Job Description
CRM is one of ASOS's most critical channels, sitting at the intersection of product, data, technology and marketing. With more than 20 million customers globally and a highly engaged, app-first audience, CRM drives discovery of new-in product, back-in-stock alerts, price changes and key trading moments. We do far more on push than email and are actively expanding into new channels.
We're looking for a deep CRM and lifecycle specialist to cover this role for 12 months. Our CRM strategy will already be in place; your job is to bring this to life, building, optimising and scaling the journeys, triggers and personalisation that drive repeat purchase.
This is a hands-on leadership role. You'll lead a combined Commercial and Product team, own our CRM platforms, including Braze, and step in personally on trigger design, data diagnosis and platform set-up. You'll need to make an impact quickly.
The Details
Lifecycle and triggers
- Implement and optimise our lifecycle framework across push and email channels, with a focus on first-to-second purchase and repeat.
- Build and improve automated, product-triggered and behavioural journeys, with suppressions and frequency managed within the contact policy.
- Drive segmentation and personalisation using purchase, browsing, size, returns and loyalty data.
Platform and data
- Own relationship with Braze and associated CRM/CDP tools, and get the most from them.
- Hep shape the future CRM architecture.
- Oversee deliverability, push performance and channel health across markets.
Measurement
- Own CRM-led retention inputs: engagement, contactability, frequency and repeat behaviour.
- Run holdouts and an always-on test and learn programme with Analytics.
Delivery and team
- Prioritise CRM quarterly, balancing lifecycle value with trading needs, including peak.
- Lead and develop the team, shifting time from manual builds to lifecycle, insight and testing; step in where depth is needed.
- Supporting our culture by championing Diversity, Equity & Inclusion strategies.
About You
You're a CRM and lifecycle specialist with deep, hands-on expertise at scale, and you can land quickly.
Essential
- Senior lifecycle CRM experience in a business with millions of customers across multiple markets
- Deep hands-on expertise in push and app CRM, as well as email
- Strong Braze experience, or a comparable enterprise platform, and the data behind it
- A track record of triggered journeys and personalisation that measurably improved retention or repeat purchase
- Experience running holdouts and test and learn programmes
- A people leader who can lift team capability and lead CRM through peak
Desirable
- Fashion, retail or ecommerce experience
- CRM re-platforming or new data platform experience
- Interim or fixed-term leadership with a fast start
We believe being together in person helps us move faster, connect more deeply, and achieve more as a team. That’s why our approach to working together includes spending at least 3 days a week in the office. It’s a rhythm that speeds up decision-making, helps ASOSers learn from each other more quickly, and builds the kind of culture where people can grow, create, and succeed.
BeneFITS’
- Employee discount (hello ASOS discount!)
- Employee sample sales
- 25 days paid annual leave + an extra celebration day for a special moment
- Performance related bonus
- Private medical care scheme
- Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role