Director of Media Investment

Asos.com ,
London, Greater London
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Overview

Job Description

We're forever pushing boundaries and breaking barriers in our quest to be the world's no.1 online fashion destination for 20-somethings. We focus on fashion as a force for good, inspiring young people to express their best selves and achieve amazing things. We believe fashion thrives on individuality and should be fun for everyone. We sell cutting-edge clothes and offer a wide variety of fashion-related content, making ASOS.com the hub of a thriving community of 20-somethings. Our store offers over 85,000 branded and own-label products through localised mobile and web experiences, and we deliver from fulfilment centres in the UK, US and Europe to almost every country in the world. Tailoring our mix of own-label, global and local brands we sell through local language sites including UK, US, France, Germany, Spain, Italy, Australia and Russia. The company reported 2.7B sales for the fiscal year ending August of 2019, representing 13% annual growth. Marketing at ASOS Our approach to marketing has a few defining characteristics - an obsession with our customers, belief in the power of creativity, an investment mindset, a 'full funnel' philosophy, and a belief in evidence-based decisions. We reach our audience through various means to grow ASOS as a definitive fashion destination for 20-somethings around the world. ASOS marketing covers a breadth of tactics, stretching from culturally relevant brand content in broad media to pay-for-performance marketing targeting active shoppers. We utilize several measurement practices, but primarily rely on continual controlled experiments as our primary 'source of truth' in measuring marketing investment return. Our marketing teams and activities align and integrate cross-functionally, leveraging shared cross-functional objectives to manage autonomous teams. As such, marketing at ASOS could be seen more like a set of activities and resources across the company and less like a discreet function. And of course, we strive to stay ahead of the curve when it comes to marketing innovation, fashion and creativity, so we're also always evolving. Director of Media Investment This role will be responsible for the performance of all media investment, which today primarily exists in PPC and social media, though we plan to broaden where we advertise. We have begun organizing a cross-functional media investment team, to be called Media Lab, adding the complementary product, engineering and insights resources along with bolstering our marketing resources. This person will report to the chief growth officer and will lead the media investment responsibilities for this function working with shared objectives in a matrix model with product, engineering and insights. Initially, we will need a significant focus on our PPC investment that currently accounts for the largest share of ASOS media investment and is an important source of growth. Our assessment points to significant further growth potential from PPC channels, and we have begun the process of bolstering our PPC marketing capabilities and approach. The person in this role will define the staffing model and resource needs going forward; initially, this role has three direct reports - PPC, social/other media and marketing technology. What you'll be doing... * Leading through setting the team's on-going priorities, including quarterly goals with cross-functional and executive agreement. * Leading both through both line management and cross-functionally with matrixed reporting and shared cross-functional objectives and KPIs. * Leading through setting the longer-term growth vision from paid media including the vision for continuous improvement. * Building a team and culture in line with the company's goals and culture. * Building the capabilities to profitably acquire a disproportionate share of category shoppers from PPC channels, and other key 'in-market' channels, and to build a profitable model for broad reach, upper funnel marketing. * Developing a disciplined investment program working with the Insights team to utilize marketing science including well-structured control experiments, attribution and econometric modelling. * Creating and delivering best in class measurement and reporting to provide confidence, transparency and executive investment governance. * Building cross-functional networks throughout the company. * Diving into the details by being hands on without micromanaging everything. * Delivering the numbers. We'd love to meet someone who... * Has significant experience in managing PPC marketing and other digital media investments to profitably grow successful online consumer businesses. * Possessed clear domain expertise in PPC marketing, social media, digital video and programmatic media; offline media would be a bonus but is not required. * Has worked extensively in a company-led marketing operation and as an agency 'doer', not just managed external agencies at an advertiser. * Is a hands on manager, who can both lead gener

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