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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Skills Required
- 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
What We Do
CHARLES & KEITH Group is headquartered in Singapore and has more than 700 stores and 4000 employees worldwide. Founded by siblings, Charles and Keith Wong, the Group manages the development of two premium fashion brands – CHARLES & KEITH and PEDRO. Through its modern and edge-cutting designs across footwear, bags and accessories categories, the Group aims to empower people to express themselves freely through fashion. Driven by a culture of creativity and innovation, the Group strives to continually elevate the image of their brands, pushing the boundaries between traditional retail and the digital world by exploring new activities and unique experiences to bring to its ever-evolving community. CHARLES & KEITH was established in 1996 with a vision to build a global brand that is self-assured and empowering, imparting confidence to all women. From a single shoe shop in Singapore to an international network offering dynamic experiences across retail and online, CHARLES & KEITH is always consumer first and aims to unlock an aspirational brand experience that remains attainable. It creates collections – shoes, bags, eyewear, accessories and fashion jewellery – that enables women to express themselves. Striving to make fashion more accessible and never compromising on creativity, the brand challenges the convention that fashion is for the few. PEDRO is designed to empower the effortless expression of a modern style maven. By relating, refining and reinventing, the brand creates updated essentials to celebrate individualism that transcends time or gender. Since their inception in 2006, the brand has launched both men’s & women’s collection of footwear and accessories across Asia Pacific, the Middle East and the United States, and its online experience at PEDROSHOES.COM.
