Senior Lead - Copy (Brand Foundations)

Overview

In short,
At On, we believe in the power of storytelling. Whether it\’s celebrating the achievements of our athletes, the passions of our communities, or the innovation behind our products, our stories captivate and inspire. Key to this success is our Brand Foundations & Culture team, which is responsible for defining On’s tone of voice. We\’re seeking a highly strategic senior creative leader to steer this team and act as a central authority on our tone of voice. Reporting directly to the Head of Copy, you will define and codify the global tone of voice through strategy and systems, empowering writers across On to speak with one consistent, unified, and compelling voice. This is a role for a strategic copy leader with a strong background in brand strategy, eager to build the foundational tools that will enable our brand to scale globally while maintaining its premium, distinct identity. With your small, focused team, you’ll drive TOV strategy, deliver narratives for our most critical brand moments, and build toolkits and guidelines that enable all teams to sound like one united voice.

Your mission

• Lead the strategic direction and definition of our brand\’s tone of voice (TOV), working in close partnership with the Head of Copy, Head of Brand Creative, Brand Voice and Strategy.
• Define TOV systems, attributes, and guardrails across all product categories, channels, and partnerships.
• Direct and write high-priority brand narratives for our most critical global moments, key brand partnerships, and define our vertical POVs in the market.
• Shape, codify, and guide the essential brand DNA and voice guidelines. You’ll steer global toolkits, guides, and internal workshops that enable consistent, high-quality execution by copywriters and agencies.
• Lead, mentor, and inspire a small team of copywriters.
• Act as a copy and TOV authority when collaborating with external creative and branding agencies, ensuring foundational work aligns with our strategic intentions.
• Own the global copy toolkits and guidelines portal, ensuring it is a dynamic, accessible, and up-to-date resource for all teams.

Your story

• Strategic copy leader with a minimum of 8+ years of experience in copywriting, brand strategy, and tone of voice development, ideally within a premium, global consumer brand.
• Proven track record of defining, shaping, and successfully scaling a brand\’s tone of voice and foundational identity across multiple categories and markets.
• Ability to translate complex brand strategy into clear, inspiring, and actionable guidelines, toolkits, and presentations that brief and excite wider teams.
• Maintains exceptional writing craft and can write high-impact, final-level copy for priority brand narratives.
• Strong ability to build TOV systems – not just singular assets – that can adapt and scale consistently.
• Natural leader capable of guiding a small, specialist team while effectively collaborating with senior leaders across copy, creative, and marketing in a dynamic, high‑performance environment.
• Strong understanding of emerging technologies in the copywriting space, including Gen AI and LLMs, with strategic foresight to integrate AI tools where appropriate.

What We Offer

On is a place that is centered around growth and progress. We offer an environment designed to give people the tools to develop holistically – to stay active, to learn, explore and innovate. Our distinctive approach combines a supportive, team‑oriented atmosphere, with access to personal self‑care for both physical and mental well‑being, so each person is led by purpose.

On is an Equal Opportunity Employer. We are committed to creating a work environment that is fair and inclusive, where all decisions related to recruitment, advancement, and retention are free of discrimination.

Seniority level

• Mid‑Senior level

Employment type

• Full‑time

Job function

• Information Technology
• Retail