About this role
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 towhat the brand stands forwhat we say and why it mattersWhat you'll be doing...
Own the voice of the consumer, informed by research, data and cultural understandingIdentify key audience segments, motivations and tensionsTranslate insight into clear implications for brand and communicationsDefine and evolve the ASOS brand DNA strategy and long-term positioningEnsure the brand is distinctive, relevant and consistent globallyMaintain clarity on what ASOS stands for and how it is differentDevelop the brand narrative and messaging architectureDefine what we say across campaigns, always-on and brand momentsEnsure all communications ladder up to a single, coherent brand storyTranslate annual priorities into clear seasonal strategies and campaign briefsProvide strategic direction for Tier 1–3 campaigns and always-on activityEnsure all work ladders up to brand strategy and builds cumulative impactDevelop and maintain brand playbooks, guidelines and frameworksGuide Creative on CVI, tone of voice and expressionEnsure consistency across markets, channels and touchpointsPartner with:ProductDesignCommercial teamsGeos and MarketsEnsure brand strategy is embedded across the business, not just marketingLead the strategic relationship with creative agencies and partnersGuide creative development against the brand strategyEnsure ideas are both creatively strong and strategically groundedDefine and track brand KPIs (salience, relevance, distinctiveness)Lead brand tracking and insight programmesEvolve strategy based on performance and learning Who we’re looking for
Experienced in brand strategy, communications planning or marketing strategyStrong ability to translate consumer and cultural insight into clear brand directionProven experience developing brand positioning, narratives and campaign strategyExperience working closely with creative teams and agenciesStrong stakeholder management across multiple business functionsCulturally aware, with a strong understanding of fashion, youth culture and trendsClear, confident communicator able to influence senior stakeholders 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.