Freelance Copywriter

H&M Group•New York, NY

7d•$97,840 - $122,300•Onsite

About The Position

The Copywriter develops copy, messaging, and content strategy for H&M’s U.S. marketing, connecting the brand with U.S. consumers across channels and touchpoints. Working with the Content Lead and Global Marketing team, the role adapts global brand strategy and voice for local consumer relevance while preserving the integrity of the overall brand voice. This on-site position is based at the New York Support Office, reports to the Marketing Manager, and has a dotted-line relationship to the Global Content Production Lead. The role creates U.S.-relevant messaging and integrates copy with visual storytelling from concept through final asset delivery. It writes copy for in-store environments—including signage, wayfinding, product storytelling and education, and promotional and seasonal collateral—and collaborates with retail and visual merchandising teams to ensure copy works with store layouts and consumer flow. It also produces copy for digital marketing and owned channels such as email, push, and SMS, adapting content to platform, format, and consumer intent. The Copywriter develops and maintains a U.S. copy style guide covering voice, context-specific tone, grammar, formatting, and U.S.-specific language preferences. The role also maintains a messaging library of approved copy blocks, product descriptors, campaign taglines, and reusable frameworks.

Requirements

Degree in Marketing, Communication, or a related field, or equivalent experience.
At least 3 years of experience in content management, copy editing, and proofreading.
Strong linguistic skills.
Ability to manage many parallel tasks in a highly structured manner.
Proficiency with creative and office software tools.
Fluency in English and at least one local language.

Nice To Haves

Experience in the fashion industry.
Experience managing content for media platforms.
In multilingual Sales markets, fluency in at least two local languages is preferred.

Responsibilities

Ensure copy across content reflects U.S. retail culture and the moments, mindsets, and motivations relevant to U.S. consumers.
Collaborate with the Content Lead to integrate copy and visual storytelling from concept through final asset delivery.
Maintain alignment with global brand voice principles while making U.S. copy feel native rather than translated.
Identify and resolve copy misaligned with U.S. consumer expectations or retail context through the opt-out and substitution process.
Write copy for U.S. in-store environments, including destination signage and wayfinding, feature and hero wall messaging, product storytelling, product education, and promotional and seasonal collateral.
Balance brand storytelling with practical consumer guidance to help shoppers make informed decisions.
Work with retail and visual merchandising teams to integrate copy with in-store layouts and consumer flow.
Produce copy for U.S. digital marketing and owned channels, including email, push, and SMS, adapting content to platform, format, and consumer intent.
Keep current with U.S. digital content trends, platform best practices, and consumer language.
Develop and maintain a U.S. copy style guide covering brand voice, context-specific tone, grammar, formatting, and U.S.-specific language preferences.
Build and maintain a messaging library of approved copy blocks, product descriptors, campaign taglines, and reusable copy frameworks.