Brand Communication & Editorial Lead

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Role Overview

Tilfi is seeking a strategic and creatively astute professional to lead our brand voice, public image, and narrative direction. This role will supervise all brand content — from written word and product storytelling to public relations, media presence, and cultural activations. As part of the brand’s core team, you will also represent Tilfi at key events, collaborations, and select public engagements, helping to shape how the brand is perceived by the wider world.

You will be the custodian of Tilfi’s voice and its expression in the world.

Key Responsibilities

1. Brand & Editorial Direction

• Own and refine Tilfi’s brand voice across all platforms — digital, print, and spatial.
• Develop and oversee all editorial content: collection narratives, essays, interviews, campaign copy, website and advertising copy.
• Manage and supervise in-house content writers and freelance writers to uphold consistency and depth.

2. Brand Representation

• Represent the brand at key events, cultural initiatives, partner collaborations, and select media opportunities.
• Participate in conversations and engagements that further Tilfi’s creative and cultural positioning.
• Uphold and communicate the brand’s values and point of view with discretion, elegance, and clarity.

3. Public Relations & Media Strategy

• Craft press materials and brand stories for media outreach, feature placements, and founder profiles.
• Support relationships with editors, stylists, and media professionals to build a meaningful press presence.
• Work alongside leadership and external PR partners to shape Tilfi’s public narrative.

4. Cultural Activations & Brand Events

• Conceptualise and script in-store experiences, brand activations, cultural collaborations, and installations.
• Guide messaging, visual storytelling, and communication surrounding exhibitions and launches.
• Ensure experiential alignment between product, space, and narrative.

5. Strategic & Cross-Functional Leadership

• Align communication with broader creative and commercial goals.
• Collaborate closely with product, design, retail, and leadership teams to ensure cohesion in brand presentation.
• Uphold brand integrity and discretion across all channels and external-facing initiatives.

Ideal Candidate

• Deep cultural literacy and sensitivity to language, materiality, and nuance.
• Proven experience in editorial leadership, luxury PR, or strategic brand storytelling.
• Refined writing and editing abilities — with an aesthetic that values restraint, depth, and clarity.
• Comfortable representing the brand at key forums and events in a thoughtful, observant, and well-prepared capacity.
• Strategic thinker with the ability to execute across details, teams, and timelines.