Copy and Content Manager

Position Type: Full-time Salary (Hybrid 3x a week onsite -subject to change as needed) 
Location: Detroit MI, Shinola HQ
Reports to: Director of Creative Services

About us

At Shinola, we make beautiful, enduring, handcrafted goods that are built to be lived in, worn out, and well loved. Our thoughtful craftsmanship, timeless design and spirited stories inspire our customers to live well, with confidence & joy—in a style that is uniquely their own! Because we are a growing and evolving company, each employee is a key stakeholder, making decisions every day that directly impact our overall vision and direction. At Shinola, you’ll have the opportunity to make a significant contribution at the start of what we believe will become an iconic American brand.  

Key Responsibilities

Copywriting  – Functional/Marketing

• Maintaining and mastering current brand voice standards, rules and product information
• Advising, editing, on internal efforts such as but not limited to manuals, guidelines, brand books
• Aligning all efforts of copy within brand, aligning PR, Social and Comms
• Evolving brand voice and messaging as it relates to new product platforms, initiatives and strategies and tech platforms.
• Working with category leaders to translate technical product language into consumer facing language.
• Maintaining and organizing files and copy docs
• Review, edit and audit of copywriter and other partner’s works
• Forge and maintain relationships with key partners to “pull out” key benefits or RTBs

Brand Storyteller

• Expressing our brand’s purpose and intent into words.
• Creating stories and narratives that demonstrate our brand values and RTBs to the world
• Coalescing product attributes, themes, stories into a cohesive consumer facing approachable narrative that invites people into our brand, ultimately creating brand love and loyalty.
• Dialing in narrative to the fit the appropriate channel
• Create narratives that inspire appreciation, dismantle barriers

Research and Development

• Research and development into unique narrative and stories
• Ability to dig deep and uncover gems and little-known nuggets of information that create a uniquely Shinola branded experience.
• Ability to interview living subjects, to get the story and make them shine
• Ability to maintain high level viewpoint on how stories can red thread across multiple channels.

Content Creation and Ideation

• Collaborate with core content team to ideate and execute against channel story narratives, seasonal holidays and key moments to create amazing work that is worthy of our brand.
• Distill down to team approved narrative direction and actionable tasks, dates
• Ideate on stories that are tangential to core business but still remain relevant to core content pillars
• Create work that is well formatted and structured for optimal rankings and content goals.
• Staying abreast to channel trends and mediums

Strategy

• Independently and collaboratively work to develop strategic insights as it relates to the brand and its content marketing initiatives.
• Work alongside SEO Agency to craft stories and copy that hits SEO benchmarks
• Understanding of audience needs and wants

Content Management

• Manages relevant content calendars in relation to product launches, holidays, brand moments.
• Works in tandem with Social Media Manager, Social Media Coordinator and Creative Coordinator to align and harmonize
• Managing and organizing teams for creative execution, deadlines and resulting activation. Reviewing work produced by teams and providing feedback and approvals.
• Manages vendor relations as needed as it applies to social and content.

Soft Skills

• Excellent written communication skills
• Prioritization
• Critical thinking
• Storytelling
• Brand storytelling

Hard Skills

• Microsoft office suite
• Asana

Qualifications

• Bachelor’s Degree in related filled –preferred
• 10 years of copywriting experience
• Leadership experience
• Exceptional written communication & storytelling skills
• Experience working with an inhouse creative team

Sampling of Total Rewards Program

• Paid Time-off: 
  • 15 Vacation days (accrued)
  • 10 Corporate holidays 
  • 2 Volunteer days
• Benefits:
  • Medical, dental & vision -click here to view our full package! 
  • 401k with company match 
  • Employee assistance program 
  • Pet Insurance
  • Merchandise discounts
  • Complimentary employee watch

• HR Phone Screening - 30 minutes via Microsoft Teams (camera off)
• Technical Interview with Hiring Manger  - 1 hour via Microsoft Teams (camera on)
• Take home assignment - 30minutes -2 hours of work
  • note: select positions may not require a case study assignment
• Final Interview with Panel - 1 hour via Microsoft Teams (camera on)

*The general hiring process can be found above, however Shinola reserves the right to change the process as needed. 

At Shinola, we're committed to growing and empowering an inclusive community within our company and industry. This is why we hire and cultivate diverse teams of the best and brightest from all backgrounds, experiences, and perspectives across our organization. Research shows that oftentimes women and other minority groups only apply to open roles if they meet 100% of the listed criteria. Shinola encourages everyone to apply for our available positions, even if they don't necessarily check every box on the job description.   
This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee. Duties, responsibilities and activities may change or new ones may be assigned.
This job description does not constitute a contract of employment and Shinola may exercise its employment-at-will rights at any time.

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