THE BRAND
TOPSHOP and TOPMAN are iconic British fashion brands with 60 years of heritage. Headquartered in London, the Brands have over 2 million customers across the globe through the ASOS platform and generate brand sales of c200m. Powerful, Playful and Progressive, the TOPSHOP and TOPMAN brands have creativity and innovation at their core.
Following the formation of a Joint Venture between ASOS and HEARTLAND in October 2024, ASOS is creating a standalone cross-functional team within ASOS which is dedicated to unlocking the huge growth potential of the TOPSHOP and TOPMAN brands. The brands will now benefit fromASOS infrastructure and resources while enjoying the creative freedomand agility of standalone brands.
The next 12 months for TOPSHOP and TOPMAN will see the expansion of the brands offline and online retail presence with the launch ofTopshop.comand new wholesale partnerships.
Topshop is synonymous with accessible fashion, but we must increase brand awareness with our core customer. We are seeking an experienced and innovative, fashion-loving Performance Media to lead, drive, and execute our Paid Media strategy across PPC & Paid Social for Topshop to build long-lasting brand excitement, customer acquisition and loyalty for the iconic TOPSHOP/TOPMAN brands.
THE ROLE
The role is based in our London HQ and will report into the Global Marketing Director for Topshop & Topman. You will work alongside a team of customer & marketing professionals to support our full funnel marketing activities, as well as cross-functionally with the design, product and trading teams.
With support from the wider ASOS Paid Teams, this will is a newly created role that is dedicated to supporting the strategy and execution of Paid Social and PPC campaigns across both TOPSHOP and TOPMAN brands, globally in order to deliver traffic, sales and new customers to TSTM products and onto Topshop.com later this year, in line with additional business goals and KPIs.
Youll run full funnel activities across a number of channels including Facebook/Instagram, TikTok and other social platforms, as well as driving our PPC function, and is responsible for the profitable spend and evaluation of a multi-million-pound budget.
Working closely with the Global Marketing Director and other business stakeholders, the Paid Media Manager will work to ensure best in class deployment of paid media campaigns across different channels to reflect TSTMs investment strategies across lower-funnel KPIs as well as playing a pivotal role in developing best practices for the evolving full funnel marketing vision across existing social platforms Facebook, Instagram, Snapchat and new platforms TikTok, Pinterest, Twitch & beyond. Furthermore, youll be working closely with ASOS Affiliate teams and supporting our growth and transition to Topshop.com.
This is a strategic execution and management role, as well as execution working across all markets and involving close collaboration with multiple business functions to ensure efficient and effective use of ASOS resources into paid media campaigns across the full funnel to ultimately drive profitable return on investment.
What You'll be Doing...
- Work alongside internal Marketing teams to deliver exceptional channel performance against strategic business and commercial objectives across multiple markets, with the main focus to drive full-funnel acquisition, retention and lifecycle marketing across Paid Social.
- Develop best practices to test and scale mid and upper funnel activities across a multitude of social channels (new & existing) to ensure effective communication of brand & proposition messaging
- Line management of one Paid Social Assistant to help with all of the below
- Cross-channel planning of complex full funnel paid social campaigns to support business priorities across different business units and/or brands (potentially outside of paid social if working with multiple teams)
- Execution of robust media experiments aimed at driving incremental growth and scaling media investment, especially to solidify mid and upper funnel activities within our marketing mix
- Experiment with organic social boosting and work to establish it as a recurring activity to complement a full funnel paid social approach.
- Development and implementation of team processes aimed at improving efficiency and effectiveness of team output.
- Extensive cross-functional collaboration with other teams (internal & external) including creative, insight, trade, martech, brand, etc.
- Proactive management of external Paid Social platforms and tech partners to ensure effective service and deliverables in line with ASOS business goals and priorities.
- Strategy & Planning: Develop and implement comprehensive Paid Social & PPC strategies aligned with overall marketing objectives and budget.
- Campaign Management: Create, manage, and optimise Paid Social & PPC campaigns across various platforms (e.g., Google Ads, Microsoft Advertising, Apple Search Ads, Meta, TikTok).
- Manage GMC for your given markets including troubleshooting feed issues and setting up GMC promotions to maximise exposure of our trade calendar.
- Budget Management & Forecasting: Effectively manage and monitor budgets, ensuring efficient spend and maximising ROAs.
- Performance Monitoring, analysis and reporting: Continuously monitor and analyse KPIs. Provide regular, insightful reports identifying trends - with clear explanations and actionable recommendations for improvement.
- Reporting: Generate regular and insightful reports on campaign performance, providing clear explanations of results and actionable recommendations to stakeholders. Communicate effectively with the marketing team and other departments.
- A/B Testing & Experimentation: Design and execute A/B tests to continually optimise performance.
- Platform Knowledge & Updates: Stay up-to-date with the latest trends, best practices, and algorithm updates in the PPC landscape. Evaluate and implement new features and technologies.