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Head of Content
Dubai, UAE
Full-Time
About Sanne
eSanne is a luxury made-to-order fashion house, creating custom garments for women around the world. We believe luxury shouldn't be mass-produced. Every piece is made only once it has been ordered, handcrafted by our atelier and tailored specifically for its wearer. Our design language sits somewhere between retro-futurism, 70s nostalgia and modern luxury. As we enter our next stage of growth, we're looking for someone who shares our ambition of building one of the world's most desirable fashion brands. Not just through advertising. Through content.
The Opportunity
This is an opportunity to build one of the most exciting in-house creative studios in luxury fashion. Your job is simple: Make people care. Everything we create should make people feel something. Curiosity. Desire. Joy. Nostalgia. Admiration. If people stop scrolling because of something you've created, you're doing your job. If people can't stop thinking about Sanne, you're excelling.
Your Mission
Build the content engine that makes Sanne one of the most desirable and culturally relevant fashion brands today. You'll own the strategy, creative direction and production of content across every platform where Sanne lives, ensuring every touchpoint feels unmistakably Sanne.
What You'll Be Responsible For
Creative Direction
- Lead the visual storytelling of Sanne across every platform.
- Transform collections, campaigns and ideas into stories that people genuinely want to watch, share and talk about.
- Protect and evolve the creative identity of the brand.
Organic Growth
- Own our organic content strategy.
- Create content that earns attention rather than buying it.
- Obsess over:
- Watch time
- Shares
- Saves
- Community engagement
- Organic reach
- Returning viewers
- Cultural relevance
- Followers are nice. Influence is better.
Content Production
- Oversee every stage of production.
- Sometimes you'll pick up an iPhone and create a brilliant piece of content yourself.
- Other times you'll brief photographers, videographers, editors and creators to produce world-class campaigns.
- You'll know exactly when each approach is right.
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Build the Creative Studio
- One of your most important responsibilities.
- As Sanne grows, you'll build and lead an exceptional creative team.
- You'll identify, recruit and manage the best freelance and in-house talent including:
- Videographers
- Photographers
- Editors
- Motion Designers
- Copywriters
- Creative Producers
- Content Creators
- You'll build the team required to produce exceptional work.
Editorial Ownership
- Own the creative direction of everything we publish.
- Including:
- Website
- Imagery
- Product launches
- Campaign films
- TikTok
- YouTube
- Snapchat
- Substack
- Newsletters
- Lookbooks
- Behind-the-scenes content
- Brand films
- Retail display content
- While you won't necessarily write every word, you'll have the taste and editorial judgement to ensure everything feels premium and unmistakably Sanne. You'll be comfortable using AI to develop first drafts, refine ideas, and occasionally write longer-form pieces yourself.
Creative Operations
- Lead content from idea through to publication.
- You'll build efficient creative systems including:
- Content calendars
- Production schedules
- Creative briefs
- Shot lists
- Asset management
- Campaign planning
- Creative budgets
Stay Ahead of Culture
- You're naturally curious.
- You're constantly researching:
- New creative formats
- Platform updates
- Internet culture
- Fashion
- Film
- Music
- Art
- AI
- Emerging technology
- You're expected to bring fresh ideas to the table every week—not simply execute briefs.
Who You Are
- You have exceptional taste.
- You instinctively know when something feels premium.
- You understand luxury without making it feel inaccessible.
- You don't create content because it's trending.
- You create content because it tells a better story.
- You're passionate about making people stop scrolling.
- You understand how different audiences consume content across different platforms and know how to adapt creative without losing the essence of the brand.
- You enjoy building teams just as much as creating yourself.
- You care deeply about detail.
- You're ambitious.
- You're curious.
- And you're excited by the challenge of helping build a global luxury brand from the inside.
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Skills & Experience
- We're less interested in where you've worked and more interested in what you've built.
- You'll likely have experience in some combination of:
- Luxury fashion
- Lifestyle brands
- Creative agencies
- Media companies
- Creator businesses
- High-growth consumer brands
- You should have experience:
- Leading creative projects from concept to delivery
- Producing both organic and campaign content
- Directing photographers and videographers
- Editing or overseeing short-form video
- Understanding platform-specific storytelling
- Building creative processes and workflows
- Managing freelancers and creative teams
- Experience using AI creative tools is highly desirable.
Success in This Role
Within your first 12 months, success will look like:
- Creating a distinctive visual identity that is instantly recognisable as Sanne.
- Generating millions of organic views across our platforms.
- Increasing high-quality website traffic from organic content.
- Contributing measurable revenue through organic social.
- Building a trusted network of exceptional creative freelancers and beginning to grow an in-house team.
- Making Sanne one of the most desirable and niche fashion brands online.
Reporting Structure
- You'll work directly alongside our Founder & Creative Director, turning ideas into stories that people remember.
- You'll collaborate closely with our Chief Marketing Officer, who will own the overall marketing strategy, while you lead the creative vision and execution behind every piece of content.
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