Global Consumer & Brand Strategy Lead
On-site · London, England, United Kingdom
Job Summary
Own the voice of the consumer, informed by research, data and cultural understanding; identify key audience segments and translate insight into implications for brand and communications; define and evolve the ASOS brand DNA strategy and long-term positioning; ensure brand consistency and relevance across markets, channels and touchpoints; develop brand narratives, messaging architecture, and campaign briefs; guide creative on tone of voice and expression; lead relationships with creative agencies and partners; define and track brand KPIs and insights programs to evolve strategy; collaborate with Product, Design and Commercial teams to embed brand strategy across the business.
Required Qualifications
- Experienced in brand strategy, communications planning or marketing strategy
- Strong ability to translate consumer and cultural insight into clear brand direction
- Proven experience developing brand positioning, narratives and campaign strategy
- Experience working closely with creative teams and agencies
- Strong stakeholder management across multiple business functions
- Culturally aware, with a strong understanding of fashion, youth culture and trends
- Clear, confident communicator able to influence senior stakeholders
- Knowledge of brand KPIs, brand tracking, and insights programmes
- Ability to lead strategic relationship with creative agencies and partners
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