Global Consumer & Brand Strategy Lead

Job Description

THE ROLE

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 including:

• who we are speaking to
• what the brand stands for
• what we say and why it matters

What you'll be doing...

• 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
  • Geos and 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

Who we’re looking for

• Experienced 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

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.