Brand Marketing Lead

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.

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 ROLE

The Brand Marketing Lead will be shaping the brand’s identity, emotional resonance and global relevance. You’ll build brand love, create cultural moments, and define how ASOS is perceived - globally and locally - in a constantly evolving landscape.

What you'll be doing...

• Lead the development and execution of global brand campaigns: define the positioning, strategic pillars, audience insights, key messaging and creative platforms that give ASOS a unique voice in global markets.
• Oversee and guide the campaign ecosystem - from creative concepting, production, asset development, channel planning, activations (OOH, AV, Print, Paid Social, Stunts) to campaign phasing and local market rollout.
• Lead a small team of brand marketers, fostering creativity, collaboration and executional excellence across markets.
• Manage cross-functional partnerships (Creative, Social, PR, Media, Talent & Influencer, Insights) to ensure a unified brand story and experience at every touchpoint.
• Work with local market leads (Geos) to ensure global consistency while tailoring for cultural and regional relevance.
• Own stakeholder management - both internal (senior leadership, regional leads, commercial teams) and external (production houses, creative agencies, talent, influencers and partners).
• Set and manage budgets, timelines, deliverables and KPIs for brand campaigns, ensuring high-impact, scalable results.
• Monitor and analyse brand health metrics and campaign performance, drawing insights to evolve strategy, champion testing and iterate on creative.
• Serve as a brand guardian-leader: ensure every expression of ASOS - in content, voice, visuals, activations - aligns to brand tone, values and vision.

Qualifications

Who we’re looking for

• You’re an experienced brand marketing professional, ideally with a track record of leading global or multi-market campaigns in fashion, lifestyle, entertainment or digital brands.
• You thrive in creative environments and have experience developing 360° campaigns from strategy through to production and execution.
• You are culturally literate — you understand trends, youth culture, digital behaviours, influencer ecosystems and global audiences.
• You have proven leadership experience - managing a team, developing talent, guiding creative output and working cross-functionally.
• You’re strategic yet hands-on: comfortable with high-level brand vision and detail-oriented execution.
• You possess strong stakeholder management skills - you can present to senior leadership, negotiate with external talent and agencies, and drive decisions confidently.
• You have a global mindset: experience or readiness to work across markets, adapting brand programmes for local relevance without diluting global scale.
• Excellent communication skills, organisational strength, resilience in fast paced environments and a collaborative spirit.

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.