T: @DuaneBrown

Company Description
ASOS.com is one of the UK’s largest online-only fashion and beauty stores. Primarily aimed at 20 somethings, ASOS sells over 850 brands as well as its own range of clothing and accessories. ASOS.com is a global online fashion and beauty retailer and offers over 50,000 branded and own label product lines across womenswear, menswear, footwear, accessories, jewelry and beauty. The massive warehouse has an ever changing inventory with thousands of new products coming in each week. ASOS has websites targeting the UK, Australia, USA, France, Germany, Spain, Russia, Italy and China and also ships to over 237 other countries from its two distribution centres in the UK

Work
Worked on the ASOS account for over the peak Christmas 2013 period. I was tasked with managing and helping grow the ASOS account. The role involved:

  • Used Google Analytics, Marin and internal ASOS software to manage campaigns, track data & create actionable insights to achieve business objectives
  • Budget: £500,000/month
  • Decreased CPA by 15% to £2.35
  • Supervised two AEs and an intern to execute regular & one-off tasks including SQRs, stock audits and campaign restructures.
  • Markets: UK, US, France, Germany, Denmark, Spain, Italy, Switzerland, China, Netherlands and Belgium. +3 global accounts targeting the English, Spanish and French speakers from markets outside the above 11.
  • Oversaw 600 campaigns, which included 5,000+ ad groups & 300,000+ keywords

Outcome
Success was measured by meeting our monthly revenue and conversion targets, which we hit 95% of the time over the Christmas season. We also had a steady growth, through optimizing generic and brand + designer campaigns, during my tenure as we created efficiencies within our department to allow us to handle more campaigns and increased budgets.

A good Christmas for ASOS, with the company reporting sales up by 15% on 2013.
– UK sales rose by 27% and international by 5%.
– ASOS’s websites attracted 98m visits during December 2014, compared to 87m in December 2013.
– As of December 31 2014 it had 9.1m active customers, of which 3.7m were located in the UK and 5.4m were international.

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