Join ASOS as the Head of CRM and Lifecycle Product on a 12-month fixed-term contract based in London, United Kingdom. In this hands-on leadership role, you will lead a combined Commercial and Product team to scale our CRM journeys, optimize push and email channels, and drive repeat purchase for our millions of global customers under a hybrid work arrangement requiring 3 days a week in the office.
Requirements
Senior lifecycle CRM experience in a business with millions of customers across multiple markets
Deep hands-on expertise in push and app CRM, as well as email
Strong Braze experience, or a comparable enterprise platform, and the data behind it
Proven track record of triggered journeys and personalisation that measurably improved retention or repeat purchase
Experience running holdouts and test and learn programmes
Fashion, retail, or ecommerce experience is desirable
CRM re-platforming or new data platform experience is desirable
Skills & Responsibilities
Braze and Enterprise CRM Platforms: Own the relationship with Braze and associated CRM/CDP tools to maximize platform capability and shape future CRM architecture.
Lifecycle and Triggered Journeys: Implement and optimize lifecycle frameworks across push and email, building automated and behavioural journeys managed within contact policies.
Segmentation and Personalization: Drive targeted campaigns using purchase, browsing, size, returns, and loyalty data to improve retention.
Testing and Analytics: Run holdouts and an always-on test and learn programme in collaboration with Analytics to measure retention inputs.
Team Leadership: Lead and develop the Commercial and Product team, shifting focus from manual builds to lifecycle insight and strategy.
Potential transition routes: People from Senior CRM Manager, Retention Marketing Director, or Head of Email Marketing roles may bring deep campaign execution and data-driven segmentation skills, alongside meeting senior leadership requirements.
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
Job Description
CRM is one of ASOS's most critical channels, sitting at the intersection of product, data, technology and marketing. With more than 20 million customers globally and a highly engaged, app-first audience, CRM drives discovery of new-in product, back-in-stock alerts, price changes and key trading moments. We do far more on push than email and are actively expanding into new channels.
We're looking for a deep CRM and lifecycle specialist to cover this role for 12 months. Our CRM strategy will already be in place; your job is to bring this to life, building, optimising and scaling the journeys, triggers and personalisation that drive repeat purchase.
This is a hands-on leadership role. You'll lead a combined Commercial and Product team, own our CRM platforms, including Braze, and step in personally on trigger design, data diagnosis and platform set-up. You'll need to make an impact quickly.
The Details
Lifecycle and triggers
Implement and optimise our lifecycle framework across push and email channels, with a focus on first-to-second purchase and repeat.
Build and improve automated, product-triggered and behavioural journeys, with suppressions and frequency managed within the contact policy.
Drive segmentation and personalisation using purchase, browsing, size, returns and loyalty data.
Platform and data
Own relationship with Braze and associated CRM/CDP tools, and get the most from them.
Hep shape the future CRM architecture.
Oversee deliverability, push performance and channel health across markets.
Measurement
Own CRM-led retention inputs: engagement, contactability, frequency and repeat behaviour.
Run holdouts and an always-on test and learn programme with Analytics.
Delivery and team
Prioritise CRM quarterly, balancing lifecycle value with trading needs, including peak.
Lead and develop the team, shifting time from manual builds to lifecycle, insight and testing; step in where depth is needed.
Supporting our culture by championing Diversity, Equity & Inclusion strategies.
Qualifications
About You
You're a CRM and lifecycle specialist with deep, hands-on expertise at scale, and you can land quickly.
Essential
Senior lifecycle CRM experience in a business with millions of customers across multiple markets
Deep hands-on expertise in push and app CRM, as well as email
Strong Braze experience, or a comparable enterprise platform, and the data behind it
A track record of triggered journeys and personalisation that measurably improved retention or repeat purchase
Experience running holdouts and test and learn programmes
A people leader who can lift team capability and lead CRM through peak
Desirable
Fashion, retail or ecommerce experience
CRM re-platforming or new data platform experience
Interim or fixed-term leadership with a fast start
Additional Information
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.
BeneFITS’
Employee discount (hello ASOS discount!)
Employee sample sales
25 days paid annual leave + an extra celebration day for a special moment
Performance related bonus
Private medical care scheme
Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role
