Staff Engineering Lead in London

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.

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.

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.

Additional Information

• 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