Job Description
Role purpose
The Senior Manager, Menswear Strategy is responsible for defining and driving the strategic direction for ASOS menswear brand activity over a 6 month fixed term contract. This role will shape how menswear shows up across brand marketing, social, talent, creative, product storytelling and cultural moments, ensuring activity is insight-led, distinctive and connected to the wider ASOS brand platform.
Working closely with the Brand Marketing Lead, this role will bring strategic clarity to the menswear agenda, translating audience understanding, category dynamics, product priorities and cultural signals into a clear plan for how ASOS builds credibility, relevance and demand in menswear.
Why this role matters
Menswear is a key growth and brand opportunity for ASOS. The role is to sharpen the menswear proposition, clarify where ASOS has permission to lead, and define the marketing choices that will make the brand more thought of, more useful and more culturally relevant for menswear customers.
This role ensures menswear is not treated as a secondary adaptation of wider brand campaigns. It will create a distinct strategic lens for menswear, connecting customer behaviour, styling needs, product missions, talent, social platforms and commercial priorities into a coherent brand direction.
What you will be responsible for
Menswear strategy and proposition
1. Define the strategic role of menswear within the wider ASOS brand platform and clarify how The Stylist comes to life for menswear customers.
2. Develop a clear menswear point of view that connects fashion authority, product relevance, styling confidence and cultural credibility.
3. Identify the biggest strategic opportunities for ASOS to grow consideration, relevance and distinctiveness in menswear.
4. Translate strategic choices into clear guidance for campaigns, content, talent, product storytelling and channel activation.
Audience, culture and category insight
5. Build a sharp understanding of the menswear customer, including how he discovers fashion, builds outfits, responds to brands and makes purchase decisions.
6. Use insight from customer behaviour, social platforms, culture, competitors, product performance and brand tracking to inform the menswear agenda.
7. Identify the moments, missions and cultural spaces where ASOS can credibly show up for menswear, from everyday styling to sport, music, going out, travel and seasonal occasions.
8. Turn insight into simple, actionable implications for creative, social, talent, PR, media and commercial teams.
Strategic planning and campaign direction
9. Create a 6 month menswear strategy and activation roadmap aligned to the wider brand marketing calendar and business priorities.
10. Shape briefs for menswear campaigns, seasonal chapters, product stories and culturally relevant moments.
11. Ensure menswear activity has a clear role, audience, insight, message, channel behaviour and success measure before it moves into execution.
12. Partner with Brand Marketing, Brand Heat, Social, Talent, PR and Creative teams to ensure menswear activity feels connected, distinctive and platform-native.
Product, styling and fashion authority
13. Work closely with Menswear Product, Commercial, Trading and Styling teams to identify the hero products, categories, outfits and style stories that can build authority for ASOS.
14. Help shift menswear storytelling from individual product promotion to useful, styled and confidence-building fashion guidance.
15. Define how ASOS should show up across different menswear missions, including fit, function, brands, occasion dressing, trend, quality, value and full-look styling.
16. Ensure creative and channel output demonstrates a credible menswear point of view while staying aligned to ASOS brand identity.
Cross-functional leadership and stakeholder alignment
17. Act as the strategic connector for menswear across Brand Marketing, Creative, Social, Talent, PR, Media, CRM, Commercial, Product, Trading and Insights teams.
18. Bring structure to cross-functional planning, ensuring decisions, actions, owners and dependencies are clear.
19. Prepare clear strategic documents, briefs, presentations and stakeholder updates that help teams align behind the menswear plan.
20. Build strong relationships quickly and influence senior stakeholders with clarity, confidence and commercial awareness.
Performance, learning and optimisation
21. Work with Brand Planning, Media, Social and Insights teams to define the right KPIs and learning agenda for menswear activity.
22. Review performance across brand, social, paid, earned, owned and commercial indicators to understand what is driving attention, engagement, consideration and demand.
23. Capture learnings and translate them into sharper strategic recommendations for future menswear activity.
24. Monitor competitor activity and cultural signals to keep the menswear strategy relevant, timely and commercially useful.
Qualifications
Who we are looking for
25. Strong experience in brand strategy, marketing strategy, brand marketing, campaign planning or consumer strategy, ideally within fashion, lifestyle, sportswear, retail, media or digital-first brands.
26. A strong understanding of menswear culture, customer behaviour, product storytelling, styling and the role of brands, creators and communities in influencing fashion choices.
27. Able to turn insight into clear strategic choices, briefs, narratives and activation priorities.
28. Strong strategic judgement, with the ability to balance brand ambition, cultural relevance and commercial reality.
29. Confident working across creative, social, talent, media, PR, commercial, product and insight teams.
30. Excellent communication and presentation skills, with the ability to simplify complex information into clear recommendations.
31. Highly organised and comfortable bringing structure, pace and clarity to a fixed term strategic workstream.
32. Collaborative, proactive and able to build credibility quickly in a fast-moving environment.
Desirable experience
33. Experience working specifically on menswear, youth culture, sportswear, streetwear, fashion retail or creator-led marketing.
34. Experience developing brand or category strategies that connect audience insight, creative direction and commercial priorities.
35. Experience shaping campaign briefs, go to market plans, cultural strategies or social-first content strategies.
36. Understanding of paid, owned and earned channel roles, including how to build activity that is shareable, saveable and performance-aware.
Additional Information
BeneFITS’
37. Employee discount (hello ASOS discount!)
38. Employee sample sales
39. 25 days paid annual leave + an extra celebration day for a special moment
40. Discretionary bonus scheme
41. Private medical care scheme
42. Flexible benefits allowance - which you can choose to take as extra cash, or use towards other benefits
43. Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role