Editorial Content Director

Location: China Mainland

State/Province/City: Shanghai

City: Shanghai

Business Unit: Store Support Centre (SSC)

Time Type: Full-time

Description & Requirements

About the team

The Editorial Content Team is responsible for the best expression of the lululemon brand across the digital universe with an emphasis across Campaign & Content, Social Editorial, Media and Wechat MiniProgram management.


The role will be based at lululemon’s China HQ in Shanghai, dedicated to the long-term development and growth of lululemon in China.

About the role

The editorial content team under lululemon Brand Creative, works on capturing the most insightful and impactful stories for the brand. Working in close collaboration with other functions, the Editorial Content Team is a highly nimble and creative force that is able to identify the best creative opportunities across our communities and products and weave together the most riveting content formats that tell the best stories. The contents created by the team are delivered across all our social media platform across RBE/intercom/Red/WeChat/Weibo/Dian Ping /Douyin amongst many others.

The Editorial Content Director will: lead, develop and inspire a team responsible for content creation, writing, publishing, editorial planning, social platform management. As the brand guardian to ensure content excellence on social and a newly opened Douyin Social Commerce Store.

  •   Responsible for developing the excellent content and editorial strategies that is driving brand awareness, expanding the community guest, and supporting the business growth through the unique voice and the content creations.
  •   Develop the contents across formats - written, audio, visual or something completely new Envision and shape new and existing communications platforms that grow our guest size and engagement and amplify our editorial strategy.
  • Oversee the development of social content, Douyin content and editorial guidelines shared with geography and functional partners that amplify and deliver on the China editorial plan.
  •  Work with the creative director, social editorial managers, Douyin content manager, brand creative operation director and EC team on building a content calendar of cadence pegged against relevant content drops.
  •  Establish project and budget management metrics and managing the entire creator management/operation cycle including sourcing, onboarding, creating briefings and managing creative concepts, content outputs/quality and content timelines. 
  • Expert in digital creator space with knowledge and experience leveraging tools + data that help identify and activate creators.
  • Collaborate with the DP partner and creative team on developing fit for platform, effective and impactful content that drives the brand awareness and drive OAPI on the Douyin platform.
  •  Responsible for managing data analysis, building reports and using data and insights to inform learnings and strategic recommendations.
  • Identifies opportunities for professional development growth to the team, inspiring and motivating.
  •  Plans resources against Concept Map


  •  8+ years of professional experience in journalism, content and editorial strategy, the Fashion vertical, social media, start-up environment or tech company familiar with short video/ graphic strategy operations development with an exposure to EC operations.
  •  Strong leadership skills
  •  Experience leading and developing content strategies with strong audience engagement.
  •  Deep understanding of the evolving social media landscape.
  •  Experience working within a large team and ability to clearly communicate ideas and influence plans across team members and leadership levels.
  • Exceptional writing and editing skills; familiarity with audio and video a plus Passion for sports
  • Ability to guide others through a dynamic work environment. Great relationship-building skills and a collaborative approach.
  • Manage on time, on brief and on budget content rollout across social

Must Haves

  •  Acknowledges the presence of choice in every moment and takes personal responsibility for their life.
  •  Possesses an entrepreneurial spirit and continuously innovates to achieve great results.
  •  Communicates with honesty and kindness and creates the space for others to do the same.
  •   Leads with courage, knowing the possibility of greatness is bigger than the fear of failure.
  •   Fosters connection by putting people first and building trusting relationships.
  •   Integrates fun and joy as a way of being and working, aka doesn’t take themselves too seriously.