Director of Copy

Balsam Brands•Redwood City, CA

23h•$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, supporting brand equity and business performance. It oversees a copy team, develops scalable content frameworks, and partners cross-functionally to enhance the end-to-end customer experience from discovery through conversion. The position balances creative innovation with operational rigor and uses tools, data, and insights to evolve content and drive growth. This is a full-time role reporting to the VP of Creative. It follows a hybrid model, currently with in-office work on Monday, Tuesday, and Wednesday. The Director will lead content strategy and architecture; establish distinct but aligned brand voices; manage and develop copywriters, editors, and specialized writers; and improve workflows through tools and technologies, including AI-powered solutions. The role partners with internal teams and external agencies and localization vendors, optimizes e-commerce content for conversion and SEO, integrates brand voice into UX/UI, and develops guidelines and quality-control processes. It also leads omnichannel storytelling across digital, retail, catalog, and wholesale, monitors competitors and market trends, and works with creative, marketing, and merchandising teams on seasonal campaigns and brand narratives.

Requirements

14+ 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 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 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, including 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 content storytelling strategy and content architecture across channels and touchpoints, balancing brand consistency with local-market relevance.
Develop scalable content frameworks for a growing multibrand architecture, preserving distinct brand positioning while using shared operational efficiencies.
Lead, develop, and manage a copy team, including brand copywriters, product copy editors, and specialized writers; provide direction, feedback, career development, and workload and resource allocation.
Lead the team with accountability for business outcomes, encourage solution-sharing, and align the team’s vision with organizational values.
Champion emerging tools and technologies, including AI-powered content solutions, and identify workflow improvements, automation opportunities, and ways to enhance creative output while maintaining brand quality and authenticity.
Build collaborative relationships with merchandising, marketing, digital experience, operations, product development, and retail teams, and cultivate external partnerships with agencies, localization vendors, and creative collaborators.
Partner with marketing, digital experience, and merchandising to optimize product copy, category descriptions, and promotional content for conversion and SEO across the customer journey.
Collaborate with UX/UI design teams to integrate brand voice into interface elements, navigation, error messages, form fields, filters, and other interactive shopping experiences.
Establish copy guidelines, style guides, and approval processes that support consistent messaging across markets and effective localization.
Develop training resources and programs to help cross-functional teams communicate on-brand; work with BHI marketing teams and localization partners on geographic adaptations.
Develop and enforce editorial processes and quality-control systems for accuracy, clarity, and quality; establish approval workflows that balance creative standards and business velocity.
Lead storytelling and messaging across digital, physical retail, catalog, and wholesale touchpoints to create a cohesive omnichannel customer experience.
Monitor industry trends, competitor content strategies, and retail and e-commerce storytelling practices; analyze market shifts and customer behavior to inform content strategy and identify opportunities.
Collaborate with creative, marketing, and merchandising teams on seasonal hooks, campaign narratives, and story ideas, translating themes into copy across touchpoints and product launches.
Develop innovative ways to express brand personality across the brand portfolio and strengthen brand connection through packaging, customer service communications, loyalty programs, and experiential retail.

Benefits

Competitive compensation, including a cash-based incentive plan and annual salary review.
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 setup of a new team member’s work-from-home environment.
Team member merchandise discount.
Identity theft protection.
Subsidized parking.
Monthly wellness benefit.
Pet insurance.
Accident and critical illness insurance.