STL – Content & Creative Lead

Position Overview

You will lead STL’s creative and content direction across:

• social media,
• campaigns,
• product storytelling,
• and trend positioning.

This role combines:

• fashion awareness,
• content strategy,
• and commercial thinking.

You are not just posting content. You help shape:

• what STL looks like,
• what STL talks about,
• and what products/styles we should push harder.

Responsibilities

Fashion & Trend Direction

• Research Korean and global athleisure trends
• Identify rising fashion styles, fits, and color trends
• Give input on products, styling, and seasonal direction
• Help identify hero products and trending categories
• Monitor competitor brands and market movement

Content Strategy

• Lead STL social content direction
• Develop content themes and campaign concepts
• Suggest viral/relevant content formats for TikTok, Instagram, Facebook
• Ensure STL content stays culturally relevant and visually modern
• Guide storytelling and brand tone

Consumer & Market Insight

• Understand Vietnamese female fashion behavior
• Analyze what products/styles customers emotionally respond to
• Stay updated on:

• influencer trends,
• activewear culture,
• gym/yoga lifestyle content,
• fashion creator ecosystems

Requirements

Must Have

• Strong understanding of fashion trends and aesthetics
• Strong understanding of social media content culture
• Experience in fashion, beauty, lifestyle, or athleisure industry
• Strong English speaking capability to communicate with CEO
• Strong visual taste and trend sensitivity
• Understanding of women’s fashion psychology
• Strong communication and creative direction ability

Big Plus

• Sport/yoga/gym/pickleball enthusiast
• Familiar with Korean fashion brands and culture
• Experience working with influencers/KOLs
• Experience in fashion merchandising or buying
• Understanding of performance marketing and e-commerce

Ideal Candidate

You are someone who:

• constantly notices trends before others,
• understands what makes fashion feel “current,”
• and can connect product direction with social media culture.

You know:

• what colors are emerging,
• what silhouettes are fading,
• what women are saving on Pinterest,
• and what content feels outdated instantly.

KPI / Success Metrics

• Content engagement quality
• Brand consistency
• Trend responsiveness
• Campaign creativity
• Product/content alignment
• Growth of STL’s brand identity

Example Brands / Inspirations

• Lululemon
• Alo Yoga
• XEXYMIX
• andar
• STL