Senior Copywriter

We're building a creative team that thinks beyond campaigns and assets and asks bigger questions: how do you build characters, worlds, and experiences that are larger than the products they're attached to? To help answer those questions, we're looking for a Senior Copywriter who combines exceptional craft with insatiable curiosity.

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, moving 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-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.
• 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.
• 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.

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.
• Familiarity with SEO best practices and digital content strategy.

Preferred: experience in retail, entertainment, toys, licensing, consumer products, lifestyle, or family-focused brands, and developing character-based storytelling.

Based at the Build-A-Bear corporate office in St. Louis, MO.