Brand Planning Manager

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.

About The Role

ASOS is looking for a Brand Planning Manager to join the Brand & Planning Marketing team. This is a planning role responsible for leading, translating brand and business strategy into one integrated, prioritised and executable global brand plan.

The role sits at the handover point between strategy and execution. It will connect Brand Strategy, Brand Marketing, Brand Heat, Product, Commercial, Performance Marketing, Creative, channel teams, agencies and local markets, turning strategic direction into clear annual and seasonal plans, market-ready calendars, channel roles, investment principles and measurable outcomes.

Working closely with the Global Brand & Planning Marketing Lead, the Brand Planning Manager will own the day-to-day planning rhythm across the year, lead market engagement and the communications model, and create the clarity, governance and decision points needed to move plans forward. The role will not own campaign creative briefing. Its focus is ensuring that strategy is translated into an aligned plan which enables teams to brief, develop and execute effectively.

This role will combine integrated planning leadership, market partnership, cross-functional influence and operational ownership, while providing senior direction and quality assurance across the team’s reporting and effectiveness work so that insight consistently feeds forward into future plans.

Why This Role Matters

The Brand & Planning Marketing team is building a more connected operating system across planning, execution and effectiveness. The Brand Planning Manager will help create the capacity and senior ownership needed for the Global Brand & Planning Marketing Lead to focus primarily on strategic planning, while ensuring reporting remains well governed, decision-oriented and connected to the plan.

The role will act as a planning control tower for Brand Marketing: creating one view of the global and local calendar, clarifying ownership and dependencies, bringing market “Fit to Win” needs into planning, and ensuring agreed plans move confidently from strategic direction into channel and market execution.

What You Will Be Responsible For

1. Integrated Annual & Seasonal Brand Planning

• Maintain the integrated full-year brand plan and four seasonal plans, connecting brand priorities, product and commercial inputs, customer and cultural moments, campaign types, channel roles, markets and investment.
• Translate strategy into clear planning parameters, priorities, phasing, sequencing, success measures and decision points that enable execution teams to develop channel and campaign responses.
• Lead the day-to-day annual and seasonal planning rhythm, including planning forums, inputs, working sessions, readiness reviews, decision logs and senior stakeholder updates.
• Ensure the plan balances long-term brand building with traffic and commercial priorities, with clear roles across Brand Marketing, Volume Collaborations, Brand Heat and Performance Marketing.
• Maintain a single source of truth across…