November 2008 – February 2010

  • Created all social media and community engagement for from scratch;
  • Developed and authored the social media strategy for, working with internal stakeholders, an external community platform provider, and an external moderation company;
  • Ensured that social media would enhance the ASOS brand, as well as being legal and appropriate to its customers;
  • Managed the launch of ASOS Life – the first fully-integrated community for a UK retailer – from wireframe and business case to launch;
  • Managed the strategy and launch of all Twitter accounts, and encouraged 55 (10%) of workforce in ASOS HQ to join Twitter with ASOS_firstname usernames;
  • Developed the conversation on the marketing Facebook page, involving the Customer Care team, who now respond to all queries on this and other social media properties;
  • Managed the design and implementation of ASOS Life 2.0 six months after launch;
  • Hired and trained the ASOS Community Team in nurturing and managing online communities.
  • ASOS Life won ‘Best Use of User-Generated Content– at the Ecommerce Awards for Excellence 2009 – five months after launch.
  • ASOS social media is regularly cited as best practice for a retailer using community engagement.
  • Generated reportable revenue through referrals from UGC to, and trackable revenue through the use of affiliate IDs from staff-generated content to, proving social media has a financial return.

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