As the Staff Engineering Lead within the Customer Experience team, you will provide senior, hands-on technical leadership for a front‑end heavy team, shaping how we build, scale and deliver customer-facing experiences across the ASOS apps and website. We’re looking for someone who can be immediately productive and help accelerate delivery across the app revamp workstream.
You’ll set technical direction and standards, drive architecture and engineering excellence, and partner closely with Product, Design, Engineering Leadership and Data/Analytics to translate customer needs into high-quality outcomes. You’ll also play a key role in enabling fast, healthy decision-making—working in a highly collaborative environment that values prototypes over decks, and encourages constructive challenge to improve outcomes.
The ASOS’ mobile app revamp programme is designed to create a more immersive, personalised shopping experience across key customer journeys, including the Homepage, PLPs, PDPs, Bag and Search. It focuses on making discovery easier, shopping more inspirational, and the experience more frictionless, with recent releases introducing a more cohesive homepage, a dedicated “For You” experience, and more immersive browsing improvements such as larger imagery and simplified interactions. The team is prioritising innovation, aiming to lead the market by launching advanced features such as Virtual Try On. The programme is highly impact-led, using experimentation and data to continuously validate, learn and iterate.
Key Responsibilities
Own and evolve architecture across customer-facing experiences, balancing delivery speed with long-term quality
Lead the delivery of complex, high-impact features end-to-end, working hands-on where needed to unblock teams and set engineering standards
Partner with Product, Design, Engineering Leadership and Data to turn customer problems into aligned, measurable outcomes
Champion an experimentation-first approach, embedding A/B testing, measurement and iteration into the way teams build and release features
Line manage a cross-functional squad of 4–6 people, coaching and developing engineers to deliver high-impact outcomes
Drive engineering excellence by turning standards into practical guidance and best practices for performance, reliability, code quality, testing and observability
Manage technical risk by addressing dependencies, trade-offs and delivery challenges early
Shape and continuously improve ways of working across squads, fostering alignment, consistency and a collaborative, high-trust environment that encourages challenge, innovation and fast decision-making.
Lead a team with an iOS focus in addition to back-end and web work.
/01 Company Description
We’re ASOS, the online retailer for fashion lovers all around the world.
We exist to give our customers the confidence to be whoever they want to be, and that goes for our people too. At ASOS, you’re free to be your true self without judgement, and channel your creativity into a platform used by millions.
But how are we showing up? We’re proud members of Inclusive Companies, are Disability Confident Committed and have signed the Business in the Community Race at Work Charter and we placed 8th in the Inclusive Top 50 Companies Employer list.
Everyone needs some help showing up as their best self. Let our Talent team know if you need any adjustments throughout the process in whatever way works best for you.
/02 Job Qualifications
Proven experience leading cross-functional engineering teams including setting technical direction across complex, customer-facing platforms
Previously working at a Staff or Principal level with an engineering, architecture, or QA background
Strong background in front-end engineering, ideally in high-scale consumer products, with experience building or scaling mobile app experiences (especially iOS)
Experience in collaborative, product-led, cross-functional teams (Engineering, Product, Design and Data), focused on rapid iteration and continuous discovery
Experience designing and evolving scalable front-end architectures, balancing short-term delivery with long-term maintainability
Track record of delivering high-impact features across core user journeys (e.g. navigation, discovery, search, checkout), with a focus on performance and usability
Proven people leadership experience, including line management and developing senior engineers through coaching and mentoring
Demonstrated experience leading across multiple teams or squads, influencing without direct authority and driving alignment at scale
Strong understanding of experimentation, A/B testing and data-informed decision making, using metrics to validate and iterate on solutions
Experience improving engineering standards and ways of working, turning guidelines into clear, practical practices for teams (code quality, testing, performance optimisation and observability)
Comfortable operating in fast-paced, evolving programmes—managing ambiguity, motivating teams and making pragmatic trade-offs to drive outcomes
Comfortable regularly interfacing with senior and exec-level stakeholders, with the ability to communicate technical complexities effectively to the audience
/03 Additional Info
BeneFITS’
Employee discount (hello ASOS discount!)
