Summary of the Freelance Copywriter job at H&M Group

Job Description

The Copywriter is the verbal voice of the U.S. marketing transformation — responsible for developing the copy, messaging, and content strategy that connects the brand to the U.S. consumer across every channel and touchpoint. Working closely with the Content Lead, and Global Marketing team, the Copywriter bridges the gap between global brand strategy and local consumer relevance — adapting the brand's tone and narrative for U.S. audiences without losing the integrity of the overall brand voice.

This on-site role reports into the Marketing Manager and is based out of the New York Support Office with a dotted line to the Global Content Production lead.

A Day in the Life

Working at H&M means no two days are ever the same, but a typical day will include the following responsibilities*

Messaging

• Ensure all copy across all content reflects a U.S. retail and cultural lens — grounded in the moments, mindsets, and motivations that resonate with the U.S. consumer

• Collaborate with the content lead to ensure copy and visual storytelling are integrated from concept through to final asset delivery
• Maintain alignment with global brand voice principles while ensuring U.S. copy feels native, not translated
• Flag and resolve copy that is misaligned with U.S. consumer expectations or retail context through the opt-out and substitution process

In-Store Copy & Retail Experience Writing

• Write all copy for U.S. in-store environments, delivering clear, engaging language that guides the consumer and brings the brand to life at point of sale, including:

• Destination signage and wayfinding copy
• Feature and hero wall messaging and product storytelling narratives
• Product education copy — fit guides, usage context, key benefits, and differentiators
• Promotional and seasonal collateral text

• Strike the right balance between brand storytelling and practical consumer guidance — helping shoppers make informed, confident decisions without losing the brand voice
• Work closely with retail and visual merchandising teams to ensure copy integrates seamlessly with in-store layouts and consumer flow

Digital & Owned Copy & Channel Content

• Produce copy for U.S. digital marketing as well as owned (email, push, SMS) channels, optimized for platform, format, and consumer intent, including:
• Adapt copy length, tone, and format for digital/online while maintaining a consistent brand voice and campaign narrative thread
• Stay current on U.S. digital content trends, platform best practices, and consumer language to keep copy fresh, relevant, and effective

U.S. Copy Style Guide & Messaging Infrastructure

• Develop and maintain a U.S. copy style guide that defines brand voice, tone variations by context, grammar and formatting conventions, and U.S.-specific language preferences
• Build and maintain a messaging library — capturing approved copy blocks, product descriptors, campaign taglines, and reusable copy frameworks for recurring formats and moments

Qualifications

Who You Are:

• Degree in Marketing, Communication, or related field (or equivalent experience)
• Highly structured, with ability to manage many parallel tasks
• Strong linguistic skills
• Proficiency in creative and office software tools
• Fluent in English and at least one local language (in multi language Sales markets at least two local languages is preferred)
• Minimum 3 years’ experience in content management, as well as copy editing and proofreading (preferably within fashion industry)
• Experience managing content for media platforms

Additional Information

Compensation: salary range is 97,840 – 122,300**

*This job posting highlights the most critical responsibilities and requirements of the job and is not all-inclusive. There may be additional duties, and responsibilities assigned for this job at the company’s discretion.

**H&M, in good faith, has assessed this posted range of compensation as the accurate range for this role and location at the time of this posting. H&M may ultimately pay more or less than the posted range depending on candidate qualifications. This range may be modified in the future.

Job Status: Salary, Exempt