Head of Copy, Adobe Creative

Adobe•San Francisco, CA

About The Position

Adobe Creative is seeking a visionary Head of Copy to establish and lead the copywriting and narrative standards for Adobe Creative's campaign and creative work. This role involves building a world-class copywriting practice, team, and culture that embodies Adobe's brand identity and showcases the potential of its creative tools. The Head of Copy will oversee language and narrative across various outputs, including campaign platforms, multi-platform storytelling, digital experiences, product narratives, brand films, and live events. This position is crucial for defining how Adobe's writing and storytelling set the standard for creativity in the digital age, especially with the integration of AI. The role requires establishing verbal principles, frameworks, and workflows that enable stronger stories and language earlier in the creative process, and translating these into scalable systems and AI-enabled workflows. The Head of Copy will also drive Adobe's identity architecture and core brand system, partnering closely with Brand to ensure consistent and distinctive expression of Adobe's verbal identity.

Requirements

15+ years of experience in copywriting, narrative, or multidisciplinary creative leadership.
A world-class portfolio spanning campaigns, multi-platform copywriting, brand voice, product storytelling, and experiences.
Significant experience as an Executive Creative Director, Global Head of Copy, Creative Director, Head Writer, or equivalent.
Meaningful industry recognition through Cannes Lions, D&AD, The One Show, Clios, or equivalent.
A track record of building language and narratives for iconic global brands.
Experience building and leading writing teams, not simply reviewing copy.
Experience creating writers' rooms or collaborative writing models.
Exceptional creative judgment and the ability to clearly explain why writing succeeds or falls short.
The ability to move confidently between a headline, a script, a multi-platform response, a product story, and a verbal system.
Experience developing brand voice, naming, nomenclature, and narrative frameworks.
Experience directing agencies, campaign screenwriters, and specialist collaborators.
Deep fluency with AI-enabled writing and creative development workflows.
A clear point of view on how AI changes writing practice, authorship, and creative scale.
A commanding presenter who can communicate the value of language and narrative to senior executives.
A genuine and current understanding of culture, entertainment, technology, media, and creator communities.
A track record of building multidisciplinary teams, developing future writing leaders, and maintaining a high standard through speed, ambiguity, and change.

Responsibilities

Define and uphold the copywriting and narrative standard across Adobe Creative, establishing a clear point of view on world-class copywriting in the age of AI.
Build shared principles for narrative, scripts, headlines, and platform-native language, in partnership with Brand on voice and naming.
Ensure Adobe's voice is connected, recognizable, and avoids being corporate, repetitive, or predictable.
Develop frameworks, tools, and working practices that integrate copywriters early in the creative process.
Partner with internal teams to document and encode craft into systems that support speed and scale.
Lead copywriting and narrative from early creative development through final execution for Adobe's global campaigns, product launches, and high-velocity work.
Partner with the Head of Campaigns to create campaign platforms, headlines, scripts, and integrated language systems.
Collaborate with the Head of Design to develop integrated visual and verbal expressions.
Partner with the Head of Brand to translate Adobe’s verbal identity, naming principles, nomenclature, and tone of voice into distinctive creative expression.
Ensure strong ideas can be adapted across channels, formats, and audiences without losing clarity, humanity, or impact.
Direct agency copywriters, brand film screenwriters, and specialist collaborators from a clear internal Adobe point of view.
Hold externally produced copywriting commissioned by Adobe Creative to the same standard as internal creative.
Build and lead a multidisciplinary team of campaign, brand, and multi-platform copywriters.
Develop a strong leadership bench and clear growth pathways for copywriters.
Recruit exceptional copywriters with diverse perspectives, distinctive voices, and strong creative judgment.
Foster a culture of direct feedback, high standards, experimentation, generosity, and continuous learning.
Keep senior writing leaders close to the work and protect meaningful time for writing.
Utilize flexible copywriters’ rooms for major campaigns and priority creative opportunities, involving partners from across C&C, Product, and other teams.
Build relationships with writers across the organization to share language, tools, and creative learning.
Define Adobe Creative's point of view on how AI impacts writing, editing, authorship, and creative development.
Build AI-native workflows that expand creative exploration without reducing writing to generated volume.
Establish principles for evaluating AI-assisted writing based on originality, accuracy, voice, intention, and cultural intelligence.
Define where AI can support scale and where human authorship and creative judgment remain essential.
Act as creative customer zero, testing emerging language capabilities with Product.
Ensure teams understand responsible AI, provenance, creator rights, and Content Credentials.
Represent Adobe Creative’s copywriting, voice, and narrative in executive and cross-functional forums.
Translate narrative and language decisions into clear, actionable choices.
Advocate for early involvement of Adobe Creative's writers in brand, product, and creative development.
Connect exceptional copywriting to audience understanding, emotional impact, brand distinction, and business value.
Present work with clarity, confidence, and conviction.