Senior Manager, CRM Automation and Journeys

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.

The Customer Lifecycle Team forms part of the Customer & Commercial 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.

Always thinking data-first, the Senior Manager, CRM Automation and Journeys will help to shape and deliver our lifecycle strategy by translating priorities into an actionable roadmap and driving the cross-functional delivery required to scale automated, always-on lifecycle programmes.

The Details

This role sits at the intersection of lifecycle strategy, analytics and delivery. It is accountable for accelerating progress against FY26 priorities including: growing the reachable customer base, increasing app penetration and onboarding quality, improving new customer repeat rate, strengthening retention and reactivation via always-on intent journeys, moving from static caps to dynamic personalised frequency, and introducing Next Best Action decisioning - starting in early lifecycle and expanding over time.

This role is designed to scale impact through automated, always-on lifecycle programmes, strengthening the foundations (segmentation, decisioning, measurement and ways of working) that enable automation and reduce reliance on manual BAU execution.

Working closely with Customer Marketing, Trade, AMG, Insights, Data/MarTech/Engineering and CRM operations, the Senior Manager, CRM Automation and Journeys will partner cross-functionally to unblock delivery and accelerate our shift toward automated lifecycle execution. You’ll be hands-on in our CRM platforms (e.g., Braze or similar ESP/CDP tools) and will operate as a senior individual contributor - owning the plan and building it yourself, end-to-end from ideation through to full execution of campaigns and programmes.

This role reports to the Head of Customer Lifecycle Marketing.

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.

About You

• Hands-on lifecycle operator: You’re comfortable building campaigns and journeys end-to-end in the tools, defining requirements, creating audiences, setting up automation and orchestration, QA’ing, launching and iterating. You enjoy doing the work, not just directing it.
• Strong analytical acumen: Confident interpreting performance data, diagnosing journey drop-offs, and using insights to recommend clear actions and prioritise what will drive the biggest impact.
• Commercial and business judgement: Strong business acumen with experience linking lifecycle initiatives to growth outcomes (reach, conversion, repeat, retention, LTV). Comfortable making trade-offs and prioritisation decisions based on customer value and commercial value.
• Automation and always-on mindset: Experience scaling lifecycle impact through automation- building automated, always-on triggers and programmes, and reducing manual BAU execution through better design, governance and ways of working.
• Platform experience (Braze or similar): Experience using Braze or similar ESP/CDP platforms to build and optimise lifecycle programmes (journeys, triggers, segmentation, orchestration). Comfortable learning new tools and working with technical partners to troubleshoot issues and unlock efficiencies.
• Cross-functional delivery strength: Proven ability to partner with Product, Data and Engineering teams to translate business needs into clear requirements, manage dependencies, and deliver outcomes through collaboration and influence.
• Structured and organised approach: Excellent attention to detail and strong prioritisation skills to manage multiple workstreams in a fast-paced environment, balancing BAU improvements with longer-term capability building.
• Collaborative mindset: Comfortable building strong relationships across teams and seniority levels (Customer Marketing, Trade, AMG, Insights, Tech and Product), communicating clearly and aligning stakeholders around decisions.
• Proactive and solutions-focused: A can-do attitude, comfortable working through ambiguity and proposing new ideas or ways of working to improve performance and execution quality.
• Values-driven: Demonstrates a commitment to inclusion, collaboration, and excellence in everything you do, contributing to a high-performing, supportive team culture.

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.

 

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