Senior Brand Manager, Menswear; FTC)

Role purpose

The Senior Manager Menswear Strategy is responsible for defining and driving the strategic direction for ASOS menswear brand activity over a 6 month fixed term contract. This role will shape how menswear shows up across brand marketing social talent creative product storytelling and cultural moments ensuring activity is insight-led distinctive and connected to the wider ASOS brand platform.

Working closely with the Brand Marketing Lead this role will bring strategic clarity to the menswear agenda translating audience understanding category dynamics product priorities and cultural signals into a clear plan for how ASOS builds credibility relevance and demand in menswear.

Why this role matters

Menswear is a key growth and brand opportunity for ASOS. The role is to sharpen the menswear proposition clarify where ASOS has permission to lead and define the marketing choices that will make the brand more thought of more useful and more culturally relevant for menswear customers.

This role ensures menswear is not treated as a secondary adaptation of wider brand campaigns. It will create a distinct strategic lens for menswear connecting customer behaviour styling needs product missions talent social platforms and commercial priorities into a coherent brand direction.

What you will be responsible for

Menswear strategy and proposition

• Define the strategic role of menswear within the wider ASOS brand platform and clarify how The Stylist comes to life for menswear customers.
• Develop a clear menswear point of view that connects fashion authority product relevance styling confidence and cultural credibility.
• Identify the biggest strategic opportunities for ASOS to grow consideration relevance and distinctiveness in menswear.
• Translate strategic choices into clear guidance for campaigns content talent product storytelling and channel activation.

Audience culture and category insight

• Build a sharp understanding of the menswear customer including how he discovers fashion builds outfits responds to brands and makes purchase decisions.
• Use insight from customer behaviour social platforms culture competitors product performance and brand tracking to inform the menswear agenda.
• Identify the moments missions and cultural spaces where ASOS can credibly show up for menswear from everyday styling to sport music going out travel and seasonal occasions.
• Turn insight into simple actionable implications for creative social talent PR media and commercial teams.

Strategic planning and campaign direction

• Create a 6 month menswear strategy and activation roadmap aligned to the wider brand marketing calendar and business priorities.
• Shape briefs for menswear campaigns seasonal chapters product stories and culturally relevant moments.
• Ensure menswear activity has a clear role audience insight message channel behaviour and success measure before it moves into execution.
• Partner with Brand Marketing Brand Heat Social Talent PR and Creative teams to ensure menswear activity feels connected distinctive and platform-native.

Product styling and fashion authority

• Work closely with Menswear Product Commercial Trading and Styling teams to identify the hero products categories outfits and style stories that can build authority for ASOS.
• Help shift menswear storytelling from individual product promotion to useful styled and confidence-building fashion guidance.
• Define how ASOS should show up across different menswear missions including fit function brands occasion dressing trend quality value and full-look styling.
• Ensure creative and channel output demonstrates a credible menswear point of view while staying aligned to ASOS brand identity.

Cross-functional leadership and stakeholder alignment

• Act as the strategic connector for menswear across Brand Marketing Creative Social Talent PR Media CRM Commercial Product Trading and Insights teams.
• Bring structure to cross-functional planning ensuring decisions actions owners and dependencies are clear.
• Prepare clear strategic documents briefs presentations and stakeholder updates that help teams align behind the menswear plan.
• Build strong relationships quickly and influence senior stakeholders with clarity…