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

We reach our audience through various means to grow ASOS as a definitive fashion destination for 20-somethings around the world.

As a key part of our end-to-end customer experience management, ASOS marketing covers a breadth of tactics, stretching across loyalty marketing, culturally relevant brand content, pay-for-performance marketing, local trade marketing, broad reach advertising, and influencer marketing to name a few. We utilise several measurement practices, but primarily rely on continual controlled experiments as our primary ‘source of truth’ in measuring marketing investment return.

Brand Content Team

The ‘Head of Brand Content & Talent’ role is part of the Marketing department at ASOS, It sits within the the Marketing sub-function called ‘Asos Creative Lab’ alongside brand marketing, creative, design, fashion, PR and marketing operations.  The other sub-functions within marketing are: Media Lab, Customer Growth and Asos Media Group. The role will inevitably have interaction across all areas of marketing and other key functions within asos.

The ‘Head of Brand Content & Talent’ role has specific management responsibilities for Social [inc social strategy], Editorial and Talent teams.

The role of the Social, Editorial and Talent teams is to produce incredibly relevant; well ‘branded’ content [at scale]; that brings our fashion and f&b products life for our fashion loving 20 something audience.

The role:

We are seeking a digitally-focussed senior content marketing expert to head-up our broad mix of global social channels… everything from Instagram and Facebook to TikTok and ‘that platform that doesn’t yet exist’. The role also encompasses elements of content required for asos’ owned platforms [ie site, app and CRM].

The teams:

Social:

The social team manage the channels. Looking for trends, driving engagement and driving/ developing  new franchises and content opportunities, posting content and managing the community. They are our ‘ears-to-the-digital-ground’ feeding the wider team info from the channels and helping to guide the creative decisions we make when producing campaigns. The team manages all accounts for all asos brands globally: Asos, Topshop, Topman, Collusion, AsYou, Reclaimed Vintage, HIIT and any new brand we happen to develop or acquire. There’s a lot going on.

Editorial [plus subs and editors]:

Alongside imagery: TOV, captions, push notifications, long form editorial, crm, on-site banners etc all form part of the incredible opportunity we have to engage with our audience. The team manages the written expression of our brands from campaign and lifecycle emails through to social posts and style-feed articles. From a TOV perspective the team need to have the ability/ flexibility to adapt and change their style and approach based on the brand/s they are working on and the ever-changing priorities that come through such a fast paced dept.

Talent/ Creator:

The talent/ creator team strategically define and manage the broad spectrum of external talent/ creators we use as part of our creative processes, in our campaigns, brand partnerships, channel takeovers and day-to-day reactive content streams. The team have a responsibility to source talent/ creators that adhere to the strategic positioning of our many brands and the overarching values of asos plc. They are at the cold-face of these new and established relationships ensuring talent adhere to briefs, understand the requirements and deliver on time. The broad mix of brands asos owns also requires for a more strategic approach to define talent profiles that align to the personalities of our individual brands.

All teams are expected to have a broad understanding and interest within the fashion market/ sector to ensure awareness of channel shifts, competitor brand activity and to mitigate any potential risk.

The ideal candidate should be an excellent creative thinker, passionate about customer and data and equally comfortable across technical and analytical problem solving. You The role will manage a globally focused team and budget and will need to work closely and confidently with multiple teams across the organisation. We need a creative thinker that is also commercially orientated and must have a proven track record of clearly demonstrating social, editorial and talent impact on business objectives, dept OKR’s and KPI’s

The role is one of high expectation and visibility within the organisation… we need candidates who can confidently articulate the brand content strategy upwards and across the organisation with full ownership and autonomy. The position fundamentally manages asos’ brand projection into the social community. The quality, quantity, relevancy, reactivity and reporting of the content. Analytics will be key and having a candidate that has a keen eye for data, interpreting data, informing the business and taking decisions is critical.

The candidate should also have an acute understanding of paid social and an ability to liaise and strategise with the Media Lab team on campaigns and on-going media experiments.

The role reports into asos’ ECD as part of the creative lab and will advise and support ECD and CGO on an on-going basis to help develop and adapt any future strategies.  

What you'll be doing...

Responsibilities:

• Lead our global social & talent strategies. Working with your teams on the planning and execution of all social, talent based and editorial content.
• Work with channel specific teams to determine channel (CRM, SEO, Paid, Affiliates) and regional expectations; support across social, editorial/translations, revenue targets, budget allocation and prioritisation.
• Ensure branded content is ‘branded’… that it is identifiably asos. Distinctive and aligned to CBS.
• Manage and allocate budgets ensuring spend aligns to key KPI driving activity.
• Continuously monitor and suggest solutions for content at scale ensuring it exceeds performance metrics.
• Build content franchises efficiently with scale aligned to eCPM model.
• Oversee the process between social and Customer Care [community] to ensure that all social mentions of ASOS are reviewed and responded to appropriately and that the tone and content is on-brand and customer-centric.
• Collaborate with the Creative Lab to inform on best practice, new trends and current content success stories across all social media platforms to drive best in class branded content. In-turn this should drive brand equity, loyalty, acquisition, reach and engagement.
• Build relationships with the platforms and in-turn take opportunity in new tools, functionality and innovation as it is released.
• Communicate on-going content performance reviews with a view on the competitor market.
• Collaborate and develop bespoke social media strategies for all major launches – owned campaigns and brand launches.
• Advise/ educate on new relevant platform launches… will our strategy/ processes need to adapt to facilitate.
• Work with agency partners to create an agile operating model and leverage their experience and expertise to push in-house boundaries.
• Work with the PR and Media Lab teams to build global influencer and affiliate communications/ processes and cadence.
• Be the key point on all social, editorial and talent; representing Marketing at a senior level within the business. Managing information up and across the organisation.
• Work with your teams on global analysis and reporting requests.
• Keep abreast of emerging trends and technologies ensuring we are at the forefront of innovation and testing.
• Manage budgets, targets and channel execution across social, social media experiments [ie social boosting] and editorial to hit KPI’s.
• Work with your team to develop and deliver the editorial tone of voice across all channels.
• Line management of direct reports including their personal development and training

We'd like to meet...

Experience

• Worked in creative and data orientated organisations and able to confidently communicate customer and channel data at an executive/board level.
• Proven track record of inspiring creativity within the fashion sector.
• High degree of personal and professional familiarity with Instagram, Facebook, TikTok, YouTube etc.
• Strong editorial sensibilities, from setting tone to having great taste when it comes to ensuring content is on tone (and strategy).
• Awareness and applied understanding of D&I within content production and community management.
• Strong understanding of creative brand strategy with relevant experience helping to define and build brand/s.
• Agency and/or brand experience [client side] with focus on fashion.  
• Held similar positions and managed large social/content teams for the most innovative brands or news organisations.
• Responsibility and experience of working with and effectively managing large projects and budgets. Cost and efficiency aware.

Skills:

• Strong strategic, editorial and creative skills.
• Understanding and respect for the importance of brand and branding
• Fantastic leadership skills and fosters collaboration.
• Refined fashion sense and solid understanding of the 20 something customer.     
• Passionate about social media, digital trends, innovation and editorial.
• Solution oriented, thinks outside of existing structure/ process to make things happen.
• Planned in their approach.  
• Driven self-starter, with an entrepreneurial mindset, who thrives in a fast-paced environment.
• Analytical, and able to both learn from and utilise data to build strategy and tell stories.
• Strong communication skills and collaborative personality.   
• Positive and team oriented.
• Able and willing to take considered risks and communicate effectively when doing so.
• Ability to spot new trends and asses what is a measured risk vs just a risk.