At ASOS our 3,000+ ASOSers are immersed in the creative worlds, live on their mobiles and have a truly entrepreneurial attitude. As a company, we're not trying to mimic or profit from youth culture -we are part of that youth culture. There's nothing that excites us more than finding talent, fuelling it and then letting it fly. Whether it's developing the careers of our staff or investing in a new tech platform, we love knowing that we truly keep fashion moving forward. Ultimately, we get excited by interesting individuals, and we want to feed this individuality, empowering our people and customers to look, feel and be their best so they can achieve amazing things.
We’re on a mission to increase brand heat and establish ASOS as the place to go for new trends. Social media isn’t something we just do. It’s at the very centre of all our marketing activity and our product design. We’re a highly ambitious, energetic and results driven team with a very clear goal. This is a great opportunity for an experienced PR and Influencer Marketing Lead to be part of rebuilding the ASOS brand and driving fame through incredible talent partnerships for one of the worlds most loved and exciting brands in fashion.
The Role
This is a really exciting time for ASOS as we re-design the entire talent operating model. Reporting into the Head of Social, PR and Talent, you will be working alongside a Talent Lead and together you will be a responsible for creating an unparalleled experience for influencers and talent that fuels excitement and generates brand love.
The ideal candidate is at the forefront of PR and influencer marketing trends and has a creative and innovative approach that can elevate traditional programming with innovative forward thinking. They will have experience in talent and consumer facing activations to inspire connections and engagement between brand and their target audiences. Additionally, the candidate should be well-versed in existing and emerging social media platforms, knowledgeable on up-and-coming influencers and media outlets, and can act as a resource to the team with fresh and original ideas that can position ASOS as the brand for fashion inspiration for 20something fashion lovers.
You will manage a global team and budget and will need to work closely and confidently with multiple teams.
The Role
- Working with the Talent Lead to lead the development and roll-out of ASOS’s newly reimagined global PR and Talent strategy.
- Lead on the development and planning of the global consumer communications strategy and activities including nuanced, local variants of the global strategy to optimise in specific markets and clearly communicate this to the wider business.
- Oversee the planning and execution of PR campaigns, ensuring messaging is consistent across all channels and effectively resonates with our target audience.
- Conceptualise and execute creative and impactful pr and talent events and activations that inspire connections and engagement between our brand and our target audience.
- Manage the organic gifting and seeding programme for all influencer, talent and press relationships
- Build and maintain strong relationships media outlets negotiating partnerships and collaborations that deliver results.
- VIP talent partnership management across events, collaborations and sponsorship deals – sourcing, negotiating and managing the relationship.
- Stay up-to-date with PR and influencer marketing trends and develop innovative strategies to position our brand as a leader in the industry with responsibility of communicating to your team and wider business.
- Be one of the key point persons on all PR and talent marketing, representing marketing at a senior level within the business.
- Collaborate cross-functionally with internal teams, including marketing, social media, and creative, to ensure a cohesive and integrated approach to all marketing activity.
- Developing a close working relationship with senior buying & design teams and other relevant internal stakeholders to ensure an acute understanding of product development and new seasonal drops across all ASOS owned brands. With the responsibility of showcasing that product to all press and influencers/ talent through events and showroom appointments.
- Work with the Senior Social Strategy and Insights Manager to implement and maintain reporting of our PR initiatives.
- Manage and work with agency partners to create an agile operating model and leverage their experience and expertise to push in-house boundaries. Responsibility for any new supplier sourcing/ onboarding
- Ensure all partnerships adheres to legal and ethical guidelines.
- Manage budgets, targets and campaign execution to hit internal customer, category and brand goals e.g., increased SOV
- Line management of direct reports including development and training.
Who we’re looking for
The ideal candidate will be an experienced PR professional with fashion and/or retail experience, who has proven media and agency relationships. They will need to feel comfortable in a fast-paced environment with multiple work streams, moving at different speeds, the ability to adapt and, at times, comfortable with certain levels of ambiguity. They will have proven experience with embedding a completely new talent operating model at an e-commerce/ fashion brand.
- Demonstrable experience working on brand or agency side managing accounts for a large global business or accounts.
- Strong media relations and existing agency relationships within fashion industry.
- · Strong understanding of PR and influencer marketing strategies with relevant experience helping to develop a new operation model and define and build brands on social.
- · Confident in managing VIP talent and agency relationships.
- · Proven event management experience.
- · Enjoys a fast paced environment, constant change and being comfortable dealing with ambiguity. This is crucial in a high-growth environment which continuously redefines itself.
- High degree of personal and professional familiarity with all social platforms including Instagram, TikTok, Facebook, Snapchat, YouTube etc.
- An enthusiastic and proactive attitude.
- Crisis management.
- Able and willing to take considered risks. Digital media is a developing space and the ability to make decisions about which risks to pursue, and which not to, is really important – as is the ability to assess and learn from those activities.
How you’ll know you’re doing a good job
- Everyone is talking about ASOS’s latest talent partnerships.
- ASOS exposure/ share of voice on social has grown.
- Our customers are using the ASOS Insiders as a source of fashion inspiration.
- Our talent roster has expanded, is obsessed with ASOS and has a great experience working with us.
- ASOS activations/ IRL events are shared on social.
- The wider business will have a clear understanding of our talent strategy and approach.
BeneFITS’
Why take our word for it? Search #InsideASOS on our socials to see what life at ASOS is like.
