Formerly, Metcalfe was marketing and communications director at discount e-tailer Koodos.
She has previously held customer development and research positions at Debenhams, Laura Ashley and Selfridges.
Metcalfe will lead the marketing team, developing and overseeing marketing strategy including CRM, direct and affiliate marketing and PPC activity.
She joins the company in February 2010 and will report into My-wardrobe.com founder and chief executive officer Sarah Curran.
Curran says: “Amanda will play a pivotal role in the continuing development of our business, as we determine ambitious growth plans for 2010. Her wealth of experience in the retail sector, both on and offline will fully enable us to strengthen and drive our marketing efforts.”
My-wardrobe.com is a pure-play online retailer which stocks men’s and womenswear from luxury brands including Polo Ralph Lauren, Paul Smith, D&G Dolce&Gabbana and Mulberry.