Develops compelling copy for brand campaigns and product launches, aligning with an inclusive voice and consumer journey. Collaborates with cross-functional teams to create cohesive storytelling across digital, social, and eCommerce platforms. Evolves tone of voice for new product categories and ensures consistency across touchpoints. Writes messaging hierarchies and provides feedback to junior writers to maintain brand standards. Leads creative direction for global campaigns across social media, digital, e-commerce, and retail, driving consumer loyalty. Partners with senior leadership, marketing, and product teams to ensure campaigns align with business goals. Develops platform-specific content strategies for Instagram and TikTok, integrating relevant trends to boost engagement. Drives experiential activations, product launches, and influencer partnerships to deliver impactful digital-first campaigns.