H&M is Hiring a Freelance Copywriter (NYC)
Salary Range: 97,840k – 122,300k / yearly
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.
About the company
At H&M, we welcome you to be yourself and feel like you truly belong. Help us reimagine the future of an entire industry by making everyone look, feel, and do good.
We take pride in our history of making fashion accessible to everyone and led by our values we strive to build a more welcoming, inclusive, and sustainable industry. We are privileged to have more than 120,000 colleagues, in over 75 countries across the world. That’s 120 000 individuals with unique experiences, skills, and passions. At H&M, we believe everyone can make an impact, we believe in giving people responsibility and a strong sense of ownership. Our business is your business, and when you grow, we grow.
REQUIREMENTS
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
RESPONSIBILITIES
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
