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ASOS
Global Consumer & Brand Strategy LeadASOS • London, England, UK
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Global Consumer & Brand Strategy Lead

Global Consumer & Brand Strategy Lead

ASOS • London, England, UK
30+ days ago
Job type
  • Full-time
Job description

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 to
  • what the brand stands for
  • what we say and why it matters

What youll be doing...

  • Own the voice of the consumer informed by research data and cultural understanding
  • Identify key audience segments motivations and tensions
  • Translate insight into clear implications for brand and communications
  • Define and evolve the ASOS brand DNA strategy and long-term positioning
  • Ensure the brand is distinctive relevant and consistent globally
  • Maintain clarity on what ASOS stands for and how it is different
  • Develop the brand narrative and messaging architecture
  • Define what we say across campaigns always-on and brand moments
  • Ensure all communications ladder up to a single coherent brand story
  • Translate annual priorities into clear seasonal strategies and campaign briefs
  • Provide strategic direction for Tier 13 campaigns and always-on activity
  • Ensure all work ladders up to brand strategy and builds cumulative impact
  • Develop and maintain brand playbooks guidelines and frameworks
  • Guide Creative on CVI tone of voice and expression
  • Ensure consistency across markets channels and touchpoints
  • Partner with:
    • Product
    • Design
    • Commercial teams
    • Geos and Markets
  • Ensure brand strategy is embedded across the business not just marketing
  • Lead the strategic relationship with creative agencies and partners
  • Guide creative development against the brand strategy
  • Ensure ideas are both creatively strong and strategically grounded
  • Define and track brand KPIs (salience relevance distinctiveness)
  • Lead brand tracking and insight programmes
  • Evolve strategy based on performance and learning

Qualifications :

Who were looking for

  • Experienced in brand strategy communications planning or marketing strategy
  • Strong ability to translate consumer and cultural insight into clear brand direction
  • Proven experience developing brand positioning narratives and campaign strategy
  • Experience working closely with creative teams and agencies
  • Strong stakeholder management across multiple business functions
  • Culturally aware with a strong understanding of fashion youth culture and trends
  • Clear confident communicator able to influence senior stakeholders


Additional Information :

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.


Remote Work :

No


Employment Type :

Full-time


Key Skills
Marketing,Data Visualization,Tableau,Customer Segmentation,Microsoft Powerpoint,Investment Banking,Strategic Planning,Financial Modeling,Customer relationship management,Management Consulting,Google Suite,Analytics
Department / Functional Area: Marketing
Experience: years
Vacancy: 1
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Global Consumer & Brand Strategy Lead • London, England, UK

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