Job Description
We’re looking for a strategic, driven, and entrepreneurial EU & ROW Marketing Manager to lead the next phase of ASOS's growth in our key European markets. This is a newly created role, reporting into the Head of EU Markets, and will be pivotal in shaping and executing regional marketing strategies, with a core focus on Germany and France.
You’ll be the first in-region marketing hire, meaning you’ll thrive in ambiguity, be comfortable setting up new ways of working, and love connecting the dots across multiple teams. You’ll bring together global brand direction with local customer insight to drive brand awareness, customer engagement, and commercial growth.
The Details
Strategy & Customer
* Alongside Head of Markets, develop market specific strategies in alignment with ASOS’ overarching global brand direction.
* Define audience and regional strategies for EU (initially Germany and France) using insights, data, and cultural nuance to shape activity.
* Work with selected Agencies and Global Brand team to refine Audience and Regional targets and plans through big impact campaigns and always on activity tailored to local consumer behaviours and market dynamics.
* Manage local marketing budget for EU, ensuring sufficient and impactful allocation of spend.
Campaign & Channel Execution
* Lead the execution of 360° marketing campaigns across the EU, ensuring global campaigns localized effectively and delivered through the right channels.
* Own the regional marketing calendar and campaign planning process, including internal approvals and stakeholder alignment for EU & ROW.
* Collaborate with global teams (Brand, PR, Influencer, Media, Performance Marketing) to activate across all channels, from Paid Social to Affiliates and PPC.
* Collaborate with global teams on regional initiatives such as retail activations, pop-ups, influencer activations, and local brand partnerships.
Collaboration & Ways of Working
* Establish new ways of working between regional and global teams, acting as the central point of contact for all EU & ROW marketing matters.
* Champion the needs of EU & ROW markets internally—sharing consumer insights, campaign learnings, and local opportunities.
* Coordinate with the e-commerce and local commercial teams to ensure marketing supports key trading moments and customer goals.
* Work with wider business stakeholders including tech, supporting the wider testing roadmap with aim to improve overall customer experience.
Performance & Insights
* Monitor performance of marketing activity, drawing on data, consumer research, and competitor analysis to inform future planning.
* Track KPIs and ROI across brand and performance channels, continuously optimizing for commercial and brand impact.
Qualifications
About You
* Experience in regional or brand marketing roles, ideally within fashion, beauty, or lifestyle.
* Experience developing and executing marketing plans across multiple countries in Europe, with a strong understanding of Germany and France.
* A self-starter who thrives in fast-paced, ambiguous environments and is excited to build from the ground up.
* Excellent stakeholder management and communication skills—you can confidently engage and influence at all levels.
* Strong project management skills and a track record of successfully delivering multi-channel campaigns.
* A consumer-first mindset with the ability to turn insights into action.
* Experience working within the EMEA region strongly preferred.
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
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