The Social and Editorial team plays a central role in how ASOS shows up every day across platforms, culture and community. The team is responsible for building social fame, editorial authority, audience connection and a distinctive brand voice that makes ASOS more visible, more useful and more talked about.
Role purpose
The Community Manager is responsible for how ASOS shows up in real time with its audience across comments, DMs, mentions, creator conversations and wider social communities.
This role is the human voice of ASOS across social platforms, building genuine audience connection, feeding community insight back into the business and ensuring every interaction feels warm, useful, stylish and unmistakably ASOS.
Why this role matters
Social is where the ASOS brand lives every day, and community is where customers tell us what they care about, what they want, what they love and what they are reacting to. This role ensures ASOS listens, responds and participates with personality, credibility and care.
The Community Manager helps the brand stay closer to the customer than almost any other role in the team. By turning community behaviour into insight, this role helps Social, Editorial, Talent, Brand Heat and Brand Marketing teams create work that is more relevant, more useful and more connected to real audience needs.
What you will be responsible for
Community management and engagement
- Manage ASOS community engagement across priority platforms including Instagram, TikTok, Pinterest, YouTube and emerging social channels.
- Respond to comments, DMs, mentions and relevant conversations in a tone that feels consistent, credible and unmistakably ASOS.
- Act as a real-time style voice in the community, helping customers navigate fashion, product, styling and moments with confidence.
- Build stronger connections with customers, creators, stylists and culturally relevant voices through thoughtful and authentic engagement.
- Ensure community engagement is warm, useful, brand-safe and aligned to ASOS tone of voice principles.
Real-time cultural listening
- Monitor social platforms, cultural conversations, fashion moments, creator activity and audience behaviour to identify relevant signals for ASOS.
- Spot emerging trends, conversations and moments before they peak, feeding opportunities into Social, Editorial, Talent and Brand Heat teams.
- Help the team understand what the audience is reacting to, asking for, saving, sharing and discussing.
- Identify risks, sensitive topics and potential issues quickly, escalating where appropriate.
- Maintain a strong understanding of platform culture and how audience expectations differ by channel.
Community insight and reporting
- Track and report on community sentiment, recurring themes, audience questions, product feedback and cultural signals.
- Translate qualitative community insight into clear recommendations for content, editorial planning, talent activity and brand response.
- Share regular community updates that help the wider team understand audience mood and behaviour.
- Work with Social Optimisation and Brand Planning teams to connect community signals with broader social performance and brand learnings.
- Maintain community trackers, examples, screenshots and learnings in a clear and usable format.
Editorial and brand voice alignment
- Work closely with the Editorial Manager to ensure community engagement reflects the wider ASOS editorial voice and brand narrative.
- Support the application of tone of voice across community interactions, from campaign posts to reactive conversations and always-on comments.
- Help identify opportunities where community conversations can become content ideas, social formats or brand moments.
- Ensure customer responses are aligned with ASOS brand values, style authority and customer experience standards.
- Contribute community examples and audience language to help sharpen future content and campaign briefs.
Cross-functional collaboration
- Partner with Social, Editorial, Talent, Brand Heat, PR and Customer Care teams to ensure ASOS shows up consistently across social conversations.
- Represent the community perspective in content planning, campaign reviews and performance discussions.
- Support reactive social moments by providing audience context, community signals and tone of voice recommendations.
- Work with Brand Marketing and Commercial teams to share relevant customer feedback on product, moments, campaigns and launches.
- Help build stronger ways of working between community management, content planning and customer insight.