London

Head of CRM and Lifecycle Product

Job type
Full Time
Level
Mid-senior level
Apply now

Your Role

Job Description

CRM is one of ASOSs 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 is central to the customer experience driving 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.

The Head of CRM and Lifecycle Product is accountable for both what we communicate and how we do it combining senior CRM leadership with product ownership of the platforms and tooling that underpin customer communications at scale.

You will own end-to-end CRM strategy, prioritisation and execution particularly across automated, personalised lifecycle and product-triggered communications while leading a combined CRM and CRM Product team with dedicated analytics support on a dotted-line basis.

This role requires significant hands-on contribution. You will need to personally diagnose what good looks like from a data and architecture perspective, shape lifecycle and trigger strategies, and drive delivery directly not just through others. At the same time, building a strong leadership bench is one of the most important things this role needs to achieve.

The Details

CRM Strategy & Customer Value

  • Own ASOSs CRM strategy, ensuring communications are customer-first, insight-led and accretive to the overall customer experience.
  • Define how CRM drives engagement, retention and revenue through lifecycle, product and behavioural triggers.
  • Balance commercial performance with long-term customer trust and brand engagement.

Product Ownership & Capability Building

  • Act as product owner for CRM platforms and tooling, including Braze and associated data and decisioning capabilities.
  • Lead the design and evolution of CRM architecture: lifecycle frameworks, automation logic and product-driven triggers.
  • Play a key role in upcoming technical change, including CRM re-platforming and a new data platform. Build value with what exists while shaping the future state.

Delivery, Prioritisation & Ways of Working

  • Own CRM prioritisation end-to-end on a quarterly basis, balancing long-term automation value with short-term trading needs.
  • Service the weekly trading calendar, responding quickly to in-week requests including weekend drops when required.
  • Foster a yes we can culture. Move fast, make calls and avoid unnecessary escalation.

Team Leadership & Development

  • Lead and develop a high-performing team of senior CRM and Product leaders.
  • Build a leadership bench of 45 senior managers who can independently drive continuous improvement streams.
  • Balance leadership with individual contribution stepping in where depth, pace or complexity requires it.

Measurement & Impact

  • Own key CRM-led retention inputs: engagement, frequency and repeat behaviour.
  • Work closely with Analytics to define what good looks like and keep decisions evidence-based.
  • Supporting our culture by championing Diversity, Equity & Inclusion strategies.

We believe being together in person helps us move faster, connect more deeply, and achieve more as a team. Thats why our approach to working together includes spending at least 3 days a week in the office. Its 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.

/01 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.

/02 Job Qualifications

About You

You combine deep CRM expertise with a genuine product mindset. You are comfortable at scale, under pressure, and know how to build systems and teams that unlock long-term value without losing sight of this weeks trading calendar.

  • Strong experience in CRM, lifecycle marketing or customer engagement at scale.
  • Solid understanding of CRM platforms and data flows. Braze experience useful but not essential.
  • Ability to quickly diagnose data quality and architecture, and set a clear direction for lifecycle and trigger design.
  • Proven people manager with a track record of building senior teams. This is not an IC role.
  • Pragmatic mindset focused on progress and impact, not theoretical perfection or re-platforming for its own sake.
  • Confident working cross-functionally and making clear prioritisation decisions under pressure.

/03 Additional Info

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.
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Meet The Team

Meet Geeta Gohil -
Commercial @ ASOS

Meet Ian Amer -
Commercial @ ASOS

Meet Mui Abdul -
Commercial @ ASOS

Working at ASOS has made me realise how much I feel like I belong here. It’s exciting and refreshing. The authenticity and inclusivity ASOS has makes it even better to work here. Everyday is a different day; I am learning new things, meeting new people and be involved in so many amazing buying projects.
I love ASOS for two main reasons – firstly because as a company it is never afraid to try something new or challenge the way we work; we really have the autonomy to push ourselves in new directions.
ASOS is incredibly inclusive which means so much to me as a queer Black woman. There are so many opportunities here beyond your role, so you can really boost and build your dream career here. And the people! I’m inspired everyday by my colleagues, the creativity here is unparalleled!

  • Geeta Gohil

    Commercial @ ASOS

    Working at ASOS has made me realise how much I feel like I belong here. It’s exciting and refreshing. The authenticity and inclusivity ASOS has makes it even better to work here. Everyday is a different day; I am learning new things, meeting new people and be involved in so many amazing buying projects.