Employee sample sales
25 days paid annual leave + an extra celebration day for a special moment
Discretionary bonus scheme
Private medical care scheme
Flexible benefits allowance - which you can choose to take as extra cash, or use towards other benefits
Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role
what our people say
what our people say
what our people say
what our people say
what our people say
what our people say
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what our people say
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what our people say
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what our people say
Meet The Team
Meet Zijiao Li -
Tech @ ASOS
Meet Amy Richardson -
Tech @ ASOS
Meet Si Jobling -
Tech @ ASOS
I love working at ASOS in my team because of the great atmosphere. From day one I already felt like being part of the team, everyone is so friendly, approachable and willing to help. It’s the place where you feel trusted and are given the opportunities & time to explore your full potential. As someone who just relocated to London, I also appreciate the international and cultural diverse environment – it’s ok to be whoever you want to be!
As a software engineer with a love for fashion, I feel extremely lucky to be part of a fashion company that priorities technology, innovation and customer experience to the same degree as their clothing.
As someone who left ASOS after 7 years but came back, it speaks volumes how much I love working at ASOS. The obvious reason is the people, not just in Tech but beyond. There's an unspoken respect and authenticity between everyone who works here
Zijiao Li
Tech @ ASOS
I love working at ASOS in my team because of the great atmosphere. From day one I already felt like being part of the team, everyone is so friendly, approachable and willing to help. It’s the place where you feel trusted and are given the opportunities & time to explore your full potential. As someone who just relocated to London, I also appreciate the international and cultural diverse environment – it’s ok to be whoever you want to be!
Amy Richardson
Tech @ ASOS
As a software engineer with a love for fashion, I feel extremely lucky to be part of a fashion company that priorities technology, innovation and customer experience to the same degree as their clothing.
Si Jobling
Tech @ ASOS
As someone who left ASOS after 7 years but came back, it speaks volumes how much I love working at ASOS. The obvious reason is the people, not just in Tech but beyond. There's an unspoken respect and authenticity between everyone who works here
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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We are Customer First
We couldn’t be ASOS without our customers.
Across every behaviour, value, and all that we do, we see everything through our customers’ eyes. That means never taking anything for granted and always zeroing in on every single detail. So we can always bring our best as a team, and our customers can have an amazing experience, every time.
We are Authentic
We work together to be honest, transparent, and our full authentic selves.
This is our ASOS. Our culture, built on collaboration and togetherness, and supported by what’s real and honest. We know that we win bigger when we win as a diverse team. That means celebrating our differences and using them to help us stand out from the crowd, without losing our authenticity and individuality.
We are Brave
We challenge each other to aim high and reach our potential.
Doing nothing gets us nowhere. We may be proud of everything we’ve done so far, but there’s still so much more to explore. We believe we can always be wiser, faster, stronger, bigger, braver, kinder…so asking ‘why’ isn’t just a question, it’s a necessity. We use our voice to drive us forward, speaking up on the things our people and customers care about and using our curiosity to create possibility.
We are Creative
We know innovation leads to inspiration – it’s what makes us stronger
Change is in our DNA. By acting fast and staying one step ahead of the curve, we can be a leader, not a follower. But for our products and platform to be innovative, they have to be fuelled by creative passion and a deep understanding of our customers and our people.
We always Deliver
We couldn’t be excellent without evidence – so whatever we’re doing, we have proof of why we’re doing it.
It takes facts and data to tell our stories and help us make our decisions in the most effective way possible. This means we can do what we say and own what we do, no matter how long it takes us to do it. We aren’t about nonsense ifs, buts and maybes, we’re about creating an ASOS that’s built for future success on delivered 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 our group financial and strategic performance.
Celebratory Day!
Get an extra day off in addition to the 25 days of annual leave you get! Spend it celebrating the big days in life, whether it’s birthdays, cultural holidays, weddings and anything else.
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
You’ll have the opportunity for personalised learning and in-the-moment experiences to create a dynamic and agile learning environment that empowers you to thrive and excel in your role.
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.