The Brand Editorial, AVP reports to the VP of Brand Mktg and will be responsible for conceptualizing and establishing the fashion brand voice, establishing the strategy editorial architecture and leading the brand storytelling for consumer marketing, PR/media/industry messaging briefs and internally within the brand. Additionally, will lead our philanthropic strategy.
Brand Voice Architecture
Collaborate on conceptualizing and establishing the brand voice in a way that sets the brand apart in the marketplace and creates an emotional connection with the customer. Key partners will include VP Brand Marketing, Chief Creative Officer and brand agency of record.
· Create a brand voice style guide to be used across channels and by agency partners. Lead the development of brand work including brand book, materials and strategy to roll out internally and with outside agencies.
· Collaborate on the development of creative concepts for all customer touch points that continually reinforce the brand and move it forward, partnering with the rest of the brand mktg and creative teams on executing ideas across print and web.
· Must have “a wink & a smile” style of writing.
Oversee the Content Editor, agency copy and any copy resources to create overall consistency within the brand while also mentoring and leveraging the team to support other brand copy-related needs as time permits.
Transform monthly collection ideas into new and inspiring consumer facing stories and related brand content; manage the creative expression of monthly stories written by Content Editor.
Partner with the marketing and ecommerce teams to develop a compelling email calendar and engaging stories within each email; bring the vision to life through exciting subject lines, fun headlines and informative editorial body copy for email marketing needs.
Build and maintain strong working relationships with cross-functional partners including the visual merchandising, digital marketing and merchant teams, to ensure marketing is working collaboratively across the brand.
Editorial Calendar & Content Marketing (all channels)
Oversee the content marketing team to ensure brand voice, seasonal editorial and merchandising priorities are reflected in overall content calendar and marketing.
Ensure quarterly content calendar achieves marketing and merchandising goals while maintain the brand voice and storytelling.
Develop strategy for brand blog, including a pov on contributors, seo, look/feel and distribution and engagement.
Oversee all media, PR and influencer outreach for the brand.
Establish brand and quarterly messaging briefs for Executive teams and PR outreach in line with marketing and business priorities.
Oversee the selection and execution of seasonal brand look books
Plan strategic outreach for both consumer and industry to reinforce our client’s brand position and raise awareness of the brand.
Identify new or innovative approaches to outreach (influencer partnership, philanthropy, etc)
Manage PR Specialist, PR Freelancers and any agencies to help ensure successful execution of outreach including look books, editors events, influencer outreach, local outreach and social influence initiatives, etc.
Corporate Social Responsibility (CSR) – philanthropy efforts
Reposition our client at the forefront of community giving and philanthropy.
In conjunction with the brand extension work (brand agency) and CCO, develop a compelling story for our corporate and local giving.
Identify themes and strategic partners to bring vision to life. Thread throughout all storytelling to ensure an integrated, consistent brand experience.
Work Experience and education requirements
Bachelor’s degree in marketing, communications or business with 9+ years of experience in the field, with a career focus on retail.
9+ years experience in editorial and creative copywriting experience with strength in retail and ecommerce.
Strong background working in retail focused in the fashion, specialty or consumer goods industries
A highly collaborative team player with a proven track record in effectively directing and managing a team while promoting conceptual thinking and inspiring others
Proven success in conceptualizing, developing and implementing new, innovative creative ideas
A solid understanding of digital media, ecommerce and marketing; an ability and a desire to adapt to the changing landscape of technology. Understands online consumer behavior and content consumption across websites, blog, social media and email. Knowledge of video, copy and digital experiences.
Impeccable copywriting sensibility geared toward female consumer
Motivated, proactive, highly organized and able to adapt to changing priorities
Ability to think creatively, strategically and technically. Creates structure in a dynamic ambiguous environment.
Team player and problem solver in a demanding, deadline-driven environment
Ability to create and cultivate business relationships across channels and divisions.
A customer-centric approach that balances creative vision and key metrics in all decision making
A strong appreciation of fashion, style and design.
A keen understanding of the female consumer