London

Director of Marketing Operations

Job type
Full Time
Level
Director
Apply now

Your Role

Location: Mornington Crescent, Greater London House, NW1

Department: Customer

Level: Lead

Reports to: Chief Customer Officer

The Team

Weve been a customer centric business from day one, and with over 22m customers today, its more important than ever to put them at the heart of what we do. The Director of Marketing Operations will be responsible for ensuring that we drive data driven performance across all of our customer communication and marketing channels. This means delivering incredible content, propositions, trading, and comms, which are relevant to discerning fashion loving 20 somethings globally.

The Director of Marketing Operations leads a team across the key owned and paid marketing channels including web, social, paid media, SEO, and CRM. As a team they are focused on understanding what fuels the growth and quality of our customer database, how we can create a brand that resonates with existing and potential customers, seamless propositions which keeps them coming back, and trading events which increase our share of their wallet.

The role will report to the ASOS Chief Customer Officer. It will sit alongside a Creative Services Director, Head of Marketing Business Partners and ASOS Media Group Director. It will have 6 direct reports who will represent the key areas of responsibility in the marketing operations function namely web, CRM, Social, Paid Media, SEO, and Marketing Technology. This will be an extremely collaborative role working closely with senior stakeholders in Technology, Product, Supply Chain, Customer Care, Commercial, Finance, and Insight.

The Role

The main responsibility of this individual will be:

to ensure high performance delivery across all marketing channels

to deliver an omni channel orchestration and personalisation strategy to increase the effectiveness of our seamless customer conversation.

To be successful this will mean building excellent relationships across ASOS to harness business-wide creative energy and content, to deliver effective messages to our fashion loving customers. In practice, this will result in:

building and implementing plans and campaigns to support every stage of the customer lifecycle

a strong onboarding strategy for new customer to reduce hit and run

a robust retention strategy to increase the LTV of our customers

a reactivation strategy to bring back our most valuable lapsed customers

always on brand content which resonates with them when they are on other channels.

It is also a role that requires operational excellence and great leadership skills to engage, motivate, and develop the delivery teams. There will be a strategic dimension through helping to shape and coordinate the overall growth strategy on a global and regional basis, in collaboration with the other senior members of the Customer Leadership Team (CLT).

The role will be extremely commercial and analytical, consistently using insight to optimise our approach to how we engage with our customer and audience. The primary KPI will be number of active customers and their lifetime value size. Secondary KPIs include size of customer database, ROI of channels investment, channel performance, and incrementality of campaigns.

What youll be doing

Leadership & Operational Excellence; managing and leading large and diverse technical teams across a range of channels.

Leading by example, acting as a role model and champion of a diverse, equitable, and inclusive culture

Motivating and engaging your function and direct reports, through creating and maintaining a high-performance culture across all teams

Supporting the evolution of marketing towards a scaled agile model of marketing

Managing a governance and performance rhythm across marketing operations which is data led

Channels Performance; creating and executing an omni channel approach.

Creating an omni channel roadmap and business case

Obtain business buy in through influencing key stakeholders

Implementing a successful strategic channel roadmap

Using an audience led approach to build relevant lifecycle problems, based on life stage, value segment and predictive profit.

Testing messaging and campaigns on multiple channels to reduce the likelihood of churn amongst our most valuable customer segments.

Developing a full funnel channel activation plan

Establishing an always on testing plan for broad reach activity considering the role of audiences, channels, messaging.

Working closely with the Media Investment team to understand the role broad reach activity, and brand messaging, can have in the effectiveness of conversion focused activity.

Building market level customer growth strategies

Developing take-to-market strategies by market, understanding the levers for growth across all of our acquisition channels.

Surfacing insight on the share of market and relevance with audiences in each market.

Creating a consolidated view on how we accelerate the growth of different markets, and the key channels and programmes to invest in.

Collaborating with the Customer Analytics team to provide insight on the value of our different audience groups, and how we can prioritise our investment in specific areas to fast track growth.

Developing the website to elevate product and propositions effectively

Planning the content across each site to ensure we support key retail categories, customer moments, delivery, and payment propositions.

Working with Product to test ways to increase automation and personalisation of the homepage, as well as establish the unique roles of the app and web homepages.

Collaborating with Product and Engineering teams to deliver a roadmap of changes which enhance the experience for our customer

Working with AI and Commercial to develop algorithms which effectively trade product on site.

Leading our SEO roadmap to increase visibility and sales

Monitoring performance of SEO and reacting to platform and algorithm changes to ensure we can continue to increase rankings, visibility and traffic.

Working with Tech to ensure we have a robust roadmap in place which covers our technical SEO requirements, along with a clearly prioritised delivery plan.

Creating a robust testing plan for how we can utilise our own content and offsite content via links, to improve our search rankings.

Increasing the size of, and engagement with, our contactable database

Identifying new channels to deliver CRM, reducing our dependency on email and drive opt in.

