Nina Faulhaber

Nina has been working on turning ASOS's online fashion store into a daily content destination. This has given ASOS the possibility to add a new dimension to the website and bring our editorial approach to a whole new level. With the launch of a dedicated style news channel on the ASOS website at the core and first step of the project we extended our editorial team around the globe and started working like a global news desk. Being part of a global team of one of the first retailers to make this step was really exciting. The challenges emerged from a content perspective: Balance. Being truly global while having local relevance, staying true to the brand values while covering everything that's relevant to our audience, being non-biased like a news desk while showing relevant product to drive sales. Also developing new content formats, and finding ways of telling news stories with an ASOS angle. This project has increased traffic on thewebsite, more awareness in the market and eventually conversion.