Editorial Director, Brand Narratives

Toteme AB; Stockholms kommun; On-site; SEK 900,000 - 1,500,000; Full time

Job summary

TOTEME is seeking a Head of Editorial to define and lead our global editorial direction from Stockholm. You will shape the brand’s voice across women’s and men’s collections, markets and customer touchpoints, reporting to the Chief Marketing Officer and collaborating with Creative, Brand and Communications teams.

This full‑time role starts January 2027 at TOTEME’s Stockholm Office. You will steer seasonal narratives, campaigns and product storytelling, oversee the editorial calendar, and guide

Qualifications

• Extensive experience in editorial leadership, copywriting or brand communications within fashion, luxury or a similarly brand-led environment.
• Proven ability to develop distinctive brand narratives, campaign concepts and messaging frameworks across channels and markets.
• A sophisticated understanding of fashion, design, culture and luxury positioning.
• Experience guiding writers and collaborating with senior leadership and cross-functional teams.
• Fluent in spoken and written English, with exceptional writing and editing skills.

Responsibilities

• Define and evolve TOTEME's global editorial direction, tone of voice and messaging principles.
• Develop seasonal narratives, collection briefs and notes, and oversee the seasonal editorial calendar.
• Lead editorial concepts and messaging for campaigns, launches, collaborations, events and key brand initiatives.
• Own editorial storytelling and copy for seasonal newsletters and organic Instagram, and develop new storytelling formats.
• Write and shape brand statements, press releases, corporate messaging and communications for senior leadership.
• Lead naming for key products and develop product stories that connect to wider seasonal and brand narratives.
• Establish messaging frameworks that guide consistent communication across teams, regional markets and retail education.
• Provide editorial direction to the Lead Copywriter, setting priorities and workflows and reviewing key communications.
• Participate in and contribute to TOTEME's social and environmental sustainability strategy.

Skills

Editorial leadership

Copywriting

Brand communications

Fashion/luxury branding

Cross-functional collaboration

Fluent English

Job description

TOTEME is seeking a Head of Editorial to define and lead our global editorial direction from Stockholm. You will shape the brand’s voice across women’s and men’s collections, markets and customer touchpoints, reporting to the Chief Marketing Officer and collaborating with Creative, Brand and Communications teams.

This full‑time role starts January 2027 at TOTEME’s Stockholm Office. You will steer seasonal narratives, campaigns and product storytelling, oversee the editorial calendar, and guide