Studios Director for ASOS

  • London  
  • Company
    ASOS plc  
    Start date
  • Closing date
    26 February 2019  
    Posted on
    28 January 2019  

Studios Director


We do things a certain way - The ASOS way.  It’s our DNA and runs through every single thing we do, defining who we are, what we do and how we do it. Some things change, these don’t.


AUTHENTIC: We act with integrity – committed to being our best

BRAVE: We’ve been bold and ambitious since the start – it’s in our blood

CREATIVE: We have a curious and adventurous spirit – it’s who we are

The Role:

In many cases the creative output/ assets of the studio team are seen by more customers than any of the other assets we create in the business, they are an integral part of the ASOS brand, immediately recognizable as ASOS The importance of aligning the creative output of the department to customer needs, retail strategy, tech platforming and navigational product discovery is key; all whilst innovating and pushing the boundaries of what is achievable. The role is balanced between creative thinking/ output and the operational efficiencies that make the studio team the ‘well-oiled’ machine it is today. Neither side of the department is more important than the other and must be collaborative in order to provide ASOS service to our customers.  . This point is key, as we require an individual with the skillset to balance operational efficiencies and creative output . The department has the potential to shoot 5000 products [approx.] per week based on volumes defined by the retail team. Which, based on volumetric modeling/ capacity, helps define the departments growth. Aside to this, providing the key assets for each product at category level, it is important the department continues to self-innovate; whether that be to challenge the assets we already create in a traditional manner (model shots, stills and video) through to advancements in lighting, studio set-up and tech innovation (eg: AR, VR, CGI etc…)


The department operates on very tight SLA’s and operational efficiencies;  allowing products to be available for customers to purchase as soon as they hit our warehouses. Within the efficiencies also comes the constant analysis of the internal and external parameters of the dept. Internally, how efficiently the team are operating; pushing products to ‘ready for live’ status and externally how well the assets are performing at category, model, product level etc. Ensuring critical changes are tested and validated before roll-out. Again, the balance between creative output and conversion to sale (£) is key. This is a very creative department, however they must also have commercial awareness..


What you’ll be doing:

Responsibilities include but are not limited to:


  • Flex leadership style to account for the differences within the department, ensuring the differing needs and priorities are considered at all times. 
  • Develop and deliver a long-term global strategy for Studios alongside 202X roadmap that clearly identifies short/ long-term strategic goals and considers both operational and creative needs
  • Ensure a consistent identity for all images and we shoot, which is aligned to our tone of voice, reporting and demonstrating their success
  • Understand the needs and tastes of our customers globally/ locally, to ensure we are developing assets that resonate and aid their purchase decisions.
  • Identify opportunities to gain customer feedback on our approach to creative (FROW), our imagery, model choice, and our tone of voice, to ensure we are remaining relevant, credible and still accessible. Feed this feedback in to the strategy to move the department forward
  • Champion the use of new technologies to deliver our creative vision and delight our customers and work with Product Management to deliver them (e.g. AR, VR, Zeekit etc)
  • Lead the team through change whatever the size or scale

ASOS Studios

  • Elevate the role of ASOS Studios, pushing for further agility in the production process, ensuring maximum efficiency
  • Ensure continuous delivery of market-leading creative product imagery, with an emotive stance which protects ASOS from key competitor
  • Monitor/ manage studio budgets, rates, CPP, KPI’s and operational efficiencies (volumetrics)
  • In conjunction with Technology and Digital Experience, develop and drive an ASOS Studios strategy that maximizes personalisation and product enhancement opportunities
  • Ensure product is consistently represented in its truest format, driving down customer returns
  • Embrace and utilise data/insight to ensure we make stronger decisions for our customers, ensuring their affinity with models and imagery at every opportunity
  • Grow the ASOS Studios proposition to facilitate more than just product imagery, supporting other areas of the business as needed 
  • Optimise studio output alongside business needs and asos global roadmap.



  • Work with the Brand Creative Director to establish and implement guidelines around ASOS imagery and where it should exist across all platforms (homepage, social channels, emails, CRM)
  • Act as conduit between Retail to enhance understanding of how they work together, ensuring maximum alignment on business strategy
  • Share learnings and embed best-practice across ASOS Studios to ensure we remain agile and nimble in our approach to imagery, keeping us ahead of the market. Lead a ‘shoot for tomorrow’ approach considering what more can studios achieve and absorb.
  • Work with the UI and UX team to ensure that we are able to balance a strong aesthetic approach with the best usability, validated by customers.
  • Work with the Retail team to articulate relevancy, ensuring we always have balance within created assets optimized based on learning.  
  • In conjunction with Brand Insight, ensure we remain ‘relevant’ to our target market, reflecting a look and feel that resonates with their social sphere: customer segments/ profiles.


We’d love to meet someone who…

  • Extensive experience as a senior leader in a Creative role
  • Strong technical competence and knowledge of Creative disciplines
  • Exhibits great judgment with a blend of knowledge, intelligence and understanding of people. Open, honest and expresses thoughts candidly and collaboratively
  • Leads, inspires and motivates teams to deliver a clear ASOS aesthetic in all creative output, with clear ROI
  • A strong communicator with the ability to present and facilitate at senior level and cascade information across all levels and territories
  • Non-political attitude with a selfless approach, always putting our brand, people and customer first
  • Collaborative approach, able to go beyond boundaries with strategic thinking and networking
  • Comfortable delivering solutions in an ambiguous environment, embracing change
  • Custodian of the ASOS ABC, ensuring the right behaviours drive the right results
  • Balancing creativity & process: retaining/ developing an emotional bond with our customers whilst making sound commercial decisions.


ASOS Studios

ASOS is one of the UK’s top fashion and beauty destinations, expanding globally at a rapid pace. Our values are to be authentic, brave and creative, and we live and breathe these in everything we do. ASOS Studios is a team of creative professionals; working together to ensure the entire production process is run seamlessly. It’s incredibly diverse, built up of several departments ranging from Studio, Shoot Operations, Retouching, Copy Writing and Production itself. It’s a very busy, very exciting area to be a part of, requiring constant communication between the team, and all the other areas of the business.

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