Company Description
We’re ASOS, the online retailer for fashion lovers all around the world.
We exist to give our customers the confidence to be whoever they want to be, and that goes for our people too. At ASOS, you’re free to be your true self without judgement, and channel your creativity into a platform used by millions.
But how are we showing up? We’re proud members of Inclusive Companies, are Disability Confident Committed and have signed the Business in the Community Race at Work Charter and we placed 8th in the Inclusive Top 50 Companies Employer list.
Everyone needs some help showing up as their best self. Let our Talent team know if you need any adjustments throughout the process in whatever way works best for you
Job Description
THE BRAND
At ASOS our 3,000+ ASOSers are immersed in the creative worlds, live on their mobiles and have a truly entrepreneurial attitude. As a company, we're not trying to mimic or profit from youth culture -we are part of that youth culture. There's nothing that excites us more than finding talent, fuelling it and then letting it fly. Whether it's developing the careers of our staff or investing in a new tech platform, we love knowing that we truly keep fashion moving forward. Ultimately, we get excited by interesting individuals, and we want to feed this individuality, empowering our people and customers to look, feel and be their best so they can achieve amazing things.
We’re on a mission to increase brand heat, establishing ASOS as the fashion destination. Social media isn’t something we just do. It’s at the very centre of all our marketing activity and our product design. We’re a highly ambitious, energetic and results driven team with a very clear goal.
This is a high-impact leadership role that will shape how ASOS shows up in the world — from always-on social to cultural moments, talent partnerships, and media coverage. You’ll drive fame for ASOS through innovative communications strategies, setting the direction for how we engage with millions of customers and communities globally.
THE ROLE
We’re looking for a bold, forward-thinking leader at the forefront of social, PR, and influencer marketing. You’ll bring a fresh and original approach, elevating traditional programming with cutting-edge ideas and strategic thinking.
You’ll be responsible for inspiring connections between the ASOS brand and our audience through cultural relevance, smart storytelling, and standout activations. You’ll lead a global team and budget, collaborate cross-functionally, and run a world-class communications function at pace and scale.
You will need to be commercially orientated and have a proven track record of clearly demonstrating social impact on business objectives as well as proven experience with running a global communications model at an e-commerce/ fashion brand.
What you'll be doing
- Strategic Leadership:
- Develop and lead a cohesive brand communications strategy across Social Media, PR, and Influencer Marketing, aligned to broader business and brand goals as set in collaboration with the Global Head of Brand.
- Mentor and lead your teams to conceptualise and execute impactful consumer-facing activations that inspire connections and engagement between our brand and our target audience.
- Stay up-to-date with social, PR and influencer marketing trends and develop innovative strategies to position our brand as a leader in the industry with responsibility of communicating to your team and wider business.
- Team Management:
- Inspire and manage a large multidisciplinary team across social, PR, and talent/influencer marketing, ensuring creative excellence, operational efficiency, and professional development.
- Brand Fame & Cultural Impact:
- Drive culturally resonant campaigns and stories that build fame and relevance for ASOS, ensuring we’re part of the conversation where it matters most.
- Social Media/ Content Strategy and Content Output:
- Lead the evolution of ASOS’s organic social strategy across platforms, building engaging, brand-building content that connects with our core Gen Z and Millennial audiences.
- Whilst not responsible for the management of paid social you should champion and guide best practise across the content/ creative run across the channels and consider how both organic and paid compliment each other in any campaigns.
- Influencer & Talent Strategy:
- Oversee influencer and talent partnerships (including VIP) across campaigns and our ambassador programme, from strategy through execution, ensuring ASOS works with the right people in the right way to amplify brand storytelling.
- PR & Media Relations:
- Lead our PR function to secure high-impact media coverage, manage reputational narratives, and build strong relationships with key editors and journalists to extend the reach of the ASOS brand.
- Cross-Functional Collaboration:
- Partner closely with Brand, Creative, Product, Customer and Commercial teams to ensure consistency and impact across every brand touchpoint including the localised outputs.
- Be the key point person on all social, PR and talent marketing representing Brand at a senior level within the business.
- Manage and work with agency partners to create an agile operating model and leverage their experience and expertise to push in-house boundaries. Responsibility for any new supplier sourcing/ onboarding
- Measurement & Optimisation:
- Establish KPIs across all communications channels, using data to refine strategies, report impact, and inform future planning.
- Clearly communicate performance goals and results with multiple senior stakeholders.
- Work with the centralised analytics team to measure and report on the wider business impact ie. Sales/traffic/new customers via MMM and others methods
- Operational Management:
- Manage budgets, targets and campaign execution to hit internal customer, category and brand goals e.g., increased SOV
- Ensure all partnerships adheres to legal and ethical guidelines
- Responsible for upholding any internal / external policies that are part of social, PR and influencer marketings remit ie. Music licensing, ASA guidelines etc.
Qualifications
You're an experienced Brand Communications leader with deep expertise in fashion and/or retail, and you’re fluent in the dynamics of youth culture, social platforms, and digital storytelling. You thrive in fast-paced environments and bring a confident, agile mindset to everything you do.
- 10+ years of experience, either in-house or agency-side, managing large-scale brand communications across global markets – preferably in e-commerce/fashion
- Strong relationships with fashion media, talent agents, and social platforms
- Demonstrated success in leading influencer and social strategies that drive brand relevance and business results. Confident in managing VIP talent and agency relationships.
- A background in event strategy and execution.
- Enjoys a fast-paced environment, constant change and being comfortable dealing with ambiguity. This is crucial in a high-growth environment which continuously redefines itself.
- Deep knowledge of all major social platforms (Instagram, TikTok, YouTube, Snapchat, etc.).
- Proven crisis communications skills and risk management judgment.
- A proactive, enthusiastic, and strategic mindset - with the ability to make smart decisions in evolving situations.
- Deep knowledge of all major social platforms (Instagram, TikTok, YouTube, Snapchat, etc.).
Additional Information
BeneFITS’
- Employee discount (hello ASOS discount!)
- ASOS Develops (personal development opportunities across the business)
- Employee sample sales
- Access to a huge range of LinkedIn learning materials
- 25 days paid annual leave + an extra celebration day for a special moment
- Discretionary bonus scheme
- Private medical care scheme
- Flexible benefits allowance - which you can choose to take as extra cash, or use towards other benefits
