Senior Product Manager (Content Experience)

Your Role

Our approach to working together means that ASOSers are required to be in the office at least three days per week. This enables stronger collaboration, faster decision-making, and a strong team culture, while still offering the flexibility to work remotely when appropriate.

Digital Product at ASOS        

At ASOS, we’re proud to be a global fashion destination serving over 23 million active customers across more than 100 markets with 2.5 billion visits annually. Our Tech team is at the heart of everything we do, powering the digital experiences that make ASOS a leader in online fashion retail. We operate as a product-led organisation, where cross-functional teams are empowered to solve real customer problems through innovation, experimentation, and data-driven decision-making. With a strong focus on scalability, personalisation, and cutting-edge technology, we’re building the future of fashion commerce.  

The Details 

This is the Senior Product Manager – Content Experience role, sitting within the Customer Experience team.

You’ll be responsible for defining and scaling how content is created, scaled, and personalised across the ASOS experience — ensuring every customer sees the right content, in the right context, at the right moment.

This spans the full lifecycle of content:

• From how we produce, capture and structure content and assets

• To how we activate them through our personalisation capabilities

• Through to how they are delivered across key touchpoints including app, web, CRM and beyond
  

Your mission is to make the volume of content on ASOS go from thousands to millions in a cost-effective way so that the experience feels relevant, dynamic and personal to every customer.

You’ll lead the strategy for how we use our content systems to unlock richer, more tailored experiences — turning customer signals into meaningful, content-driven journeys.

You’ll also be responsible for the content management ecosystem, including the tools, workflows, and partnerships required to create and scale high-quality content across the business.

You’ll be the focal point of a dedicated and cross-functional squad setting big, ambitious goals, and you’ll have the freedom to decide how to meet these. You’ll have a growth mindset and a can-do attitude and relish the autonomous culture. As a natural storyteller, you’ll build strong narratives and bring stakeholders on the journey with you.

Key Responsibilities  

• Define and own the product vision and roadmap for Content Experience, spanning content creation, management, activation and personalisation across all customer touchpoints

• Get stakeholders bought into the vision to turn it into a reality and drive execution across Digital Product, Marketing, Brand, and Creative.

• Shape ASOS’s content personalisation strategy, leveraging customer data, behavioural signals and segmentation to deliver more relevant, engaging and tailored experiences at scale.

• Design and deliver seamless, high-impact content experiences across channels that balance inspiration, storytelling and commercial performance.

• Own the content management ecosystem, including CMS platforms, ensuring they enable efficient creation, structuring and delivery of scalable content.

• Lead and evolve internal content workflows and tooling, improving how teams create, manage and deploy content across the business with speed, quality and consistency.

• Partner with Creative, Brand and external agencies to define scalable content models and production approaches, including our ASOS LIVE channel for livestreams and shoppable videos

• Drive a test-and-learn culture, using experimentation to continuously optimise how content performs across different customer segments and channels.

• Align cross-functional teams across Product, Engineering, Design, Data, CRM, Marketing and Commercial around a clear content experience strategy and roadmap.

• Champion high-quality UX and craft, ensuring content feels coherent, on-brand and contextually relevant across every customer interaction.