This is a really exciting time for ASOS as we continue to scale our entire PR and Talent programme in the US. Working with the Global Leads for PR and Talent, you will be a responsible for creating an unparalleled experience for influencers and talent that fuels excitement and generates brand love in the US.
The ideal candidate is well connected within the influencer and talent industry specifically in fashion. They are at the forefront of PR and influencer marketing trends and have a creative and innovative approach that can elevate traditional programming with innovative forward thinking.
They will have experience in 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 specifically in the US market.
Build and maintain strong relationships with influencers/ talent (inc. agencies) and media outlets negotiating partnerships and collaborations that deliver results in the US.
Actively manage a set of approx. 60 influencers/ talent all on long term retainers
Oversee the planning and execution of PR and influencer marketing campaigns, ensuring messaging is consistent across all channels and effectively resonates with our target audience for the US.
US VIP talent partnership management – sourcing, negotiating and managing the relationship as well as supporting the Global Leads with stakeholder/ business pitches
Conceptualise and execute creative and impactful press and talent activations that inspire connections and engagement between our brand and our target audience in the US. This activity will mostly be supported by an external agency/ production partner.
Feed into the PR and Talent strategy to include nuanced, local variants of the strategy to optimise within the US.
Collaborate cross-functionally with internal teams based in the UK, including marketing, social media, and creative, to ensure a cohesive and integrated approach to PR and influencer marketing.
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 in the US.
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
Although this role doesn’t have direct reports initially, as we grow this role will be expected to also take on line management of direct reports including development and training.
Who we’re looking for
The ideal candidate will be an experienced PR and Influencer Marketing 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.
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 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.
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 in the US.
Our customers are using the ASOS Insiders as a source of fashion inspiration.
Our talent roster has expanded in the US, they’re obsessed with ASOS and have 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’
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