THE ROLE 

Reporting to the Global Brand Creative Director, the Creative Director role sits within asos creative lab as part of the broader ASOS Marketing team. To succeed as a Creative Director you will need to thrive in a fast-paced environment and will be tasked with delivering smart, agile, creative ideas that play a meaningful role in culture and speak to 20-somethings globally as to retain/ build on asos’ relevancy and recognition in our consumer/ audiences world.  

Your key focus will be to manage the central and AMG [ASOS media group] briefs within your vertical [venture], unlocking your teams potential, inspiring and driving them to develop outstanding brand communication ideas and solutions. 

The Creative Teams [within ASOS creative lab] are responsible for development and execution of all consumer-facing visual brand communication for ASOS – delivering strong and engaging content through all channels relevant to 20-somethings – creating brand awareness [and over time salience], helping to hero our product and celebrating our global community. 

In this role, you’ll collaborate with other members of the squad associated to your vertical, working closely with Design, Brand/ Strategy, Brand Content, Fashion and Talent teams to ensure a unified approach to the experiences and initiatives of an ambitious and rapidly evolving brand/s. 

This role, within its vertical, has specific focus on Venture brands. At ASOS, ‘venture’ is the label given to the brands we own but that do not hold an ASOS label i.e. Topshop, Topman, Collusion, Miss Selfridge, Reclaimed Vintage, AsYou and HIIT. Note: this list is not exhaustive.  

Team spirit 

You’ll be responsible for a small team, ensuring they work closely together as one collective and collaborate effectively with various departments throughout asos, within marketing and more broadly in the business i.e. commercial. This will include ensuring that the Creative Brand Strategy is articulated in all the work we produce, modified and developed depending on brief, brand and scope. Your team will manage multiple projects at any one time, resource managed appropriately, and so it’s imperative that you stay close to the work, guiding and directing its progress ensuring it fits in with surrounding consumer comms. The calendar is busy at asos so it’s important to have broader awareness of what is happening in the dept.  

You’ll need to have a great work ethic and be a creative, expressive and supportive team member whilst ensuring that our core values [A,B,C,D] are reflected in all that you do. 

You’ll need to have experience at management level with the ability to nurture and foster an atmosphere that encourages discussion to keep us relevant to fashion-loving 20-somethings. 

You’ll be happy to work within a highly productive Brand Content, Media and Trade team in a fast-changing, sometimes ambiguous, environment. You’ll also be responsible for working with the People Team [PX] to ensure you understand the different processes and cycles that apply to your team. Pastoral care being a key part of any management role, watching out for your team personally as well as professionally.   

You’ll need to actively responsive to fluctuating business workloads [ambiguity] with the ability to manage your team, personal workload and schedules. At ASOS we aim to strike the perfect balance between optimised creative and resource/ cost efficiency. 

Creative drive 

You’re a natural creative leader and a source of creative inspiration for the team, department and the business as a whole. 

You’re a positive force, bringing new concepts and ideas to life in a social first, digital landscape with keen owned and 3rd party channel knowledge. 

You’ll be intrigued by new ways of communicating with our audience and will never shy away from the unknown, whilst being grounded in commerciality and understanding of project KPI’s and objectives. 

You’ll be responsible for a large proportion of the output of the ASOS creative lab, from concept development, art direction whilst collaborating with Lead Design on supporting graphic assets.  

You’ll develop and maintain excellent relationships with a variety of stakeholders within the business, including stakeholders within Brand, Brand Content, Talent, Fashion, Design, IP and Trade to ensure a unified approach to provide engaging brand experiences and initiatives.  

Expert skills 

You’ll have international experience in developing ideas for engaging brand content across owned (i.e. HP, CRM) and external channels (i.e. Social, PR), whilst helping to define and protect a brand’s look and feel and being a creative leader in video and photography. 

You’ll have knowledge of best practice for digital marketing to be used across all channels including Paid Media, CRM, PPC and organic social and you’ll be able to share these encouraging your team to help promote their development/ knowledge. 

You’ll work with the Group Brand Creative Director and other Leads in the Creative Lab to help communicate our Creative Brand Strategy that will reinforce the brand and help to ensure a seamless, consistent and engaging brand experience across all channels. 

You will be…   

Overseeing the look and feel of the brand:  

• You’ll collaborate with the Group Brand Creative Director to evolve the brand identity and maintain and clearly articulate the brand vision. This means working extremely closely with the team and other Leads (Fashion, Social, Brand and Design) to ensure our look and feel and tone of voice are consistent across everything we do.  

• BAU, Trade to Social content, always pushing the boundaries to excite the customer through the visual articulation of the ASOS brand proposition across every channel whilst building and maintaining brand credibility.  

• Supporting the translation of this vision for all creative content, including mobile, desktop, video, emails, social, paid advertising, promotions, commercial and new channels as they are developed, in the UK and international markets.   

• Staying close to changing trends in our customer’s interests to update the brand look and feel when relevant and to inspire a team to support you in doing so… grounded in fashion and fashionability.  

• Working closely with the Brand Content team to understand the ever-changing channels and best practice.  

• Reflecting the importance of video content v’s stills for our consumers through ideation and execution… using innovate platform native video methods for capture and editing.  

• As a confident communicator you will present the CBS to the wider ASOS community and third-party agencies to ensure all our campaigns reinforce our brand position.  

• Collaborating with commercial to support trading priorities 

Creative innovation and digital experience: 

• You’ll be both passionate about technology and culture relevancy and you will inspire the teams to think social/ mobile first and to also be passionate about the most engaging experience at every single customer touch point.  

Management and leadership: 

• Leading a team of creatives to develop an aesthetic and social first approach across video and photography, helping to develop multi-channel style guides and build out franchises.  

• Providing inspiration and direction for the teams in regular creative sessions and away days.  

• Articulating the creative process to wider teams beyond creative depts. 

 
We’d love to meet, someone with… 

• Strong experience of leading creative for a mobile and social first brand. 

• Strong experience in creative and art direction, commissioning, photography and video 

• Strong graphics, typography, digital and video design experience 

• Experience working with fashion brands and 20 something brands.  

• Robust understanding of multi-channel content, consumption and distribution  

• An understanding of how to effectively use data to continuously inform the experience and proposition 

• Experience in leading a team of creatives 

• The ability to mentor and develop a team with different levels of experience 

• Strong influencing skills, articulate and confident presenter 

• Experience working with global markets 

• A creative and innovative thinker and collaborator. 

• Plugged into 20 something culture and fashion – you’ll be able to understand the needs of ASOS target customer  

• Strong influencing skills, articulate and confident communicator 

• Comfortable with responsibility, accountability and ambiguity.  

• Able to work in a fast-paced environment and adapt to rapid change