At a Glance
- Tasks: Lead brand strategy and ensure campaigns resonate with consumers globally.
- Company: Join a dynamic fashion brand that values creativity and cultural insight.
- Benefits: Enjoy employee discounts, flexible benefits, and 25 days of annual leave.
- Other info: Be part of a supportive team that champions diversity and personal growth.
- Why this job: Shape the future of a leading brand and make a real impact in fashion.
- Qualifications: Experience in brand strategy and a passion for youth culture and trends.
The predicted salary is between 60000 - 80000 £ per year.
This role ensures all campaigns, content, and experiences are grounded in a clear, compelling and differentiated brand strategy that builds long-term brand equity and relevance. It defines the consumer, the brand, and the narrative that connects the two.
Responsibilities
- Own the voice of the consumer, informed by research, data, and cultural understanding
- Identify key audience segments, motivations and tensions
- Translate insight into clear implications for brand and communications
- Define and evolve the ASOS brand DNA strategy and long-term positioning
- Ensure the brand is distinctive, relevant and consistent globally
- Maintain clarity on what ASOS stands for and how it is different
- Develop the brand narrative and messaging architecture
- Define what we say across campaigns, always-on and brand moments
- Ensure all communications ladder up to a single, coherent brand story
- Translate annual priorities into clear seasonal strategies and campaign briefs
- Provide strategic direction for Tier 1–3 campaigns and always-on activity
- Ensure all work ladders up to brand strategy and builds cumulative impact
- Develop and maintain brand playbooks, guidelines and frameworks
- Guide Creative on CVI, tone of voice and expression
- Ensure consistency across markets, channels and touchpoints
- Partner with Product, Design, Commercial teams, and Geos & Markets
- Ensure brand strategy is embedded across the business, not just marketing
- Lead the strategic relationship with creative agencies and partners
- Guide creative development against the brand strategy
- Ensure ideas are both creatively strong and strategically grounded
- Define and track brand KPIs (salience, relevance, distinctiveness)
- Lead brand tracking and insight programmes
- Evolve strategy based on performance and learning
Qualifications
- Experience in brand strategy, communications planning or marketing strategy
- Strong ability to translate consumer and cultural insight into clear brand direction
- Proven experience developing brand positioning, narratives and campaign strategy
- Experience working closely with creative teams and agencies
- Strong stakeholder management across multiple business functions
- Culturally aware, with a strong understanding of fashion, youth culture and trends
- Clear, confident communicator able to influence senior stakeholders
We’re Disability Confident. Let our Talent team know if you need any reasonable adjustments throughout the recruitment process.
Benefits
- Employee 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 – 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
Global Consumer & Brand Strategy Lead in City of Westminster employer: We're Asos
ASOS is an exceptional employer that champions creativity and innovation, offering a vibrant work culture where your ideas can flourish. With a strong focus on employee growth, we provide personalised learning opportunities and a flexible benefits allowance, ensuring you thrive in your role while enjoying a generous holiday package and private medical care. Located in a dynamic environment, ASOS fosters collaboration across teams, making it an ideal place for those passionate about brand strategy and consumer engagement.
StudySmarter Expert Advice🤫
We think this is how you could land Global Consumer & Brand Strategy Lead in City of Westminster
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for We're Asos and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like We're Asos are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with We're Asos on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at We're Asos. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Global Consumer & Brand Strategy Lead in City of Westminster
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit We're Asos. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of We're Asos:Show us that you’ve done your homework! In your application, briefly mention what you admire about We're Asos’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at We're Asos
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at We're Asos will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At We're Asos, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
