Freelance Copywriter

H&M•New York, NY

7d•$97,840 - $122,300•Onsite

About The Position

The Copywriter is the verbal voice of the U.S. marketing transformation, developing copy, messaging, and content strategy that connects the brand with U.S. consumers across channels and touchpoints. Working closely with the Content Lead and Global Marketing team, the role adapts global brand strategy and voice for U.S. audiences while preserving the integrity of the overall brand voice. This is an on-site position based at the New York Support Office. It reports to the Marketing Manager and has a dotted-line relationship to the Global Content Production Lead. The role writes and adapts copy for U.S. in-store environments, digital marketing, email, push, and SMS. It also develops and maintains a U.S. copy style guide and messaging library. The position requires strong linguistic and organizational skills, relevant content-management and copy-editing experience, and proficiency with creative and office software tools.

Requirements

Degree in Marketing, Communication, or a related field, or equivalent experience.
Highly structured, with the ability to manage many parallel tasks.
Strong linguistic skills.
Proficiency in creative and office software tools.
Fluent in English and at least one local language.
At least 3 years of experience in content management, copy editing, and proofreading.
Experience managing content for media platforms.

Nice To Haves

Experience in the fashion industry.
In multilingual Sales markets, at least two local languages are preferred.

Responsibilities

Ensure copy across content reflects a U.S. retail and cultural perspective that resonates with 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 that does not align 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 length, tone, and format to each platform and consumer intent.
Stay current on U.S. digital content trends, platform best practices, and consumer language.
Develop and maintain a U.S. copy style guide covering brand voice, contextual tone variations, grammar and formatting conventions, and U.S.-specific language preferences.
Build and maintain a messaging library of approved copy blocks, product descriptors, campaign taglines, and reusable copy frameworks.