Senior CRM Manager

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 CRM Team forms part of the Customer Growth department and is responsible for taking customer, campaign and channel insights and using them to devise a global strategy for engaging, converting and retaining customers via targeted messaging across all touchpoints.

Always thinking data-first, the Senior CRM Manager will help to develop and deliver the customer-centric strategy across our owned marketing channels. They will do so by leveraging CRM insights, technologies and best practice. They will work closely with many teams including Customer Marketing, Trade, AMG, Insights, Audience Targeting and of course their own team CRM.

This role is responsible for leading and overseeing the delivery of CRM campaigns and projects, ensuring operational excellence, and driving continuous improvement across the CRM programme. As a senior manager, you will act as a key contributor to CRM strategy development, owning day-to-day delivery, managing stakeholder relationships at all levels, and ensuring your team operates effectively and with clear accountability.

This role reports to the Head of Organic and Lifecycle Marketing.

The Details

• Develop a Multi-Channel Communications Strategy:
  Craft and execute a data-led communications plan across email, push, in-app, SMS, and on-site channels to drive engagement with targeted customer segments.
• Oversee Day-to-Day Operations:
  Lead the end-to-end delivery of multi-channel campaigns, ensuring timely execution, high quality, and strong collaboration across teams. This includes scoping the initial requirements and briefing the creative and content teams, through to data mining, audience building, deployment of the comms and the granular reporting which is shared with all activity stakeholders
• Leverage Data-Driven Insights:
  Use customer and campaign insights to identify opportunities, guide strategic decisions, and continuously improve channel performance.
• Implement Testing and Optimisation:
  Champion a test-and-learn experimentation approach to refine messaging, targeting, and creative to optimise comms effectiveness
• Lead Cross-Functional Projects:
  Lead complex CRM projects, ensuring strategic alignment, managing risks, and driving outcomes that support wider business priorities.
• Embrace Innovative Tools and Techniques:
  Stay ahead of CRM tech developments, adopting new tools and processes to improve efficiency and effectiveness.
• Develop an In-Depth Knowledge of Our CRM Tools and Tech:
  Learn how our CRM technologies work to solve technical issues, identify efficiencies, and improve campaign delivery processes.
• Proactively Support Business Goals:
  Understand broader business challenges and suggest CRM initiatives that help address them and drive commercial impact.
• Foster Strong Team and Stakeholder Relationships:
  Build solid relationships with cross-functional teams in the Customer Growth department and wider departments to enable the successful delivery of the Customer Growth vision together
• Manage, Mentor, and Develop the Team:
  Provide clear leadership and direction to the CRM team, ensuring accountability, performance, and development. Act as a role model, fostering a high-performing, engaged, and inclusive team culture.
• Support a Diverse and Inclusive Culture:
  Contribute to an inclusive, supportive team environment by embedding Diversity, Equity & Inclusion principles.

Qualifications

About You

• Strong CRM Experience:
  Hands-on experience planning and delivering multi-channel CRM campaigns (email, push, in-app, SMS, on-site) with a customer-first mindset.
• Analytical Acumen:
  Confidence interpreting performance data, drawing out insights, and making customer-first recommendations that bring value to the business.
• Technical Confidence:
  Ability to work with CRM platforms and troubleshoot issues, with a willingness to learn how systems connect and how to find efficiencies.
• Structured and Organised Approach:
  Excellent attention to detail and strong prioritisation skills to manage multiple projects in a fast-paced environment.
• Collaborative Mindset:
  Comfortable working cross-functionally and building relationships across different teams and seniority levels.
• Proactive and Solutions-Focused:
  A can-do attitude, comfortable working through ambiguity and proposing new ideas or ways of working.
• Passion for Customers and CRM:
  Genuine interest in fashion e-retail, CRM marketing and how we can use it to drive value for the customer and the business.
• Values-Driven:
  Demonstrates a commitment to inclusion, collaboration, and excellence in everything you do.
• Project and Programme Management:
  Experience managing both BAU and strategic projects, balancing operational delivery and long-term planning.
• Commercial and Performance Reporting:
  Strong commercial awareness, with experience reporting performance and insights to senior stakeholders.

Additional Information

BeneFITS’

• Employee discount (hello ASOS discount!)
• ASOS Develops (personal development opportunities across the business)
• Employee sample sales
• Access to a huge range of LinkedIn learning materials
• 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