Job Description
The Head of Consumer PR & Events is accountable for the creative direction, quality and impact of ASOS’ consumer PR activity, ensuring the brand shows up credibly and consistently across fashion and lifestyle editorial media and events (internal and external).
The role requires close collaboration with Brand, Product, People Experience and other cross functional partners to ensure consumer PR activity is joined‑up and aligned to broader plans.
It requires strong creative instinct balanced with clear judgement and ownership, leading both planned, longer‑lead editorial campaigns and a fast‑paced press office, and building a team that delivers standout coverage in a focused and repeatable way.
This is an opportunity to shape how a major global fashion brand shows up in culture and editorial media, and to lead consumer PR and events at a moment of renewed focus and ambition.
The Details
Creative leadership and cultural relevance
- Brings strong creative judgement and taste, pushing the team beyond safe or expected coverage while staying true to the ASOS brand.
- Spots culturally relevant moments early and turns them into compelling editorial opportunities.
- Translates creative ideas into both editorial coverage and culturally relevant event moments.
Editorial PR and gifting
- Owns editorial press strategy and delivery across fashion, lifestyle and culture.
- Leads consumer PR across two distinct rhythms, balancing longer‑term editorial planning and campaign work with a responsive press office that operates and reacts at pace.
- Oversees journalist and stylist gifting directly connected to editorial activity, maintaining focus, relevance and discipline.
Events (internal and external)
- Sets the creative direction for events that support ASOS’ brand and cultural positioning, including internal moments and experiences.
- Ensures events are conceptually strong, strategically aligned and deliver against clear PR and engagement objectives.
- Ensures earned thinking and storytelling are embedded in event planning from the outset.
Strategic judgement and focus
- Decides where consumer PR effort should be focused to maximise impact and makes informed trade-offs.
- Works closely with Brand to ensure earned thinking is considered early and baked into campaigns.
- Works within agreed direction and priorities, bringing creativity and challenge within context of broader business priorities.
Relationships and industry credibility
- Maintains strong, trusted relationships with fashion editors, journalists, and editorial stylists.
- Brings a deep understanding of the fashion media landscape and how it’s evolving.
- Positions ASOS confidently and credibly within the fashion media landscape.
Leadership and team development
- Leads the Consumer PR team with a collaborative, inclusive approach that encourages confidence and clear ownership.
- Sets clear direction and standards so creative work is focused, well‑judged and aligned to agreed priorities.
We believe being together in person helps us move faster, connect more deeply, and achieve more as a team. That’s why our approach to working together includes spending at least 3 days a week in the office. It’s a rhythm that speeds up decision-making, helps ASOSers learn from each other more quickly, and builds the kind of culture where people can grow, create, and succeed.
Qualifications
About You
- Significant experience leading consumer and fashion PR.
- Experience shaping or leading events or experiential moments that support brand storytelling.
- Strong editorial instincts and a clear creative point of view.
- Deep understanding of fashion media, culture and trends.
- Comfortable balancing creative ambition with focus, judgement and accountability.
- Collaborative by nature, with the credibility to work across teams and disciplines.
Additional Information
BeneFITS’
- Employee discount (hello ASOS discount!)
- Employee sample sales
- 25 days paid annual leave + an extra celebration day for a special moment
- Discretionary bonus scheme
- Private medical care scheme
- Flexible benefits allowance - which you can choose to take as extra cash, or use towards other benefits
- Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role.
Company Description
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.
Everyone needs some help showing up as their best self. We're Disability Confident Committed - let our Talent team know if you need any reasonable adjustments throughout the recruitment process.