Digital Product at ASOS

ASOS serves over 23 million active customers across more than 100 markets, with billions of visits annually. Our Tech and Product teams power the digital experiences behind one of the world’s leading fashion destinations, and we do so as a truly product‑led organisation.

We empower cross‑functional teams to solve real customer problems with innovative thinking, experimentation, and data‑driven decision‑making. With a strong focus on personalisation, AI/ML systems, and platform scalability, we’re building the future of fashion commerce.

As a Senior Product Manager in the Agentic Shopping domain, you’ll shape one of ASOS’s most strategically important initiatives, the AI Stylist, helping customers find the right products through conversational assistance, style expertise, and personalised discovery.

Job Description

As a Senior Product Manager for AI Stylist, you will define and drive the roadmap for ASOS’s agentic shopping and conversational commerce experience. This role blends deep product strategy, AI/ML understanding, and customer‑obsessed UX thinking.

You’ll partner with engineering, data science, design, and commercial teams to evolve AI Stylist into a trusted, high‑performing digital fashion assistant, helping customers solve real problems like outfit inspiration, size/fit guidance, product comparison, and style discovery.

This is a high‑impact role with significant visibility across the organisation.

Key Responsibilities

Define and own the product strategy and roadmap for AI Stylist within the Agentic Shopping domain, balancing customer needs, commercial impact, and long‑term platform scalability.
Lead the development of AI‑powered conversational experiences, including intent understanding, multi‑turn dialogue flows, personalisation logic, and decision‑making frameworks.
Partner closely with Data Science and Engineering to leverage generative AI, transformer‑based models, embeddings, retrieval systems, and memory architecture to deliver personalised, reliable outputs.
Collaborate with Product Design to define intuitive conversation journeys, guided flows, and entry points that drive adoption and retention.
Establish and track the core metrics framework for AI Stylist: engagement, conversion, quality, task completion, customer satisfaction, and safety.
Drive experimentation and A/B testing to validate hypotheses and measure uplift on core commercial metrics.

About You

Proven experience as a Product Manager in consumer‑facing digital products; ideally with exposure to AI/ML features, conversational interfaces, personalisation, or recommendations.
Strong understanding of how modern AI systems work (LLMs, embeddings, RAG, ranking models, memory, reinforcement learning, etc.), not at a researcher level, but enough to drive meaningful product decisions.
Demonstrated ability to build and scale 0→1 or early‑stage products in ambiguous, fast‑moving environments.
Deeply customer‑centric with strong instincts for user experience, behavioural psychology, and understanding customer intent.
Skilled in experimentation, metrics design, and data analysis, you can frame hypotheses, evaluate impact, and translate insights into decisions.

BeneFITS’

Employee discount (hello 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 - which you can choose to take as extra cash, or use towards other benefits