Location: Mornington Crescent, Greater London House, NW1
Reports to: Chief Customer Officer
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 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