Advertising Copywriter

Global Furniture Group; Toronto; On-site; CAD 55,000 - 85,000; Full time

Job summary

Global Furniture Group is seeking a seasoned B2B advertising copywriter with deep expertise in the North American contract and commercial furniture industry. You will craft compelling, technical copy for architects, interior designers, procurement professionals, and specifiers across Canada and the United States.

You’ll translate complex specifications and ergonomic design details into clear, brand-aligned messaging, while ensuring compliance with ANSI/BIFMA, CGSB, LEED and GREENGUARD standards

Qualifications

• 2–3 years of B2B copywriting in the commercial/contract furniture industry.
• 4–5 years in copywriting, advertising, content development, and strategic marketing communications.
• Portfolio of work required.
• Experience with a like-sized company to Global and leadership in NA contract furniture market.

Responsibilities

• Develop high-level advertising copy, digital marketing content, and technical product descriptions for A&D, dealers, and procurement professionals.
• Translate complex specifications, materials, and ergonomic design into clear, persuasive messaging across channels.
• Serve as a subject matter expert on furniture standards, certifications and sustainability frameworks.
• Collaborate with marketing and sales to align objectives with external audiences and buying decisions.

Skills

B2B copywriting

Content strategy

ANSI/BIFMA knowledge

CGSB knowledge

Sustainability standards

Audience targeting

Education

Bachelor's degree in Communications or Marketing & Advertising

Job description

We are seeking a seasoned B2B advertising copywriter with specialized expertise in the North American contract and commercial furniture industry. This role is responsible for creating compelling, technical, and persuasive copy that speaks directly to the architecture and design (A&D) community, contract dealers, facility planners, and other commercial interiors professionals across Canada and the United States. The candidate needs to have experience with prevailing industry standards applicable to contract furniture including the American National Standards Institute/Business and Institutional Furniture Manufacturers Association “ANSI/BIFMA” and the Canadian General Standards Board “CGSB”.

The ideal candidate possesses an in-depth understanding of our product categories—including seating, desking, tables, filing, and storage—and their application across workplace, healthcare, and education environments. A strong grasp of the contract interiors market, industry standards and the contract/commercial furniture buying process is essential.

Key Responsibilities:

• Specialized Content Creation: Develop high-level advertising copy, digital marketing content, and technical product descriptions that effectively engage targeted audiences. Translate complex technical specifications, material attributes, and ergonomic design principles into clear, persuasive, and brand-aligned messaging through skilled copywriting. Create content across multiple communication channels, including the company website, social media, traditional (print) media and industry organization platforms and events.
• Industry Subject Matter Expertise: Serve as a subject matter expert across the product portfolio and the broader contract/commercial furniture industry. Ensure all communications demonstrate an in-depth understanding of furniture market trends, furniture specification processes, design influences, industry standards and terminology to strengthen brand credibility with design and procurement audiences. This includes having knowledge of the regulatory and legal requirements associated with ensuring that the products meet all ANSI/BIFMA and CGSB requirements as well as products liability and safety parameters associated with furniture. In addition, the candidate will need to have a knowledge of LEED, Greenguard and ANSI/ BIFMA e3 sustainability standards accreditation for products.
• Targeted B2B Communications: Develop targeted, insight-driven messaging for key stakeholders including architects, interior designers, and procurement professionals and government specifiers. Will need to translate industry trends, research findings, and product innovations into relevant, actionable copy and content that supports specification and purchasing decisions in the workplace, healthcare, public sector and education markets. Serve as the strategic link between our internal marketing and sales teams and our external audiences, translating business and product objectives into clear, consistent, and impactful communications across all external communications channels.
• Brand Management + Product Positioning: Collaborate closely with product development and industrial design teams to effectively translate product innovation into effective differentiated market positioning for workplace, education and healthcare applications. Ensure consistency across all touchpoints while reinforcing brand identity, market leadership, and strategic growth objectives.

Key Areas of Focus:

• Product positioning and launch strategy
• Technical product storytelling through effective copywriting
• Furniture specification and design industry communications
• Workplace, healthcare, and education market expertise
• Competitive differentiation and value proposition development
• Thought leadership and industry trend analysis
• Sustainability, wellness, and ergonomic messaging
• Digital marketing and content strategy
• Cross-functional collaboration with design, engineering, and product teams

Qualifications:

• Required Experience: Minimum 2-3 years of B2B copywriting experience specifically within the commercial/contract furniture industry. 4-5 years of professional experience in copywriting, advertising, content development, and strategic marketing communications. Portfolio of work required. Experience should be with a like-sized company (to Global) and leader within the North American contract/commercial furniture market.
• Industry Expertise: Proven track record creating content for all primary furniture categories (seating, desking, tables, filing, and storage) across workplace, healthcare, and educational sectors within the North American contract/commercial furniture market. Demonstrates in-depth expertise communicating with key stakeholders within the contract/commercial furniture industry including architects, interior designers, contract dealers, specifiers, facility planners, and procurement professionals.
• Technical Proficiency: Demonstrates advanced knowledge and experience communicating contract/commercial furniture specifications, industry standards, and product performance requirements. Proven understanding of furniture applications, material technologies, and workplace design principles to create accurate, credible, and technically sound communications. Expertise in industry certifications (e.g., BIFMA, GREENGUARD) and sustainability frameworks to ensure current compliance, environmental and wellness considerations are accurately communicated.
• Strategic Writing: Ability to synthesize complex technical product details—including material finishes, ergonomics, and space planning concepts—into concise, market-ready communications.
• Content Expertise & Audience Growth: Proven track record of creating compelling content that successfully expands audience reach and drives engagement rates across all digital/social media platforms, while maintaining and nurturing existing communities. Must be able to demonstrate this success through detailed performance tracking on both a month-to-month and year-over-year basis.
• Education: Bachelor’s degree in Communications or Marketing & Advertising. A copywriting specific degree or certification is highly desired.
• Location: This is an in-office position (5 days a week).

We thank all candidates for their interest, however, only those selected for an interview will be contacted. Valuing diversity, equity and inclusion in the workplace and supporting the principles of Canada's Employment Equity Act. Global Furniture Group values employment equity and is an equal opportunity employer. We will accommodate the needs of applicants with disabilities during the recruitment process. Those requiring accommodation should advise Human Resources and Global will provide suitable accommodation in a manner that considers the applicant’s accessibility needs due to disability. Global Furniture Group offers a competitive salary, benefits package and opportunities for professional growth and development.