ASOS

Company Description

We’re ASOS, the online retailer for fashion lovers all around the world.

We exist to give our customers the confidence to be whoever they want to be, and that goes for our people too. At ASOS, you’re free to be your true self without judgement, and channel your creativity into a platform used by millions.

But how are we showing up? We’re proud members of Inclusive Companies, are Disability Confident Committed and have signed the Business in the Community Race at Work Charter and we placed 8th in the Inclusive Top 50 Companies Employer list.

Everyone needs some help showing up as their best self. Let our Talent team know if you need any adjustments throughout the process in whatever way works best for you

Job Description

The Company

At ASOS our 3,000+ ASOSers are immersed in the creative worlds, live on their mobiles and have a truly entrepreneurial attitude. As a company, we're not trying to mimic or profit from youth culture -we are part of that youth culture. There's nothing that excites us more than finding talent, fuelling it and then letting it fly. Whether it's 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.

We’re on a mission to increase brand heat, establishing ASOS as the fashion destination. Social media isn’t something we just do. It’s at the very centre of all our marketing activity and our product design. We’re a highly ambitious, energetic and results driven team with a very clear goal.

This is a high-impact leadership role that will shape how ASOS shows up in the world — from always-on social to cultural moments, editorial platforms and media coverage. You’ll drive fame for ASOS through innovative communications strategies, setting the direction for how we engage with millions of customers and communities globally.

The Role

We’re looking for a bold, forward-thinking leader at the forefront of content and social marketing. You’ll bring a fresh and original approach, elevating traditional programming with cutting-edge ideas and strategic thinking.

You’ll be responsible for inspiring connections between the ASOS brand and our audience through cultural relevance, smart storytelling, and standout activations. You’ll lead a global team and budget, collaborate cross-functionally, and run a world-class communications function at pace and scale.

You will need to be commercially orientated and have a proven track record of clearly demonstrating social impact on business objectives as well as proven experience with running a global communications model at an e-commerce/ fashion brand.

Strategic Leadership

• Lead Social & Content Communications Strategy
• Define and execute a cohesive social and content communications strategy in alignment with business-wide goals, working closely with the Global Heads of Brand, PR & Talent.
• Champion Creative, Audience-First Thinking
• Collaborate with Creative to mentor and lead your team in delivering bold, consumer-facing activations that spark genuine connection and emotional engagement.
• Drive Innovation Across Social & Influencer Marketing
• Stay at the forefront of social, PR, and influencer trends, translating insight into forward-thinking strategies that position ASOS as an industry leader. Cascade key learnings and direction across teams and the wider business.

Team Leadership

• Inspire and Empower a Multidisciplinary Team
• Lead a high-performing, cross-functional team spanning social media, content, and consumer PR—driving creative excellence, operational clarity, and continuous development.

Brand Fame & Cultural Impact

• Build Cultural Relevance Through Storytelling
• Deliver fame-driving content and campaigns that embed ASOS in the cultural conversation, ensuring the brand shows up where it matters most.

Social & Content Strategy

• Own Organic Social Strategy & Content Evolution
• Lead the development and execution of ASOS’s organic social strategy across all platforms, ensuring content resonates with Gen Z and Millennial audiences while delivering brand growth.
• Guide Integrated Organic + Paid Thinking
• While not directly responsible for paid media, work closely with paid teams to ensure campaign content is aligned and mutually reinforcing across channels.
• Expand Into Emerging Content Platforms
• Identify and lead the launch of new content formats and channels to unlock new audiences and deepen brand engagement.
• Oversee Crisis Comms on Social
• Lead social crisis communications in partnership with the Head of Corporate Comms, ensuring timely, brand-aligned responses.

Cross-Functional Collaboration

• Be a Senior Voice in Social & Content Strategy
• Represent social, content, and consumer PR at a senior level within the business—ensuring alignment with Brand, Creative, Talent, Product, Commercial and Geo teams.
• Drive Strategic Agency & Partner Relationships
• Lead the development of an agile operating model with external agencies and creators, pushing creative and operational boundaries. Oversee all new partner sourcing and onboarding.
• Champion Community Engagement
• Work with the Customer Care team to ensure community management is on-brand, value-led, and focused on growing authentic engagement.

Measurement & Optimisation

• Define and Track Performance Metrics
• Establish KPIs across all owned content and communications channels. Use insight to optimise strategy and communicate impact across the business.
• Report Strategic Business Impact
• Collaborate with Analytics to measure key outcomes—such as sales, traffic, and acquisition—via MMM and other methodologies. Present learnings and recommendations to senior leadership.

Operational Excellence

• Own Budgets and Campaign Delivery
• Manage budgets, targets, and execution to meet category, customer, and brand goals—ensuring operational discipline across all content and social workstreams.
• Ensure Compliance & Best Practice
• Uphold all internal and external policies, including platform guidelines, ASA regulations, music licensing, and ethical standards across social, content, and PR.

Qualifications

Who we’re looking for

You're an experienced Brand Communications leader with deep expertise in fashion and/or retail, and you’re fluent in the dynamics of youth culture, social platforms, and digital storytelling. You thrive in fast-paced environments and bring a confident, agile mindset to everything you do.

• 10+ years of experience, either in-house or agency-side, managing large-scale brand communications across global markets – preferably in e-commerce/fashion.
• Strong relationships with social platforms.
• Demonstrated success in leading social and content strategies that drive brand relevance and business results. Confident in managing agency/ platform relationships.
• Enjoys a fast-paced environment, constant change and being comfortable dealing with ambiguity. This is crucial in a high-growth environment which continuously redefines itself.
• Deep knowledge of all major social platforms (Instagram, TikTok, YouTube, Snapchat, etc.).
• Proven crisis communications skills and risk management judgment.
• A proactive, enthusiastic, and strategic mindset - with the ability to make smart decisions in evolving situations.
• Deep knowledge of all major social platforms (Instagram, TikTok, YouTube, Snapchat, etc.).

Additional Information

BeneFITS’

• Employee discount (hello ASOS discount!)
• ASOS Develops (personal development opportunities across the business)
• Employee sample sales
• Access to a huge range of LinkedIn learning materials
• 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