Online fashion retailer Zalora Group has appointed a new chief marketing officer to help boost its Asia-wide profile.

Elias Pour joins Zalora Group from Red Bull, where he was head of digital managing the brand’s digital marketing, content production and e-commerce sales in Asia-Pacific. At Zalora, he will lead a team of more than 150 people, overseeing the online fashion retailer’s entire marketing operations.

Prior to his time with red Bull, Pour worked in both Sweden and Denmark, holding key management positions for Volvo, Danske Bank and Telenor. He has been based in Sydney, Australia, for the last eight years, working for Adobe and Commonwealth Bank of Australia before joining Red Bull.

Patrick Schmidt, Co-CEO of Zalora Group’s parent Global Fashion Group, said Pour would help the company as it enters a new period of growth.

“I am confident that under his leadership, Zalora will continue to provide fashion consumers in Asia, the best online and mobile shopping experience possible and achieve its full potential as the region’s fashion retail powerhouse.”