At a Glance
- Tasks: Lead menswear strategy and shape brand marketing for ASOS over a 6-month contract.
- Company: Join ASOS, the go-to online fashion retailer for trendsetters worldwide.
- Benefits: Enjoy employee discounts, flexible benefits, and 25 days of annual leave.
- Other info: Collaborative environment with opportunities for personal growth and creativity.
- Why this job: Make a real impact on menswear and connect with a global audience.
- Qualifications: Experience in brand strategy and a passion for menswear culture required.
The predicted salary is between 60000 - 75000 £ per year.
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. 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.
Role purpose
The Senior Manager, Menswear Strategy is responsible for defining and driving the strategic direction for ASOS menswear brand activity over a 6 month fixed term contract. This role will shape how menswear shows up across brand marketing, social, talent, creative, product storytelling and cultural moments, ensuring activity is insight-led, distinctive and connected to the wider ASOS brand platform. Working closely with the Brand Marketing Lead, this role will bring strategic clarity to the menswear agenda, translating audience understanding, category dynamics, product priorities and cultural signals into a clear plan for how ASOS builds credibility, relevance and demand in menswear.
Why this role matters
Menswear is a key growth and brand opportunity for ASOS. The role is to sharpen the menswear proposition, clarify where ASOS has permission to lead, and define the marketing choices that will make the brand more thought of, more useful and more culturally relevant for menswear customers. This role ensures menswear is not treated as a secondary adaptation of wider brand campaigns. It will create a distinct strategic lens for menswear, connecting customer behaviour, styling needs, product missions, talent, social platforms and commercial priorities into a coherent brand direction.
What you will be responsible for
- Menswear strategy and proposition: Define the strategic role of menswear within the wider ASOS brand platform and clarify how The Stylist comes to life for menswear customers. Develop a clear menswear point of view that connects fashion authority, product relevance, styling confidence and cultural credibility. Identify the biggest strategic opportunities for ASOS to grow consideration, relevance and distinctiveness in menswear. Translate strategic choices into clear guidance for campaigns, content, talent, product storytelling and channel activation.
- Audience, culture and category insight: Build a sharp understanding of the menswear customer, including how he discovers fashion, builds outfits, responds to brands and makes purchase decisions. Use insight from customer behaviour, social platforms, culture, competitors, product performance and brand tracking to inform the menswear agenda. Identify the moments, missions and cultural spaces where ASOS can credibly show up for menswear, from everyday styling to sport, music, going out, travel and seasonal occasions. Turn insight into simple, actionable implications for creative, social, talent, PR, media and commercial teams.
- Strategic planning and campaign direction: Create a 6 month menswear strategy and activation roadmap aligned to the wider brand marketing calendar and business priorities. Shape briefs for menswear campaigns, seasonal chapters, product stories and culturally relevant moments. Ensure menswear activity has a clear role, audience, insight, message, channel behaviour and success measure before it moves into execution. Partner with Brand Marketing, Brand Heat, Social, Talent, PR and Creative teams to ensure menswear activity feels connected, distinctive and platform-native.
- Product, styling and fashion authority: Work closely with Menswear Product, Commercial, Trading and Styling teams to identify the hero products, categories, outfits and style stories that can build authority for ASOS. Help shift menswear storytelling from individual product promotion to useful, styled and confidence-building fashion guidance. Define how ASOS should show up across different menswear missions, including fit, function, brands, occasion dressing, trend, quality, value and full-look styling. Ensure creative and channel output demonstrates a credible menswear point of view while staying aligned to ASOS brand identity.
- Cross-functional leadership and stakeholder alignment: Act as the strategic connector for menswear across Brand Marketing, Creative, Social, Talent, PR, Media, CRM, Commercial, Product, Trading and Insights teams. Bring structure to cross-functional planning, ensuring decisions, actions, owners and dependencies are clear. Prepare clear strategic documents, briefs, presentations and stakeholder updates that help teams align behind the menswear plan. Build strong relationships quickly and influence senior stakeholders with clarity, confidence and commercial awareness.
- Performance, learning and optimisation: Work with Brand Planning, Media, Social and Insights teams to define the right KPIs and learning agenda for menswear activity. Review performance across brand, social, paid, earned, owned and commercial indicators to understand what is driving attention, engagement, consideration and demand. Capture learnings and translate them into sharper strategic recommendations for future menswear activity. Monitor competitor activity and cultural signals to keep the menswear strategy relevant, timely and commercially useful.
