Head of Content

About the jobA bit about us

Established in 1994, The Fragrance Shop is the UK’s leading independent fragrance retailer, making mainstream, premium and luxury fragrance more affordable, accessible and easier to discover.

As we continue to grow, we are looking for a creatively ambitious and commercially minded Head of Content to transform how The Fragrance Shop tells stories and strengthen our position as the UK’s leading fragrance authority.

As Head of Content
, you will lead the storytelling, content, social, PR and activation strategy for The Fragrance Shop.

Your role is to turn our brand, fragrance expertise, customers and commercial priorities into stories and experiences people genuinely want to watch, read, share, attend and talk about.

Leading Content, Content Production, Organic Social, PR, Influencers and Creators
, you will build a modern storytelling engine that takes ideas from concept through production, distribution and activation.

You will also lead content-led activations, events and experiences that bring our stories into the real world and generate customer engagement, social conversation and earned attention.

You will work closely with Brand, Marketing, Creative, CRM, MyTFS, Digital & Ecommerce, Retail and Commercial teams to ensure content supports both customer engagement and business growth.

• Own and evolve The Fragrance Shop’s content and storytelling strategy.
• Define our content pillars, editorial territories, audiences and storytelling principles.
• Turn customer insight, fragrance expertise, cultural trends and commercial priorities into compelling stories.
• Build an annual content roadmap around key customer, cultural, launch and trading moments.
• Develop recurring formats and franchises that audiences recognise and return to.
• Raise the quality, creativity and consistency of storytelling across the business.

• Lead editorial direction across digital, social, CRM, PR, MyTFS, retail and partner channels.
• Create content that combines entertainment, education, inspiration, expertise and commerce.
• Define the role of formats including short-form video, editorial, expert interviews, creator content, podcasts, guides, research and live experiences.
• Develop hero content and editorial moments that can travel across multiple customer touchpoints.
• Build a proactive pipeline of stories, concepts and formats rather than relying solely on campaign briefs.

• Own the content production process from idea and brief through to final delivery.
• Oversee production across video, photography, editorial, social, audio, creator and campaign content.
• Build an efficient model capable of delivering both high-quality hero content and fast, reactive content.
• Manage production calendars, workflows, budgets, resources and external partners.
• Work closely with Creative teams, photographers, videographers, editors, producers, agencies and creators.
• Ensure content is designed to work across multiple channels and formats.
• Balance production quality with speed, relevance and commercial agility.

• Own the strategic direction for organic social and define the role of each platform.
• Develop recurring formats around fragrance, culture, discovery, expertise and entertainment.
• Build a social presence that feels current, useful, distinctive and culturally connected.
• Use social listening and audience behaviour to identify emerging conversations and content opportunities.
• Ensure social content is produced at the pace and quality required to build relevance and audience growth.

• Lead consumer PR, brand PR and thought leadership as extensions of the content strategy.
• Create…