Director of Copy

As Director of Copy, you will lead the strategic vision, development, and execution of brand storytelling across a complex, multi-brand portfolio. This role is responsible for shaping a cohesive yet differentiated voice across all customer touchpoints—digital, physical retail, and emerging channels—while driving content excellence that supports both brand equity and business performance. You will oversee a high-performing team, establish scalable content frameworks, and partner cross-functionally to ensure copy enhances the end-to-end customer experience, from discovery through conversion. This leader will balance creative innovation with operational rigor, leveraging tools, data, and insights to continuously evolve how content engages customers and drives growth.

This full-time position reports to the VP of Creative and is expected to work in a hybrid model, which currently includes Monday, Tuesday, and Wednesday in-office.

What you’ll do:

Strategic Content Leadership

Drive overarching content storytelling strategy and content architecture across all channels and touchpoints, ensuring brand voice consistency while balancing global brand standards with local market relevance

Develop scalable content frameworks that support the company's growing multibrand architecture, ensuring each brand maintains its distinct voice and positioning while leveraging shared operational efficiencies

Copy Team Leadership & Development

Lead and develop a high-performing copy team including brand copywriters, product copy editors, and specialized writers for indirect partnerships, physical retail environments, and multiple sub-brands

Provide strategic copy direction, performance feedback, and career development opportunities while managing workload distribution and resource allocation across multiple concurrent projects

Leads team with accountability for business outcomes, promoting solution-sharing and inspiring the broader team/function with a vision aligned with organizational values

Innovation & Operational Excellence

Champion the adoption of emerging tools and technologies, including AI-powered content solutions, to drive efficiency, consistency, and global scalability. Identify opportunities to streamline workflows, automate repetitive tasks, and enhance creative output through strategic tool implementation while maintaining brand quality and authentic voice

Relationship Building & Partnership Development

Build and maintain collaborative relationships with key internal partners across merchandising, marketing, digital experience, operations, product development, and retail teams to ensure copy supports broader business objectives

Cultivate external partnerships with agencies, localization vendors, and creative collaborators to deliver exceptional content that meets diverse stakeholder needs and market requirements

Ecommerce Content Optimization

Partner with marketing, digital experience, and merchandising teams to optimize product copy, category descriptions, and promotional content for conversion and SEO performance, ensuring copy supports the complete customer journey from discovery to purchase while maintaining brand voice

UX/UI Brand Voice Integration

Collaborate closely with UX/UI design teams to infuse brand voice throughout the technical shopping experience, ensuring copy enhances usability and reinforces brand personality across interface elements, navigation, error messages, form fields, filtering systems, and interactive touchpoints throughout the customer journey

Global Brand Consistency & Localization

Establish and maintain comprehensive copy guidelines, style guides, and approval processes that ensure consistent brand messaging across all markets while enabling effective localization for international territories

Develop training resources and programs to empower cross-functional teams to communicate on-brand

Collaborate with BHI marketing teams and localization partners to support geographical adaptations that maintain brand integrity

Editorial Standards & Quality Assurance

Develop and enforce editorial processes and quality control systems that ensure accuracy, clarity, and excellence across all content

Establish approval workflows and structures that balance creative quality with business velocity, ensuring all copy meets brand standards before publication

Omni-Channel Experience Development

Lead the creation of seamless storytelling and messaging that connects digital, physical retail, catalog, and wholesale touchpoints into a cohesive customer experience

Develop content strategies that support customers moving fluidly between channels, from browsing catalogs to shopping in-store to completing purchases online, ensuring copy reinforces brand connection and supports conversion at every interaction point regardless of where customers engage

Competitive Intelligence & Market Analysis

Monitor industry trends, competitor content strategies, and emerging best practices in retail storytelling and e-commerce content to keep the brand at the forefront

Analyze market shifts and customer behavior patterns to inform content strategy and identify opportunities for differentiation and innovation

Seasonal Creative Development

Collaborate with creative, marketing and merchandising teams to conceptualize seasonal inspirational hooks, campaign narratives, and story ideas that drive customer engagement across collections and product launches

Translate seasonal themes into compelling copy that resonates across multiple touchpoints while supporting merchandising and marketing objectives

Brand Voice Innovation

Establish innovative approaches to infuse brand personality throughout the customer experience across the brand architecture

Create distinct yet complementary storytelling strategies for each brand within the portfolio, ensuring individual brand voices remain authentic while supporting the overall company vision

Identify opportunities to strengthen brand connection through copy across all touchpoints, including packaging, customer service communications, loyalty programs (ex: BH Insiders), and experiential retail moments, while maintaining authenticity and consistency with established brand positioning

What you bring to the table:

14+ years of experience leading copy, content, or brand storytelling functions at scale, preferably within a multi-brand, omnichannel retail or e-commerce environment

Strong leadership capabilities with 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 impactful 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 with 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 leveraging 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, enabling effective understanding, interaction, and critical evaluation of AI technologies and applications across diverse business functions

About Us: Bal