Packaging Copywriter

San Diego, Ca
Job Terms:
Competitive with Benefits!
Start date:
Posted By:
Shymala Hoffman

Job Description:

The Packaging Copywriter is fully responsible for the strategy and development of the overall brand copy for product packaging. This includes the creation of all packaging copy hierarchy and content across the entire portfolio of Owned Brands.


In partnership with the Packaging Design team, the Packaging Copywriter will complete frequent competitive assessments, comp shopping, and concept creation for all new packaging projects. The role must create copy that offers new and innovative ways in for our brands and new sub brands, new product launches, and new collections within the Owned Brands portfolio. Copywriting for these concepts require a strategic perspective for how new launches can differentiate vs. other market offerings, while still aligning to overall brand positioning. This role will be responsible for sharing packaging design concepts and copy with key stakeholders and delivering approved copy to the Production team for execution.


Owning the packaging copy creation process, this role will be responsible for writing well-researched, unique, emotionally engaging, educational, persuasive, and organized packaging copy that meets legal and regulatory requirements, while simultaneously capturing brand voice and personality. This includes brand stories, product stories, romance copy, features, benefits, claims, instructions, and product names that are undefined and applied to a variety of packaging structures.




Essential Job Functions: The incumbent must be able to perform all of the following duties and responsibilities with or without a reasonable accommodation.


  • Fully responsible for leading packaging copy strategy and development from concepting to product handoff across the entire portfolio of owned brands.
  • Team with the Owned Brand manager to write packaging and project briefs.
  • Produce innovative, differentiated, compelling, benefit-driven, brand-right concepts that align with the creative brief and instantly connect with consumers.
  • Accountable for all copy on packaging structures including brand stories, product stories, romance copy, features, benefits, claims, and instructions that are undefined.
  • Partner closely with the Packaging Design team to complete competitive assessments, comp shopping, and concept creation for all new packaging projects.
  • Responsible for copy selection, appearance, and hierarchy on pack to convey information logically and coherently.
  • Present packaging concepts and copy with the design team to key stakeholders and senior leadership, listen and interpret feedback, and lead revisions.
  • Spearhead partnership with Legal team to craft vetted and approved product names.
  • Translate complex instructions, claims, and product inputs into consumer-friendly copy.
  • Brainstorm packaging support content and develop copy for support pieces including infographics, instruction manuals, and user guides.
  • Accountable for delivering approved copy that meets legal and regulatory requirements to the Production team.
  • Partner with Brand team to help develop, consolidate, and refresh new and existing brands and related materials that influence packaging.
  • Responsible for complex research projects and subject matter expertise across all categories.
  • Provide direction for repurposing copy for other mediums and contribute to additional copy and content-related projects assigned by manager.
  • Responsible for the assimilation of product information from all key stakeholders. Includes translating complex QA claims and legal language into consumer-friendly, brand voice language.
  • Attend all project handoffs and briefings and provide interaction on behalf of manager.
  • Protect business by ensuring copy has stylistic, NIST, NASC, regulatory and legal approvals.
  • Collaborate effectively with QA, Sourcing, Brand, Product Development, Product Design, Merchandising, Legal and others to achieve business results.
  • Independently prioritize, track, and accomplish multiple tasks within firm timeframes.
  • Seek out ways to optimize the packaging content process, finding efficiencies and workarounds for challenges and ambiguous situations.
  • Willingness to receive guidance, direction, and editing from key stakeholders.
  • Participate in and contributes ideas individually and in group settings.



Other Duties and Responsibilities

  • Strong ability to listen to project overview and interpret information to identify packaging content approach and challenges.
  • Ability to independently manage workload.
  • Ability to work collaboratively on packaging strategies and concepts.
  • Ability to translate brief inputs, including complex legal copy, into brand-right packaging content and briefs to inform the team.
  • Understanding of packaging content best practices.
  • Understand how to flex product copy based on size and spacing of range of packaging dielines.
  • Attention to detail, ensuring clean reviews with manager and leadership.
  • Effectively communicate with team members.
  • Creative problem-solving and willingness to always find a solution
  • Performs other related duties as assigned or requested.