Head of Content & Creative Services

Contract type: Permanent, 40 hours per week

Location: Bermondsey. Hybrid working- 4 days per week in the office

About the Fold

The Fold London is an award-winning British luxury womenswear brand built on a singular, powerful idea: that the women who run boardrooms, lead teams and shape the world deserve clothes as ambitious as they are. Founded with a clear mission to dress professional women with intention, The Fold has built a loyal global community of customers who value craft, quality, and considered design over fast fashion. With a multi-channel presence - led by ecommerce and supported by our two London stores in Chelsea and the City – The Fold has built a loyal and growing customer base across the UK, US and internationally. As we enter the next stage of growth, we are investing heavily in our international expansion, commercial capability, systems, customer insight and operational infrastructure. This role is a key part of that journey.

Role Overview

We are looking for a creatively driven, editorially sharp leader to own our full suite of creative services - ensuring The Fold shows up consistently, compellingly, and unmistakably on-brand across every channel and touchpoint. You will report to the Head of Brand, who leads the aesthetic and creative vision (photography, brand guidelines, graphic assets), and will be their key partner in bringing that vision to life - through world-class copy, content, storytelling, campaign delivery, and operational rigour. Working closely with the Founder, Design Director, Product Director, and Head of Ecommerce, you will own the brand voice, lead the marketing calendar, and deliver integrated creative and content activity that connects brand ambition with commercial performance. From crafting the strategy to signing off the final line of copy, everything we put into the world should feel considered, distinctive, and unmistakably The Fold.

Your Team

• Creative Producer: Manages shoots, scheduling, vendors, and asset delivery on time and budget.
• Marketing Executive (Mat Cover): Supports campaigns, community management, and daily ops.
• Freelance PR Consultant: Ex-agency specialist you manage to align press activity with brand priorities.

Role Responsibilities

• Be the custodian of The Fold’s tone of voice - warm, confident, quietly authoritative - across every channel and every word we put into the world.
• Create and maintain clear tone of voice guidelines and a copy directory, with best-practice examples grounded in our customer.
• Own and quality-control all customer-facing copy across email, on-site, social, print, and campaign outputs - always the final sign-off.
• Translate brand vision and product stories into compelling, editorial-quality content that resonates with The Fold customer.
• Partner with the Head of Customer Experience to ensure brand voice remains consistent from marketing through to direct customer contact.
• Maintain a library of reusable copy frameworks and templates for use across the team, particularly in ecommerce and direct mail.
• Lead, inspire, and develop the Creative Services team – Creative Producer, Marketing Executive, and Freelance PR Consultant – fostering a high-performance, collaborative, and creatively ambitious culture.
• Partner closely with the Head of Brand to translate creative vision into campaign concepts, storytelling, and brand direction across all channels.
• Oversee full lifecycle creative production – photography, video, design, copy, PR outputs, and brand activations – ensuring premium, consistent execution.
• Guard and evolve the brand’s visual and verbal identity across all channels and markets, including press and experiential touchpoints.
• Lead creative reviews, competitor analysis, and innovation sessions to continuously raise the quality and impact of output.
• Own and deliver PR storytelling, ensuring brand positioning is consistent, elevated, and aligned with campaign priorities.
• Manage external partners, freelancers, and production agencies to deliver best‑in‑class support efficiently and on budget.

