Senior Product Manager (Content Experience) in London

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 role sits 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

Qualifications

• Proven experience as a Product Manager in e-commerce or consumer-facing platforms, with a strong focus on content, personalisation or customer experience
• Strong track record of defining and delivering personalised, data-driven experiences at scale
• Deep understanding of how content, customer data and personalisation intersect to drive engagement and commercial outcomes
• Experience with CMS platforms (e.g. Sitecore, Contentful, or similar) and an understanding of how to address scaling challenges with a balance of automation and curation
• Experience partnering with creative teams or agencies to deliver high-quality, scalable content, especially in immersive video format
• Comfortable working in agile, cross-functional teams, with the ability to bring together diverse stakeholders around a shared vision
• Strong organisational and prioritisation skills, able to manage complex, multi-layered initiatives across multiple teams
• Data-driven mindset with strong analytical and problem-solving skills, with experience using tools like Power BI, Mixpanel, UserTesting.com, or Optimizely
• Pragmatic strategic thinker who can create clarity in ambiguity, align teams quickly, and translate strategy into execution
• Excellent communication and senior stakeholder management skills