Responsibilities

• Lead the copy discipline across Softline-served brands including Brio Water Technology, Closet World, Closets by Design, and others.
• Own brand voice, messaging, and storytelling across campaigns, product launches, websites, emails, paid media, video, social, retail, and internal brand systems.
• Lead, mentor, and develop a small team of writers, helping them strengthen their craft, sharpen their strategic thinking, and grow in their roles.
• Provide clear creative direction, feedback, and coaching that improves both the work and the writer behind it.
• Develop scalable copy systems, messaging frameworks, brand voice guidelines, reusable language banks, and creative toolkits that help teams move faster without flattening the work.
• Use AI tools thoughtfully to improve speed, exploration, organization, and iteration while preserving space for human creativity, judgment, taste, and original thinking.
• Translate business objectives into strong creative platforms, campaign ideas, messaging strategies, and executional direction.
• Concept and develop integrated campaigns across TV, digital video, paid social, OOH, email, landing pages, retail, and performance creative.
• Write, edit, and direct copy across a wide range of formats, from high-level brand campaigns to conversion-focused product messaging.
• Partner closely with designers, art directors, producers, media teams, UX/UI, digital, and external agencies to create work that is clear, cohesive, and effective.

Requirements

• 10+ years of creative experience with a strong foundation in copywriting, campaign development, and brand storytelling.
• 5+ years in a Creative Director, Associate Creative Director, Copy Lead, or senior copy leadership role.
• Experience leading and developing writers, with a clear ability to coach craft, build confidence, and improve team output.
• A portfolio that demonstrates strong writing, campaign thinking, brand voice development, messaging systems, and strategic creative leadership.
• Experience concepting and leading work across broadcast/video, paid social, digital, email, web, retail, and full-funnel campaigns.
• Strong understanding of how to build brands through language, including voice, positioning, messaging architecture, campaign platforms, and copy systems.
• Ability to write, edit, direct, and elevate copy across a wide range of tones, formats, brands, and business needs.
• Comfortable using AI tools as part of the creative process while knowing when human judgment, originality, and taste matter most.
• Able to lead creative reviews, present ideas to stakeholders, and defend copy decisions with clarity and strategy.
• Experience partnering with designers, art directors, producers, media teams, UX/UI teams, and external agencies.

Preferred

• Experience in home, lifestyle, consumer products, wellness, appliance, or DTC categories.
• Background working within an internal agency, shared services model, or multi-brand portfolio.
• Experience building brand voice systems, campaign platforms, messaging frameworks, and scalable copy guidelines.
• Experience managing writers across multiple brands, channels, priorities, and stakeholder groups.
• Comfortable working across both brand-building and performance-driven creative.

Benefits

• Take Brio from product-focused to lifestyle brand, starting day one.
• Shape the voice, messaging, and creative direction of multiple growing consumer brands.
• Lead and develop a small team of writers with room to build the copy discipline from the ground up.
• Create scalable systems that help strong copy move faster across brands, channels, and teams.
• Use AI as a creative advantage without losing the human thinking that makes work great.