Influencer Marketing Lead

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. 

But how are we showing up? We’re proud members of Inclusive Companies, are Disability Confident Committed and have signed the Business in the Community Race at Work Charter and we placed 8th in the Inclusive Top 50 Companies Employer list.

Everyone needs some help showing up as their best self. Let our Talent team know if you need any adjustments throughout the process in whatever way works best for you

Job Description

We’re on a mission to increase brand heat and establish ASOS as the place to go for new trends. Social media isn’t something we just do. It’s at the very centre of all our marketing activity and our product design. We’re a highly ambitious, energetic and results driven team with a very clear goal. This is a great opportunity for an experienced Talent and Influencer Marketing Lead to be part of rebuilding the ASOS brand and driving fame through incredible talent partnerships for one of the worlds most loved and exciting brands in fashion.

This is a really exciting time for ASOS as we continue to scale our influencer and talent programme. Reporting into the Head of Social, PR and Talent, you will be working alongside a VIP and Talent Partnerships Lead and a PR Lead and together you will be a responsible for creating an unparalleled experience for influencers and talent that fuels excitement and generates brand love.

The ideal candidate is at the forefront of influencer marketing trends and has a creative and innovative approach that can elevate traditional programming with innovative forward thinking. They will have experience in consumer facing campaigns to inspire connections and engagement between brand and their target audiences. Additionally, the candidate should be well-versed in existing and emerging social media platforms, knowledgeable on up-and-coming influencers and media outlets, and can act as a resource to the team with fresh and original ideas that can position ASOS as the brand for fashion inspiration for 20something fashion lovers.

You will manage a team and budget and will need to work closely and confidently with multiple teams. You will need to be commercially orientated with strong negotiation skills and have a proven track record of clearly demonstrating social impact on business objectives as well as proven experience with embedding a completely new talent operating model at an e-commerce/ fashion brand.

The Role

• Manage a team of influencer/talent reps to identify and build a scaled roster of talent which you will be responsible for throughout all touchpoints.
• Oversee the planning and execution of influencer/ talent marketing campaigns, ensuring messaging is consistent across all channels and effectively resonates with our target audience.
• Build and maintain strong relationships with influencers/ talent (inc. agencies) negotiating partnerships and collaborations that deliver results.
• Stay informed about emerging social media platforms, up-and-coming influencers, and media outlets to identify new opportunities for brand promotion.
• Stay up-to-date with PR and influencer marketing trends and develop innovative strategies to position our brand as a leader in the industry with responsibility of communicating to your team and wider business.
• A key point person on all influencer/ talent marketing, representing marketing at a senior level within the business.
• Collaborate cross-functionally with internal teams, including marketing, social media, and creative, to ensure a cohesive and integrated approach across all marketing activity.
• Contributing and aligning to a centralised integrated marketing calendar, including all relevant commercial priorities.
• Work with the Senior Social Strategy and Insights Manager to implement and maintain reporting of our influencer marketing initiatives as well as our general SOV and EMV.
• Manage and work with agency partners to create an agile operating model and leverage their experience and expertise to push in-house boundaries. Responsibility for any new supplier sourcing/ onboarding.
• Ensure all partnerships adheres to legal and ethical guidelines.
• Manage budgets, targets and campaign execution to hit internal customer, category and brand goals e.g., increased SOV
• Line management of direct reports including development and training.
• This role requires international travel at time and attending out of hours events/ networking opportunities.
• Crisis management.

Qualifications

About You 

The ideal candidate will be an experienced Talent and Influencer Marketing professional with fashion and/or retail experience, who has proven agency relationships. They will need to feel comfortable in a fast-paced environment with multiple work streams, moving at different speeds, the ability to adapt and, at times, comfortable with certain levels of ambiguity. They will have proven experience with scaling a talent operating model at a fashion brand.

• Demonstrable experience working on brand or agency side managing accounts for a large global business or accounts.
• Strong media relations and existing agency relationships within fashion industry.
• Strong understanding of influencer marketing strategies with relevant experience helping to develop a new operation model and define and build brands on social.
• Confident in managing VIP talent and agency relationships.
• Enjoys a fast-paced environment, constant change and being comfortable dealing with ambiguity. This is crucial in a high-growth environment which continuously redefines itself.
• High degree of personal and professional familiarity with all social platforms including Instagram, TikTok, Facebook, Snapchat, YouTube etc.
• An enthusiastic and proactive attitude.
• Able and willing to take considered risks. Digital media is a developing space and the ability to make decisions about which risks to pursue, and which not to, is really important – as is the ability to assess and learn from those activities.

Additional Information

BeneFITS’ 

• Employee discount (hello ASOS discount!) 
• ASOS Develops (personal development opportunities across the business) 
• Employee sample sales
• Access to a huge range of LinkedIn learning materials 
• 25 days paid annual leave + an extra celebration day for a special moment 
• Discretionary bonus scheme
• Private medical care scheme 
• Flexible benefits allowance - which you can choose to take as extra cash, or use towards other benefits