The Senior Copywriter is the voice of Gardener’s Supply, providing in-depth knowledge and writing skills to Gardener’s Supply’s internal communications team. In addition to being GSC’s principal copywriter, responsible for managing a writing team developing print and digital marketing, product selling, editorial and social media copy, ensuring that we are always consistent, accurate, and undeniably GSC. The Senior Copywriter is responsible for developing and maintaining brand style guidelines for Gardener’s Supply Brand, and partners with key counterparts in Merchandising to ensure that Strategy Documents capture the essence of GSC’s Brand position, creating a link between strategic direction and customer-facing communications.
% of Time
Strategy and Project Leadership
Work with Creative Director and Client Partners to understand business and brand objectives. Translate client needs into strategic documents.
Partner with Design and Visual teams to review and refine creative strategies and to develop concepts into tactics; provide creative lead as required by Creative Director on projects.
Serves as principal author Gardener’s Supply Company Commerce, Marketing and Brand projects, including integrating campaign-level themes and Product copywriting throughout all GSC media: Website, Email, Catalog and Social.
Primary Video script writer
Editor in Chief of all Branded Communications—passionate advocate of and final decision maker in questions of copy & brand voice.
Creates and maintains copy style guidelines for those developing communications for the brand. Ensures that guidelines are followed with consistency.
Supervision and Coaching
Inspires passion for the craft of copywriting.
Trains the Communications Team Members in GSC practices in voice, style and method.
Edits the work of other team members for quality and consistency.
Provides regular performance feedback to direct reports (Product Information Specialist) to communicate and encourage high standards of performance, including copy craft, client service, and team partnership.
Job Knowledge Demonstrated expertise in:
Merchandising & Marketing Copywriting for print catalog, websites and email
Writing for SEO
Brand storytelling and content development
Video scripting and storyboarding
Communication Highly effective and persuasive communicator with internal and customer-facing communications.
Uses empathy to target motivations of customers and develops strategies to speak directly to meet their goals
States opinions clearly and can verbally describe how a variety of concepts meet business and brand objectives
Respectfully questions direction to help clarify strategies or fill information gaps; acts immediately to ensure that projects are completed without hesitation.
Follows standards of respectful communication toward partners within the Creative team and across departments, to achieve a One Team philosophy of shared objectives.
Expresses eagerness and enthusiasm with team members.
Documents direction and project details effectively to be highly productive, working independently when required
Quality of Work Maintains high standards despite pressing deadlines and always strives to do work right the first time.
Ideation • Possesses excellent conceptual and brainstorming skills and techniques to translate ideas into marketing campaigns.
Employs techniques with the greater communications team to develop multiple approaches.
Writing • Has the ability to create Traditional, Digital and Integrated Campaign concepts that are grounded in strong insights and strategy
Has a passion for advertising and promotion of a gardening, lifestyle and gift brand
Understands and translates the gardening motivations and experience of beginners and experts alike into reassuring and persuasive selling and brand stories.
Demonstrates a strong understanding of digital, social and mobile technologies and trends and how they can be leveraged for marketing and advertising.
Copy Leadership Demonstrates conviction in brand position and clearly and convincingly communicates the nuances of this position to Senior Management, Peers, and Subordinates.
Leads Presentations of Communication strategies to clients. Defends established brand standards while working to evolve those standards and techniques as business objectives and strategies are redefined.
Collaborates with partners in Creative and Marketing to achieve powerful results that integrate visual design, imagery and copy messages.
Maintains and evolves copy guidelines for all brand communications.
Team Management and Development Provides verbal and documented guidance and coaching to communications teams members to ensure that GSC Brand Communication standards are met consistently throughout all customer communications.
Assigns projects to communication team members under your supervision; negotiates project work with other department outside the scope of your supervision.
Gardener’s Supply Company (GSC) is the market leader in developing and marketing innovative, earth-friendly products and information that help people garden more successfully. GSC is a 100% employee-owned company that’s been in business for over 30 years, and through its website, catalogs, and retail garden centers is the preeminent national gardening hard goods brand. Committed to working hard an...d having fun, Gardener’s Supply has long been a socially responsible business by supporting employee volunteerism, sourcing sustainable products and donating 8 percent of profits back to the community. To solidify their commitment, they have become a certified B Corp, a relatively new corporate designation that combines bottom-line profits and social responsibility. At GSC, customers always count on friendly, knowledgeable customer service, a feature and content rich website, inspirational catalogs, and experiential high service retail garden centers.