Head of CRM and Lifecycle Product

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 is central to the customer experience — driving 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.

The Head of CRM and Lifecycle Product is accountable for both what we communicate and how we do it — combining senior CRM leadership with product ownership of the platforms and tooling that underpin customer communications at scale.

You will own end-to-end CRM strategy, prioritisation and execution — particularly across automated, personalised lifecycle and product-triggered communications — while leading a combined CRM and CRM Product team with dedicated analytics support on a dotted-line basis.

This role requires significant hands-on contribution. You will need to personally diagnose what good looks like from a data and architecture perspective, shape lifecycle and trigger strategies, and drive delivery directly — not just through others. At the same time, building a strong leadership bench is one of the most important things this role needs to achieve.

The Details

CRM Strategy & Customer Value

• Own ASOS’s CRM strategy, ensuring communications are customer-first, insight-led and accretive to the overall customer experience.
• Define how CRM drives engagement, retention and revenue through lifecycle, product and behavioural triggers.
• Balance commercial performance with long-term customer trust and brand engagement.

Product Ownership & Capability Building

• Act as product owner for CRM platforms and tooling, including Braze and associated data and decisioning capabilities.
• Lead the design and evolution of CRM architecture: lifecycle frameworks, automation logic and product-driven triggers.
• Play a key role in upcoming technical change, including CRM re-platforming and a new data platform. Build value with what exists while shaping the future state.

Delivery, Prioritisation & Ways of Working

• Own CRM prioritisation end-to-end on a quarterly basis, balancing long-term automation value with short-term trading needs.
• Service the weekly trading calendar, responding quickly to in-week requests — including weekend drops when required.
• Foster a ‘yes we can’ culture. Move fast, make calls and avoid unnecessary escalation.

Team Leadership & Development

• Lead and develop a high-performing team of senior CRM and Product leaders.
• Build a leadership bench of 4–5 senior managers who can independently drive continuous improvement streams.
• Balance leadership with individual contribution — stepping in where depth, pace or complexity requires it.

Measurement & Impact

• Own key CRM-led retention inputs: engagement, frequency and repeat behaviour.
• Work closely with Analytics to define what good looks like and keep decisions evidence-based.
• Supporting our culture by championing Diversity, Equity & Inclusion strategies.

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.

About You

You combine deep CRM expertise with a genuine product mindset. You are comfortable at scale, under pressure, and know how to build systems and teams that unlock long-term value without losing sight of this week’s trading calendar.

• Strong experience in CRM, lifecycle marketing or customer engagement at scale.
• Solid understanding of CRM platforms and data flows. Braze experience useful but not essential.
• Ability to quickly diagnose data quality and architecture, and set a clear direction for lifecycle and trigger design.
• Proven people manager with a track record of building senior teams. This is not an IC role.
• Pragmatic mindset — focused on progress and impact, not theoretical perfection or re-platforming for its own sake.
• Confident working cross-functionally and making clear prioritisation decisions under pressure.

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.