THE ROLE

This role ensures all campaigns, content and experiences are grounded in a clear, compelling and differentiated brand strategy that builds long-term brand equity and relevance. It defines the consumer, the brand and the narrative that connects the two including:

• who we are speaking to
• what the brand stands for
• what we say and why it matters

What you'll be doing...

• Own the voice of the consumer, informed by research, data and cultural understanding
• Identify key audience segments, motivations and tensions
• Translate insight into clear implications for brand and communications
• Define and evolve the ASOS brand DNA strategy and long-term positioning
• Ensure the brand is distinctive, relevant and consistent globally
• Maintain clarity on what ASOS stands for and how it is different
• Develop the ...