Senior Copywriter: Brand Storyteller & Campaign Architect

Build-A-Bear; Northern (KY); Hybrid; USD 85,000 - 120,000; Full time

Job summary

Build-A-Bear is seeking a Senior Copywriter to shape the brand storytelling across guest touchpoints, campaigns, and product stories. You will develop seasonal storytelling platforms, naming frameworks, and messaging systems that deepen emotional connections and drive engagement.

You will move between high-level narrative development and hands-on copy for digital marketing, CRM, retail signage, packaging, and ecommerce.

Qualifications

• Bachelor's degree or related experience.
• 7+ years of copywriting and brand storytelling experience.
• Experience developing campaign concepts and cross-channel marketing.
• Excellent writing, editing, and verbal communication skills.
• Portfolio showing strategic thinking and hands-on copy across channels.
• Experience writing for digital, CRM, social, retail, product marketing, and brand campaigns.
• Ability to translate business objectives into engaging guest-facing content.
• Strong collaboration with designers, marketers, photographers, social teams.
• Ability to manage multiple projects in a fast-paced environment.
• Familiarity with SEO best practices and digital content strategy.

Responsibilities

• Own campaign narratives, seasonal storytelling platforms, and major brand messaging initiatives.
• Develop compelling product collection stories that create emotional connection and support product launches, licensing programs, collaborations, wholesale initiatives, and seasonal campaigns.
• Create and evolve character backstories, personality frameworks, naming systems, and narrative elements that strengthen Build-A-Bear's storytelling ecosystem.
• Write and edit copy across multiple channels including digital marketing, CRM, retail environments, paid media, video, social media, packaging, eCommerce, PR support, and brand campaigns.
• Develop messaging frameworks that ensure consistency of voice across all guest touchpoints.
• Partner closely with Brand, Marketing, Creative, eCommerce and Merchandising teams to concept and develop integrated campaigns from initial idea through execution, and transform guest insights into compelling stories, characters, and launch narratives.
• Create retail and experiential messaging that enhances the in-store guest experience and supports seasonal floor sets, promotions, and new initiatives.
• Support naming development for products, collections, experiences, programs, and strategic brand initiatives.
• Build scalable content and messaging systems that can be adapted across channels, markets, and audiences.
• Partner with eCommerce teams to improve discoverability, engagement, and conversion with content strategies designed for SEO, Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), and emerging AI-powered search and discovery experiences.
• Maintain brand voice standards and editorial consistency across all written communications.
• Present creative recommendations and narrative concepts confidently to stakeholders and leadership teams.
• Stay informed on emerging storytelling, content, retail, search, and AI trends that may influence guest behavior and brand communication.

Skills

Copywriting

Brand storytelling

Content strategy

Advertising

Marketing

Editorial skills

SEO basics

Collaboration

Education

Bachelor's degree

Job description

Build-A-Bear is seeking a Senior Copywriter to shape the brand storytelling across guest touchpoints, campaigns, and product stories. You will develop seasonal storytelling platforms, naming frameworks, and messaging systems that deepen emotional connections and drive engagement.

You will move between high-level narrative development and hands-on copy for digital marketing, CRM, retail signage, packaging, and ecommerce.