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Director of Marketing (Trade, Brand & Partnerships)
ASOS
London, , United Kingdom
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The role:
Director of Marketing (Trade, Brand & Partnerships)
Who does it report to:
Brand Experience Director
Direct Reports:
Head of Brand Marketing
Head of Trade Marketing
Head of Partnerships
Project Management Head
Where is it based:
Greater London House, Mornington Crescent, London
The hours:
9.00am – 5.30pm (Monday to Thursday)
9.00am – 5.00pm (Friday)
The Story so far…
ASOS are the UK’s number one fashion and beauty destination. With 75,000 product lines across Womenswear, Menswear, Footwear, Accessories, Jewellery and Beauty, we’re setting the pace in a worldwide fashion revolution. With around 3,000 new product lines being introduced each week, we’re ambitious and we certainly know our stuff. We ship to 240 countries and also have specific sites targeting the USA, France, Germany, Italy, Australia, Russia and China, with offices in London, Sydney, New York, France and Germany and China.
Our ambition is to be the world’s no.1 online fashion brand for 20-somethings, therefore it is really important to us that we continue to attract top talent across the globe to help us realise our goals. If you’re looking for an opportunity to go places and really take your career forward, we could be the perfect fit for you!
The ASOS Way
We do things a certain way - The ASOS Way. It’s our DNA and runs through every single thing we do here - it defines who we are, what we do and how we do it. Some things change, these don’t.
AUTHENTIC: We act with integrity – committed to being our best
BRAVE: We’ve been bold and ambitious since the start – it’s in our blood
CREATIVE: We have a curious and adventurous spirit – it’s who we are
Role:
We have always done things differently since we started in 2000. And we continue to be brave in the approach we take to things. We don’t want to use conventional marketing techniques to grow sales and we want to feel like more than just a shop. We want to grow our awareness globally through creating amazing experiences of ASOS so our customers will advocate on our behalf.
This requires a different kind of approach to marketing than the traditional media plan utilising broadcast, print and digital channel and we need a Director of Marketing who can help us to shape and deliver what this should look like. We have a strong team of Brand, Trade and Partnership Marketeers in the business, and this role will be focused on ensuring they have the tools to deliver consistently amazing experiences for our customers.
This individual will help us to understand how we can effectively reach our existing audience to drive frequency of engagement, and new 20 something audiences who are yet to experience the brand, using a blend of paid, owned and earned channels.
This role will ensure that all marketing we do speaks to this brand purpose and helps to build emotional rather than just functional relationships with the brand.
Our awareness and perception in different markets varies so we’ll 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. This person will also work very closely with the Global Trading Director and Heads of Trading in each market to shape clear market strategies for each market to deliver our ambitious growth goals.
The Director of Marketing will have a strong interest in fashion, culture and the lives of twenty somethings. All this will help nurture a distinct approach to how we engage our audience with the brand. This individual will be curious about how technologies and platforms including mobile, tablet video and social can help build a richer experience of the brand.
Team:
Working within the Brand Experience team, the Director of Marketing reports into the Brand Experience Director and works closely with the Heads of and Directors across all departments of the business.
This role is responsible for the leadership and management of four large teams within Brand Experience:
• Brand Marketing & Insight
• Trade Marketing
• Partnerships
• Project Management
Responsibilities:
These include but are not limited to:
• Utilising insights and data about our audience: Champion a deep understanding of the customer and ensure ASOS marketing is insight-led and meets their needs.
• Leading strategic planning: Ensure there is a robust Marketing strategy in place which is born from our Brand Experience strategy, and which is communicated clearly and effectively to relevant teams
• Growing awareness of the ASOS brand in key markets: Build out clear parameters of what the ASOS brand should represent globally and then provide a framework for how this might be localized so it resonates with the local markets. Support your teams to ensure that all areas of their strategy and initiatives provide this balance between nurturing a global brand and localizing it to the audience. Understand the role that paid media can play in an effective channel plan, to amplify the reach of our activity and speak to a targeted audience. Promote our service and propositions, which drive differentiation from our customers whether that’s a new app, greater delivery offer, or customer loyalty programme.
• Driving frequency of engagement on site and off: Create compelling campaigns for existing customers, which live on site and off, and provide a focus for key customer events and share the ASOS point of view for those moments. Support marketing propositions to drive engagement and loyalty existing customers.
• Leveraging effective partnerships: Seek out and enable innovative partnerships that enable ASOS to better fulfill the audience’s needs. Build joint business plans with key supplier partners to ensure ASOS can offer them the marketing support they need to grow customer interest and deliver credibility to us as a brand. Nurture a media offering with paid for opportunities to credible brands to reach our audience.
• Measurement: Work with Digital Analytics, Brand Insight and Commercial Finance for planning and reporting to ensure the impact of initiatives is fully understood by the business. Build an effective reporting process so we can provide consistent insights into the effectiveness of initiatives and campaigns, which provide evidence for further investment or the basis to stop doing certain initiatives.
• Management and leadership: Overall responsibility for a team of around 100 across 4 different departments. Provide support and guidance to direct reports offering clear direction on objectives and indicators of success as well as establishing a framework, which offers clear and consistent approach to development for our marketing teams.
• Operational efficiency: With the volume of work that this team produces, it’s essential we have clear and streamlined processes. This role will work with the Project Management team to ensure they are supported and empowered to facilitate all of the initiatives we do.
• Collaboration with Retail: Create collaborative marketing strategies to grow awareness and credibility of the ASOS fashion offering within own brand and branded ranges. Ensure that the marketing teams are structured and empowered to respond to trading initiatives.
• Brand ambassador: Be the voice of, and ambassador for, the brand inside and outside of ASOS, challenging and inspiring the business and consumer. Work with the People team to ensure that our approach to internal brand values aligns with our external approach so there is a consistent representation of the brand.
• Other duties as assigned
Required experience and attributes
• Interpersonal:Excellent communication skills, able to engage and present to stakeholders and influence all levels and across all functions, internally and externally. Ability to respond nimbly in a fast paced environment and comfortable with ambiguity and change.Thrives in a values driven business
• Insight and data:Understanding of how an online business uses data to continuously inform the experience and proposition. Highly analytical and naturally leverages customer data and insights to drive campaign decisions
• Audience:An appreciation of 20 something audience and tailoring experiences to be relevant to them.
• Global:Significant experience working with global markets and managing multi market campaigns and working closely with teams in satellite offices. Happy to travel
• Retail:Understanding of dynamics of a fast paced retail environment and trading requirements. Ideally with previous experience working with fashion brands – ideally unisex as well as both male and female audiences.
• Mobile and digital:Understanding of how to optimize experiences and campaigns for mobile with experience working with an eCommerce platform.
• Content and social:Run multi-channel campaigns utilizing social channels with a proven track record of managing digital advocacy, creating digital communities and gaining loyalty through social media. A Robust understanding of multi -channel content, consumption and distribution.
• Management:Experience in leading a large team of marketers. Can mentor and develop a team with different levels of experience
• Operational:Budget management of £5m + with experience in briefing large teams or 3rd party agencies
We really love hearing from you but before applying please ask yourself the following…
• Is this role a good match for the direction I'd like to take my career in? We want to really know why you have chosen this career.
• Do I have all the skills and experience required for this role? Be realistic. We will only consider applications that demonstrate relevant skills or the potential to match the role requirements.
• Spell Check. As simple as it sounds make sure your application is to the highest standard. You will be surprised at how many people apply with spelling mistakes on them.