Content Lead (Brand Stretch)

Role overview

This position is for a Content Lead focused on coordinating in-store and digital content for H&M U.S. Brand Stretch. The work is fast-moving and high-volume, with an emphasis on creating locally relevant assets that bring product stories to life across store environments and digital channels.

The role owns the full content coordination process, from initial brief through final asset delivery and rollout for each drop. It works closely with the Brand Stretch Copywriter, production partner Oliver, Global brand production, visual merchandising, and digital teams.

This is an on-site position based in the New York Support Office and reporting to the Marketing Manager.

In-store content coordination

• Manage the full production cycle for in-store content across hero products, pods, and destination areas, including signage and printed materials, while keeping assets aligned with global templates, strong product storytelling, and delivery timelines.
• Prepare briefs for Oliver, oversee all in-store production requirements, collect specifications, monitor review rounds, and secure final approvals from internal and external stakeholders.
• Work with Visual Merchandising to plan where content will appear within store layouts.
• Support the creation of Pod and Destination signage that guides shoppers through product categories and explains product types, materials, and quality.
• Check that all in-store materials follow brand standards and verify copy, formatting, and technical specifications before production and distribution.
• Carry out post-production store checks to confirm content accuracy and presentation quality.

Digital content coordination

• Coordinate content across U.S. digital touchpoints to deliver a connected omnichannel experience centered on products.
• Support homepage, teaser pages, category entry pages, second-level pages, and site navigation carousels across Women, Men, and Kids.
• Track content production schedules so assets, copy, and configurations are ready for planned sends and website launches.
• Assist with content variations and adaptations for different audiences, markets, and message types such as promotional, lifecycle, and transactional content, in partnership with the Brand Stretch Copywriter.

Content standards and storytelling quality

• Ensure in-store and digital assets present compelling product stories that balance inspiration, quality, and price for the U.S. customer.
• Adapt and version content for different formats, channels, markets, and store formats.
• Identify opportunities to improve workflows, consistency, and execution quality across content cycles.
• Join quarterly review sessions with U.S. and Global Brand Stretch teams to assess delivered content and highlight future needs.

Qualifications

• A degree in Marketing, Communication, or a related discipline, or equivalent practical experience.
• Strong organizational ability with the capacity to handle multiple parallel projects and production streams while maintaining speed and quality.
• Excellent attention to detail, especially for catching issues in copy, formatting, and specifications.
• Comfort using creative and office productivity tools; experience with DAM platforms and CRM or marketing automation systems is an advantage.
• Fluency in English and at least one local language; in multi-language sales markets, knowledge of at least two local languages is preferred.
• At least 3 years of experience in content management, copy editing, and proofreading, ideally in fashion.
• Background in managing media-platform content and coordinating production workflows with external agencies or creative partners.

Additional information

H&M states that it values diverse backgrounds across race, ethnicity, gender, age, religion, sexual orientation, and disability. The company describes itself as values-driven and guided by seven core values that have supported its success for more than 75 years.

Employees can access Colleague Resource Groups for community and networking, and the workplace is intended to be inclusive and supportive of individuality.

The company highlights access to a broad global talent community with opportunities for career growth.

Benefits noted include health insurance, wellness support, family support programs, company-matched 401(k), paid leave, paid time off, and a community day for local service. Employees may also receive a discount at H&M, & Other Stories, and COS.

The compensation noted for this role is $97,840. The posting also states that the role is salary exempt and that additional duties may be assigned at the company’s discretion. Compensation may vary based on candidate qualifications and may change in the future.