. His tenure at ASOS.com as Global Marketing Director saw him launch and scale several successful campaigns and initiatives, including the Collusion Brand and Activewear, reaching over 30 million customers in 200 countries.
Yale’s extensive background also includes key positions at Expedia Group, where he served as Director of Global Strategy and Initiatives, and later as Head of Global Strategy for Customer Acquisition. His early career saw him at Accenture, specialising in data analysis and marketing strategy, and at KPMG in corporate finance and business development.
As Chief Commercial Officer, Yale will be responsible for spearheading Lyst’s commercial strategies, focusing on expanding market share and enhancing customer experience. “I am excited to join Lyst at such a pivotal time in its journey,” said Yale. “I look forward to working with the talented team to drive the company’s growth and deliver unparalleled value to our global customers.”
Yale’s appointment marks a significant milestone for Lyst as the company continues to solidify its position as a leader in the fashion technology space. His proven track record and visionary approach are expected to bring new dimensions of innovation and success to Lyst’s commercial endeavours.
The assignment was led by Nick Fairclough, Managing Partner, Faraday Partners.
