Senior Lead Brand Foundations

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.

You're a 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.

You have a proven track record (ideally from a leading branding agency or a senior in-house role) of defining, shaping, and successfully scaling a brand's tone of voice and foundational identity across multiple categories and markets.

You are adept at translating complex brand strategy into clear, inspiring, and actionable guidelines, toolkits, and presentations that brief and excite wider teams.

While this is a strategic role, you maintain exceptional writing craft and can write high-impact, final-level copy for priority brand narratives.

You possess a strong ability to build TOV systems - not just singular assets - that can adapt and scale consistently.

You're a natural leader capable of guiding a small, specialist team while effectively collaborating with senior leaders across copy, creative, and marketing. You thrive in a dynamic, high-performance environment.

You maintain a strong understanding of emerging technologies in the copywriting space, including Gen AI and LLMs, and possess the strategic foresight to integrate AI tools into your work streams where appropriate.