Global Brand Planning Lead

ASOS; Greater London; Hybrid; GBP 70,000 - 100,000; Full time

Benefits offered by this job

Employee discount (hello ASOS discount

ASOS Develops (development programs)

Employee sample sales

LinkedIn learning access

25 days paid annual leave

Discretionary bonus

Private medical care

Flexible benefits allowance

Job summary

ASOS is seeking a Brand Planning Manager to join the Brand & Planning Marketing team. You will translate brand and business strategy into a unified global plan, connecting Strategy, Brand, Product and Commercial teams to deliver annual and seasonal roadmaps.

You will own the planning rhythm, manage market handovers, and ensure governance across the calendar. This role focuses on translating direction into actionable plans and measurable outcomes.

Qualifications

• Strong experience in integrated brand planning and GTM planning within fashion/retail/ecommerce
• Proven ability to translate strategy into annual and seasonal plans with clear outcomes
• Experience partnering with local markets and balancing global/local needs
• Deep understanding of paid, owned and earned channel planning and activation
• Excellent stakeholder management and ability to influence senior teams

Responsibilities

• Maintain the integrated full-year brand plan and four seasonal plans across markets and inputs.
• Own the global market calendar, align priorities, and define market handovers.
• Define and implement the communications model for channel integration across campaigns and always-on activity.
• Oversee planning handovers from strategy to executable GTM plans with clear ownership and milestones.
• Ensure reporting and effectiveness are embedded, with clear learnings feeding future plans.
• Lead and coach analysts and partners to maintain momentum and governance across planning cycles.

Skills

Integrated brand planning

GTM planning

Marketing strategy

Stakeholder management

Cross-functional leadership

Channel planning

Analytical mindset

Communication

Job description

ASOS is seeking a Brand Planning Manager to join the Brand & Planning Marketing team. You will translate brand and business strategy into a unified global plan, connecting Strategy, Brand, Product and Commercial teams to deliver annual and seasonal roadmaps.

You will own the planning rhythm, manage market handovers, and ensure governance across the calendar. This role focuses on translating direction into actionable plans and measurable outcomes.