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