How I got My Job: Aoife Caffrey, PR Manager At Asos

We chat to Aoife about what it takes to get ahead in PR and her career highlights so far.



Name: Aoife Caffrey
Age: 28
Occupation: International PR Manager at Asos
Degree: Business & German and an MSc in Fashion Marketing
Instagram: @aoife_aoify

Tell us a bit about your background

I actually studied Business and German in college. There wasn’t really any fashion courses in Ireland at the time apart from design. After I graduated I knew I still wanted to work in fashion, so I did an MSc in Fashion Marketing. I got a great insight into the industry and it made me realise that it was the PR & Marketing side that I wanted to get into. Getting experience working in an office is really worthwhile especially when you enter a big company.

How did you land your job at Asos?

Having a language was what got me in the door at Asos. They were just launching their international team so I got a marketing internship for the German market. After a few months I realised PR was more for me so I was hired into the newly launched International PR team as an assistant.


What does a typical working day look like for you?

Genuinely, no two days are ever the same. I organise our global events so I’m in a lot of contact with our various agencies. I’ll need to touch base with them to see how they’re progressing with plans and I’ll help with the arranging of the finer details. I also work with our design team on the launch of new collections, ensuring that we get press coverage. Then we’ll also have frequent brand profile pieces or interviews with our design teams and Asos stylists, so I’ll help coordinate them too.

Whats the best part of your job?

The variety and opportunity within my role. It’s nice to always have something new to look forward to and there’s always exciting things happening. I have been at Asos for six years now and I’ve definitely never complained of boredom.



Any fantastic perks?

The travel and the clothes! I love different cultures, food and cities and I’ve been lucky enough to go to some amazing parts of the world for work. We also get an excellent staff discount!

Is your job ever stressful and if so, how?

Definitely. When you’re helping with the coordination of events, inevitably things can go wrong every now and then. It’s always worth having a contingency plan.

What’s the most difficult part of your job?

I’m really passionate about my work but it does take up a lot of my personal time. I absolutely love travelling but when you’re away with work for even a week, you’re pretty exhausted when you return at the weekend and don’t want to do anything. It means the occasional birthday or dinners are missed. Thankfully I have patient friends!


Have you experienced any setbacks getting to where you are now?

The competition is pretty tough and it’s very fast-paced. People can underestimate you when you’re young so you need to be very committed and really know your stuff. You don’t want to get overlooked.

Any stand out career highlights?

There’s been so many highlights! I take my work very personally so when an event goes really well, it makes me feel proud. Also, every time I get promoted it reaffirms that my work is appreciated. I always buy myself something nice to celebrate it!

 Where would you like to see yourself in a couple of years?

I really enjoy the international side of fashion. When I started at Asos we were only really focused on the UK. Since then, we’ve now launched in so many markets which is really fascinating. I’ve learned a lot over the years about different cultures and countries, so I could maybe see myself working in International Brand strategy… or quitting fashion and becoming a TV baker.


Any advice for people hoping to follow a similar career path to you?

It’s really hard work and you have to be committed. You need to be prepared to put your job first in order to progress. You have to really want it and if you do, the personal sacrifices will be worthwhile.

What’s your fail-safe work outfit?

Pencil skirts are a quick win for me. Current formula for success is a black boot + black roll neck combo with a great skirt in between.

Psst! Catch Aoife’s Style CV in the December issue of the mag – out today!