Content & Creative Coordinator in London

THE OPPORTUNITY

If Only If is a growing modern British heritage lifestyle brand, emotionally resonant, globally relevant and enduring, growing from a beloved, family-owned nightwear specialist into a wider world of timeless, high-quality products for women and the home.

The Content & Creative Coordinator plays an integral role in bringing this brand to life across every customer touchpoint, helping build the authentic, founder-led storytelling and warm community advocacy that sit at the heart of our marketing strategy.

Working closely with the Head of Marketing & Ecommerce and Creative Director, you will support the planning and execution of seasonal campaigns, manage our day-to-day social media presence, create engaging content, deliver email and lifecycle marketing, and help nurture an engaged community around the brand.

This is a highly creative, hands‑on role suited to someone with exceptional attention to detail, a natural eye for aesthetics and a passion for storytelling.

You'll be equally comfortable behind the camera, writing compelling copy, analysing performance and supporting on campaign shoots.

As the guardian of our brand across digital channels, you'll ensure every piece of communication feels cohesive, inspiring and unmistakably If Only If, helping product, content and campaigns work as one aligned plan as we grow.

KEY RESPONSIBILITIES

• Brand Marketing
• Help execute seasonal marketing campaigns, product launches and brand moments across all digital channels, with a focus on fewer, bigger moments (drops, gifting, seasonal peaks) over constant noise
• Maintain a consistent and elevated brand identity across every customer touchpoint
• Champion and protect the If Only If tone of voice (authentic, founder‑led and rooted in Britishness) across product copy, email, social media and digital communications
• Work closely with the wider Marketing, Ecommerce and Creative teams to ensure content, campaigns and product launches are aligned and delivered on time and to the highest standard
• Email Marketing
• Build, schedule and deploy email marketing campaigns in Klaviyo in line with the marketing calendar
• Write engaging, commercially driven copy that reflects the If Only If brand
• Assist with customer segmentation, campaign planning and automated lifecycle journeys that support retention and loyalty
• Monitor campaign performance and identify opportunities for continual optimisation, balancing brand storytelling with commercial results
• Content Creation
• Create engaging, social‑first photography and video content that reflects the If Only If aesthetic
• Capture authentic brand moments across the business, including behind‑the‑scenes, founder‑led storytelling, product launches and events
• Film and edit short‑form video content for Instagram Reels and Tik Tok
• Lead product photography, styling and visual storytelling that brings our core, proven bestsellers to life while using newness to support storytelling
• Help blend commerce and editorial content, so every piece of content feels as inspiring as it is shoppable
• Stay up to date with emerging social trends, platform developments and content formats, proactively bringing fresh ideas to the team
• Social Media Management
• Own the day‑to‑day management of If Only If's social channels, including Instagram, Tik Tok, Pinterest and Linked In
• Plan, schedule and publish content that aligns with the wider brand and trading calendar
• Write engaging captions and ensure all content is published accurately, including product tagging and links
• Maintain a consistent publishing schedule whilst identifying opportunities for reactive, trend‑led and cultural content where appropriate
• Support channel diversification, helping test and build presence on emerging platforms to reduce reliance on any single channel
• Work with internal teams to deliver integrated social campaigns that support launches, partnerships and commercial priorities
• Community Management
• Build and nurture an engaged online community by responding to comments, direct messages and customer interactions in a warm, timely and brand‑appropriate manner
• Foster meaningful relationships with customers, creators and brand advocates, building genuine advocacy rather than relying on paid traffic alone
• Monitor brand sentiment and escalation customer service enquiries where appropriate
• Identify opportunities to encourage conversation, increase engagement and strengthen loyalty among our core customer (women who value quality, meaning and shop for both self and gifting)
• Support influencer and user‑generated content management, including sourcing content and securing permissions where required
• Brand Shoots & Events
• Support the planning and execution of seasonal campaign shoots
• Attend photoshoots and events to capture behind‑the‑scenes content and live social coverage
• Assist with shoot preparation, product organisation, styling support and prop management
• Help maximise content opportunities across every campaign shoot and brand activation, including at our physical retail spaces as they come online
• Reporting & Insights
• Monitor and report on social media and email performance, providing weekly and monthly insights
• Assess campaign performance against KPIs and recommend opportunities for improvement
• Track industry trends, competitor activity and platform updates to inform future content strategies
• Support paid social campaigns through creative asset preparation and performance reporting, helping ensure customer acquisition remains efficient and sustainable
• Cross Functional Collaboration
• Act as the day‑to‑day link between Marketing, Ecommerce and the Growth teams across every campaign
• Partner with Product, Merchandising and Trading to ensure content and campaigns stay aligned to one shared plan
• Partner with the wider business to source content opportunities across product launches, events and brand moments
• Maintain accurate content and campaign records to ensure a single source of truth across channels
• Work collaboratively across teams to ensure campaigns are delivered on time and to the required brand standard

SKILLS & EXPERIENCE

Essential

• 3+ years' experience in a social media, content, brand or marketing role
• Experience managing social media channels for a premium consumer brand
• Strong copywriting skills with excellent written English and a natural feel for brand tone of voice
• Confident content creator with a great eye for photography, styling and composition
• Experience filming and editing engaging short‑form video content for Instagram Reels and Tik Tok
• Experience using Klaviyo (or similar ESP) and Shopify
• Understanding of social analytics and performance reporting
• Highly organised and naturally proactive, comfortable managing multiple projects and deadlines simultaneously

Desirable

• Passion for modern British heritage, luxury fashion, interiors or lifestyle brands
• Genuine understanding of and empathy for our customer (women aged 30-55 who value quality and meaning)
• Confident using Canva and Adobe Creative Suite
• Experience supporting photoshoots, events or content productions
• Curiosity about social media trends and excitement for new platforms and technologies
• Experience working within a small, family‑run, founder‑led or high‑growth DTC business
• Interest in or exposure to the US market and how brand storytelling can be localised for new audiences

WHAT WE OFFER

• Full Time Role - with 3 days a week in our West London office, and 2 working from home.
• Salary dependent on experience and aligned to market benchmarks.
• 33 Days Paid Holiday each year inclusive of: 21 Days Flexible Holiday allowance, all Public Holidays, 3 Days between Christmas and New Year and Birthday off Clothing discount.
• INCLUSION STATEMENT

We recognise the lack of diversity in the fashion industry, and we particularly encourage applications from candidates from Black, Asian, ethnic minority and socio‑economically disadvantaged backgrounds which are particularly underrepresented in our industry.

We are an equal opportunities employer and all applicants will be considered without attention to ethnicity, religion, sexual orientation, gender identity, family or parental status, national origin, veteran, neurodiversity status or disability status.

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