The role involves creating and executing content strategies to build brand excitement, manage partnerships, and optimize content performance across various platforms. Responsibilities also include developing audience-first strategies informed by cultural insights and performance data.
We're on the lookout for individuals who are passionate about fashion, think outside the box, and have an eye for innovation.
Unleash your potential with us, and join us as we create joy and excitement in our global community to empower people to express themselves freely through fashion.
RESPONSIBILITIES
Brand Excitement & Demand Contribution
- Create content strategies that fuel brand excitement and support demand generation, aligned to commercial priorities set by Marketing & Customer
- Translate cultural insights, trends and moments into compelling content ideas and executions
- Develop content approaches that support always-on storytelling, seasonal peaks and key brand image moments
Content Strategy & Creative Planning
- Own the end-to-end content strategy from insight and ideation through planning, execution and optimisation of global demand generation / brand image-led moments / campaigns
- Develop brand image-led seasonal, campaign and activation content plans in collaboration with Creative Content and other relevant stakeholders (Marketing & Customer, Merchandising, Retail Experience, etc.), informed by integrated marketing priorities
- Ensure content plays a clear role across the funnel — awareness, consideration and conversion — through strong creative thinking
Campaigns, Collaborations & Activations
- Select and manage celebrity partnerships
- Lead content strategy and creative planning for key global brand image-led collaborations, pop-ups, brand partnerships and special projects
- Translate brand vision and campaign direction into clear, inspiring content briefs for creative teams, markets and agencies
- Partner with Marketing & Customer teams on campaigns where integration and orchestration are centrally led, ensuring content is aligned and impactful
Cultural & Audience Relevance
- Stay deeply connected to culture, fashion, social and media trends, identifying opportunities to keep the brand relevant and exciting
- Develop audience-first content strategies informed by customer insights and performance data
- Experiment with new platforms, formats and emerging media to reach new and evolving audiences
Creative Operations & Execution
- Act as a key content lead within Creative Content, managing briefing, planning, execution and delivery of content assets
- Work closely with project managers to ensure timelines, quality and creative standards are met
- Manage multiple content initiatives in a fast-paced, creative environment
Measurement & Optimisation
- Partner with Marketing & Customer teams to understand content performance against demand-related (reach, engagement, brand health / brand sentiment metrics, traffic and conversion metrics
- Translate performance insights into stronger briefs, sharper ideas and improved future executions
Brand Stewardship
- Safeguard brand consistency while pushing creative boundaries in relevant and impactful ways
- Ensure all content aligns with global brand direction while remaining culturally and channel-appropriate
REQUIREMENTS
- Bachelor’s Degree in Marketing, Communications, Business or a related discipline
- More than 5 years of experience in content strategy, creative content, brand marketing or integrated marketing environments
- Strong portfolio of work that demonstrates culture-driven storytelling, brand building and commercial impact
- Experience developing content for collaborations, partnerships, pop-ups or cultural activations
- Deep understanding of content ecosystems, including social, editorial, CRM, e-commerce and emerging media
- Strong strategic thinking with hands-on creative execution capability
- Collaborative and comfortable working within matrixed organisations
- Data-aware, able to use insights to inform creative decisions
- Highly creative, culturally curious and brand-obsessed
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CHARLES & KEITH Group Singapore, Singapore, SGP Office
CHARLES & KEITH GROUP Headquarters, Singapore, Singapore, 534101
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