CRM is one of ASOS's most critical channels, sitting at the intersection of product, data, technology and marketing. This hands-on leadership role covers CRM and lifecycle for 12 months. The CRM strategy is already in place; the role brings it to life by building, optimising and scaling journeys, triggers and personalisation that drive repeat purchase. The role leads a combined Commercial and Product team and owns CRM platforms, including Braze.
Responsibilities
Implement and optimise the 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; Own relationship with Braze and associated CRM/CDP tools; Help shape the future CRM architecture; Oversee deliverability, push performance and channel health across markets; Own CRM-led retention inputs: engagement, contactability, frequency and repeat behaviour; Run holdouts and an always-on test and learn programme with Analytics; 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; Support the culture by championing Diversity, Equity & Inclusion strategies
Requirements
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
Nice to have
Fashion, retail or ecommerce experience; CRM re-platforming or new data platform experience; Interim or fixed-term leadership with a fast start
Benefits
Employee discount; Employee sample sales; 25 days paid annual leave plus an extra celebration day; Performance related bonus; Private medical care scheme; Opportunity for personalised learning and in-the-moment experiences
Wielka Brytania · London
