The Senior Copywriter is responsible for shaping and expressing the Build-A-Bear brand through compelling storytelling across every guest touchpoint. This role develops campaign narratives, seasonal storytelling platforms, product, and collection stories, naming frameworks, and messaging systems that strengthen emotional connection, drive engagement, and support business growth.
This role requires equal strength in big-picture narrative development and day-to-day execution. The Senior Copywriter moves seamlessly from developing a seasonal campaign platform to writing product copy, paid media messaging, retail signage, CRM campaigns, packaging copy, and content designed for emerging AI-powered discovery experiences.
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-Bears 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.
Required Qualifications:
- Bachelor's degree and or related experience
- 7+ years of copywriting, brand storytelling, content strategy, advertising, marketing, or related experience.
- Demonstrated experience developing campaign concepts, storytelling platforms, and integrated marketing campaigns.
- Exceptional writing, editing, proofreading, and verbal communication skills.
- Strong portfolio demonstrating both strategic thinking and hands-on copy development across multiple channels.
- Experience writing for digital, CRM, social, retail, product marketing, advertising, and brand campaigns.
- Ability to translate business objectives into clear, engaging, emotionally resonant guest-facing content.
- Strong collaboration skills with designers, marketers, photographers, social media teams, and business partners.
- Ability to manage multiple projects and priorities in a fast-paced environment.
- Familiarity with SEO best practices and digital content strategy.
Preferred Qualifications:
- Experience in retail, entertainment, toys, licensing, consumer products, lifestyle, or family-focused brands.
- Experience developing character-based storytelling, brand worlds, or narrative franchises.
- Knowledge of AEO, GEO, AI-powered search, and content discoverability best practices.
- Experience supporting product naming and collection storytelling initiatives.
- Familiarity with social-first content development and creator-driven storytelling.
Behavioral Traits for Success:
- Analytical thinking
- High attention to detail
- Commitment to expertise and mastery
- Independent, focused work style
- Risk awareness and caution
- Structured, systematic approach
- Reserved, factual communication
- Persistence and follow-through
Working Environment:
- Typical office environment with climate control and sufficient lighting, ergonomic desk/chairs.
- Corporate Office located St. Louis, MO.
- Hybrid work week.
Your Performance Will Measured On:
Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following:
- Decision-making, judgment, and execution
- Development of distinctive and emotionally resonant campaign narratives
- Effectiveness of product and collection storytelling in supporting business objectives
- Consistency and stewardship of Build-A-Bear's brand voice
- Quality and effectiveness of copy across channels and initiatives
- Contribution to successful campaign launches and product introductions
- Stakeholder feedback and cross-functional collaboration
- Discoverability and effectiveness of content across traditional and emerging search environments
- Ability to create scalable storytelling frameworks that support long-term brand growth