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 utilise 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.

Strategic Brand Manager
The Strategic Brand Management team is a newly created function that is critical for ASOS’s future success. Strategic Brand Managers are 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 collaborate with and support the Global Lead, Strategic Brand Management within a business vertical across one of the following: ASOS primary brand/Core Fashion or Face + Body. The Strategic Brand Manager will be involved in crafting all expressions of brand and marketing strategy within their business vertical which includes but is not limited to defining, executing, and managing brand strategy, positioning strategy, messaging and communications strategy, partnership strategy and branding standards.

Marketing at ASOS is led by the company’s Chief Growth Officer and is divided into 4 primary functions: Media Lab, Customer Growth Team, Creative Lab and ASOS Media Group. The Strategic Brand Manager will report to a Global Lead, Strategic Brand Management who forms a senior team under the Global Head of Brand Management as part of Creative Lab. Creative Lab is headed-up by the Executive Creative Director and includes IP & Marketing Ops, Creatives, Social, Editorial & Influencer Content. Across the wider ASOS Marketing Team, the GSBM will be working with;

• 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 Customer Growth Team responsible for trade and marketing activation, regional customer efforts and proposition management.
• Members of the ASOS Media Group team responsible for media sales and partnership marketing activity; the Brand Manager 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

Support the development in defining creative brand strategies, positioning strategies, brand architecture, and brand standards across all areas of your business vertical; includes cross-functional support to ensure alignment across commercial product teams, the digital product/store UX team and corporate communications.

MESSAGING AND COMMUNICATIONS STRATEGY

Develop the messaging and communications strategies (including connections planning) across the company’s brands, commercial product offering, and propositions. Partnering with Media Lab, Customer Growth Team and the LBM 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 ASOS Media Group sales team.

INSIGHT & EFFECTIVENESS

Working closely with I&A and third-party research partners to identify and utilise global customer insight across all relevant areas of your role. Support in the evaluation of the effectiveness of brand and marketing strategy efforts, suggesting changes and further improvement where required.

We’d love to meet, someone with…

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