• Own the annual marketing calendar end-to-end, capturing every key brand and commercial moment and connecting stakeholders across the business.
• Pressure-test all activity against the wider marketing strategy to ensure opportunities are joined up across channels.
• Present the rolling monthly plan to the team and wider business, working with the Ecommerce and Digital team to show how it delivers against commercial targets.
• Coordinate the team to deliver all campaigns on time and on brief, with clear processes and accountability.
• Own the content cost centre within the budget, with timely reporting on risks and opportunities.
• In partnership with the Head of Brand, devise and deliver the monthly content plan – defining key messages and how they show up across email, social, on-site, print, and campaign outputs.
• Provide strategic oversight of all organic social, ensuring content, tone, and cadence ladder up to the wider brand and marketing strategy.
• Set the content strategy for all CRM activations, working closely with the CRM Manager on email and SMS flows to ensure every communication feels personal, relevant, and on-brand.
• Feed into the paid strategy early, ensuring all creative assets and outputs are shaped by content strategy and commercial objectives.
• Brief the catalogue with a coordinated view of product, brand, and service messages; work in partnership with the Head of Ecommerce on print production and format.
• Use performance data and customer feedback to continuously raise the bar on what we produce.

• Be the marketing team’s expert in product – fabric, construction, styling, fit, and commercial priority – so that every piece of content tells the right story about the right product.
• Act as the bridge between design, buying, merchandising, and downstream ecommerce and social, ensuring product information flows clearly into every customer-facing channel.
• Plan all product messaging in line with buying and merchandising direction, across marketing outputs and on-site, via the marketing calendar.
• QC all product descriptions to ensure they deliver the key messages with precision and brand voice.
• Represent the marketing team in product handover meetings, bringing a customer and editorial lens to every season.

• Partner with the Head of Ecommerce and Digital team to ensure all creative outputs are aligned with trading priorities and channel requirements.
• Collaborate with Buying, Merchandising, Retail, and Finance to ensure marketing activity connects to the broader business calendar.
• Represent marketing in the right cross-functional meetings, with clear plans and progress to share back.
• Leverage AI capability to support copy, content, and creative workflows where it genuinely adds value and efficiency.

About You

• Extensive experience in brand content, creative, or editorial roles within premium fashion or luxury brands.
• Exceptional copywriting and editing skills, with a strong grasp of tone and detail.
• Proven ownership of brand voice across email, web, social, print and campaigns.
• Experience leading content strategy and marketing calendars across teams.
• Strong production skills, overseeing shoots and campaign delivery end-to-end.
• Line management experience with a collaborative leadership style.
• Ability to translate product into compelling customer storytelling.
• Data-driven mindset, using performance insights to refine creative.
• Familiarity with AI tools for copy/creative is a plus.
• Clear appreciation for luxury, quality, and brand positioning.

We believe great work happens when people feel supported, valued, and inspired—here’s how we make that happen:

• 33 days holiday (25 days + bank holidays) + option to buy more!
• Salary sacrifice options (pension & childcare).
• Financial wellbeing platform to support your goals.
• £1,250 annual The Fold gift voucher.
• Bike to work scheme to save on bikes & equipment.
• Employee Assistance Programme (confidential wellbeing support when you need it).
• Eye care support.
• Enhanced maternity pay.
• Friends & family discount – enjoy 50% off full retail price.
• Summer Fridays for that early start to the weekend.
• Fully stocked snack cupboards, fresh fruit, plus great coffee & tea.
• Opportunities to give back through volunteering with our charity partner, Smart Works.

Why The Fold

• A brand with a clear point of view and a fiercely loyal customer base — you will be selling something you can believe in.
• Opportunity to play a highly visible role in a growing premium fashion brand.
• Direct exposure to the leadership team and key strategic initiatives.
• Broad and genuinely commercial remit with real influence on business performance.
• Opportunity to help shape the next stage of international and operational growth.
• Entrepreneurial environment with high levels of ownership and autonomy.
• Collaborative culture with ambitious plans for the future.
• Recent investment from a new owner. The brand is at a new chapter of growth across both existing and new channels, and operates internationally.

Diversity and Inclusion

We promote a diverse and inclusive workplace which harnesses the benefits of the diversity of our team and strives to represent the communities in which we live and work. Our vision is to establish an environment that attracts individuals from a wide range of backgrounds and talents, empowering them to contribute their best and authentic selves. We welcome and encourage applications from those who share our commitment to fostering this inclusive and authentic work culture.