At a Glance
- Tasks: Lead creative PR strategies and impactful events for a global fashion brand.
- Company: Join ASOS, a vibrant online retailer empowering fashion lovers worldwide.
- Benefits: Enjoy 25 days annual leave, private medical care, and flexible benefits.
- Other info: Collaborative team environment with opportunities for personal growth and development.
- Why this job: Shape the cultural presence of ASOS and drive innovative PR campaigns.
- Qualifications: Proven experience in consumer and fashion PR with strong editorial instincts.
The predicted salary is between 49500 - 60500 £ per year.
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'refree to be your true self without judgement, and channel your creativity into a platform used by millions.
Everyone needs some help showing up as their best self.
We're Disability Confident Committed - let our Talent team know if you need any reasonable adjustments throughout the recruitment process.
Job Description
The Head of Consumer PR & Events is accountable for the creative direction, quality and impact of ASOS’ consumer PR activity, ensuring the brand shows up credibly and consistently across fashion and lifestyle editorial media and events (internal and external).
The role requires close collaboration with Brand, Product, People Experience and other cross functional partners to ensure consumer PR activity is joined‑up and aligned to broader plans.
It requires strong creative instinct balanced with clear judgement and ownership, leading both planned, longer‑lead editorial campaigns and a fast‑paced press office, and building a team that delivers standout coverage in a focused and repeatable way.
This is an opportunity to shape how a major global fashion brand shows up in culture and editorial media, and to lead consumer PR and events at a moment of renewed focus and ambition.
- The Details
- Creative leadership and cultural relevance
- Brings strong creative judgement and taste, pushing the team beyond safe or expected coverage while staying true to the ASOS brand.
- Spots culturally relevant moments early and turns them into compelling editorial opportunities.
- Translates creative ideas into both editorial coverage and culturally relevant event moments.
- Editorial PR and gifting
- Owns editorial press strategy and delivery across fashion, lifestyle and culture.
- Leads consumer PR across two distinct rhythms, balancing longer‑term editorial planning and campaign work with a responsive press office that operates and reacts at pace.
- Oversees journalist and stylist gifting directly connected to editorial activity, maintaining focus, relevance and discipline.
- Events (internal and external)
- Sets the creative direction for events that support ASOS’ brand and cultural positioning, including internal moments and experiences.
- Ensures events are conceptually strong, strategically aligned and deliver against clear PR and engagement objectives.
- Ensures earned thinking and storytelling are embedded in event planning from the outset.
- Strategic judgement and focus
- Decides where consumer PR effort should be focused to maximise impact and makes informed trade-offs.
- Works closely with Brand to ensure earned thinking is considered early and baked into campaigns.
- Works within agreed direction and priorities, bringing creativity and challenge within context of broader business priorities.
- Relationships and industry credibility
- Maintains strong, trusted relationships with fashion editors, journalists, and editorial stylists.
- Brings a deep understanding of the fashion media landscape and how it’s evolving.
- Positions ASOS confidently and credibly within the fashion media landscape.
- Leadership and team development
- Leads the Consumer PR team with a collaborative, inclusive approach that encourages confidence and clear ownership.
- Sets clear direction and standards so creative work is focused, well‑judged and aligned to agreed priorities.
We believe being together in person helps us move faster, connect more deeply, and achieve more as a team.
That’s why our approach to working together includes spending at least 3 daysa week in the office.
It’s a rhythm that speeds up decision‑making, helps ASOSers learn from each other more quickly, and builds the kind of culture where people can grow, create, and succeed.
Qualifications
About You
- Significant experience leading consumer and fashion PR.
- Experience shaping or leading events or experiential moments that support brand storytelling.
- Strong editorial instincts and a clear creative point of view.
- Deep understanding of fashion media, culture and trends.
- Comfortable balancing creative ambition with focus, judgement and accountability.
- Collaborative by nature, with the credibility to work across teams and disciplines.
- Additional Information
- 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 extracash, oruse towards other benefits
- Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role.
