Creative Director, Copy

About Softline Solutions

Softline Solutions is a full-service digital marketing agency based in Southern California that helps businesses grow online by increasing visibility, generating leads, and boosting sales. They build tailored, data-driven campaigns across key digital channels and manage everything from strategy to execution and reporting. The goal is measurable growth, not buzzwords.

About the role

We're looking for a Creative Director, Copy to lead the copy discipline across the Softline Solutions portfolio, including Brio Water, Closet World, Closets by Design, and other growing consumer brands.

This is the role responsible for how our brands speak, sell, explain, persuade, and connect. From campaign concepts and broadcast scripts to product messaging, email, paid social, web copy, brand voice systems, and performance creative, you'll help turn business goals into clear, compelling creative that moves people.

You'll lead a small team of writers, not just by managing workflow, but by developing their craft, sharpening their strategic thinking, and helping them grow into stronger creative partners. You'll also build the systems, tools, and processes that make great copy easier to scale across a multi-brand portfolio, including smart use of AI tools without losing the human taste, nuance, and originality that make the work worth noticing.

This is a role for a seasoned copy leader who can write the line, shape the idea, coach the team, build the system, and raise the creative bar across every channel.

What You'll Do

• Lead the copy discipline across Softline-served brands including Brio Water Technology, Closet World, Closets by Design, and others.
• Own brand voice, messaging, and storytelling across campaigns, product launches, websites, emails, paid media, video, social, retail, and internal brand systems.
• Lead, mentor, and develop a small team of writers, helping them strengthen their craft, sharpen their strategic thinking, and grow in their roles.
• Provide clear creative direction, feedback, and coaching that improves both the work and the writer behind it.
• Develop scalable copy systems, messaging frameworks, brand voice guidelines, reusable language banks, and creative toolkits that help teams move faster without flattening the work.
• Use AI tools thoughtfully to improve speed, exploration, organization, and iteration while preserving space for human creativity, judgment, taste, and original thinking.
• Translate business objectives into strong creative platforms, campaign ideas, messaging strategies, and executional direction.
• Concept and develop integrated campaigns across TV, digital video, paid social, OOH, email, landing pages, retail, and performance creative.
• Write, edit, and direct copy across a wide range of formats, from high-level brand campaigns to conversion-focused product messaging.
• Partner closely with designers, art directors, producers, media teams, UX/UI, digital, and external agencies to create work that is clear, cohesive, and effective.
• Lead creative development for broadcast and video projects, including concepting, scripting, pre-production, on-set direction, and post-production review.
• Bring a strong point of view to brand voice, consumer insight, narrative structure, tone, humor, emotional payoff, and the role copy plays in the customer journey.
• Run copy and creative reviews, articulating what's working, what isn't, and why.
• Help evolve Brio from a product-focused brand into a more lifestyle-driven consumer brand with a distinct voice and point of view.
• Support positioning, messaging, and creative development for Closet World, Closets by Design, and future Softline portfolio brands.
• Champion a culture of clear thinking, strong ideas, sharp writing, creative curiosity, and high standards.

What We're Looking For

• 10+ years of creative experience with a strong foundation in copywriting, campaign development, and brand storytelling.
• 5+ years in a Creative Director, Associate Creative Director, Copy Lead, or senior copy leadership role.
• Experience leading and developing writers, with a clear ability to coach craft, build confidence, and improve team output.
• A portfolio that demonstrates strong writing, campaign thinking, brand voice development, messaging systems, and strategic creative leadership.
• Experience concepting and leading work across broadcast/video, paid social, digital, email, web, retail, and full-funnel campaigns.
• Strong understanding of how to build brands through language, including voice, positioning, messaging architecture, campaign platforms, and copy systems.
• Ability to write, edit, direct, and elevate copy across a wide range of tones, formats, brands, and business needs.
• Comfortable using AI tools as part of the creative process while knowing when human judgment, originality, and taste matter most.
• Able to lead creative reviews, present ideas to stakeholders, and defend copy decisions with clarity and strategy.
• Experience partnering with designers, art directors, producers, media teams, UX/UI teams, and external agencies.
• Able to move quickly in a fast-paced internal agency environment while keeping the creative bar high.
• Strong creative judgment, sharp taste, and the ability to turn loose direction into focused, effective work.

Nice to Have

• Experience in home, lifestyle, consumer products, wellness, appliance, or DTC categories.
• Background working within an internal agency, shared services model, or multi-brand portfolio.
• Experience building brand voice systems, campaign platforms, messaging frameworks, and scalable copy guidelines.
• Experience managing writers across multiple brands, channels, priorities, and stakeholder groups.
• Comfortable working across both brand-building and performance-driven creative.
• Experience with video production, scriptwriting, influencer campaigns, and social-first concepting.
• Familiarity with Figma, creative project management tools, AI writing tools, and Agile workflow environments.

Why Join Us

• Take Brio from product-focused to lifestyle brand, starting day one.
• Shape the voice, messaging, and creative direction of multiple growing consumer brands.
• Lead and develop a small team of writers with room to build the copy discipline from the ground up.
• Create scalable systems that help strong copy move faster across brands, channels, and teams.
• Use AI as a creative advantage without losing the human thinking that makes work great.
• Work directly with leadership and cross-functional teams with real ownership over the words customers see.
• Step into a Creative Director seat with room to define the role, raise the bar, and build the process.

The pay range for this role is:

150,000 - 215,000 USD per year (Softline HQ)