Director of Copy
Balsam Brands · Redwood City, California, United States · hybrid
As Director of Copy, you will lead the strategic vision, development, and execution of brand storytelling across a complex, multi-brand portfolio. This role is responsible for shaping a cohesive yet differentiated voice across all customer touchpoints—digital, physical retail, and emerging channels—while driving content excellence that supports both brand equity and business performance. You will oversee a high-performing team, establish scalable content frameworks, and partner cross-functionally to ensure copy enhances the end-to-end customer experience, from discovery through conversion. This leader will balance creative innovation with operational rigor, leveraging tools, data, and insights to continuously evolve how content engages customers and drives growth.
This full-time position reports to the VP of Creative and is expected to work in a hybrid model, which currently includes Monday, Tuesday, and Wednesday in-office.
What you’ll do:
Strategic Content Leadership
- Drive overarching content storytelling strategy and content architecture across all channels and touchpoints, ensuring brand voice consistency while balancing global brand standards with local market relevance
- Develop scalable content frameworks that support the company's growing multibrand architecture, ensuring each brand maintains its distinct voice and positioning while leveraging shared operational efficiencies
Copy Team Leadership & Development
- Lead and develop a high-performing copy team including brand copywriters, product copy editors, and specialized writers for indirect partnerships, physical retail environments, and multiple sub-brands
- Provide strategic copy direction, performance feedback, and career development opportunities while managing workload distribution and resource allocation across multiple concurrent projects
- Leads team with accountability for business outcomes, promoting solution-sharing and inspiring the broader team/function with a vision aligned with organizational values
Innovation & Operational Excellence
- Champion the adoption of emerging tools and technologies, including AI-powered content solutions, to drive efficiency, consistency, and global scalability. Identify opportunities to streamline workflows, automate repetitive tasks, and enhance creative output through strategic tool implementation while maintaining brand quality and authentic voice
Relationship Building & Partnership Development
- Build and maintain collaborative relationships with key internal partners across merchandising, marketing, digital experience, operations, product development, and retail teams to ensure copy supports broader business objectives
- Cultivate external partnerships with agencies, localization vendors, and creative collaborators to deliver exceptional content that meets diverse stakeholder needs and market requirements
Ecommerce Content Optimization
- Partner with marketing, digital experience, and merchandising teams to optimize product copy, category descriptions, and promotional content for conversion and SEO performance, ensuring copy supports the complete customer journey from discovery to purchase while maintaining brand voice
UX/UI Brand Voice Integration
- Collaborate closely with UX/UI design teams to infuse brand voice throughout the technical shopping experience, ensuring copy enhances usability and reinforces brand personality across interface elements, navigation, error messages, form fields, filtering systems, and interactive touchpoints throughout the customer journey
Global Brand Consistency & Localization
- Establish and maintain comprehensive copy guidelines, style guides, and approval processes that ensure consistent brand messaging across all markets while enabling effective localization for international territories
- Develop training resources and programs to empower cross-functional teams to communicate on-brand
- Collaborate with BHI marketing teams and localization partners to support geographical adaptations that maintain brand integrity
Editorial Standards & Quality Assurance
- Develop and enforce editorial processes and quality control systems that ensure accuracy, clarity, and excellence across all content
- Establish approval workflows and structures that balance creative quality with business velocity, ensuring all copy meets brand standards before publication
Omni-Channel Experience Development
- Lead the creation of seamless storytelling and messaging that connects digital, physical retail, catalog, and wholesale touchpoints into a cohesive customer experience
- Develop content strategies that support customers moving fluidly between channels, from browsing catalogs to shopping in-store to completing purchases online, ensuring copy reinforces brand connection and supports conversion at every interaction point regardless of where customers engage
Competitive Intelligence & Market Analysis
- Monitor industry trends, competitor content strategies, and emerging best practices in retail storytelling and e-commerce content to keep the brand at the forefront
- Analyze market shifts and customer behavior patterns to inform content strategy and identify opportunities for differentiation and innovation
Seasonal Creative Development
- Collaborate with creative, marketing and merchandising teams to conceptualize seasonal inspirational hooks, campaign narratives, and story ideas that drive customer engagement across collections and product launches
- Translate seasonal themes into compelling copy that resonates across multiple touchpoints while supporting merchandising and marketing objectives
Brand Voice Innovation
- Establish innovative approaches to infuse brand personality throughout the customer experience across the brand architecture
- Create distinct yet complementary storytelling strategies for each brand within the portfolio, ensuring individual brand voices remain authentic while supporting the overall company vision
- Identify opportunities to strengthen brand connection through copy across all touchpoints, including packaging, customer service communications, loyalty programs (ex: BH Insiders), and experiential retail moments, while maintaining authenticity and consistency with established brand positioning
What you bring to the table:
- 14+ years of experience leading copy, content, or brand storytelling functions at scale, preferably within a multi-brand, omnichannel retail or e-commerce environment
- Strong leadership capabilities with a track record of building, developing, and managing high-performing creative teams across diverse content disciplines
- Deep expertise in brand voice development, content strategy, and storytelling across digital, retail, and customer experience touchpoints
- Demonstrated ability to translate business goals into impactful content strategies that drive engagement, conversion, and brand differentiation
- Experience partnering cross-functionally with merchandising, marketing, digital, UX/UI, and product teams to deliver integrated customer experiences
- Strong operational mindset with experience implementing workflows, editorial standards, and scalable processes that balance quality and speed
- Familiarity with SEO, e-commerce content optimization, and performance-driven copy strategies informed by data and customer insights
- Experience working with global teams, including localization strategies and maintaining brand consistency across international markets
- Curiosity and openness to innovation, including leveraging AI and emerging technologies to enhance content creation and efficiency
- Strong communication, influence, and stakeholder management skills, with the ability to align teams and drive clarity across complex organizations
- Demonstrated AI literacy, enabling effective understanding, interaction, and critical evaluation of AI technologies and applications across diverse business functions