Role purpose
The Senior Social Manager is responsible for leading ASOS’s always-on social and editorial output, ensuring the brand shows up with consistency, cultural relevance and platform-native impact across social channels.
This role manages the day-to-day social engine across editorial planning, community management and social execution. It will lead the team responsible for turning ASOS’s brand strategy into content that builds reach, engagement, fashion authority and audience connection every day.
Why this role matters
As ASOS strengthens its role as The Stylist, social is one of the most important places for the brand to prove its fashion authority and connect with customers in real time. This role ensures ASOS has a clear social point of view, a strong editorial rhythm and a community presence that feels credible, useful and unmistakably ASOS.
The Senior Social Manager will bring structure, pace and creative judgement to a high-volume social environment. They will help the team balance planned editorial moments with reactive cultural opportunities, ensuring content is not only on brand but also built for how audiences discover, watch, save, share and engage.
What you will be responsible for:
Social and Editorial Leadership
- Lead the day-to-day management of ASOS’s always-on social and editorial output across key platforms including Instagram, TikTok, YouTube, Pinterest and emerging channels.
- Translate the wider social strategy into a clear content plan, editorial calendar and platform execution rhythm.
- Ensure ASOS shows up with a consistent brand voice, strong fashion point of view and clear role as The Stylist across all social touchpoints.
- Work closely with the Social and Editorial Lead to embed social priorities, channel roles and content principles across the team.
- Balance planned content, campaign support, reactive cultural moments and community-led opportunities across the social calendar.
Team Management and Development
- Line manage and develop the Editorial Manager, Community Manager and two Senior Social Executives.
- Set clear priorities, responsibilities and ways of working across editorial, community and social execution.
- Create a supportive and high-performing team culture that encourages creativity, pace, platform expertise and accountability.
- Review work across captions, content plans, platform executions and community responses to ensure quality and consistency.
- Coach the team to make sharper social decisions based on brand strategy, audience behaviour, cultural context and platform performance.
Platform-first Content Planning
- Oversee the development of platform-native content plans that are designed specifically for how audiences behave on each channel.
- Ensure content is built to drive reach, engagement, view-through, shares, saves, community interaction and brand relevance.
- Partner with the Editorial Manager to ensure social content has a clear narrative, tone of voice and fashion point of view.
- Partner with the Community Manager to ensure audience insight, sentiment and cultural signals are feeding into planning and execution.
- Partner with Senior Social Executives to ensure content is scheduled, published, optimised and delivered with accuracy and pace.
Campaign, Brand and Cultural Integration
- Work closely with Brand Marketing, Brand Heat, Talent, PR, Creative and Media teams to ensure social plans support campaigns, launches, cultural moments and commercial priorities.
- Represent social in planning and creative review sessions, ensuring ideas are built for social from the beginning rather than adapted after the fact.
- Identify opportunities to turn brand and product moments into social-first stories, formats and conversations.
- Support the integration of talent, creators and stylists into social content in a way that feels credible, relevant and aligned to the ASOS brand.
- Ensure content ladders up to the wider brand strategy while remaining fast, entertaining, useful and native to each platform.
Performance, Optimisation and Learning
- Work with the Social Optimisation Manager, Brand Planning and Insights teams to understand content performance and translate learnings into action.
- Track what is driving reach, engagement, view-through, saves, shares, sentiment and community response across always-on activity.
- Use performance data and platform insight to improve content briefs, formats, hooks, posting rhythm and team decision-making.
- Support weekly and campaign reporting by providing clear social headlines, examples, learnings and recommendations.
- Help embed a test and learn culture that improves social effectiveness without losing creativity or brand personality.
Governance and Operational Delivery
- Ensure social content is planned, approved and delivered through clear processes, timelines and ownership across the team.
- Maintain high standards across copy, publishing, community response, asset usage, legal considerations and brand consistency.
- Help manage social priorities and resourcing across multiple workstreams, ensuring the team can move at pace without losing quality.
- Escalate risks, issues or reputational sensitivities where needed, particularly across reactive content and community conversations.
- Support the Social and Editorial Lead in building a more structured, effective and scalable social operating model.