Head of CRM and Lifecycle Product

Job Description

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.

Qualifications

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 

Additional Information

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