The US marketing manager is a newly created role that is critical for ASOS’s future success in the US market. It will be a hybrid role combining brand management, integrated planning, as well as some elements of campaign execution and social community management. The role will have an emphasis on driving brand development in North America through customer insight and sound, well-established brand frameworks, in alignment with the North American team’s vision and objectives.
You will be responsible for helping translate ASOS into a culturally relevant brand in the US market, through the creation of compelling and relevant brand campaigns and content across the end-to-end customer experience. In order to do this, you will support with defining, executing and managing brand strategy, positioning, messaging and communication strategy, integrated planning and certain campaign moments for ASOS in the territory.
The Details
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Marketing Calendar & Planning: Manage the US marketing calendar to align content and comms across touchpoints (site, CRM, social, paid)
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Content and comms strategy: Develop comms and messaging strategies that translate product and fashion priorities into customer-facing messages, tapping into consumer mindset and local culture
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Campaign briefing: write high quality and relevant briefs that support paid talent streams as well as the in-house creative function in developing creative strategies and crafting world-class creative across advertising, brand social content, on-site marketing, trade marketing activation, customer communications and influencer marketing.
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Social & Community management: Manage ASOS US TikTok handle, including posting, commenting and messaging to support brand building efforts in market
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Brand strategy and management: define brand strategies, positioning strategies and brand plans for the US market.
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Marketing plans: support with development and implementation of the annual marketing plan for the North American region, based on the business objectives, global brand strategy and local market insights.
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Campaign management: Work collaboratively to coordinate all marketing campaigns and initiatives across multiple channels and platforms, ensuring consistency, quality, and impact.
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Build a marketing network: build and maintain strong relationships with internal and external stakeholders, including the central marketing team, the regional operations teams, the media and creative agencies, and the key partners and influencers.
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Build the brand proactively: Identify and pursue new opportunities and partnerships to enhance the brand awareness, reputation, and growth in the region.
- Supporting our culture by championing Diversity, Equity & Inclusion strategies.
About You
- Marketing experience, preferably within the fashion space
- Bachelor’s degree in marketing or related field, experience in social media and copywriting a plus
- Experience writing marketing and creative briefs with proven track record for creating effective campaigns that deliver against business objectives
- Experience building and managing an integrated marketing calendar
- Strong understanding of the gen Z consumer and the intersection between fashion and culture
- A fast learner with a hunger to learn a new business and make an impact
- Enjoy a fast paced environment, constant change and are comfortable working independently and in areas of ambiguity.
- Analytical and commercially minded
The role will be based in the US, but will work closely with the central marketing function based in London. This will be both an extremely collaborative role working cross-functionally with other departments including Product, Commercial (Retail), Insight & Analytics and external agencies. It will also be a highly practical role. The US team is small, and we need a brand leader who is willing to do all integrated planning and also to ‘get stuck in’ and help manage regional activations from events, to creator meet-ups, to local media activations. One day you might be planning a national advertising campaign, and the next you might be hosting a party for local creators.
The role will also work closely with the UK-based Senior Marketing Manager responsible for the US market. Together you will ensure the leverage of global resources and best practices to ensure effective implementation and measurement of marketing activities. At your disposal, but not directly managed by you, will be:
- Paid media team (including inhouse paid search, paid social, affiliate and media planning teams)
- Social, talent and creator team
- Insight team
- CRM team
- Creative agencies
- Media agency (dedicated territory resource available)
BeneFITS’
- Employee discount (hello ASOS discount!)
- ASOS Develops - personal development opportunities across the business and access to a huge range of LinkedIn learning materials
- 14 days paid annual leave + an extra celebration day
- Discretionary performance related bonus scheme
- Private medical and dental care scheme
- Company 401(K) plan
Why take our word for it? Search #InsideASOS on our socials to see what life at ASOS is like.
