Product Director - ASOS Design Menswear

Role Overview 

Reporting to the EVP Product Elena Martinez Ortiz, the Menswear Product Director for the ASOS Design label is fully accountable for the strategy, performance and transformation of ASOS Design Menswear (ADMW). 

The primary responsibility of this role is to build ADMW into a high-performing, fashion-authoritative and commercially disciplined business - delivering structural improvements in sell-through, margin, full-price mix, speed and quality, while unlocking the next phase of sustainable growth through sharper category focus, scaled winners and bold identification of white space. 

In addition, this leader will act as the EVP Product’s strategic right hand on Menswear, ensuring the male customer is consistently represented across key cross-functional decisions and contributing to the wider global Menswear agenda. 

This is a performance-critical role with transformation and growth at its core. 

Key Responsibilities 

Own the Menswear Performance for ASOS Design

• Full P&L accountability across all ASOS Design Menswear categories 
• Deliver structural improvement in NSV, margin, ST, Cover, Returns and VC 
• Strengthen full-price performance and buying discipline 
• Make decisive commercial trade-offs to maximise profitable growth 
• Proactively identify and scale new growth opportunities across categories, price architecture and customer segments 

This requires a proven track record of materially improving category performance at scale. 

Lead Product & Operational Transformation 

• Scale and optimise Test & React and Speed to Market models 
• Improve lead times and execution discipline 
• Elevate intrinsic and perceived quality 
• Deliver measurable reductions in DFM & PQF returns 
• Sharpen price architecture 
• Strengthen assortment strategy and shape of the buy 

Proven transformation success in a complex, high-volume buying environment is essential. 

Establish Product & Brand Authority 

• In partnership with Brand and Creative teams, define a clear and differentiated identity for ADMW 
• Balance fashion leadership with scalable commercial volume 
• Ensure brand positioning translates into disciplined assortment execution 

ADMW must feel intentional, relevant and commercially rigorous. 

Act as Strategic Menswear Voice 

• Represent the male customer within Product and across the organisation 
• Influence cross-functional priorities impacting Menswear performance 
• Contribute to the broader global Menswear strategy. This aspect of the role requires gravitas, judgement and the ability to operate at enterprise level.