Editorial & Creative Director

Role Purpose

This is an on-site role based in Nashville, TN.  Travel to Global Headquarters in Bowling Green, KY required as part of on-boarding.

The Brand Content Manager shapes and protects the written and visual expression of the Fruit family of brands across digital consumer touchpoints. This role translates brand and business priorities into distinctive, platform-ready narratives that strengthen brand health, relevance, discoverability, engagement, and sales. Through strong editorial leadership, cross-functional partnership, and disciplined content systems, the role ensures consumers experience a clear, consistent, and compelling brand story wherever they discover, engage with, or shop the brands.

Key Outcomes

Editorial Excellence & Brand Storytelling

·         Deliver compelling, platform-agnostic narratives that translate brand, consumer, product, and Digital Commerce priorities into content that drives relevance, engagement, and conversion.

·         Establish and uphold distinct written and visual standards for each brand, improving consistency and quality across e-commerce, owned social, PR, search, and retail media.

·         Ensure content is designed for modern discovery and engagement behaviors, including social discovery and AI-aided search.

Content Planning & Delivery

·         Maintain an integrated editorial calendar that aligns brand, product, SKU, consumer, and commercial priorities across content development and publishing timelines.

·         Improve brief-to-publishing speed and predictability by setting clear success measures, decision points, and delivery expectations for internal and external partners.

·         Deliver high-quality content on time across priority consumer touchpoints while balancing business needs, consumer relevance, and available resources.

Narrative Consistency & Brand Protection

·         Achieve consistent brand voice, visual identity, positioning, and product priorities across consumer-facing digital content.

·         Use recurring channel audits to identify gaps, correct inconsistencies, and continuously improve adherence to editorial, brand, and legal standards.

·         Build trusted partnerships across Marketing, Sales, Brand Communications, e-commerce, agencies, and retail media to resolve risks and maintain aligned narratives.

Content Innovation & Optimization

·         Translate emerging content, platform, and consumer behavior trends into prioritized tests that strengthen reach, engagement, and conversion.

·         Establish clear hypotheses, success measures, and learning plans for new formats, then scale, refine, or stop activity based on results.

·         Identify opportunities to strengthen content collaboration and cross-pollination with retailers, platforms, and external partners.

Creative Team & Production Leadership

·         Build a high-performing team of seven creative resources with clear priorities, accountability, development, and quality expectations.

·         Deliver content productions from concept through final asset on time, on budget, and to agreed brand and channel standards.

·         Develop a reliable network of creative partners and apply consistent criteria for selection, contracting, performance, and value.

Content Systems & Impact Stewardship

·         Create a scalable content operating system that connects editorial plans, workflows, asset management, publishing tools, analytics, SEO/GEO, and social media management.

·         Increase adoption and effective use of content capabilities through clear governance, education, coaching, and change leadership.

·         Evaluate tools and processes against brand and Digital Commerce outcomes, recommending expansion, improvement, or discontinuation based on performance.

Competencies

Writing, Editing & Storytelling Mastery:

Transforms complex information into clear, compelling narratives while protecting editorial quality, accuracy, and each brand’s distinct voice.

Strategic Planning & Process Excellence:

Creates disciplined priorities, workflows, and feedback mechanisms that improve speed, quality, resource use, and stakeholder clarity.

Results Orientation:

Sets the pace, makes sound tradeoffs, and maintains accountability for high-quality outcomes in a fast-moving, deadline-driven environment.

Curiosity & Creative Innovation:

Seeks deeper consumer, cultural, and business insight and converts learning into relevant narratives, formats, and experiments.

Systems Thinking & Collaboration:

Builds scalable capabilities and alignment across subject-matter experts, internal teams, agencies, vendors, and platforms to achieve shared goals.

Minimum Qualifications

• Bachelor’s degree in journalism, communications, marketing, business administration, or a related field; equivalent relevant experience may be considered.
• 6 years of progressive experience in brand journalism, editorial leadership, content marketing, or a related field.
• Exceptional writing, editing, interviewing, and storytelling skills; videography and/or photography expertise preferred.
• Demonstrated success leading creative teams and managing on-set or live productions from concept through final delivery.
• Advanced proficiency with photo and video editing tools and broad experience across content creation and editing platforms.
• Experience with content management, workflow management, digital asset management, web analytics, SEO/GEO, and social media management systems.
• Proven ability to interpret business and consumer data, communicate insights, and convert findings into actionable content plans; consumer retail experience preferred.
• Strong cross-functional leadership skills with experience partnering across e-commerce, Brand Communications, Brand Marketing, Sales, agencies, vendors, and retail partners.
• Highly organized, detail-oriented, and able to manage multiple priorities, stakeholders, budgets, and deadlines in a fast-paced environment.
• Ability to travel and work the hours necessary to support production schedules and critical project deadlines.

Key Performance Indicators

• Improvement in brief-to-publishing cycle time and percentage of priority content delivered on schedule.
• Editorial and brand-standard compliance across priority digital consumer touchpoints.
• Growth in content-driven engagement and commerce outcomes, including qualified site traffic, repeat visitation, time on site, scroll depth, and add-to-cart rate.
• Percentage of content productions delivered on time, within approved budget, and meeting agreed quality standards.
• Improvement in discoverability and accurate representation of priority brands and products across search and AI-aided discovery.

Company Information

We offer the following:

• Competitive Pay
• Medical, dental, vision, life & disability insurance
• Vacation
• Paid holidays
• 401(k)
• Employee Assistance Program