The Brand Director is responsible for shaping and driving ASOS brand strategy across all channels and markets. Youll define the longterm brand vision, set the creative and strategic direction, and ensure ASOS remains one of the most culturally relevant, loved and influential fashion brands globally.
This is a senior leadership role, combining strategic brand stewardship, creative excellence and commercial impact. Youll guide how ASOS shows up across markets, platforms, products and cultural spaces, ensuring our brand narrative is clear, consistent and powerfully connected to our purpose and customers.
Leading senior teams across Brand, Talent, PR and Social, youll champion a unified brand presence that drives reach, relevance and growth. Youll partner with leaders across ASOS to ensure brand strategy underpins the companys overall direction and long-term ambitions.
Brand Vision & Global Strategy
Define and drive the global ASOS brand vision, architecture, purpose and narrative with clarity and distinctiveness.
Set longterm brand direction and align all markets and channels to a unified strategic framework.
Use cultural, industry and customer insights to inform future brand strategy.
Creative Leadership & Brand Expression
Partner with Creative Studios and creative leads to translate strategy into worldclass creative platforms that build brand fame and emotional connection.
Oversee global brand campaigns from insight and narrative development through to creative execution and omnichannel rollout.
Evolve ASOSs visual and verbal identity in line with strategy, customer needs and cultural context.
Act as the authoritative brand voice across the business, partnering with Creative, Product, Customer, Commercial and Digital teams to embed a consistent brand story.
Influence senior stakeholders to ensure brand ambition is reflected in priorities, investment and experience design.
Champion a brandled culture, ensuring teams understand and live the brand purpose and values.
Customer, Cultural & Commercial Insight
Build a brand planning process that integrates data, cultural intelligence, customer insight and creative vision.
Use brand performance metrics and behavioural data to guide decisions and drive improvement.
Own global brand measurement frameworks, tracking equity, awareness, perception and cultural relevance.
Team Leadership & Agency Management
Lead and inspire senior leaders across Brand, Social, PR and Talent.
Foster creativity, accountability and collaboration.
Manage global agency and production partners to ensure creative excellence and commercial efficiency.
Brand Governance & Excellence
Oversee brand governance to ensure all touchpoints reflect ASOS brand standards.
Ensure creative outputs across markets and channels are cohesive, consistent and strategically aligned.
/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
A visionary brand leader with deep experience shaping and scaling global, culturally resonant brands.
Strategic thinker and compelling storyteller who brings clarity and inspiration to complex brand challenges.
Strong creative background with extensive experience developing and delivering 360 global campaigns across channels and markets.
Skilled in global brand architecture and adapting brand expression for diverse international audiences.
Creative yet commercially minded able to balance bold brand ambition with measurable business outcomes.
Exceptional stakeholder management and influencing skills.
Deep passion for culture, fashion and the creative arts, with strong insight into the ASOS customer.
Highly collaborative, emotionally intelligent leader who inspires diverse teams around a shared purpose.
Significant experience in senior brand, creative or marketing leadership roles across fashion, retail, lifestyle or consumer brands.
Proven track record in building culturally relevant brands and driving brandled commercial growth.
Experience leading multidisciplinary teams and senior creative or strategy functions.
Demonstrated success in global campaign development and brand governance.
Data and insightled approach with strong understanding of brand performance metrics.
Experience partnering with major creative and media agencies.
/03 Additional Info
BeneFITS
28 days paid annual leave + an extra celebration day for a special moment
Private medical care scheme
Discretionary bonus scheme
Employee discount
Employee sample sales
Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role.
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.
Why take our word for it? Search #InsideASOS on our socials to see what life at ASOS is like.
what our people say
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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
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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.