API Product Manager
Womenswear Marketing Manager
Buying Director - Menswear
Senior B&M Finance Manager
Customer Care Team Leader
Seller Development Executive
Senior B&M Finance Manager
Every morning my day starts with an email that gives me an update on the previous day's sales performance so I can review the week performance against the forecast I issue on a Monday afternoon.
After reviewing the numbers, I give the Trading Director a call to go through any changes to the forecast for the rest of the week. If the sales units have changed significantly, I issue an update to our Logistics team so we can adjust our resources at the Fulfilment centre. Given the changing nature of ASOS, we need to be ready to re-work the numbers to reflect any tactical changes to trade such as Next Day Deliveries and Product Promotions.
My tasks can come in from lots of different angles. It can range from forecasting and planning to analysis – all of which are crucial to ASOS. It's very fast paced, so it's important to know what's due, when, how important it is and what the impact is on the business. Other common tasks involve producing the KPI pack for the Operating board and focusing on forecasting and analysis.
In the afternoon I run the numbers through our Gross Profit model, which takes the sales, margin and country data to another level. We need to understand the number of orders we're dealing with so we can calculate the Postage and Packaging impact of what we're doing. I'll look at how the day's sales are tracking, then focus on a piece of analysis like Brand Profitability – we've built up a big portfolio of brands over the years so it's important we review their financial performance.
I then have a quick look at the latest Merchandising roll the team has produced. I compare this to our management view and the previous roll to see if anything is looking significantly different. We want to ensure we are maintaining the fashion credibility but also making the most viable business decisions.
By this time, it's time to put the calculator to rest for the night and I head off for a well-deserved drink with my friends!
API Product Manager, Technology
The best thing about my job is the variety. From liaising with companies in the States to overseeing the ASOS API/Application Programme Interface, no two days are the same.
The API I work on is an IT interface for internal and external parties to access our full product catalogue of over 50,000 items – with the functionality to search this and add items to a shopping cart. Our current API was deployed specifically to power our IPhone and Ipad shopping apps. Today, it allows us to be creative in the digital space and for external companies and developers to utilise our data in a much wider way.
My job involves building strong relationships with internal departments to foster adoption of our API. I also need to keep on top of what's happening in the Commercial, Marketing, Creative, Magazine, Press, Editorial, International Sales, Marketplace, Fashion Finder and IT teams. This way, I can find new opportunities for our API.
The API is truly a powerful tool for ASOS to distribute our services, making them faster and easier to consume. It's still in its infancy – but it offers a huge growth area for ASOS.
A large part of my role involves research and strategy to make sure the ASOS API is designed in accordance with IT best practices and that it offers something that truly benefits our customers. As a result, I'm always looking for ways to make improvements to the way we do things.
Technology at ASOS is a really diverse and progressive area. I think I'm fortunate to be working on the API, which I believe will change the shape of Technology as we know it. And for us, the potential is limitless.
Buying Director - Menswear
The branded buying process involves bi-annual trade shows but as the world gets smaller and fashion gets faster, customers demand more and more. We used to buy ranges every 13 weeks however the edges are now blurred and we buy every week, taking influences from around the world, working with a bigger and broader team across design and merchandising within Menswear.
I manage a team of 20 and we have 250 brands with 5000 plus options to cover each season. Ultimately we offer an edited fashion range from HQ, London which is then bought by our customer worldwide (with free delivery). The team travel the world on the lookout for the best fashion whether that be from the UK or worldwide or from emerging talent or a big global player.
The difference between bricks and mortar and online, is that we can buy more width; less density as we have no walls. ASOS is a global online retailer so we offer a spring summer range to the Northern hemisphere and a new exciting one to southern hemisphere too. Presentation, styling and copy are key to getting a look across so we work with the production team closely who shoot every day to capacity.
I deal with strategy which is key to getting everything in and out, live and selling. Process is very critical to buying; you can't be first if you can't get the product in, shot, live and ready for sale.
Developing a team is key to any successful business and people are at the heart of it. I'm responsible for the development, career planning, hiring and promoting of my team. It's always great when you see members of your team develop, get promoted, buy their first range and grow with confidence.
Someone once said you need to be a sponge to be a good buyer; absorb things, listen, learn and apply logic and creativity. Later in my life as I developed into my role as Head of Buying it became clear that you also need need to build a great team, steer them, develop them and reward them.
Womenswear Marketing Manager
No day in any marketing department is ever the same and here at ASOS where life is so fast paced this is especially true.
Our job is to constantly question, innovate and strengthen the connection between our product and our customers. We use research, results and insights to lead our thinking so that we can tell the most impactful story to the right audience in a way that resonates with them – driving engagement and purchase.
