Asos hunts data and insight chief to spearhead growth

asosOnline fashion giant Asos has come good on its pledge to boosts its senior team by kicking off the hunt for a new customer director to lead its global data and insight strategy as it embarks on a new expansion drive.

Launched in 2000, Asos now has nine country-specific websites, shipping to 240 countries, with a head office in London and key offices around the world, including in the US, France, and Germany.

With over 3.2 million visits daily and more than 13 million active customers, the customer director will be responsible for ensuring that Asos has the data and insight to understand its customers, and stand out from its competition. The firm said: “That means delivering incredible propositions, trading and comms, which are relevant to discerning fashion loving twentysomethings globally.”

The role, which spearheads a team of 26, includes CRM, loyalty propositions, trade marketing and localisation. Trade marketing and CRM account for a significant amount of the company’s revenue, but in the future the company wants to expand the role to transform its approach to growing the value of its customer base. This role will provide for more dedicated, strategic leadership to increase the impact of the function, Asos says.

According to the job spec, “the role will be extremely commercial and analytical, consistently using insight to optimise our approach to how we engage with our customer and audience. The primary KPI will be size of the active database while secondary ones including reactivation, frequency and LTV”.

The company is also advertising for a data scientist to join growth science team and play a key role in helping Asos provide the best shopping experience to its customer base.

The executive search comes nine months after the company recruited its first chief growth officer, with former Blink Health, IMG and TBWA Chiat Day executive Robert Birge being appointed to lead a marketing team of 170 people and a customer care operation of more than 1,200.

Birge has been briefed to integrate marketing activity with data analytics, customer experience and strategic planning. At the time, Asos said it was recruiting three other executives to strengthen the operational capabilities of the senior management team and ensure the business is “well organised” for the next phase of its growth.

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