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Head of PR & Events employer: asos.com Ltd
Topshop offers an exciting opportunity for a Senior Assistant Buyer in Footwear, where you'll be part of a dynamic team dedicated to delivering trend-led and commercially successful products. With a strong emphasis on collaboration, creativity, and sustainability, the company fosters a vibrant work culture that encourages personal growth and innovation. Located in London, Topshop provides employees with access to a rich fashion heritage and the chance to contribute to the evolution of iconic brands while enjoying the benefits of a supportive and inclusive environment.
StudySmarter Expert Advice🤫
We think this is how you could land Head of PR & Events
✨Get Involved in PR Events
Dive into local PR meetups and workshops. Events like these are perfect for getting your face out there, chatting with industry pros, and spotting potential job openings at companies like asos.com Ltd. Plus, it’s a fantastic way to learn about trends and make lasting connections.
✨Showcase Your PR Skills
Start building your personal brand as a PR ace. Use platforms like Twitter and LinkedIn to share your thoughts on current events or PR campaigns you admire. Tagging companies you want to work for, like asos.com Ltd, can catch their eye—especially if your insights resonate!
✨Leverage Your Network
Reach out to friends, family, or connections in the PR field. Even a casual chat can lead to opportunities. If you've got mutual contacts, ask for introductions when applying. Personal recommendations can give your application a nice little boost!
✨Tailor Your Approach
When applying for a full-time PR role, make sure to research asos.com Ltd inside and out. Understanding their campaigns, values, and style allows us to directly align our application and impress during interviews. Don't hesitate to apply through our website—going direct can make a real difference!
We think you need these skills to ace Head of PR & Events
Some tips for your application 🫡
Get Your Story Straight:In public relations, storytelling is everything! Make sure your CV highlights your experience in crafting compelling narratives and managing media relations. Share specific examples of campaigns you've worked on, and don’t forget to include any press coverage you've generated—it's impressive proof of your skills!
Show Off Your Communication Skills:Since PR is all about communication, we want to see your best writing samples. Include pieces like press releases, blog posts, or social media content that you've created. This gives us a taste of your voice and your ability to convey messages clearly and effectively, which is crucial for a role in this field.
Tailor Your Cover Letter:Your cover letter should be more than just a recap of your CV; it’s your chance to shine! Emphasise why PR excites you and how your background fits with the mission of asos.com Ltd. Show us that you’ve done your homework and speak to why you’re passionate about the work we do.
Connect the Dots:When you’re writing your application, think about how your past experiences link to the responsibilities of the role. Mention any internships, volunteer work, or projects that involved public speaking, event planning, or strategic communication. This will help us see how you can seamlessly bring your skills into a full-time position at asos.com Ltd.
How to prepare for a job interview at asos.com Ltd
✨Master the Art of Storytelling
In public relations, storytelling is key. We should prepare compelling narratives about past campaigns or projects we’ve worked on. Think about how we can illustrate our impact and creativity in those stories—be ready to discuss specific examples that showcase our skills in managing media relationships and crafting messages.
✨Know Your PR Tools Inside Out
Familiarity with PR tools like Cision or Meltwater is crucial. We need to be able to discuss how we’ve used these tools in past roles or projects. If we've worked on media lists, press releases, or analytics reports, let’s have those experiences ready to share along with metrics we’ve achieved to back up our claims.
✨Stay Current with Industry Trends
We’ve got to stay sharp on the latest trends and events impacting the public relations field. Having a few insights ready about recent campaigns or shifts in media landscapes can show that we’re engaged and knowledgeable. This will also help us make connections between our experiences and the current state of the industry.
✨Showcase Our Versatility
As full-time PR professionals, we need to demonstrate our adaptability. Be ready to talk about how we've handled challenging situations, managed crises, or adapted strategies on the fly. Employers will appreciate our ability to pivot and find solutions under pressure, so let’s have those scenarios at our fingertips to discuss.
