Content Lead (Brand Stretch)

As a Content Lead, your main focus will be to coordinate in-store and digital content that supports H&M U.S. Brand Stretch — a high-volume, high-pace initiative developing locally relevant assets that bring product stories to life across store environments and digital touchpoints.

The U.S. Brand Stretch work requires a breadth of content — from pod and destination signage to landing pages and site navigation — developed locally, at pace, and to a consistent standard. It demands dedicated ownership of the full content coordination lifecycle: from brief to asset, from production through to rollout per drop. The Content Coordinator is the operational connection that makes this possible, partnering closely with the Brand Stretch CopyWriter, as well with our production partner Oliver and Global brand production, visual merchandising, and digital teams.

This on-site role reports into the Marketing Manager and is based out of the New York Support Office.

A Day in the Life

Working at H&M means no two days are ever the same, but a typical day will include the following responsibilities*

In-Store Content Coordination

• Coordinate end-to-end production of in-store content across hero products, pods and destinations — including signage and print collateral — ensuring assets are align to global templates and reflect strong product storytelling and are delivered on time
• Brief and manage Oliver on all in-store production needs; gather specs, track review cycles, and drive final sign-offs across internal and external stakeholders
• Partner with Visual Merchandising on the plan and placement of content across store layouts.
• Support the development of Pod and Destination signage — clear navigation content that spotlights key product areas and educates customers on product types, materials, and quality
• Ensure all in-store assets adhere to brand; conduct quality checks on copy, formats, and specs before production and distribution
• Support post-production checks in stores to verify content accuracy and presentation quality

Digital Content Coordination

• Coordinate content across U.S. digital touchpoints to deliver a connected, product-led omni-channel experience, including:

• Homepage, teaser pages, category entry pages, second-level pages, and site navigation (carousel) across Women, Men, and Kids

• Manage content production timelines, ensuring assets, copy, and configurations are ready for scheduled sends and site deployments
• Support content adaptations and variations for different audiences, markets, and message types (promotional, lifecycle, transactional) with the brand stretch copywriter

Content Standards & Storytelling Quality

• Ensure all assets — in-store and digital — reflect strong product storytelling that blends inspiration, quality, and price in a way that resonates with the U.S. consumer
• Support content adaptations and versioning for different formats, channels, markets, and store types
• Help identify opportunities to improve workflows, consistency, and execution quality across in-store and digital content cycles
• Participate in quarterly look-backs with U.S. and Global Brand Stretch teams to review content produced and flag needs for future development

Who You Are:

• Degree in Marketing, Communication, or related field (or equivalent experience)
• Highly structured, with ability to manage many parallel tasks and production workstreams without losing quality or pace
• Strong eye for detail — you catch errors in copy, format, and specs before anyone else does
• Proficiency in creative and office software tools; familiarity with DAM systems and CRM or marketing automation platforms a plus
• Fluent in English and at least one local language (in multi-language Sales markets at least two local languages is preferred)
• Minimum 3 years' experience in content management, as well as copy editing and proofreading (preferably within fashion industry)
• Experience managing content for media platforms and coordinating production workflows with external agencies or creative partners

Why You'll Love Working at H&M

• We value diverse backgrounds, including but not limited to race, ethnicity, gender, age, religion, sexual orientation, and disability
• We pride ourselves on being a values-driven organization, guided by our 7 unique values that have been part of our success story for over 75 years
• You'll have access to our Colleague Resource Groups (CRGs) to find community and networking opportunities among colleagues

• We are an inclusive company where you're encouraged to be yourself at work
• You will have access to a large global talent community, where career growth and aspirations have no limits
• We believe in supporting your overall wellbeing and offer comprehensive benefits inclusive of health insurance, wellness and family support programs, company match 401k, paid leave programs, and paid time off, including a community day to serve your local community
• You'll be able to express your personal style with our employee discount at H&M, & Other Stories, and COS

Compensation: salary is $97,840

*This job posting highlights the most critical responsibilities and requirements of the job and is not all-inclusive. There may be additional duties, and responsibilities assigned for this job at the company’s discretion.

**H&M, in good faith, has assessed this posted range of compensation as the accurate range for this role and location at the time of this posting. H&M may ultimately pay more or less than the posted range depending on candidate qualifications. This range may be modified in the future.

Job Status: Salary, Exempt