Metcalfe joins my-wardrobe.com from pioneering discount e-tailer Koodos, where she held the position of marketing and communications director. Prior to joining Koodos in 2008, Amanda's previous roles include customer development and research positions at eCommera, Debenhams, Laura Ashley and Selfridges.
Metcalfe will oversee the company's marketing strategy, as it ramps up its CRM, direct marketing, affiliate and PPC activity. She will report to founder and CEO, Sarah Curran.
my-wardrobe.com is a pure-play e-tail womenswear and menswear site that offers clothing, shoes and accessories from ‘accessible luxury' designers including Polo Ralph Lauren, Paul Smith and Anya Hindmarch.