About TOTEME TOTEME is a fashion house rooted in Swedish sensibilities, modern aspirations and the notion of style. With an appreciation for women’s many roles and how pieces are worn in practice, we create emblematic designs with an emphasis on materiality and shape. Representing a direct and decisive way of dressing, the collections are contextualized in curated edits, visuals and spaces. TOTEME was founded in 2014 by Elin Kling and Karl Lindman. From the atelier in Stockholm, we create collections spanning ready-to-wear, shoes, bags, accessories and jewelry. The role As Content Lead, you will define and drive TOTEME's global content vision, shaping how the brand is experienced across every customer touchpoint. You will lead the content function, executing the short and long-term strategic brand vision, creative frameworks, and best practices that strengthen and elevate the customer experience worldwide. Working in close partnership with the Chief Marketing Officer, Art Direction, Brand, Collection, E-commerce and other cross-functional teams, you will translate business and brand ambitions into a cohesive global seasonal content strategy. You will champion excellence across all owned channels while continuously evolving TOTEME's storytelling, ensuring it remains distinctive, culturally relevant, and commercially impactful. Beyond leading seasonal campaigns, you will define the direction of the content discipline and foster collaboration across the organization. Responsibilities Define and own TOTEME's global content execution across all owned channels and customer touchpoints. Establish frameworks and governance for content development, ensuring consistency and excellence across the brand. Partner and connect senior stakeholders across Brand, Collection, E-commerce, Retail and Communications to align content strategy with commercial priorities and business objectives. Lead the development of seasonal narratives while ensuring they contribute to the broader brand and business strategy. Shape how collections, campaigns, and brand initiatives are translated into compelling visual and storytelling. Set best practices for content planning, execution, publishing and performance. Drive innovation in content formats, customer engagement and digital storytelling, identifying new opportunities to strengthen the brand experience. Provide strategic direction to cross-functional teams and external partners, ensuring high-quality execution across all channels. Foster a culture of collaboration, creativity and continuous improvement. Use customer insights, market trends and performance learnings to evolve the content strategy and influence future brand initiatives. Your profile Extensive experience leading content within fashion, luxury or another brand-led environment. Proven success developing long-term content plans that support both brand building and commercial growth. Strong creative background with an exceptional portfolio demonstrating world-class visual storytelling across multiple channels. Significant experience leading integrated campaigns across digital platforms, e-commerce, social media, CRM and other owned channels. Experience influencing senior stakeholders and translating business objectives into creative direction. Strong understanding of brand positioning, customer journeys and the evolving digital landscape. Experience building processes, defining standards and leading cross-functional creative collaboration. Previous people leadership, mentoring or functional leadership experience is highly valued. About you An exceptional creative leader with a refined visual eye and deep understanding of luxury branding. A strategic thinker who sees the bigger picture and translates vision into action. An inspiring leader who empowers others through coaching, collaboration and clear direction. Comfortable influencing across functions and operating as a trusted advisor to senior leadership. Curious, innovative and always looking for new ways to strengthen storytelling and customer engagement. Highly organized and confident navigating a fast-paced, evolving environment. Passionate about fashion, culture and building enduring brand experiences. This is a full-time position based at TOTEME's Stockholm head office starting upon agreement. TOTEME has teams in Stockholm, London, New York, and Shanghai, as well as retail spaces across Europe, North America, and Asia. As a member of our dynamic, creative, and highly collaborative team, you will take part in exciting projects and milestones, evolving within your role as you contribute to the company’s growth. TOTEME stands for inclusivity and a sense of belonging in the workplace. We welcome all applicants and recruit on the basis of skills and experience. By applying to this position I agree with TOTEME’s privacy policy and to be contacted about future job opportunities for up to 2 years from the submission date. Find out more about our privacy policy here.