Global Consumer & Brand Strategy Lead

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 judgment, 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.

Role

This role ensures all campaigns, content and experiences are grounded in a clear, compelling and differentiated brand strategy that builds long‑term brand equity and relevance. It defines the consumer, the brand and the narrative that connects the two including:

• who we are speaking to
• what the brand stands for
• what we say and why it matters

Responsibilities

• Own the voice of the consumer, informed by research, data and cultural understanding
• Identify key audience segments, motivations and tensions
• Translate insight into clear implications for brand and communications
• Define and evolve the ASOS brand DNA strategy and long‑term positioning
• Ensure the brand is distinctive, relevant and consistent globally
• Maintain clarity on what ASOS stands for and how it is different
• Develop the brand narrative and messaging architecture
• Define what we say across campaigns, always‑on and brand moments
• Ensure all communications ladder up to a single, coherent brand story
• Translate annual priorities into clear seasonal strategies and campaign briefs
• Provide strategic direction for Tier 1‑3 campaigns and always‑on activity
• Ensure all work ladders up to brand strategy and builds cumulative impact
• Develop and maintain brand playbooks, guidelines and frameworks
• Guide Creative on CVI, tone of voice and expression
• Ensure consistency across markets, channels and touchpoints
• Partner with:
  • Product
  • Design
  • Commercial teams
  • Geos and Markets
• Ensure brand strategy is embedded across the business, not just marketing
• Lead the strategic relationship with creative agencies and partners
• Guide creative development against the brand strategy
• Ensure ideas are both creatively strong and strategically grounded
• Define and track brand KPIs (salience, relevance, distinctiveness)
• Lead brand tracking and insight programmes
• Evolve strategy based on performance and learning

Qualifications

• Experienced in brand strategy, communications planning or marketing strategy
• Strong ability to translate consumer and cultural insight into clear brand direction
• Proven experience developing brand positioning, narratives and campaign strategy
• Experience working closely with creative teams and agencies
• Strong stakeholder management across multiple business functions
• Culturally aware, with a strong understanding of fashion, youth culture and trends
• Clear, confident communicator able to influence senior stakeholders

Benefits

• Employee discount (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 – you can choose to take it as extra cash or use it toward other benefits
• Opportunity for personalised learning and in‑the‑moment experiences that enable you to thrive and excel in your role

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