Director of Engineering - Customer Experience (cx) in City of 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.

We’re looking for a Director of Engineering – Customer Experience (CX) to shape and deliver the next generation of digital experiences across ASOS, Topshop Topman and our portfolio of brands. You will play a pivotal role in aligning our customer experience technology strategy with the broader business vision, ensuring we deliver innovative, frictionless, and engaging journeys for millions of customers worldwide.

This is a unique opportunity to shape the future of customer experience for one of the world’s most recognisable fashion brands. The role is focused on consumer mobile and web e-commerce shopping experiences, ensuring our customers can effortlessly interact, discover, and be inspired across every touchpoint. With over 2.5 billion visits a year, 23 million active customers, and 50 million unique visitors per month, the scale of our platform presents both a unique challenge and an exciting opportunity to innovate.

You’ll lead at scale, build and grow exceptional teams, and work at the forefront of technology in a fast-moving, creative, and high-impact environment. The role will report into our CTO.

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 days a 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.

What you’ll be doing

• Shaping the Vision: Define and own the technology strategy for customer experience across ASOS and associated brands, ensuring alignment to overall business and product goals.
• Leadership & Growth: Lead, inspire, and grow a high-performing engineering team of 150, building strong leaders and scaling capabilities in line with ASOS’s growth.
• Engineering Excellence: Champion best-in-class engineering practices, ensuring delivery of robust, scalable, and performant customer-facing platforms.
• Collaboration: Partner closely with Product, Design, and Customer leaders to bring world-class digital experiences to life.
• Innovation: Drive the adoption of modern technologies, frameworks, and architectures that enhance speed, agility, and quality.
• Customer First: Ensure technology delivery always balances innovation with reliability, accessibility, and customer needs.
• Culture: Embed an engineering culture that values curiosity, continuous improvement, and empowerment.

Qualifications

• Extensive experience leading engineering teams focused on customer experience and digital products.
• A proven track record of scaling and growing engineering organisations within fast-paced, high-growth businesses.
• Demonstrated success in building and delivering mobile applications for digital e-commerce companies.
• A deep technical background, with prior hands‑on engineering experience and strong knowledge of modern engineering practices, frameworks, and architectures.
• Strong understanding of search, experimentation, video technologies and how AI can be applied to enhance customer journeys and experiences.
• Skilled at setting vision and strategy, while remaining comfortable engaging with technical detail to ensure delivery excellence.
• Highly collaborative, with experience working closely across Product, Design, Commercial, and Data functions.
• An innovative mindset, with the ability to anticipate industry trends and translate them into pragmatic solutions that deliver measurable business and customer impact.

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
• Long term incentive plan
• 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.