Creative Director, Copy

About the role

We are seeking a Creative Director, Copy to lead the copy discipline across Softline Solutions' portfolio, including Brio Water, Closet World, Closets by Design, and other growing consumer brands. This role is responsible for crafting compelling copy that resonates with consumers and drives business growth.

Responsibilities

• Lead the copy discipline across Softline-served brands including Brio Water Technology, Closet World, Closets by Design, and others.
• Own brand voice, messaging, and storytelling across campaigns, product launches, websites, emails, paid media, video, social, retail, and internal brand systems.
• Lead, mentor, and develop a small team of writers, helping them strengthen their craft, sharpen their strategic thinking, and grow in their roles.
• Provide clear creative direction, feedback, and coaching that improves both the work and the writer behind it.
• Develop scalable copy systems, messaging frameworks, brand voice guidelines, reusable language banks, and creative toolkits that help teams move faster without flattening the work.
• Use AI tools thoughtfully to improve speed, exploration, organization, and iteration while preserving space for human creativity, judgment, taste, and original thinking.
• Translate business objectives into strong creative platforms, campaign ideas, messaging strategies, and executional direction.
• Concept and develop integrated campaigns across TV, digital video, paid social, OOH, email, landing pages, retail, and performance creative.
• Write, edit, and direct copy across a wide range of formats, from high-level brand campaigns to conversion-focused product messaging.
• Partner closely with designers, art directors, producers, media teams, UX/UI, digital, and external agencies to create work that is clear, cohesive, and effective.
• Lead creative development for broadcast and video projects, including concepting, scripting, pre-production, on-set direction, and post-production review.
• Bring a strong point of view to brand voice, consumer insight, narrative structure, tone, humor, emotional payoff, and the role copy plays in the customer journey.
• Run copy and creative reviews, articulating what’s working, what isn’t, and why.
• Support positioning, messaging, and creative development for Closet World, Closets by Design, and future Softline portfolio brands.
• Champion a culture of clear thinking, strong ideas, sharp writing, creative curiosity, and high standards.

Requirements

• 10+ years of creative experience with a strong foundation in copywriting, campaign development, and brand storytelling.
• 5+ years in a Creative Director, Associate Creative Director, Copy Lead, or senior copy leadership role.
• Experience leading and developing writers, with a clear ability to coach craft, build confidence, and improve team output.
• A portfolio that demonstrates strong writing, campaign thinking, brand voice development, messaging systems, and strategic creative leadership.
• Experience concepting and leading work across broadcast/video, paid social, digital, email, web, retail, and full-funnel campaigns.
• A strong understanding of how to build brands through language, including voice, positioning, messaging architecture, campaign platforms, and copy systems.
• Ability to write, edit, direct, and elevate copy across a wide range of tones, formats, brands, and business needs.
• Comfortable using AI tools as part of the creative process while knowing when human judgment, originality, and taste matter most.
• Able to lead creative reviews, present ideas to stakeholders, and defend copy decisions with clarity and strategy.
• Experience partnering with designers, art directors, producers, media teams, UX/UI teams, and external agencies.
• Able to move quickly in a fast-paced internal agency environment while keeping the creative bar high.
• Strong creative judgment, sharp taste, and the ability to turn loose direction into focused, effective work.

Qualifications

• Education: Bachelor's degree in Communications, Marketing, Advertising, or related field.
• Experience: 10+ years of relevant experience in copywriting and brand strategy.
• Technical Skills: Proficiency in Adobe Creative Suite, Figma, and other relevant software.

Skills

• Copywriting
• Campaign Development
• Brand Storytelling
• Leadership
• Mentoring
• Team Management
• AI Integration
• Strategic Thinking
• Copy Editing
• Concepting
• Collaboration
• Reviewing
• Presenting

Benefits

• Flexible Work Schedule
• Competitive Compensation ($150,000 - $215,000)
• Health Insurance
• Retirement Plans
• Professional Development Opportunities
• Employee Recognition Programs

Pay

The Pay Range For This Role Is 150,000 - 215,000 USD per year(Softline HQ)