Brand Director

Job Description

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.

Everyone needs some help showing up as their best self. We're Disability Confident Committed - let our Talent team know if you need any reasonable adjustments throughout the recruitment process

Job Description

Role Overview

The Brand Director is responsible for shaping and driving ASOS’ brand strategy across all channels and markets. You’ll define the long‑term brand vision, set the creative and strategic direction, and ensure ASOS remains one of the most culturally relevant, loved and influential fashion brands globally.

This is a senior leadership role, combining strategic brand stewardship, creative excellence and commercial impact. You’ll guide how ASOS shows up across markets, platforms, products and cultural spaces, ensuring our brand narrative is clear, consistent and powerfully connected to our purpose and customers.

Leading senior teams across Brand, Talent, PR and Social, you’ll champion a unified brand presence that drives reach, relevance and growth. You’ll partner with leaders across ASOS to ensure brand strategy underpins the company’s overall direction and long-term ambitions.

Brand Vision & Global Strategy

• Define and drive the global ASOS brand vision, architecture, purpose and narrative with clarity and distinctiveness.
• Set long‑term brand direction and align all markets and channels to a unified strategic framework.
• Use cultural, industry and customer insights to inform future brand strategy.

Creative Leadership & Brand Expression

• Partner with Creative Studios and creative leads to translate strategy into world‑class creative platforms that build brand fame and emotional connection.
• Oversee global brand campaigns from insight and narrative development through to creative execution and omnichannel rollout.
• Evolve ASOS’s visual and verbal identity in line with strategy, customer needs and cultural context.

Cross-Functional Influence & Enterprise Leadership

• Act as the authoritative brand voice across the business, partnering with Creative, Product, Customer, Commercial and Digital teams to embed a consistent brand story.
• Influence senior stakeholders to ensure brand ambition is reflected in priorities, investment and experience design.
• Champion a brand‑led culture, ensuring teams understand and live the brand purpose and values.

Customer, Cultural & Commercial Insight

• Build a brand planning process that integrates data, cultural intelligence, customer insight and creative vision.
• Use brand performance metrics and behavioural data to guide decisions and drive improvement.
• Own global brand measurement frameworks, tracking equity, awareness, perception and cultural relevance.

Team Leadership & Agency Management

• Lead and inspire senior leaders across Brand, Social, PR and Talent.
• Foster creativity, accountability and collaboration.
• Manage global agency and production partners to ensure creative excellence and commercial efficiency.

Brand Governance & Excellence

• Oversee brand governance to ensure all touchpoints reflect ASOS brand standards.
• Ensure creative outputs across markets and channels are cohesive, consistent and strategically aligned.

Qualifications

About You

• A visionary brand leader with deep experience shaping and scaling global, culturally resonant brands.
• Strategic thinker and compelling storyteller who brings clarity and inspiration to complex brand challenges.
• Strong creative background with extensive experience developing and delivering 360° global campaigns across channels and markets.
• Skilled in global brand architecture and adapting brand expression for diverse international audiences.
• Creative yet commercially minded — able to balance bold brand ambition with measurable business outcomes.
• Exceptional stakeholder management and influencing skills.
• Deep passion for culture, fashion and the creative arts, with strong insight into the ASOS customer.
• Highly collaborative, emotionally intelligent leader who inspires diverse teams around a shared purpose.
• Significant experience in senior brand, creative or marketing leadership roles across fashion, retail, lifestyle or consumer brands.
• Proven track record in building culturally relevant brands and driving brand‑led commercial growth.
• Experience leading multidisciplinary teams and senior creative or strategy functions.
• Demonstrated success in global campaign development and brand governance.
• Data‑ and insight‑led approach with strong understanding of brand performance metrics.
• Experience partnering with major creative and media agencies.

Additional Information

BeneFITS’

• 28 days paid annual leave + an extra celebration day for a special moment
• Private medical care scheme
• Discretionary bonus scheme
• Employee discount
• Employee sample sales
• Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role.

We believe being together in person helps us move faster, connect more deeply, and achieve more as a team. That's why our approach to working together includes spending at least 3 days a week in the office. It's a rhythm that speeds up decision-making, helps ASOSers learn from each other more quickly, and builds the kind of culture where people can grow, create, and succeed.

Why take our word for it? Search #InsideASOS on our socials to see what life at ASOS is like.