Brand Copywriter
Our global house-of-brands inspires and empowers youth culture. Relentlessly committed to fuel a shared passion for self-expression, we create unrivaled experiences at the heart of the sport and sneaker communities through the power of our people. If you want to be a part of something bigger than you can imagine, you’ve come to the right place.
The Brand Copywriter is responsible for creating compelling editorial content for an assigned banner that resonates with the consumer and generates interaction, engagement, and sales through brand channels. You will interpret project direction and customer demographic to produce marketing copy including calls to action, search engine optimized site content, email content, instructionals, presentations, promotional copy, campaign briefs, and other applicable copy-driven material as assigned. Editorial projects will maintain brand image and vendor standards.
As the Brand Copywriter you will develop and maintain a strong relationship with the assigned banner team to create a solid strategic foundation for all content, participates in the development of campaigns and projects as requested, and works with critical stakeholders including Brand, Performance, Loyalty, Design, UX/UI, Site Development, Customer Service, and Mobile to roll out marketing editorial. Additional responsibilities include working with brand leadership to develop a copy brand book and style guide, framing all messaging around the accepted muse vocabulary and usage, and reviewing all banner copy for relevance and resonance.
The Brand Copywriter priorizes the flow of current and upcoming marketing projects and addresses additional editorial issues. Characteristics of a successful brand copywriter include strong editorial skills, exceptional collaboration and organizational skills, and the ability to participate in matrix relationships. This position requires an excellent ability to be organized, detailed-oriented, knowledgeable in best marketing editorial practices, and flexible while working in a fast-paced team environment where speed, accuracy, and brand voice skills are required.
Responsibilities
- Write/edit accurate, sales-oriented product and promotional copy that adheres to brand standards and legal requirements. Primary responsibility is brand marketing copy (site messaging, emails, and search engine optimized content); output may also include interviews, calls to action, PDP editing, app & mobile-specific assignments, or other content as directed. Work with team to coordinate writing assignments with current editorial staff and freelancers.
- Possess strong writing, punctuation, vocabulary, and compositional skills. Articulate nuances in feature/benefit format. Clearly explain technical information in a variety of long- and short-form formats. Research and add detail or seek information from vendors, buyers, influencers, blogs, or other reputable sources to tell a complete marketing story. Identify and call out key attributes of products for customers, and provide historical or cultural context to build customer rapport and awareness.
- Become familiar with the brand, products and customers to develop appropriate strategies for each demographic. Attend product presentations, project kickoffs, strategy plan reviews, and other meetings to understand products, customers, and brand voice. Help coordinate editorial content with brand team as needed, incorporating knowledge of product and critical campaigns to build compelling stories.
- Actively participate in ongoing muse research independently and with the team. Review market research and available reports to stay on top of trends, muse vernacular, demographics, sales, and goals.
- Create each brand’s customer-facing editorial voice. Remain active in muse research and adapt copy to changing customer communication trends as needed.
- Work with other departments to facilitate the acquisition of information; research and gather additional information independently as needed or as directed. Develop contacts throughout the industry to use as sources and background. Create thoughtful, compelling questions for sources that result in deeper story context if required by the project.
- Organize time to research, compose drafts, edit, and rewrite articles, search engine optimized copy as necessary and integrate best SEO practices.
- Implement revisions as indicated on proofs and as requested, adapting brand and vendor standards and clarifying any ambiguous issues. Review all projects for completeness, accuracy, customer clarity, and correct reflection of brand and vendor standards.
- Attend vendor presentations, seminars, photo shoots, and interview opportunities as needed. Incorporate applicable information into the project.
- Understand how to access and utilize copy repository database and related software. Coordinate with third-party vendors for export and receipt of copy as needed.
- Assist others in the department and cross-train within editorial to understand various copy processes to help different areas as needed. Review and edit third-party submissions as needed.
- Receive instruction, guidance and direction from supervisors and stakeholders; coordinate projects with other members of the creative team and Shared Services teams.
- Display general knowledge of practices and procedures throughout Creative and Marketing.
- Organize and prioritize a high workload volume, ensuring that critical milestone dates are met.
- Complete work with limited supervision. Work collaboratively in a matrix environment to achieve Foot Locker Inc. objectives.
- Provide regular updates to supervisors, including opportunities and vulnerabilities.
Qualifications
- Bachelor's degree (B.A.) from four-year college or university in Communications, English, Journalism, or a related field.
- Minimum of six months (including internships) related experience and/or training is preferred.
- Knowledge of SEO and digital marketing a plus.
- Excellent organizational and prioritizing skills and the ability to work independently.
- Ability to read, analyzes, and interprets general business periodicals, professional journals, technical procedures, or governmental regulations.
- Ability to write reports, business correspondence, and procedure manuals, highly preferred.
- Strong communication (Verbal and Written) and research skills.
- Passionate about sneaker culture, fashion trends, music, sports.