Senior Brand Marketing Manager - Activewear

28 Mar 2018
25 Apr 2018
Contract Type
Full Time
Empowering 20-somethings to look, feel and be their best so they can achieve amazing things

At ASOS our 2,000+ ASOSers are immersed in the creative worlds, live on their mobiles and have a truly entrepreneurial attitude. As a company, were not trying to mimic or profit from youth culture " we are part of that youth culture.

Theres nothing that excites us more than finding talent, fuelling it, then letting it fly. Whether its 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.

Sitting within Global Brand and Product Marketing, and part of a broader Brand Experience team, ASOSs Brand Marketing function exists to grow fame and love for the ASOS brand. Our ambition is to be the number one destination for fashion-loving 20-somethings globally.

We want to be famous for the things that set us apart including our brand purpose, for the things we sell, such as the ASOS collection, our curated selection of brands at ASOS and the exclusives and collaborations we offer, as well as our first-class service " and this role is critical to bringing all those things to life in exciting ways for our 20-something customer. Whilst there will primarily be a brand-led focus this role will straddle multiple categories and you will need to be very commercially astute.

Our awareness and perception in different markets vary so well need to tailor the approach to the needs of each market, while ensuring that we are delivering a consistent brand globally, true to our core values.

ASOS is a highly collaborative environment and the successful candidate for this role will need to work closely with a number of teams to align strategies and initiatives, including Local Marketing, Product Marketing, Retail, Communications, Digital Experience, Content & Engagement, Performance Marketing.

What you'll be doing...
  • Reporting into the Lead Marketing Manager, and supporting the Head of Brand Marketing, own the Brand Marketing calendar, which identifies the key brand moments across the year
  • Plan, create and execute innovative and fame and love-driving global awareness campaigns across owned, earned and paid media, managing budgets and owning the process as part of this
  • Work with the Lead Marketing Manager to write strategies and briefs in support of our broader brand strategy and brand purpose designed to create an emotional connection between ASOS and our audience
  • Work with the senior team within Brand Experience to shape these campaigns and initiatives, ensuring that we bring to life what ASOS stands for as a brand in a way that is relevant for our 20-something audience throughout everything we do
  • Ensure that the ASOS brand is always represented in the best manner globally, applying just the right amount of localization at a territory level
  • Understand the role that owned, earned and paid media can play in an effective channel plan, to amplify the reach of our activity and speak to a targeted audience " and be able to challenge media plans and scrutinise strategies with confidence
  • Understand the effectiveness of initiatives and campaigns, which provide evidence for further investment or the basis to stop doing certain initiatives
  • Help create a truly global Brand Marketing function, which supports our global markets
  • Work collaboratively with all ASOS internal teams including but not limited to Global Trading, Content & Engagement, Brand Insight, Performance Marketing and Creative Teams
  • Challenge the value of all work produced to ensure its delivering against KPIs and regularly report results back to the business
  • Sell the work we do with senior stakeholders, teams from around the business and our own department confidently and with gravitas. You will need strong presentation, presenting and pitching skills
  • Take an active interest in the industry and campaigns, always ensuring that were pushing the limits of what feels comfortable to drive innovation and stay ahead
  • Develop junior members of the marketing team
  • Manage a team, with one direct report

We'd love to meet someone with...
  • Previous experience in a global marketing function
  • Highly analytical and naturally leverages customer data and insights to drive strategic recommendations
  • Evidence of writing marketing/communications strategies
  • Proven track record of delivering innovative and effective global brand marketing campaigns, which are rooted in consumer insight and utilise all channels relevant to reaching a 20-something audience
  • Objectives obsessed and committed to meeting KPIs
  • Experience of working on global campaigns, managing multi-market executions and working closely with teams in satellite offices
  • Experience in briefing in-house teams and/or external agency partners " and comfortable managing the process with them
  • Understanding of how to optimize campaigns across platforms with our phone-hungry audience in mind
  • Strong commercial acumen
  • A credible, convincing communicator " someone who can keep teams on strategy, bring other teams on the journey and sell what we do with gravitas to all departments in the business
  • A very strong collaborator
  • Passionate about the 20-something consumer and great understanding about what makes them tick
  • Ability to respond nimbly in a fast-paced environment
  • Ability to manage complex and multiple tasks with good prioritisation skills
  • Comfortable with ambiguity and embraces change
  • Thrives in a values-driven business
  • Prior experience of working within and leading matrix teams across functional areas, ideally within a global business
  • Curious with an enquiring mind and a thirst for insight
  • Happy to travel