Manager, Copy - West Elm

About the Team

West Elm is a thriving global brand dedicated to modern design for real life. We believe great design should be accessible to all. Our mission is to create forward-thinking, functional solutions that unite value, quality, and innovation, while inspiring people to express their personal style and find joy in the spaces they call home.

About the Role 

The Manager, Copywriter will help create the brand voice across all marketing communications, which include digital, catalog and store collateral. The successful candidate will be a strategic, idea-driven storyteller responsible for developing compelling, insight-led copy across all channels, from brand platforms and campaigns to social, digital, catalog, video and store collateral. They partner closely with cross functional teams to translate business objectives into clear, distinctive creative ideas that build brands and drive results. This role requires the ability to lead concept development, write with a strong point of view, self -edit throughout the process, and elevate the creative work through craft, clarity, and cultural relevance. This position reports to the VP, Integrated Brand Marketing.

Responsibilities 

Brand Voice and Tone 

• Serve as the primary steward and evolution lead for the brand’s voice and tone across all channels, ensuring consistency while modernizing how the brand communicates.
• Refine and articulate a clear, differentiated brand voice that reflects current business strategy, customer expectations, and cultural relevance.
• Translate brand positioning into actionable voice and tone guidelines for all content types, including, editorial content, campaigns, and emerging digital experiences.
• Embed voice and tone into every customer touchpoint.
• Audit existing content ecosystems (e.g. catalog, social, site, retail, email, etc.) to identify gaps and opportunities for voice alignment and elevation.
• Establish scalable frameworks that ensure all copy meets the highest editorial standards and aligns with brand voice guidelines. 
• Own copy from first draft through final execution, ensuring accuracy, clarity, and consistency before stakeholder review.
• Apply strong editorial judgment to adapt messaging for different audiences, channels, and objectives.
• Identify and resolve inconsistencies in voice, messaging, and product information proactively.

AI-Enabled Workflow 

• Train and refine AI tools and models to accurately reflect the brand’s voice, tone, and storytelling principles.
• Champion a “human-in-the-loop” approach to ensure AI accelerates copy creation without compromising creativity, authenticity, or editorial integrity. 
• Develop prompt libraries, tone guidelines, and guardrails that enable AI-generated content to remain on-brand.
• Continuously evaluate AI outputs, creating feedback loops to improve quality, nuance, and brand alignment over time.
• Partner with cross functional teams to build brand-specific language models and scalable content systems.

Performance & Optimization

• Partner with marketing, CRM, and performance teams to test, iterate, and optimize messaging across channels.
• Balance brand storytelling with conversion goals, ensuring copy drives measurable results.
• Use data insights and AI tools to inform messaging strategy and personalization.

Collaboration & Cross-Functional Partnership

• Work closely with cross functional partners teams to ensure cohesive storytelling.
• Provide guidance, feedback, and mentorship to junior writers and freelancers.

• Manage copy timelines, approvals, and cross-channel alignment in a fast-paced environment.

   

Criteria

• Bachelor’s degree 

• 5+ years writing experience in advertising agency copywriter/copy lead role is required 

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