Job Purpose: To help create authoritative, inspirational and informative editorial content for Lancrawford.com in line with the omni-channel strategy voice and vision. The Senior Writer plays a key role in the creative conceptualisation and execution of content to achieve commercial targets for the online business,deliver the band’s key messages in a consistent manner and to position Lane Crawford to a global audience. 

Key Accountabilities: In addition to following Lane Crawford’s policies and procedures, key accountabilities include, but are not limited to:

Planning (20%)

• To work with the team to develop a weekly, seasonal ad annual editorial calendar that includes the main fashion stories of the season, Lane Crawford’s key products and marketing messages,highlights key products deliveries, and fulfils the KPIs of the business. 
• Liaise with Marketing, Public Relations, Central Buying Office and E-Business departments, plus external brand PR to ensure timely delivery of the calendar’s content/ stories.

Content Creation and Innovation (70%)

• To conceptualise and craft fresh and original editorial stories across a variety of different business units, based on the key fashion and product messages of the season with the objective of reinforcing authority, brand position, strengthening vendor relations and achieving optimum full-price sell through.
• To work on developing innovative and highly usable ways of presenting digital content through multimedia and digital platforms, regularly reviewing templates and online layouts.
• Ensuring the tone and language is consistent with the Lane Crawford brand standards.
• Review key performance/ engagement metrics of editorial content and develop ongoing content strategies from insight gained to improve reader engagement. 
• Work with the Junior Editor on copy writing for the customer eDMs and weekly newsletters, ensuring copy is on brand and relevant to customer with the objective of increasing customer engagement.
• Liaise with the Art team, Central Buying Office and the Editorial Co-ordinator to conceptualise the plan weekly fashion product shoots that fulfils the needs of the story and this is on brand. 
• Attend and participate in presentations and workshops from buyer briefings to campaign brainstorms, as required. 
• To ensure in store signage is aligned with Editorial content by writing and/ or editing existing stories to fit in to the store environment. 
• Ensure up-to-the-minute knowledge of the fashion, trends, content and online retail market as well as a goo understanding of socio-economic and pop cultural trends, events and image makers and tastemakers who influence style. 

Social Media (10%)

• To liaise with he Social Media team to ensure the Social Media calendar is up to date and aligned with  Editorial content, sharing and generating ideas of how to repurpose existing Editorial content for social media platforms.
• TO develop innovative and highly useable ways of distributing content through social media, blogs and other online channels.