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 Sportswear Global Strategic Brand Management Lead is a newly created role that is critical for ASOS’s future success. 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, positioning strategy, messaging and communication strategy, partnership strategy and branding standards for the Sportswear category at ASOS. You will be the brand leader of your business vertical and ultimately 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 Sportswear Global Strategic Brand Management Lead will report to the Global Head of Strategic Brand Management and lead as part of a core team in the ASOS Creative Lab including:

• A Creative Director and Design Lead as part of the core business vertical you will lead within Creative Lab. 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 trade activation, regional customer efforts and key category and proposition marketing.
• Members of the Media Lab team responsible for maximising return on marketing investment and fulfilling objectives of marketing, commercial and regional trade teams.
• Members of the ASOS Media Group team responsible for media sales and partnership marketing activity; the Brand Management Lead will particularly support programmes with strategic suppliers.

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.

What you’ll be doing… 

BRAND STRATEGY & MANAGEMENT

Defining creative brand strategies, positioning strategies, brand architecture, and brand standards across all areas of your business vertical; includes leading cross-functionally to ensure alignment across the marketing department and commercial product teams, the digital product/store UX team and corporate communications.

MESSAGING AND COMMUNICATIONS STRATEGY

Developing the messaging and communications strategies (including connections planning) across the company’s brands, categories, commercial product offering, and propositions. Partnering with Media Lab, Customer Growth and the HOBM to optimize marketing plans across media investment/regional trade.

CREATIVE AND BRAND CONTENT DEVELOPMENT

Collaborate, write briefs and support the in-house creative function, Creative Lab, in developing creative strategies and crafting world-class creative across advertising, brand social content, on-site marketing, trade marketing activation, customer communications and influencer marketing.

PARTNERSHIP MARKETING

Supporting co-operative advertising initiatives with strategic retail partner brands collaborating with ASOS commercial team and the Media Group sales team.

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.