We're ASOS, the online retailer for fashion lovers worldwide. We exist to give our customers confidence and also give our people freedom to be their true selves, channeling creativity into a platform used by millions. Company Description ASOS is proud members of Inclusive Companies, is Disability Confident, committed to the Business in the Community Race at Work Charter, and was placed 8th in the Inclusive Top 50 Companies Employer list. Job Description As part of the ASOS Creative Studio team, you will be at the heart of bringing our brand to life through bold, high‑quality, trend‑led video content. You will work alongside a talented, collaborative team on campaigns, creative shoots, scroll‑stopping social content, and PDP videos, using high‑end cameras, mobile shooting, and creative editing. You will craft innovative content that blends creativity with commercial thinking, delivering inspiring e‑commerce, creative, and social assets in the industry. Team Responsibilities

Define and communicate the creative strategy for PDP, campaign, homepage, and social video, ensuring consistency of brand identity and storytelling across channels and projects. Lead and coach Managers, Seniors, Midweights, and Juniors – building skills, succession plans, and a high‑performance culture. Establish and maintain studio excellence: production readiness, equipment standards, safety, and quality controls across all locations. Champion cross‑disciplinary collaboration with Photography, Design, Editorial, Social, PPC and Marketing to deliver integrated, on‑brand content. Lead best‑in‑class on‑set direction, energy, authenticity, and alignment with the ASOS aesthetic across multiple teams. Introduce and scale new workflows, templates, and creative toolchains that improve speed‑to‑market, quality, and cost efficiency. Stay ahead of industry trends, actively piloting new techniques and tools (including AI) and rolling out proven innovations. Build trusted relationships with senior stakeholders and external partners to elevate output and expand capabilities. Embed a feedback culture with structured reviews, retrospectives, and craft development programmes.

What You'll Be Doing

Own delivery of complex, high‑profile projects ensuring creative excellence, brand consistency, and measurable impact. Direct, capture, and edit shoots from start to finish, ensuring creative vision is realised and technical standards are met across all production stages. Set annual goals, KPIs, and SLAs for the video function and drive continuous improvement. Resource and budget management – optimise kit spend across productions and software requirements. Represent Video at senior level; present strategy, roadmaps, and results to leadership and deputise for the Lead when required. Ensure alignment of video and photography through shared direction, lighting standards, and post workflows. Design and run test‑and‑learn programmes (formats, lengths, aspect ratios, captions, sound design) to improve performance across channels. Own talent strategy with the managers – hiring, onboarding, capability building, and succession across all roles. Safeguard legal, ethical, and brand integrity, usage rights, model consent, music/licensing, accessibility, and responsible AI practices. Support our culture by championing Diversity, Equity & Inclusion strategies.

AI & Innovation Responsibilities

Build the AI Content Strategy for video where AI augments ideation, production, post‑production, repurposing, and personalisation – always with clear guardrails. Evaluate, pilot, and implement AI‑enabled tools (auto‑editing, shot selection, smart subtitles, audio clean‑up, upscaling, background clean, generative VFX) to improve speed and consistency. Define and enforce Responsible AI policies: bias checks, transparency on synthetic elements, rights/consent management, dataset hygiene, and brand safety. Organise training and enablement: upskill the studio on AI tools and workflows; maintain playbooks, prompts, and SOPs. Drive experimentation: run controlled A/Bs to validate AI‑assisted edits, variations, and localised versions; scale what works.

Qualifications – Skills & Experience

Significant experience leading multi‑level creative video teams in fashion/e‑commerce or high‑velocity content environments. Proven ability to set creative strategy and translate brand vision into diverse formats (PDP, campaign, homepage, social). Advanced expertise in production and post: studio operations, lighting, camera systems, and finishing. Mastery of editing and motion tools (DaVinci Resolve, Adobe Premiere Pro, After Effects or similar) and strong understanding of colour pipelines. Experience evaluating and deploying AI tools in content creation, with a pragmatic approach to quality, ethics, and ROI. Strong commercial acumen: budgeting, vendor management, and resource planning across concurrent productions. Excellent stakeholder management and communication skills; confident presenting to leadership and guiding decision‑making. Track record of driving operational excellence: KPIs, SLAs, QA standards, and continuous improvement. Passion for innovation and craft, with the ability to balance speed, scale, and creative quality.

Benefits

Employee discount (ASOS discount) ASOS Develops – personal development opportunities across the business Employee sample sales Access to a huge range of LinkedIn Learning materials 25 days paid annual leave + an extra celebration day for a special moment Discretionary bonus scheme Private medical care scheme Flexible benefits allowance – you can choose to take it as extra cash or use it towards other benefits

Seniority Level Director Employment Type Full‑time Job Function Design, Art/Creative, and Information Technology – Online Media #J-18808-Ljbffr