Director of Copy

Balsam Brands•Redwood City, CA

1d•$155,000 - $194,000•Hybrid

About The Position

The Director of Copy leads the strategic vision, development, and execution of brand storytelling across Balsam Brands’ multi-brand portfolio. The role shapes a cohesive yet differentiated voice across digital, physical retail, and emerging channels, while supporting brand equity and business performance. The Director oversees and develops a high-performing copy team, builds scalable content frameworks, and partners across functions to improve the end-to-end customer experience from discovery through conversion. The role balances creative innovation with operational rigor and uses tools, data, and insights to evolve content and support growth. This is a full-time position reporting to the VP of Creative. The role follows a hybrid model, currently with in-office work on Monday, Tuesday, and Wednesday. Balsam Brands is a global, omnichannel retailer focused on holiday and home décor. Its mission is to create joy together, and it describes itself as a people-first company that values relationship building, authenticity, and doing the right thing. Its teams are located in Boise, the Bay Area, Dublin, the Philippines, Canada, and Mexico.

Requirements

14 or more years of experience leading copy, content, or brand storytelling functions at scale.
Strong leadership capabilities and a track record of building, developing, and managing high-performing creative teams across 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 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 and 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, localization strategies, and maintaining brand consistency across international markets.
Curiosity and openness to innovation, including use of 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, including the ability to understand, interact with, and critically evaluate AI technologies and applications across business functions.

Nice To Haves

Experience in a multi-brand, omnichannel retail or e-commerce environment.

Responsibilities

Drive overarching content storytelling strategy and content architecture across channels and touchpoints, maintaining consistent brand voice while balancing global standards with local market relevance.
Develop scalable content frameworks for the multibrand portfolio, protecting each brand’s distinct voice and positioning while making use of shared operational efficiencies.
Lead and develop a copy team that includes brand copywriters, product copy editors, and specialized writers for indirect partnerships, physical retail, and sub-brands.
Provide strategic copy direction, performance feedback, and career development; manage workload distribution and resource allocation across concurrent projects.
Lead the team with accountability for business outcomes, promote solution-sharing, and inspire the broader team and function with a vision aligned with organizational values.
Champion emerging tools and technologies, including AI-powered content solutions, to improve efficiency, consistency, and scalability while maintaining brand quality and an authentic voice.
Identify opportunities to streamline workflows, automate repetitive tasks, and improve creative output through strategic tool implementation.
Build collaborative relationships with merchandising, marketing, digital experience, operations, product development, and retail teams to ensure copy supports business objectives.
Cultivate partnerships with agencies, localization vendors, and creative collaborators to deliver content for diverse stakeholders and market requirements.
Partner with marketing, digital experience, and merchandising teams to optimize product copy, category descriptions, and promotional content for conversion and SEO throughout the customer journey.
Collaborate with UX/UI design teams to integrate brand voice into interface elements, navigation, error messages, form fields, filtering systems, and other interactive touchpoints.
Establish and maintain copy guidelines, style guides, and approval processes that ensure consistent messaging across markets while supporting localization.
Develop training resources and programs that help cross-functional teams communicate on-brand.
Collaborate with BHI marketing teams and localization partners on geographical adaptations that maintain brand integrity.
Develop and enforce editorial processes and quality control systems to ensure content accuracy, clarity, and excellence.
Establish approval workflows that balance creative quality with business velocity and ensure copy meets brand standards before publication.
Lead storytelling and messaging across digital, physical retail, catalog, and wholesale touchpoints to create a cohesive omnichannel customer experience.
Develop content strategies for customers moving between channels, reinforcing brand connection and supporting conversion at each interaction.
Monitor industry trends, competitor content strategies, and emerging best practices in retail storytelling and e-commerce content.
Analyze market shifts and customer behavior to inform content strategy and identify opportunities for differentiation and innovation.
Collaborate with creative, marketing, and merchandising teams to develop seasonal inspirational hooks, campaign narratives, and story ideas for collections and product launches.
Translate seasonal themes into compelling copy across touchpoints that supports merchandising and marketing objectives.
Create distinct yet complementary storytelling strategies and innovative ways to express brand personality across the portfolio.
Identify opportunities to strengthen brand connection through copy for packaging, customer service communications, loyalty programs, and experiential retail moments while maintaining authenticity and consistency.

Benefits

Competitive compensation, including a cash-based incentive plan and annual salary review.
Comprehensive medical, dental, and vision coverage, with 100% of monthly premiums covered for team members and 85% or more employer-paid premiums for other coverage tiers that include dependents.
Up to $2,000 annual funding toward HSA accounts.
Medical, transit, and dependent care flexible spending accounts.
Infertility coverage on all medical plans.
Generous parental leave program and flexible return options.
Company-paid life and AD&D insurance.
Company-paid short- and long-term disability insurance.
401(k) with dollar-for-dollar company match up to $4,000 per calendar year.
Employee Assistance Program and other mental health and wellness perks.
Paid holidays, annual shutdown week, PTO, and volunteer time off.
Paid five-week sabbatical after 10 years of employment.
Annual continuous learning benefit up to $1,000 per person per fiscal year.
Up to $300 flexible reimbursement to support a new team member’s work-from-home setup.
Team member merchandise discount.
Identity theft protection.
Subsidized parking.
Monthly wellness benefit.
Pet insurance.
Accident and critical illness insurance.