Qualifications
Who we are looking for: Strong experience in brand strategy, marketing strategy, brand marketing, campaign planning or consumer strategy, ideally within fashion, lifestyle, sportswear, retail, media or digital-first brands. A strong understanding of menswear culture, customer behaviour, product storytelling, styling and the role of brands, creators and communities in influencing fashion choices. Able to turn insight into clear strategic choices, briefs, narratives and activation priorities. Strong strategic judgement, with the ability to balance brand ambition, cultural relevance and commercial reality. Confident working across creative, social, talent, media, PR, commercial, product and insight teams. Excellent communication and presentation skills, with the ability to simplify complex information into clear recommendations. Highly organised and comfortable bringing structure, pace and clarity to a fixed term strategic workstream. Collaborative, proactive and able to build credibility quickly in a fast-moving environment.
Desirable experience: Experience working specifically on menswear, youth culture, sportswear, streetwear, fashion retail or creator-led marketing. Experience developing brand or category strategies that connect audience insight, creative direction and commercial priorities. Experience shaping campaign briefs, go to market plans, cultural strategies or social-first content strategies. Understanding of paid, owned and earned channel roles, including how to build activity that is shareable, saveable and performance-aware.
Additional Information
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.
Senior Manager, Menswear (6 month FTC) in London employer: ASOS
At ASOS, we pride ourselves on fostering a vibrant and inclusive work culture where creativity thrives and every individual is encouraged to be their authentic self. As a Senior Manager in Menswear, you'll not only have the opportunity to shape a key growth area for our brand but also benefit from a range of perks including generous annual leave, employee discounts, and a commitment to your professional development. Join us in our London office, where collaboration and innovation are at the heart of everything we do, making ASOS an exceptional place to grow your career.
StudySmarter Expert Advice🤫
We think this is how you could land Senior Manager, Menswear (6 month FTC) in London
✨Tip Number 1
Network like a pro! Reach out to people in the industry, especially those at ASOS. A friendly chat can open doors and give you insights that a job description just can't.
✨Tip Number 2
Show off your passion for menswear! When you get the chance to meet with hiring managers or recruiters, share your ideas on how ASOS can elevate its menswear game. Be bold and creative!
✨Tip Number 3
Prepare for interviews by diving deep into ASOS's current menswear strategies. Know what’s working and what’s not, and come armed with suggestions on how to make things even better.
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets seen by the right people. Plus, it shows you’re serious about joining the ASOS family.
We think you need these skills to ace Senior Manager, Menswear (6 month FTC) in London
Some tips for your application 🫡
Be Yourself:At ASOS, we want to see the real you! Don’t be afraid to let your personality shine through in your application. Show us what makes you unique and how you can contribute to our vibrant culture.
Tailor Your Application:Make sure to customise your CV and cover letter for the Senior Manager, Menswear role. Highlight your relevant experience in brand strategy and menswear culture, and connect it back to what ASOS stands for.
Showcase Your Insights:We love data-driven decisions! Use your application to demonstrate how you’ve used insights in the past to shape strategies or campaigns. This will show us you understand the importance of audience behaviour and cultural relevance.
Apply Through Our Website:Don’t forget to submit your application through our website! It’s the best way to ensure it gets into the right hands. Plus, you’ll find all the details you need about the role there too!
How to prepare for a job interview at ASOS
✨Know Your Menswear Inside Out
Before the interview, dive deep into menswear trends, styles, and ASOS's unique offerings. Familiarise yourself with their current campaigns and how they resonate with the target audience. This will not only show your passion for the role but also your understanding of the brand's positioning in the market.
✨Bring Data to the Table
ASOS values insight-led strategies, so come prepared with data that supports your ideas. Whether it's customer behaviour insights or market trends, having concrete examples will demonstrate your analytical skills and ability to drive strategic decisions.
✨Showcase Your Collaborative Spirit
This role requires working across various teams, so highlight your experience in cross-functional collaboration. Share specific examples of how you've successfully partnered with different departments to achieve a common goal, showcasing your ability to build relationships and influence stakeholders.
✨Prepare for Scenario Questions
Expect questions that assess your strategic thinking and problem-solving abilities. Prepare for scenarios where you might need to define a menswear strategy or respond to a cultural moment. Practising these responses will help you articulate your thought process clearly during the interview.
