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CRM Manager

Listing ID: 1454024

CRM Manager

Type of Position: Permanent Position
Company / Organisation / Artist Name: ASOS
Location: Camden, North London, London, UK
Hours: Full Time
Experience: 2 to 5 years
Salary / Wage: Competitive salary plus benefits
Reporting To: CRM Lead
Twitter Handle: @
Deadline: Ongoing
Ad Expires In: 3 weeks 13 hours
About: We're ASOS. We blend our flair for fashion with our love of cutting- edge technology, but more importantly were interested in how we can bring the best out of you.

We exist to give people 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 judgment, and channel your creativity into a platform used by millions.

The CRM Team forms part of the Customer Growth department and is responsible for taking customer, campaign and channel insights and using them to devise a global strategy for engaging, converting and retaining customers via targeted messaging across all touchpoints.

Central to the ASOS strategy is to give customers the 'confidence to be who they want to be' and, as such, customer insight is at the heart of enabling that. This is used at a high level to drive key business decisions-making such as personalisation, globalisation, branding and new product development, as well as informing our day to day global marketing strategy.

The role:

Always thinking data-first, the CRM Manager will help to develop and deliver the customer-centric strategy across our owned marketing channels. They will do so by leveraging CRM insights, technologies and best practice. They will work closely with many teams including Audience, Customer Marketing, Trade, AMG, Insights and of course their own team CRM.

The CRM Manager will manage a small team so will require the ability to delegate and prioritise team workload, communicate plans and how decisions are made. A pivotal element of the role is supporting the marketing side of the CRM team with best practise, troubleshooting and automated approach to deliver communications. The right candidate will possess strong technical skills whilst also being a strategic thinker and an inspirational manager, always striving to push boundaries. 

The responsibilities will include but are not limited to: 

  • Development of a multi-touch point, multi-channel communications strategy, spanning emails, push notifications, in-app messaging, SMS and on-site messaging
  •  Oversee and support the management of the day-to-day production of multi-channel comms. This includes scoping the initial requirements and briefing the creative and content teams, through to data mining, audience building, deployment of the comms and the granular reporting which is shared with all activity stakeholders 
  • Deep dive into customer, campaign and channel data, identifying opportunities to target new customer segments to drive a desired behaviour and to inform and evolve the direction of the BAU strategy 
  • Analyse past priority campaigns and key trading moments to understand the CRM performance of these activities and based on this, clearly define how you will build on the results for the next iteration 
  • Initiate a test and learn strategy to optimise the comms effectiveness
  • Lead cross-functional projects; assessing workloads, judging areas of risk and gauging progress to ensure that objectives are met and deadlines are adhered to
  • Derive and develop highly personalised communications
  • Discover new functionality and/or new tools that could elevate the innovation in our comms 
  • Develop an in-depth knowledge of our comms technologies in order to troubleshoot and solve difficult, sometimes technical problems, as well as to find process efficiencies where possible 
  • Build solid relationships with cross-functional teams in the Customer Growth department and wider departments to enable the successful delivery of the Customer Growth vision together 
  • Develop a clear understanding of business challenges and pro-actively recommend initiatives which would support these 
  • Manage, support and inspire the CRM Executives, building a clear development roadmap for them based on objectives that both stretch and compliment their knowledge 

What success looks like: 

  • Demonstrable and continual improvement on BAU KPIs against control groups 
  • Strategy-led conception of new and measurable initiatives which support bigger business challenges 
  • More personalised, dynamic and relevant communications 
  • Seen as a respected and well-informed leader for CRM  
  • Has a trusting and supportive relationship with their direct reports 

Skills and experience you will need: 

  • Experienced and proficient in handling data across multiple platforms, building segmentations and utilising complex dynamic conditions 
  • Numerate, with analytical background useful
  • Experience in Customer Engagement Platforms 
  • An understanding of basic HTML
  • An analytical, proactive and flexible approach 
  • The ability to work under own initiative and thrive in a fast-paced environment 
  • Must multi-task effectively 
  • Experience of working with and managing senior stakeholders 
  • Managed large projects from conception through to delivery 
  • Excellent communication and interpersonal skills, with the ability to communicate clearly, effectively and appropriately with colleagues, suppliers and others at all levels 
  • Line management experience 
  • Able to effectively prioritise own and others workload
  • Strong attention to detail, quality and accuracy imperative 
  • Self-motivated with a can-do attitude 
  • Ability to teach and train others effectively 


  • Experience using data querying software or languages 
  • Experience in setting up SMS and push campaigns 
  • Working knowledge of other marketing channels
  • Keen interest in marketing, fashion and e-retail 

What's in it for you:

  • Competitive salary, pension, and private medical care scheme
  • Performance related bonus
  • Flex benefits allowance - which you can chose to take as extra cash, or use towards other benefits
  • 25 days paid annual leave + an extra day for your birthday
  • Employee discount (hello ASOS discount!)
  • We want our people to be whoever they want to be. That’s why we’re committed to creating a truly inclusive culture at ASOS, but how’re we doing it?

Through our Fashion with Integrity strategy we are driving diversity, equity and inclusion across every aspect of ASOS and ensuring every ASOSer can be their authentic self at work.  We want our people to be whoever they want to be, because we believe people who bring their best selves to work, do their best work.  

We’re proud members of Inclusive Companies, are Disability Confident Committed and have signed the Business in the Community Race at Work Charter. We’ve also recently been placed 8th  in the Inclusive Top 50 Companies Employer List too.

There are safe space employee networks and we host a monthly DEI events series to help support and celebrate all of our people. We are constantly listening to our people, evolving, changing and taking a flexible approach to how we make ASOS truly inclusive.

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