Head of PR (9 month FTC)

ASOS; England; On-site; GBP 80,000 - 120,000; Full time

Job summary

ASOS is seeking a dynamic Brand Communications leader to steer global influencer marketing and talent partnerships. You will innovate strategies that foster cultural relevance and consumer engagement while managing a diverse team. With a robust background in fashion and strong relationships in media, you'll champion ASOS’s presence in the youth culture landscape.

Benefits

Employee discount (hello ASOS discount!)

ASOS Develops (personal development opportunities)

Employee sample sales

Access to a huge range of LinkedIn learning materials

25 days paid annual leave + an extra celebration day

Discretionary bonus scheme

Private medical care scheme

Flexible benefits allowance

Qualifications

• 10+ years of experience in managing large-scale brand communications.
• Deep expertise in fashion and/or retail.
• Strong network within fashion media and influencer industry.

Responsibilities

• Develop and lead a global brand communications strategy.
• Inspire connections between the ASOS brand and its audience.
• Manage budgets and performance targets in line with brand objectives.

Skills

Strategic leadership

Crisis communications

Influencer marketing

Cultural relevance

Digital storytelling

Project management

Job description

THE BRAND

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.

Were on a mission to increase brand heat, establishing ASOS as the fashion destination. Social media isnt something we just do. Its at the very centre of all our marketing activity and our product design. Were a highly ambitious, energetic and results driven team with a very clear goal.

This is a high-impact leadership role that will shape how ASOS shows up in the world through influencers, creators and VIP talent partnerships. Youll drive fame for ASOS through innovative communications strategies, setting the direction for how we engage with millions of customers and communities globally.

THE ROLE

Were looking for a bold, forward-thinking leader at the forefront of influencer marketing and talent partnerships. Youll bring a fresh and original approach, with cutting-edge ideas and strategic thinking to make sure everyone is talking about ASOS.

Youll be responsible for inspiring connections between the ASOS brand and our audience through cultural relevance with the right influencer and talent partnerships, smart storytelling, and standout activations. Youll lead a global team (exclusive of US) and budget, collaborate cross-functionally, and run a world-class communications function at pace and scale.

You will need to be commercially orientated and have a proven track record of clearly demonstrating impact on business objectives as well as proven experience with running a global communications model at an e-commerce\/ fashion brand.

Strategic Leadership

• Develop and lead a global brand communications strategy across consumer press and influencer marketing, aligned with overarching business and brand goals in partnership with the Global Head of Brand and Head of Social.
• Create market-specific communications plans that support the geo-specific ambitions of Commercial Heads across regions.
• Guide your team in delivering impactful, talent-facing activations that build authentic connections between ASOS and its audience.
• Stay ahead of industry trends in PR and influencer marketing, continuously evolving our approach and sharing insights across the wider business.

Team Management

• Lead and inspire a multidisciplinary team across PR and influencer marketing, fostering a culture of creativity, collaboration and high performance.
• Drive operational excellence and invest in the ongoing development and growth of your team.

Brand Fame & Cultural Impact

• Deliver culturally resonant campaigns and storytelling moments that keep ASOS at the heart of relevant conversations and youth culture.

PR & Media Relations

• Lead ASOSs global consumer PR function to drive high-impact media coverage and manage brand reputation.
• Build and maintain strong relationships with key editors, journalists, talent management agencies and event partners to extend our reach and influence.

Cross-Functional Collaboration

• Act as a senior brand voice across the business, working closely with Social, Creative, Product and Commercial teams to ensure integrated, consistent messaging.
• Manage agency relationships and lead new supplier onboarding to support an agile and innovative operating model.

Measurement & Optimisation

• Define and monitor KPIs across PR and influencer channels, using data and insight to shape strategy and improve effectiveness.
• Collaborate with analytics teams to report on business impact (e.g. traffic, sales, new customer acquisition) through tools such as MMM.
• Clearly communicate results and learnings to senior stakeholders across the business.

Operational Management

• Manage budgets, performance targets and campaign delivery aligned to business and brand objectives, including share of voice.
• Ensure all activity complies with legal, ethical and platform-specific guidelines, including ASA and music licensing policies.
• Take ownership of internal and external governance within the PR and influencer space.

Were ASOS, the online retailer for fashion lovers all around the world.

We exist to give our customers the confidence to be whoever they want to be, and that goes for our people too. At ASOS, youre free to be your true self without judgement, and channel your creativity into a platform used by millions.

But how are we showing up? Were proud members of Inclusive Companies, are Disability Confident Committed and have signed the Business in the Community Race at Work Charter and we placed 8th in the Inclusive Top 50 Companies Employer list.

Everyone needs some help showing up as their best self. Let our Talent team know if you need any adjustments throughout the process in whatever way works best for you

Who were looking for

You're an experienced Brand Communications leader with deep expertise in fashion and\/or retail, and youre fluent in the dynamics of youth culture, social platforms, and digital storytelling. You thrive in fast-paced environments and bring a confident, agile mindset to everything you do.

• 10+ years of experience, either in-house or agency-side, managing large-scale brand communications across global markets preferably in e-commerce\/fashion
• Strong network and relationships within fashion media and influencer industry
• Demonstrated success in leading influencer and talent strategies\/ partnerships that drive brand relevance and business results. Confident in managing VIP talent and agency relationships.
• A background in event strategy and execution.
• 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.
• Proven crisis communications skills and risk management judgment.
• A proactive, enthusiastic, and strategic mindset - with the ability to make smart decisions in evolving situations.
• Deep knowledge of all major social platforms (Instagram, TikTok, YouTube, Snapchat, etc.).

BeneFITS

• Employee discount (hello ASOS discount!)
• ASOS Develops (personal development opportunities across the business)
• Employee sample sales
• Access to a huge range of LinkedIn learning materials
• 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