This means we play a dual role on a daily basis; working with design, merchandising and buying to understand our internal objectives and expectations for the business, whilst simultaneously analysing our 20something target audience on and off the site in order to match their needs to our own. This interplay is crucial on every single campaign, big or small, and getting the balance right delivers powerful results.
I work really closely with the editorial, creative, pr, commercial and magazine teams to create content across all our platforms and deliver campaign assets that activate our customer and strengthen our brand. Daily tasks include briefings, brainstorms, creative reviews and presenting the results so we can continue to learn and improve.
As with every department we are in the process of evolving globally and this year has seen a positive shift in our ability to deliver strong, globally relevant marketing initiatives that are implemented across all 7 sites and 5 languages. It's important that we always work with the international team to deliver the right degree of localisation - ultimately everything goes back to understanding our customer's needs wherever they live.....
The Copy Team are the full stop of the Production department. Once everyone has checked the product in, steamed and styled it, shot it and slicked it up with a little Photoshop imagery it's time for us to lay down our words and get everything perfect ready for it popping up on site.
A normal day starts with a quick email check whilst our super on –the-ball team coordinator runs our reporting list to see what's been shot and pushed through the Production department ready for us to add copy and get it prepped for going live.
We also take a trip to the Studios before they start shooting to rifle through their rack-ups and see what's due to be photographed today. Adopting a pair of hawk eyes, we check for all the concealed little details that our lovely customers wouldn't necessarily be able to see on site. That's a trio of inner pockets in your blazer, a concealed zip closure to your dress or a handy phone pocket in your bag all hidden out of sight.
We take on board plenty of the creative copy across the site with brand biographies, category headers and commercial pages for some of our biggest brands keeping us on our toes. There's always a huge stack of magazines on our desks and multiple blog tabs open in our browsers; we're all part of our ASOS 20something target audience and we want to know what's the newest thing as much as they do. We're constantly innovating and adapting so everything stays fresh and up-to-date; ASOS never stops and neither do we!
Customer Care Team Leader
I joined ASOS in 2007 and have loved the journey so far. Fast-paced with change as the norm, it's been wonderful to see the business grow, no; explode, from strength to strength.
The opportunities open to me have been fantastic. I get to learn about more than just my team leader remit – I get to know more about operations, resource planning, MI, quality and have built relationships with other departments such as profit protection, finance, delivery solutions, to name a few. All whilst helping my team to put our customers at the heart of everything we do.
First thing with my cuppa, I check in with my team, who focus on responding to Customers. We discuss our position for the day and look to see what the trends are and how we can best respond to our customers. I like to keep an eye on the quality of service we offer, so I work closely with the Quality Team to make sure we all understand the importance of giving the customer a great experience – all while feeding back to my team so they're always giving ASOS-friendly responses.
I love our team huddles where we spend time working out new ways to keep improving what we do and making sure we run the day's activities in close reaction to what is happening that day.
Our people are the most important thing to us; we all sit together which is great and gives me a real feel for how the team working, we have fun along the way and helps me to support their learning and development journey.
Aside from the 'day-job', there's the excitement that comes with working for a leading fashion retailer, so there's the odd cheeky sample sale here and there. Finally there's the wonderful dilemma which is deciding what ASOS purchase I'll be wearing tomorrow!
Seller Development Executive – Marketplace
I get to work just before 9am, turn on my PC and first thing's first – tea! Once I've got my brew I can focus on the influx of emails in my inbox. I spend the first hour making my way through these while listening to the last hour of Chris Moyles on Radio One, a must.
We receive lots of boutique applications a day and we look through any new ones that have come through. We have to check that the imagery is suitable for the site and follows the guidelines.We also need to make sure boutique owners are making the most of the features they have access to and what they need to do to be featured on the homepages.
We are currently spending a large chunk of the day scouting for new boutiques both on and off line. We visit markets and shows, keep a beady eye on ASOS Fashion finder, scour blogs and find some really exciting prospective sellers. We went international in September (bonjour, hola, ciao and all that) so we are finding some really amazing international bloggers with beautiful clothes to sell.
We use social media quite a bit to keep in contact with our boutiques, following them on Facebook and chatting via Twitter helps us to feel connected to them and them to us and reminds them that there are actual real people on the other end.
We aren't just about boutiques; we have thousands of basic sellers so we are working on ways to increase awareness that ASOS Marketplace is also a platform for wardrobe recyclers in a pure fashion format.
We love meeting our sellers so will always do our best to make it to any events they are running or attending. It's fair to say that this isn't necessarily a Monday – Friday, 9 – 5, but that's what we love. You have to be flexible as the days are so different and sometimes there will be a launch in the evening or a fair on the weekend. But, you know what, when you enjoy what you do, it doesn't feel like work!
The only downside to my role is that somehow, don't ask me how, at least 5 new items get added to my basket a day!