Responsibilities

• Content strategy and storytelling Own and evolve The Fragrance Shop’s content and storytelling strategy. Define our content pillars, editorial territories, audiences and storytelling principles. Turn customer insight, fragrance expertise, cultural trends and commercial priorities into compelling stories. Build an annual content roadmap around key customer, cultural, launch and trading moments. Develop recurring formats and franchises that audiences recognise and return to. Raise the quality, creativity and consistency of storytelling across the business.
• Editorial and content development Lead editorial direction across digital, social, CRM, PR, MyTFS, retail and partner channels. Create content that combines entertainment, education, inspiration, expertise and commerce. Define the role of formats including short-form video, editorial, expert interviews, creator content, podcasts, guides, research and live experiences. Develop hero content and editorial moments that can travel across multiple customer touchpoints. Build a proactive pipeline of stories, concepts and formats rather than relying solely on campaign briefs.
• Content production Own the content production process from idea and brief through to final delivery. Oversee production across video, photography, editorial, social, audio, creator and campaign content. Build an efficient model capable of delivering both high-quality hero content and fast, reactive content. Manage production calendars, workflows, budgets, resources and external partners. Work closely with Creative teams, photographers, videographers, editors, producers, agencies and creators. Ensure content is designed to work across multiple channels and formats. Balance production quality with speed, relevance and commercial agility.
• Social and cultural storytelling Own the strategic direction for organic social and define the role of each platform. Develop recurring formats around fragrance, culture, discovery, expertise and entertainment. Build a social presence that feels current, useful, distinctive and culturally connected. Use social listening and audience behaviour to identify emerging conversations and content opportunities. Ensure social content is produced at the pace and quality required to build relevance and audience growth.
• PR and earned storytelling Lead consumer PR, brand PR and thought leadership as extensions of the content strategy. Create proactive stories, insights and commentary that earn attention beyond paid media. Develop PR moments around fragrance trends, customer behaviour, launches, research, experts and cultural conversations. Build relationships with journalists, editors, commentators and cultural voices. Ensure PR, social and content work together around key storytelling moments and activations.
• Activations, events and experiences Lead the development and delivery of content-led activations, events and experiences. Turn major stories, launches and cultural moments into memorable physical and digital experiences. Develop activations that drive customer participation, social conversation, creator content and earned media. Identify opportunities for pop-ups, live content, expert events, creator experiences and community-led activations. Work with Retail, Marketing, Brand Partners and Commercial teams to bring activations to life. Oversee activation planning, creative development, production, delivery and amplification. Build an annual activation roadmap linked to key commercial, cultural and customer moments. Ensure activations have a clear purpose, audience and measurable outcome.
• Creators and influencers Lead the influencer and creator strategy across always-on storytelling, activations and campaigns. Build long-term relationships with creators who can authentically bring fragrance stories to life. Identify emerging creators, experts and voices who can help reach new audiences. Develop creator-led formats rather than relying solely on traditional campaign briefs. Integrate creators into major content moments, events and activations.
• Fragrance authority Use content to establish The Fragrance Shop as the UK’s most accessible and engaging fragrance authority. Make fragrance easier and more enjoyable for customers to discover and understand. Develop storytelling around trends, ingredients, gifting, layering, scent psychology and fragrance discovery. Bring together experts, creators, customers and fragrance houses to create credible and distinctive content. Develop hero authority platforms including research, reports, expert features, editorial series, events and thought leadership. Make fragrance expertise entertaining and culturally relevant rather than overly technical or traditional.
• Customer and commercial impact Ensure content and activations support customer acquisition, engagement, loyalty, frequency and lifetime value. Connect storytelling with customer journeys and commercial activity across Marketing, CRM, Digital and Ecommerce. Use customer insight, content performance, social listening and audience behaviour to guide decisions. Establish clear measures across reach, engagement, audience growth, earned reach, sentiment, authority and commercial contribution. Measure activations through participation, engagement, content generation, earned reach and customer impact. Demonstrate the commercial value of content, production and activation investment.
• Leadership and collaboration Lead and develop the Content, Production, Social, PR and Influencer functions. Build a high-performing team with clear accountability and strong creative and editorial standards. Develop and coach the Senior Content Lead and wider content team. Build the capability and ways of working required to produce strong content at pace. Create an editorial culture where teams are constantly looking for the next story, idea or opportunity. Build strong relationships across Marketing, Creative, CRM, MyTFS, Digital, Retail and Commercial teams. Work closely with agencies, production partners and creators, media partners and fragrance houses.

Requirements

• Significant senior-level experience in content, editorial, social, PR or integrated storytelling, ideally within retail, beauty, fragrance, fashion, luxury, media or lifestyle.
• A proven ability to build compelling content strategies and turn them into distinctive execution.
• Exceptional storytelling instincts and editorial judgement.
• Strong experience across content, organic social, PR, influencers and creators.
• Strong experience of content production across video, photography, social, editorial and creator-led formats.
• Experience managing production processes, budgets, agencies and external partners.
• Experience developing and delivering customer activations, events or experiential content.
• Experience creating successful recurring formats, editorial franchises and content platforms.
• Strong creative judgement combined with commercial credibility.
• The ability to turn business priorities into ideas audiences actually care about.