Brand Copywriter

Goodwill Houston; Houston (TX); On-site; USD 55,000 - 85,000; Full time

Job summary

Goodwill Houston is seeking a Brand Copywriter to craft the organization's voice across external and internal touchpoints, driving brand awareness and donor engagement. You will work with design, social, and brand leads to ensure messaging is authentic and aligned with GWH’s mission.

The role requires a bachelor’s degree and 3–5 years of professional copywriting experience, with a portfolio spanning multi-channel campaigns and digital content.

Qualifications

• Bachelor's degree in English, journalism, advertising, communication, creative writing, or related field; equivalent experience considered.
• 3–5 years of professional copywriting experience in agency, studio, or in-house marketing.
• Strong portfolio showing multi-channel campaigns, retail copy, storytelling and digital marketing pieces.
• Experience translating brand strategies into taglines, platforms, and promotional copy.
• Knowledge of SEO copywriting and digital content optimization.
• Proficiency with digital tools (Office/Google, Asana; familiarity with Adobe CC or Figma).
• Occasional local travel across the greater Houston area for interviews, events, or locations.
• Bilingual English/Spanish is an asset.
• Authorized to work in the United States without sponsorship.

Responsibilities

• Develop clear, brand-aligned copy across channels like signage, digital ads, emails, webpages, and scripts.
• Maintain and evolve brand voice guidelines across audience segments.
• Collaborate with WFD to craft impact profiles and client stories.
• Partner with design to align messaging with visuals from concept to delivery.
• Write engaging copy for social, ads, newsletters, and campaigns.
• Support executive presentations, events, press collateral, and annual reports.
• Proofread for grammar and AP/style conventions across materials.
• Test copy variations to improve engagement and metrics.
• Perform other duties to support organizational needs.

Skills

Copywriting

Brand voice

Portfolio development

SEO copywriting

Digital collaboration

Bilingual (English/Spanish)

Interviews for profiles

Education

Bachelor's degree in English/Journalism/Advertising/Communication/Creative Writing

Tools

Microsoft Office

Google Workspace

Asana

Adobe Creative Cloud

Frame.io

Figma

Job description

Mission Support

Goodwill Houston (GWH) is transforming lives by connecting people to opportunities that advance the future of work. Through education, training, and employment, we create pathways to success for individuals facing employment barriers. We empower people, strengthen families, and impact communities by addressing both immediate and future workforce needs. With the generous support of our donors and retail customers, we are changing lives through the power of work.

Job Title

Brand Copywriter

Department

Donated Goods Program (DGP)

Reports to

Sr. Brand Marketing Manager

Status

Exempt

Position Summary

Serves as the primary voice and narrative architect for GWH across external and internal touchpoints. Conceives, writes, and edits compelling copy that drives top-of-funnel brand awareness, increases Donated Goods Retail (DGR) foot traffic, inspires donor engagement, and spotlights Workforce Development (WFD) success stories. Working collaboratively with design, social, and brand leads, the Brand Copywriter ensures all organizational messaging is distinct, authentic, and aligned with GWH’s mission.

Essential Duties and Responsibilities

• Develop clear, compelling, and brand-aligned copy across multiple channels, including retail signage, out-of-home advertising, digital ads, email marketing campaigns, website landing pages, and broadcast/radio scripts.
• Establish, maintain, and evolve the Goodwill Houston brand voice guidelines across distinct audience segments (thrifters/retail shoppers, donors, job seekers, and enterprise/community partners).
• Partner with Workforce Development (WFD) teams to conduct interviews and write human-centered, inspiring impact profiles and client success stories.
• Collaborate closely with the Graphic Designer to concept integrated campaigns, matching messaging hierarchy and typography with visual layouts from brief to final delivery.
• Write engaging, conversion-oriented copy for digital marketing initiatives, including organic social captions, paid search/social ad variants, and newsletter communications.
• Provide messaging support for executive presentations, major event scripts, press collateral, and annual impact reports.
• Ensure strict proofreading, grammatical precision, and alignment with AP Style (or internal style conventions) across all published marketing collateral.
• Test and optimize copy variations (A/B testing headlines, subject lines, calls-to-action) to increase engagement, open rates, and click-through metrics.
• Perform other duties as directed by management to support evolving organizational needs.

Additional Responsibilities

• Demonstrate professionalism, good judgment, and present a friendly, cooperative attitude.
• Ability to multitask, make quick decisions, adapt to change, and collaborate effectively in a fast-paced, team-oriented environment.
• Adhere to all GWH Policies & Procedures, Loss Prevention & Safety Regulations, and GWH Guiding Principles.
• Must be punctual, maintain a professional appearance, and perform expected duties.
• Maintain a high level of confidentiality.
• Must perform all duties according to GWH safety procedures, maintain good housekeeping standards, and ensure all walkways are clear and free of clutter.
• Adhere to local, state, and federal laws and regulations.

Minimum Qualifications

• A bachelor's degree in English, journalism, advertising, communication, creative writing, or a related field; equivalent professional experience may be considered in lieu of a degree.
• Three (3) to five (5) years of professional copywriting experience within an advertising agency, creative studio, or in-house marketing department.
• A strong portfolio demonstrates range across multi-channel campaigns, retail/consumer copy, storytelling/editorial pieces, and short-form digital marketing.
• Demonstrated experience translating brand strategies into distinct taglines, campaign platforms, and promotional copy.
• Working knowledge of SEO copywriting best practices and digital content optimization.
• Proficiency in digital collaboration tools (Microsoft Office/Google Workspace, Asana, Frame.io); familiarity with Adobe Creative Cloud or Figma is a plus.
• Must be able to travel locally across the greater Houston area occasionally to conduct client interviews, visit retail locations, or attend brand events.
• Bilingual proficiency (English/Spanish) is an asset.
• Must be legally authorized to work in the United States without sponsorship for current or future employment. GWH does not offer visa sponsorship for employment purposes.

Key Performance Indicators (KPI)

• Consistent delivery of high-quality copy that adheres to project timelines and creative briefs.
• Improvement in campaign engagement metrics (click-through rates, email open/conversion rates, and ad performance).
• Quality and consistency of voice across all enterprise touchpoints and retail collateral.
• Timely execution and cadence of published workforce success stories and brand narratives.

Physical Requirements/Work Environment

• Ability to sit, stand, bend, and reach.
• Ability to lift, push, and pull up to 25 lbs.
• Ability to work at a digital workstation for extended periods