Job Description
THE ROLE
This role ensures all campaigns, content and experiences are grounded in a clear, compelling and differentiated brand strategy that builds long-term brand equity and relevance. It defines the consumer, the brand and the narrative that connects the two including:
* who we are speaking to
* what the brand stands for
* what we say and why it matters
What you'll be doing...
* Own the voice of the consumer, informed by research, data and cultural understanding
* Identify key audience segments, motivations and tensions
* Translate insight into clear implications for brand and communications
* Define and evolve the ASOS brand DNA strategy and long-term positioning
* Ensure the brand is distinctive, relevant and consistent globally
* Maintain clarity on what ASOS stands for and how it is different
* Develop the brand narrative and messaging architecture
* Define what we say across campaigns, always-on and brand moments
* Ensure all communications ladder up to a single, coherent brand story
* Translate annual priorities into clear seasonal strategies and campaign briefs
* Provide strategic direction for Tier 1–3 campaigns and always-on activity
* Ensure all work ladders up to brand strategy and builds cumulative impact
* Develop and maintain brand playbooks, guidelines and frameworks
* Guide Creative on CVI, tone of voice and expression
* Ensure consistency across markets, channels and touchpoints
* Partner with:
o Product
o Design
o Commercial teams
o Geos and Markets
* Ensure brand strategy is embedded across the business, not just marketing
* Lead the strategic relationship with creative agencies and partners
* Guide creative development against the brand strategy
* Ensure ideas are both creatively strong and strategically grounded
* Define and track brand KPIs (salience, relevance, distinctiveness)
* Lead brand tracking and insight programmes
* Evolve strategy based on performance and learning
Qualifications
Who we’re looking for
* Experienced in brand strategy, communications planning or marketing strategy
* Strong ability to translate consumer and cultural insight into clear brand direction
* Proven experience developing brand positioning, narratives and campaign strategy
* Experience working closely with creative teams and agencies
* Strong stakeholder management across multiple business functions
* Culturally aware, with a strong understanding of fashion, youth culture and trends
* Clear, confident communicator able to influence senior stakeholders
Additional Information
BeneFITS’
* Employee discount (hello ASOS discount!)
* Employee sample sales
* 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
* Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role.