TOPSHOP TOPMAN - Head of Customer & Marketing

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Company Description

TOPSHOP and TOPMAN are iconic British fashion brands with 60 years of heritage. Headquartered in London, the Brands have over 2 million customers across the globe through the ASOS platform and generate brand sales of c£200m. Our mission is to unlock the best of fashion for everyone with creativity and innovation at our core.

Following the formation of a Joint Venture between ASOS and HEARTLAND in October 2024, ASOS is creating a standalone cross-functional team within ASOS which is dedicated to unlocking the huge growth potential of the TOPSHOP and TOPMAN brands. The brands will now benefit from ASOS infrastructure and resources while enjoying the creative freedom and agility of standalone brands.

The next 12 months for TOPSHOP and TOPMAN will see the expansion of the brands' offline and online retail presence with the launch of Topshop.com and new wholesale partnerships.

Job Description

Topshop is synonymous with accessible fashion, but we must increase brand awareness with our core customer. We are seeking an experienced, fashion-loving, innovative and digitally-focussed Customer & Marketing leader to take a hands-on approach to brand ownership, help to reposition the Topshop and Topman brands and create and execute on an end-to-end marketing plan that delivers on that positioning.

Key to success in the role is the ability to harness and combine a deep understanding of the accessible fashion landscape with data-driven customer insights to deliver innovative story telling. Candidates should have experience leading brand vision and planning and orchestrating full funnel marketing and defining and executing seasonal plans. The role will involve everything from defining our strategy, to working with our trading team on a marketing plan and calendar, to managing and executing our marketing campaigns.

The role will lead a small team of customer and marketing professionals across CRM, social media, brand, and PR/Comms. The role is based in our London HQ, will report directly into the Managing Director, TOPSHOP & TOPMAN, and will work closely with the TSTM Design, Product, trading and Commercial finance teams.

The Role

• Champion a brand and customer mind-set in everything we do supported through data-driven brand and customer insights. Obsess about our fashion-loving customer and their needs and behaviours.
• Design and deliver a clear and inspiring customer and marketing strategy majoring in owned and earned media and delivering consistent customer experiences to raise awareness of the Topshop and Topman brands as synonymous with accessible fashion.
• Develop, manage and be accountable for the brands' marketing budget; balancing driving customer value whilst maximising the return on marketing spend.
• Grow our number of high-value customers through increasing frequency, driving retention and building a strong CRM programme /capability.
• Build innovative, game-changing full-funnel marketing campaigns across multiple channels which create brand and/or trading value - and execute seamlessly.
• Own the retention of the customer base through sophisticated data analytics informing segmentation and contact strategy.
• Closely collaborate with the design, product, trading and finance team to deliver our revenue and profit targets.
• Coach a winning team that is known to be brave and driven, and passionate about doing the right thing for the customer in everything they do.

Qualifications

We are looking for exceptional candidates with the following strengths:

• Proactive, creative, innovative, results-oriented and experienced in utilising data to drive decision-making.
• Digital-first mindset with strong brand building experience and extensive knowledge of the fashion landscape.
• Capable of articulating and presenting a simple, clear and compelling vision, and taking a much-loved brand on a journey.
• Strong editorial sensibilities, from setting tone to having great taste when it comes to ensuring content is on tone.
• Able to confidently communicate customer and channel data to senior stakeholders, and manage and influence key stakeholders across all levels of the organisation.
• Highly analytical with a structured problem-solving approach and strongly metrics / KPI driven.
• Responsibility and experience of working with and effectively managing large projects. Cost and efficiency aware.
• Will be a strong coach and manager and demonstrate exceptional cross-functional leadership and influencing skills with partnership experience across functional teams.

Additional Information

What's in it for you?

• Employee discount (hello ASOS discount!)
• ASOS Develops (personal development opportunities across the business)
• Employee sample sales
• Access to a huge range of LinkedIn learning materials
• 25 days paid annual leave + an extra celebration day
• Discretionary performance related bonus scheme
• Private medical care scheme
• Flexible benefits allowance - which you can choose to take as extra cash, or use towards other benefits