What are the responsibilities and job description for the Director, Narratives position at LAKE?
Every curation begins with exceptional design, but it's the story that gives it meaning. LAKE is looking for a Director of Narratives to define and share our story.
This is an adventure for a thoughtful storyteller - one who desires to establish the narrative framework behind an evolving aspirational lifestyle brand—building a language that is as recognizable as our product and as enduring as the relationships we create with our clients.
You'll work alongside our Chief Creative Officer to develop the ideas that connect seasons, campaigns, products, and experiences into one cohesive voice. From the first campaign brief to the final product page, from retail to social to email, you'll ensure every customer touchpoint feels unmistakably LAKE.
You'll be equal parts strategist and creator—someone who can develop the narrative architecture for a collection in the morning and spend the afternoon refining a headline until every word rings LAKE.
Who You Are
- A rare combination of conceptual thinker and accomplished writer, equally comfortable developing the idea and writing the line.
- An influencer through clarity, taste, and judgment, partnering effectively with creative leaders and cross-functional teams alike.
- A deeply collaborative individual who knows that the strongest creative work comes from thoughtful dialogue, healthy debate, and shared ambition.
- A dedicated craftsman who believes that every word carries weight, and you know the difference between writing that fills space and writing that creates feeling.
What You'll Do
- Develop the seasonal and evergreen narratives that guide campaigns, product launches, and brand storytelling across every customer touchpoint.
- Partner closely with the Chief Creative Officer to translate creative vision into messaging systems that are thoughtful, scalable, and enduring.
- Shape, evolve, and protect LAKE's voice across paid, owned, earned, retail, and emerging channels.
- Work alongside Product Design to transform craftsmanship, fabrication, fit, and quality into stories customers immediately understand and emotionally connect with.
- Create messaging frameworks that enable Marketing, Ecommerce, Retail, and Brand teams to execute consistently while allowing each channel to feel native.
- Ensure storytelling remains cohesive across the entire customer journey—from acquisition through loyalty—so every interaction reinforces the same brand narrative.
- Raise the standard for creative writing across the organization through thoughtful editing, collaboration, and creative direction.
- Bring both strategic thinking and exceptional execution to the work, moving comfortably between big-picture narrative development and the details that make great writing memorable.
What You'll Bring
- 8 years of experience developing brand narratives, campaigns, and creative storytelling for premium lifestyle, fashion, beauty, or luxury brands.
- The understanding that exceptional copy isn't simply well written—it creates desire, builds trust, and drives meaningful commercial outcomes.
- Experience fostering integrated storytelling across digital, retail, social, email, video, and brand campaigns, adapting one clear narrative across many formats without losing its integrity.
- Experience mentoring other writers and creatives, helping elevate both the work and the people behind it.