Head of AI Enablement and Transformation Delivery

ASOS is accelerating its use of AI and automation to improve execution, efficiency and customer experience across the business. We are at an early but critical stage of this journey.

We are creating a central AI enablement and product execution capability to sit between the business and technology teams. This role will play a pivotal part in shaping and embedding that capability, ensuring AI is applied where it genuinely improves outcomes, not deployed as a tick‑box exercise.

This is a hands‑on, ambiguous, high‑impact role for someone who thrives on turning complex ideas into practical delivery at pace.

Purpose of the role

• Act as the bridge between strategy, technology and execution

• Diagnose business processes and opportunities where AI and automation can deliver real value

• Translate ambition into tangible, embedded change

• Build credibility through delivery, not theory

AI is viewed as an enabler, not a standalone priority. Success in this role will be measured by what actually changes in the business.

Key responsibilities

1. Identify and prioritise high‑value opportunities

• Work with senior leaders and functional teams to:

• Diagnose existing processes

• Identify friction, inefficiency and bottlenecks

• Separate “AI problems” from data, automation or process issues

• Focus on opportunities that:

• Improve execution speed and quality

• Drive efficiency or reinvestment fuel

• Enhance customer experience

• Balance quick wins with scalable, repeatable solutions

2. Own the “middle ground” between business and tech

• Partner closely with:

• Technology and data teams (who own tooling and build)

• Functional leaders (who own outcomes and adoption)

• Translate business needs into clear problem statements for tech teams

• Ensure solutions are fit for purpose, not just technically impressive

• Decide pragmatically when to:

• Build internally

• Buy externally

• Fix process first before applying AI

3. Drive execution and embed change

• Act as a delivery leader, not just a strategist

• Work alongside teams during implementation:

• Testing solutions in real environments

• Managing adoption challenges

• Preventing parallel systems and workarounds

• Partner with PX and teams to:

• Address organisation design implications

• Support capability shifts

• Help teams adjust ways of working

4. Build and shape a central AI enablement capability

• Help define the operating model, ways of working and success measures for the central team

• Operate as a “Swiss Army knife” capability:

• Parachuting into priority areas

• Solving problems

• Creating repeatable blueprints

5. Influence senior stakeholders and maintain momentum

• Engage regularly with Executive Committee and senior leaders

• Provide clear, outcome‑focused updates:

• What is working

• What is not

• What decisions are required

• Balance urgency with credibility:

• Moving fast without undermining trust

• Avoiding “wheel‑spinning” and over‑theorising

We believe being together in person helps us move faster, connect more deeply, and achieve more as a team. That’s why our approach to working together includes spending at least 3 days a week in the office. It’s a rhythm that speeds up decision-making, helps ASOSers learn from each other more quickly, and builds the kind of culture where people can grow, create, and succeed.

Experience & capabilities

• Strong background in:

• Strategy, operations, transformation or product delivery

• Working across multiple functions in complex organisations

• Comfortable operating in ambiguity with limited precedent

• Experience translating ideas into execution without relying on formal authority

• Pragmatic understanding of AI, automation and data:

• You don’t need to be a deep technical specialist

• You do need to know how to ask the right questions and challenge assumptions

Ways of working

• Bias to action and delivery

• Willingness to roll sleeves up and “make a start”

• Able to build trust quickly with:

• Tech teams

• Functional leaders

• Senior stakeholders

• Comfortable challenging thinking while maintaining strong relationships

Measures of success

• AI and automation initiatives lead to measurable changes, not parallel processes

• Teams adopt new ways of working rather than working around them

• Execution speed and effectiveness improves in priority areas

• The organisation becomes increasingly confident in identifying and solving problems using AI, without reliance on a central team

Reporting line

• The role reports into the People & Communications function, with strong sponsorship from Finance and Technology.

• Works across the full enterprise with regular exposure to Executive Committee.

BeneFITS’

• Employee discount (hello ASOS discount!)

• Employee sample sales

• 25 days paid annual leave + an extra celebration day for a special moment

• Performance related bonus

• Private medical care scheme

• Opportunity for personalised learning and in-the-moment experiences that enable you to thrive and excel in your role.

Why take our word for it? Search #InsideASOS on our socials to see what life at ASOS is like.