ASOSHead of CRM and Lifecycle Product - 12 month FTC
ASOS is hiring a Head of CRM and Lifecycle Product - 12 month FTC in London, United Kingdom. Level rates it ; you can apply on ASOS.
Level's read on this job
- Level rates this role Little AI ●○○○: aI is not part of the work.
- The posting allows some remote work.
- Tools and skills the posting cites include Braze, crm and lifecycle marketing.
- Level lists 72 other open roles at ASOS.
- The role was posted in the last few days.
AI in this role
Lead CRM and lifecycle marketing strategies, managing customer journeys, segmentation, and personalization platforms like Braze.
We're 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, you're free to be your true self without judgement, and channel your creativity into a platform used by millions.
Everyone needs some help showing up as their best self. We're Disability Confident Committed - let our Talent team know if you need any reasonable adjustments throughout the recruitment process.
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
How we rate this
Head of CRM and Lifecycle Product - 12 month FTC at ASOS rates 10 out of 100 for how much of the daily work is AI. That makes it Little AI (AI Level 1 of 4). The level is about AI in the job, not seniority.
Little AI. AI is not part of the work.
- ●●●● Builds AI80 to 100
- ●●●○ Works on AI60 to 79
- ●●○○ Uses AI40 to 59
- ●○○○ Little AI0 to 39
Levels come from how often the tools, models and workflows of the role are named in the posting itself. Read the description and count the AI tools, models and workflows it names.
Prepare for this job
Built from this posting and from similar jobs on Level.
Skills and AI tools this role asks for
Questions you could be asked
- Tell me about a project where crm was part of your work. What did you do?
- Tell me about a project where lifecycle marketing was part of your work. What did you do?
- Tell me about a project where customer segmentation was part of your work. What did you do?
- Tell me about a project where personalization was part of your work. What did you do?
- Tell me about a project where retention marketing was part of your work. What did you do?
Adapt your resume
- List these exact terms on your resume: CRM, Lifecycle Marketing, Customer Segmentation, Personalization, and Retention Marketing. An applicant tracking system matches the wording, not the idea.
- Attach one line of real, concrete experience to at least one of them. A tool named with nothing behind it rarely survives a human read.
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