Our approach to marketing has a few defining characteristics – an obsession with our customers, belief in the power of creativity, an investment mindset, a ‘full funnel’ philosophy, and a belief in evidence-based decisions.
We reach our audience through various means to grow ASOS as a definitive fashion destination for 20-somethings around the world.
As a key part of our end-to-end customer experience management, ASOS marketing covers a breadth of tactics, stretching across loyalty marketing, culturally relevant brand content, pay-for-performance marketing, local trade marketing, broad reach advertising, and influencer marketing to name a few. We utilise several measurement practices, but primarily rely on continual controlled experiments as our primary ‘source of truth’ in measuring marketing investment return.
Brand Content Team
The ‘Head of Brand Content & Talent’ role is part of the Marketing department at ASOS, It sits within the the Marketing sub-function called ‘Asos Creative Lab’ alongside brand marketing, creative, design, fashion, PR and marketing operations. The other sub-functions within marketing are: Media Lab, Customer Growth and Asos Media Group. The role will inevitably have interaction across all areas of marketing and other key functions within asos.
The ‘Head of Brand Content & Talent’ role has specific management responsibilities for Social [inc social strategy], Editorial and Talent teams.
The role of the Social, Editorial and Talent teams is to produce incredibly relevant; well ‘branded’ content [at scale]; that brings our fashion and f&b products life for our fashion loving 20 something audience.
We are seeking a digitally-focussed senior content marketing expert to head-up our broad mix of global social channels… everything from Instagram and Facebook to TikTok and ‘that platform that doesn’t yet exist’. The role also encompasses elements of content required for asos’ owned platforms [ie site, app and CRM].
The social team manage the channels. Looking for trends, driving engagement and driving/ developing new franchises and content opportunities, posting content and managing the community. They are our ‘ears-to-the-digital-ground’ feeding the wider team info from the channels and helping to guide the creative decisions we make when producing campaigns. The team manages all accounts for all asos brands globally: Asos, Topshop, Topman, Collusion, AsYou, Reclaimed Vintage, HIIT and any new brand we happen to develop or acquire. There’s a lot going on.
Editorial [plus subs and editors]:
Alongside imagery: TOV, captions, push notifications, long form editorial, crm, on-site banners etc all form part of the incredible opportunity we have to engage with our audience. The team manages the written expression of our brands from campaign and lifecycle emails through to social posts and style-feed articles. From a TOV perspective the team need to have the ability/ flexibility to adapt and change their style and approach based on the brand/s they are working on and the ever-changing priorities that come through such a fast paced dept.
The talent/ creator team strategically define and manage the broad spectrum of external talent/ creators we use as part of our creative processes, in our campaigns, brand partnerships, channel takeovers and day-to-day reactive content streams. The team have a responsibility to source talent/ creators that adhere to the strategic positioning of our many brands and the overarching values of asos plc. They are at the cold-face of these new and established relationships ensuring talent adhere to briefs, understand the requirements and deliver on time. The broad mix of brands asos owns also requires for a more strategic approach to define talent profiles that align to the personalities of our individual brands.
All teams are expected to have a broad understanding and interest within the fashion market/ sector to ensure awareness of channel shifts, competitor brand activity and to mitigate any potential risk.
The ideal candidate should be an excellent creative thinker, passionate about customer and data and equally comfortable across technical and analytical problem solving. You The role will manage a globally focused team and budget and will need to work closely and confidently with multiple teams across the organisation. We need a creative thinker that is also commercially orientated and must have a proven track record of clearly demonstrating social, editorial and talent impact on business objectives, dept OKR’s and KPI’s
The role is one of high expectation and visibility within the organisation… we need candidates who can confidently articulate the brand content strategy upwards and across the organisation with full ownership and autonomy. The position fundamentally manages asos’ brand projection into the social community. The quality, quantity, relevancy, reactivity and reporting of the content. Analytics will be key and having a candidate that has a keen eye for data, interpreting data, informing the business and taking decisions is critical.
The candidate should also have an acute understanding of paid social and an ability to liaise and strategise with the Media Lab team on campaigns and on-going media experiments.
The role reports into asos’ ECD as part of the creative lab and will advise and support ECD and CGO on an on-going basis to help develop and adapt any future strategies.
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