MARKETING AT ASOS

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 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 Senior PR Manager role sits within our Strategic Brand Management team, reporting to the Head of Global Strategic Brand Management.  You will have the management responsibility for global PR planning, strategy, and management of a global network of external PR agencies. ASOS has a separate Corporate Communications team and, at times, Corporate Comms and PR will need to work closely as functions and have an acute understanding of how both strategies align. This person will develop and manage the global PR plans and strategy for ASOS, and build Fame, Feeling and Fluency across the entire portfolio of ASOS brands amongst fashion loving 20-something’s globally.

This role requires strategic and creative thinking as well as the ability to plan, execute, prioritise, and succeed in a fast-paced environment; whilst communicating the centralised consumer communications strategy to a global network of agency partners. The ability to manage and control budgets will also be key.  The global strategy may need local nuances based on local consumer insights gathered through our Strategic Brand Management and Insight & Analytic teams. This role could include travel to maintain those agency relationships. It also requires the ability to build and maintain strong working relationships, collaborating with relevant ASOS teams within marketing and the rest of the business. This of course extends to external media partners and the global network of agencies suggested above.

This role needs a strong and adaptable leader who will manage and develop Consumer PR for ASOS, being the key internal contact as well as feeding strategy, assets and information about key launches, campaigns, and product moments to the global network of PR agencies.

What you'll be doing...

• Developing and planning the global consumer communications strategy.
• Developing, nuanced, local variants of the global strategy to optimise in specific markets.
• Communicating the consumer communications strategy to the network of global PR agencies.
• Using the global network of agencies to drive proactive press coverage and build FFF.
• Ensuring all agencies are aware of and aligned to the ASOS Creative Brand Strategy and with that the strategic positioning of our brand.
• Managing and being a senior point of contact for key media relationships through the global network of agencies.
• Collaboration with key marketing functions to ensure Consumer PR is used as an additional mechanism to enhance the work and campaigns produced centrally.
• Contributing to and aligning to a centralised integrated marketing calendar, including all relevant commercial priorities.
• Developing a close working relationship with senior buying & design teams and other relevant internal stakeholders to ensure an acute understanding of product development and new seasonal drops across all ASOS owned brands
• Developing, managing, and maintaining an effective and efficient distribution of samples from buying and design teams for PR usage.
• Developing, managing, and maintaining an efficient and effective process between our fulfilment centres and our global network of agencies
• Consulting and collaborating on the production of press and influencer events, PR launches and asset requirements and creation.
• Collaborating with the wider marketing teams on the creation of centralised communication tools and specific creatives.
• Consulting on the creation of localised press communications and tools.
• Establishing PCA/ retrospective reporting process through agency network and communication of these reports back into the organisation.
• Using social as a key channel for PR, establishing key connections with the Brand Content and Talent teams to ensure best utilisation of recommended channels and shared assets.
• Consulting through agency partners and external brand partners to create PR-able moments.
• Ensuring effective and efficient use of budget with phasing aligned to key business priorities.

We'd like to meet...

The ideal candidate will be an experienced PR Manager with fashion and/or retail experience, who has proven media relationships and a successful track record of culturally driven, connected thinking. They will need to feel comfortable in a fast-paced environment with multiple work streams, moving at different speeds, the ability to adapt and, at times, comfortable with certain levels of ambiguity.

• Demonstrable experience working on brand or agency side managing accounts for a large global business or accounts.
• Aptitude for process and structure and an appreciation for the freedom structure and process can create.
• An enthusiastic and proactive attitude. This role is quite defined and has specific responsibilities assigned to it, but at ASOS you are also given the opportunity to develop roles further, to suit business requirements.
• Teamwork – ASOS is full of talented people, experts in their field. An important part of your job, especially at the beginning, will be building relationships between the different teams within HQ and local offices. Collaboration is key.
• Enjoy fast-paced rhythm, constant change and being comfortable dealing with ambiguity. This is crucial in a high-growth environment which continuously redefines itself.

What's in it for you?

• Competitive salary, bonus and pension matching
• Life insurance, free private medical care, cycle to work scheme + more
• A bespoke flexible benefits scheme catered to you
• Best in class Learning & Development schemes and career development programmes
• 25 days holiday + never work on your birthday again!
• Free modern onsite gym, plus personal training and wellness rooms
• A dynamic social environment, from company-wide sports days, charity days, ‘Give A Week Away’ opportunities to visit our charity partners in India & company-wide celebrations to name just a few
• Huge staff discounts and sample sales