  • Ian Amer

    Commercial @ ASOS

    I love ASOS for two main reasons – firstly because as a company it is never afraid to try something new or challenge the way we work; we really have the autonomy to push ourselves in new directions.

  • Mui Abdul

    Commercial @ ASOS

    ASOS is incredibly inclusive which means so much to me as a queer Black woman. There are so many opportunities here beyond your role, so you can really boost and build your dream career here. And the people! I’m inspired everyday by my colleagues, the creativity here is unparalleled!
our business values our business values our business values our business values our business values our business values our business values our business values our business values our business values our business values our business values our business values our business values our business values our business values
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We are Customer First

We couldn’t be ASOS without our customers.

Across every behaviour, value, and all that we do, we see everything through our customers’ eyes. That means never taking anything for granted and always zeroing in on every single detail. So we can always bring our best as a team, and our customers can have an amazing experience, every time. 

We are Authentic

We work together to be honest, transparent, and our full authentic selves.

This is our ASOS. Our culture, built on collaboration and togetherness, and supported by what’s real and honest. We know that we win bigger when we win as a diverse team. That means celebrating our differences and using them to help us stand out from the crowd, without losing our authenticity and individuality.

We are Brave

We challenge each other to aim high and reach our potential.

Doing nothing gets us nowhere. We may be proud of everything we’ve done so far, but there’s still so much more to explore. We believe we can always be wiser, faster, stronger, bigger, braver, kinder…so asking ‘why’ isn’t just a question, it’s a necessity. We use our voice to drive us forward, speaking up on the things our people and customers care about and using our curiosity to create possibility. 

We are Creative

We know innovation leads to inspiration – it’s what makes us stronger

Change is in our DNA. By acting fast and staying one step ahead of the curve, we can be a leader, not a follower. But for our products and platform to be innovative, they have to be fuelled by creative passion and a deep understanding of our customers and our people. 

We always Deliver

We couldn’t be excellent without evidence – so whatever we’re doing, we have proof of why we’re doing it.

It takes facts and data to tell our stories and help us make our decisions in the most effective way possible. This means we can do what we say and own what we do, no matter how long it takes us to do it. We aren’t about nonsense ifs, buts and maybes, we’re about creating an ASOS that’s built for future success on delivered success. 

Our Benefits

  • Employee Discount

    The most asked-about benefit! As an ASOSer, you’ll receive an exclusive employee discount. You can also nominate a family member or friend to share your discount with.

  • Pension

    Retirement might not be on your mind right now, but it’s important to prep for it. We offer matched contributions up to 5% to help you save.

  • Private Medical Care scheme

    If you join our Private Medical Care scheme, you’ll get fast and effective access to medical cover. 

  • Bonus

    What we achieve is always a team effort. That’s why we offer a discretionary bonus scheme which rewards you based on our group financial and strategic performance.

  • Celebratory Day!

    Get an extra day off in addition to the 25 days of annual leave you get! Spend it celebrating the big days in life, whether it’s birthdays, cultural holidays, weddings and anything else.

  • Shuttlebus Service (if you're based in our Leavesden office)

    It’s more of a work perk, but we offer a free shuttlebus between Watford station and our office in Leavesden.

  • Sample Sales

    We’ve always got fun things happening in our offices, but the one ASOSers get most excited about is our sample sales. Plus, all proceeds from the sample sale get donated to the ASOS Foundation, which helps our charity partners abroad. 

  • Career Development

    You’ll have the opportunity for personalised learning and in-the-moment experiences to create a dynamic and agile learning environment that empowers you to thrive and excel in your role.

  • Summer Hours

    We finish at 3pm on Fridays in June, July and August!! This perk doesn’t mean a dip in your salary – it just gives you extra freedom to enjoy those summer weekends however you want.

Location

Our HQ in London

Our HQ in Camden was once a cigarette factory – now, the iconic Art Deco building has been completely renovated with spacious office areas, ASOS Studios (where we shoot all our products), beauty rooms and a free gym. There’s also a subsidised canteen and café. 

Recruitment
Process

  1. Apply online

  2. Call back & Interview

  3. Decision & Onboarding

Apply now