Head of Creative – 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.

• Steer the Brand Foundations & Culture team and act as a central authority on On's tone of voice.
• Define and codify the global tone of voice through strategy and systems.
• Empower writers across On to speak with one consistent, unified, and compelling voice.
• Drive tone of voice (TOV) strategy and deliver narratives for critical brand moments.
• Build toolkits and guidelines that enable all teams to sound like one united voice.
• Lead a small, focused team and collaborate with senior leaders across copy, creative, and marketing.
• Maintain a strong understanding of emerging technologies in copywriting, including Gen AI and LLMs, and integrate AI tools into work streams where appropriate.

• You are 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 scaling a brand's tone of voice and foundational identity across multiple categories and markets.
• You translate complex brand strategy into clear, inspiring, and actionable guidelines, toolkits, and presentations that brief and excite wider teams.
• While strategic, 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 that can adapt and scale consistently beyond single assets.
• You are a natural leader capable of guiding a small, specialist team while effectively collaborating with senior leaders across copy, creative, and marketing.
• You stay current with emerging technologies in copywriting (including Gen AI and LLMs) and have the strategic foresight to integrate AI tools into workflows where appropriate.