Always on testing approach to CRM comms to increase engagement, click through and revenue.

Leading our in-house Media capability

Support team to profitably acquire a disproportionate share of category shoppers from PPC and Paid Social channels, and other key in-market channels.

Build a profitable model for broad reach, upper funnel marketing, including the team and capabilities to achieve this.

Lead a disciplined investment program working with the Insight team to utilize marketing science including well-structured controlled experiments, attribution and econometric modelling.

Creating and delivering best in class tracking and measurement and reporting to provide confidence, transparency, and executive investment governance.

Setting out our approach to Marketing Technology

Lead the planning, procurement, configuration, management, and deployment of new technical capabilities, and for their use as accelerators to deliver incremental marketing impact

Leading our Social channels

Lead the social channels team to increase engagement across targeted audiences who are or will be loyal ASOS customers with high LTV

/01 Company Description

Our approach to marketing has a few defining characteristics an obsession with our customers, belief in the power of creativity, an investment mindset, a full funnel philosophy, and a belief in evidence-based decisions.

We reach our audience through various means to grow ASOS as a definitive fashion destination for 20-somethings around the world.

As a key part of our end-to-end customer experience management, ASOS marketing covers a breadth of tactics, stretching across loyalty marketing, culturally relevant brand content, pay-for-performance marketing, local trade marketing, broad reach advertising, and influencer marketing to name a few. We utilise several measurement practices, but primarily rely on continual controlled experiments as our primary source of truth in measuring marketing investment return.

Our teams and activities align and integrate cross-functionally with shared objectives to manage autonomous teams. And of course, we strive to continually evolve pushing outside industry convention through creative experimentation, marketing tech, and advanced data applications.

/02 Job Qualifications

Has extensive experience in managing Marketing Operation and Marketing teams

Has deep experience in a range of marketing channels within the online retail sector

Can develop and deliver an omni channel strategy which will have a business impact

Is highly analytical and confident with numbers both in analysing the performance of discreet activity, but also in identifying longer-term trends

Is comfortable diving into the details by being hands on without micromanaging everything

Possesses strong leadership qualities and presence

Is a skilled manager who knows how to build processes that empower teams, unlock productivity, and deliver results

Can build the team and culture in line with the companys goals, culture, and strategy

/03 Additional Info

What's in it for you?

  • Generous salary, bonus and pension matching

  • Great development programmes

  • Amazing offices and great culture

  • 25 days holiday plus one extra day for your birthday

  • Subsidised gym and canteen

  • Huge staff discount and regular sample sales

  • Life Insurance, medical care, cycle to work scheme

  • And tonnes more

We want our people to be whoever they want to be. Thats why were committed to creating a truly inclusive culture at ASOS, but howre we doing it?

Through our Fashion with Integrity strategy we are driving diversity, equity and inclusion across every aspect of ASOS and ensuring every ASOSer can be their authentic self at work. We want our people to be whoever they want to be, because we believe people who bring their best selves to work, do their best work.

Were proud members of Inclusive Companies, are Disability Confident Committed and have signed the Business in the Community Race at Work Charter. Weve also recently been placed 8th in the Inclusive Top 50 Companies Employer List too.

There are safe space employee networks and we host a monthly DEI events series to help support and celebrate all of our people. We are constantly listening to our people, evolving, changing and taking a flexible approach to how we make ASOS truly inclusive.

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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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Authentic

We celebrate what makes us unique, and stay true to ourselves.

Our business is built on an inclusive culture which encourages passion, enthusiasm and development – so you can bring your best self to work. We recognise that our differences make us stand out from the crowd, giving our ASOSers and customers the confidence to be whoever they want to be. 

Brave

We’ve been bold and ambitious from the start – it’s in our DNA.

We’re empowered to try something different with the freedom to fail, turning left when others turn right. We use our voice to drive us forward, speaking up on the things our people and customers care about and challenging the status quo. 

Creative

We have a curious and adventurous spirit – it’s who we are and runs through everything we do.

We balance leadership with learning, by being comfortable as an innovator and when following in the footsteps of others. Our products and platform are fuelled by creative passion and a deep understanding of our customers, allowing us to empower millions of people around the world. 

Disciplined

Great work doesn’t happen by chance.

We need to take time in our pursuit of excellence – honing our skills, perfecting our craft, executing our plans, being comfortable with the uncomfortable and bridging the gap between goals and accomplishments. It’s a strategy that allows us to create an ASOS that’s built for future 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 the company performance and your individual performance.

  • Your birthday off!

    Who wants to work on their birthday?! All ASOSers get a day off during their birthday week, in addition to 25 days of annual leave. 

  • 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

    Your career matters to us – we want to help you grow, gain new skills and learn from experiences. As an ASOSer, you’ll have access to a world-class development plan, giving you the courses (and time) to work on things that matter to you. 

  • 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