Marketing at ASOS

Our approach to marketing has a few defining characteristics – an obsession with our customers, belief in the power of insights and creativity, an investment mindset, a ‘full funnel’ philosophy, and a belief in evidence-based decisions.

We reach our audience through various means and a breadth of tactics, from culturally relevant brand content in broad media, to pay-for-performance marketing targeting active shoppers. We utilize several measurement practices, including continual controlled experiments. Our marketing teams and activities align cross-functionally, leveraging shared cross-functional objectives to manage autonomous teams. Marketing at ASOS could be seen more like a set of activities and cross-functional resources with coordinated objectives and less like a discreet function. And, we strive to stay ahead of the curve when it comes to marketing best practices, fashion and creativity.

The Role

The Topshop|Topman Lead Global Strategic Brand Manager is a newly created role that is critical at this stage of ASOS’ growth. It’s a hybrid role combining both Brand Strategy and Brand Management skills with an emphasis on driving brand development through customer insight and sound, well-established brand frameworks. Working within Creative Lab, the company’s in-house agency, you will define, execute, and manage brand strategy, marketing strategy, messaging and communications strategy, connections strategy, partnership strategy and branding standards for the global relaunch of Topshop and Topman. As the brand leader of these iconic brands, you will ultimately be responsible for the strategic input and collaborative support of the creation of compelling and relevant brand expression across the end-to-end customer experience.

Marketing at ASOS is led by the company’s Chief Growth Officer and is divided into 4 primary functions: Media Lab, Customer Growth, Creative Lab and ASOS Media Group. The Topshop|Topman Lead Global Strategic Brand Manager will report to the Global Head of Strategic Brand Management and lead as part of a core team in Creative Lab including:

• A Creative Director and Design Lead as shared resource for all brands within ASOS’ Venture portfolio. Dynamic interaction with other members of the Creative Lab team including Marketing Operations, Social, PR, Editorial & Influencer Content.
• Members of the Customer Growth Team responsible for ASOS’ trade activation and regional customer efforts.
• Members of the Media Lab team responsible for maximising return on marketing investment and fulfilling objectives of marketing, commercial and regional trade teams.

This will be an extremely collaborative role and will also involve working cross-functionally with other departments including Commercial (Retail), Insight & Analytics and external agencies and partners.

What you’ll be doing… 

• Define and drive a new creative brand strategy and brand standards for Topshop & Topman globally.
• Includes developing and defining brand marketing DEI strategy and world-class brand and marketing enaction on sustainability.
• Collaborate to define and manage new PR, talent and social strategies globally.
• Work closely with Insight & Analytics to identify, shape and deliver customer research to support all brand and marketing workstreams.
• Develop effective holistic marketing strategies and campaigns across all channels and geographies, including messaging and communication strategy.
• Drive the day-to-day brand and marketing needs of the Topshop & Topman businesses making sure product, brand and commercial opportunities and objectives are aligned. This will include collaborating with cross-functional departments to define business objectives, marketing priorities and ensure plans are executed across the entire end-to-end customer experience including UX/UI and channel strategy.
• Write creative briefs and support the creative function in developing world-class creative across advertising, brand social content, on-site marketing, customer communications and influencer marketing.
• Work collaboratively with the wider marketing team including Media Lab and Customer Growth in order to create, optimise and execute effective media strategies and marketing campaigns.
• Control execution of marketing campaigns for all Topshop & Topman brand activity inside and outside ASOS owned channels.
• Evaluate the effectiveness of brand and marketing strategy efforts, suggesting changes and further improvement where required.
• Create and drive brand partnerships and co-branding standards for Topshop & Topman, growing awareness with new audiences for credible brand alignment.
• Create marketing strategies for and manage relationships with physical retail partners including Nordstroms.
• Develop and manage communication frameworks (connections planning).
• Manage a small team of Strategic Brand Managers (1 at present) and external agencies.

We’d love to meet, someone with…

• Has experience in brand strategy, developing global brand strategies, and managing a small team;
• Has a commercial mindset attuned to company financial goals;
• Has significant experience developing and leveraging customer insights;
• Is comfortable and enjoys working in a fast-paced, dynamic team environment with rapid change;
• Possesses strong leadership qualities and presence;
• Has a growth mindset and is always learning;
• Is capable of creating simple, robust thinking which is easy to understand and implement;
• Can build a team and culture in line with the company’s goals and culture.
• Proficiency in French and German preferred but not required.