Brand Director

Role Overview

The Brand Director is responsible for shaping and driving ASOS’ brand strategy across all channels and markets.  You’ll define the long‑term brand vision, set the creative and strategic direction, and ensure ASOS remains one of the most culturally relevant, loved and influential fashion brands globally.

This is a senior leadership role, combining strategic brand stewardship, creative excellence and commercial impact. You’ll guide how ASOS shows up across markets, platforms, products and cultural spaces, ensuring our brand narrative is clear, consistent and powerfully connected to our purpose and customers.

Leading senior teams across Brand, Talent, PR and Social, you’ll champion a unified brand presence that drives reach, relevance and growth. You’ll partner with leaders across ASOS to ensure brand strategy underpins the company’s overall direction and long-term ambitions.

Brand Vision & Global Strategy

• Define and drive the global ASOS brand vision, architecture, purpose and narrative with clarity and distinctiveness.
• Set long‑term brand direction and align all markets and channels to a unified strategic framework.
• Use cultural, industry and customer insights to inform future brand strategy.

Creative Leadership & Brand Expression

• Partner with Creative Studios and creative leads to translate strategy into world‑class creative platforms that build brand fame and emotional connection.
• Oversee global brand campaigns from insight and narrative development through to creative execution and omnichannel rollout.
• Evolve ASOS’s visual and verbal identity in line with strategy, customer needs and cultural context.

Cross-Functional Influence & Enterprise Leadership

• Act as the authoritative brand voice across the business, partnering with Creative, Product, Customer, Commercial and Digital teams to embed a consistent brand story.
• Influence senior stakeholders to ensure brand ambition is reflected in priorities, investment and experience design.
• Champion a brand‑led culture, ensuring teams understand and live the brand purpose and values.

Customer, Cultural & Commercial Insight

• Build a brand planning process that integrates data, cultural intelligence, customer insight and creative vision.
• Use brand performance metrics and behavioural data to guide decisions and drive improvement.
• Own global brand measurement frameworks, tracking equity, awareness, perception and cultural relevance.

Team Leadership & Agency Management

• Lead and inspire senior leaders across Brand, Social, PR and Talent.
• Foster creativity, accountability and collaboration.
• Manage global agency and production partners to ensure creative excellence and commercial efficiency.

Brand Governance & Excellence

• Oversee brand governance to ensure all touchpoints reflect ASOS brand standards.
• Ensure creative outputs across markets and channels are cohesive, consistent and strategically aligned.