Brand Planning Manager

Overview

In this Brand Planning Manager role, you translate strategy into a unified global and local brand plan, connecting Brand Marketing, Product, Commercial and channels. You drive the planning rhythm, governance and market-facing handovers to enable teams to execute effectively. You’ll act as a planning control tower, ensuring clear ownership, dependencies and measurable outcomes. This is a pivotal position shaping how ASOS scales integrated planning across markets and stages.

Pay / Benefits

• employee discount
• ASOS Develops
• employee sample sales
• LinkedIn learning materials
• 25 days paid annual leave + extra celebration day
• discretionary bonus scheme

Responsibilities

• Maintain the integrated full-year and four seasonal brand plans, aligning priorities with product, commercial inputs and cultural moments
• Lead planning forums, readiness reviews and stakeholder updates to balance long-term brand building with traffic goals
• Own the global market marketing calendar and ensure market needs shape the central plan with clear guardrails
• Define and propagate the communications model across paid, owned and earned channels to connect customer journeys with strategy
• Oversee strategy-to-execution handovers and GTM governance, ensuring clear decision rights and milestones
• Support reporting and effectiveness, translating insights into actions and improvements for future plans
• Lead stakeholders, agency partners and team members to maintain momentum and uphold planning standards
• Codify and continuously improve the Brand Planning playbook and governance

Key requirements

• Strong experience in integrated brand planning, GTM planning or marketing operations in fashion/retail/ecommerce or agency environments
• Ability to translate strategy into annual and seasonal plans with clear outcomes across channels, markets and investment
• Experience collaborating with local markets and balancing global consistency with local relevance
• Understanding of communications planning across paid, owned and earned channels and how it links to the customer journey
• Proven ability to govern complex cross-functional planning, manage dependencies and drive decisions at senior levels
• Commercially aware and insight-led, able to turn evidence into actionable planning choices
• Experience providing senior oversight of reporting and translating performance into implications
• Excellent stakeholder management, facilitation and communication skills in fast-paced settings
• Organized and proactive, comfortable operating with ambiguity and competing priorities
• Collaborative leadership with coaching experience for junior teammates

• collaboration
• stakeholder management
• facilitation
• integrated brand planning
• GTM planning
• communications planning across paid/owned/earned

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