Head of Copy, Creative Studio

The opportunity

Adobe makes the tools the world uses to create. Our own writing and storytelling should set the standard for what those tools make possible. Adobe Creative is looking for a visionary Head of Copy to define the copywriting and narrative standard for Adobe Creative’s campaign and creative work, and to build the copywriting practice, teams and culture that bring that voice to life. You will lead language and narrative across Adobe Creative’s output, from campaign platforms and multi-platform storytelling to digital experiences, product narratives, brand films, and live moments.

This is not simply a role responsible for reviewing copy or maintaining tone of voice. You will build a world-class internal copywriting practice designed for how brands communicate today: a versatile team able to move from hero campaign spots to scalable copy systems across audiences, channels, and markets.

Working upstream, you will establish the verbal principles, frameworks, and working practices that help Adobe Creative find stronger stories and language earlier in the process. You will translate them into tools, systems, and AI-enabled workflows that can also create leverage beyond Adobe Creative through shared guidance, consultation and collaboration with teams across C&C, Adobe, and our agency partners.

The Head of Copy drives Adobe’s identity architecture and core brand system. You own the copywriting practice and creative writing standard across Adobe Creative’s work, partnering closely with Brand on how Adobe’s verbal identity is expressed through campaigns and creative.

You are a writer first. You still find the line, rewrite the script, and shape the story. Your authority comes from your creative judgment, your cultural intelligence, and your ability to make writing better.

What you’ll do

Set the Standard and Build the Practice

• Define and hold the copywriting and narrative standard across Adobe Creative.
• Establish a clear point of view on world-class copywriting in the age of AI.
• Build shared principles for narrative, scripts, headlines and platform-native language, partnering with Brand on voice and naming.
• Ensure Adobe's voice feels connected and recognizably Adobe without becoming corporate, repetitive or predictable.
• Build frameworks, tools, and working practices that involve copywriters from the start rather than at the end.
• Partner with internal teams to document and encode craft into systems that support speed and scale.

Lead Writing Across the Work

• Lead copywriting and narrative from early creative development through final execution.
• Shape Adobe's most visible global campaigns, product launches, and high-velocity work from Adobe Creative.
• Partner with the Head of Campaigns to create campaign platforms, headlines, scripts, and integrated language systems.
• Partner with the Head of Design to develop visual and verbal expressions as one connected creative system.
• Partner with the Head of Brand to translate Adobe’s verbal identity, naming principles, nomenclature, and tone of voice into distinctive creative expression across Adobe Creative’s work.
• Ensure strong ideas can move across channels, formats and audiences without losing their clarity, humanity or impact.
• Direct agency copywriters, brand film screenwriters, and specialist collaborators from a clear internal Adobe point of view.
• Hold externally produced copywriting commissioned by Adobe Creative to the same standard as internal creative.

Build a World-Class Writing Community

• Build and lead a multidisciplinary team of campaign, brand, and multi-platform copywriters.
• Build a strong leadership bench and clear pathways for copywriters to grow into creative direction and leadership roles.
• Recruit exceptional copywriters with diverse perspectives, distinctive voices, and strong creative judgment.
• Create a culture of direct feedback, high standards, experimentation, generosity, and continuous learning.
• Keep senior writing leaders close to the work and protect meaningful time for writing.
• Use flexible copywriters’ rooms within Adobe Creative for major campaigns and priority creative opportunities, bringing in partners from across C&C, Product and other teams when useful.
• Build relationships with writers across the organization, so language, tools, and creative learning are shared.

Advance AI-Native Writing

• Define Adobe Creative's point of view on how AI changes writing, editing, authorship and creative development.
• Build AI-native workflows that expand creative exploration without reducing writing to generated volume.
• Establish principles for evaluating AI-assisted writing through originality, accuracy, voice, intention, and cultural intelligence.
• Define where AI can support scale and where human authorship and creative judgment remain essential.
• Partner with Product as a creative customer zero, testing emerging language capabilities through real work.
• Ensure teams understand responsible AI, provenance, creator rights and Content Credentials.

Represent Writing Across Adobe

• Represent Adobe Creative’s copywriting, voice, and narrative in executive and cross-functional forums.
• Translate narrative and language decisions into clear, actionable choices.
• Advocate for Adobe Creative’s writers to be involved earlier in brand, product and creative development.
• Connect exceptional copywriting to audience understanding, emotional impact, brand distinction and business value.
• Present work with clarity, confidence, and conviction.

What you need to succeed

• 15+ years of experience in copywriting, narrative, or multidisciplinary creative leadership.
• A world-class portfolio spanning campaigns, multi-platform copywriting, brand voice, product storytelling, and experiences.
• Significant experience as an Executive Creative Director, Global Head of Copy, Creative Director, Head Writer or equivalent.
• Meaningful industry recognition through Cannes Lions, D&AD, The One Show, Clios or equivalent.
• A track record of building language and narratives for iconic global brands.
• Experience building and leading writing teams, not simply reviewing copy.
• Experience creating writers' rooms or collaborative writing models.
• Exceptional creative judgment and the ability to explain clearly why writing succeeds or falls short.
• The ability to move confidently between a headline, a script, a multi-platform response, a product story, and a verbal system.
• Experience developing brand voice, naming, nomenclature, and narrative frameworks.
• Experience directing agencies, campaign screenwriters, and specialist collaborators.
• Deep fluency with AI-enabled writing and creative development workflows.
• A clear point of view on how AI changes writing practice, authorship and creative scale.
• A commanding presenter who can communicate the value of language and narrative to senior executives.
• A genuine and current understanding of culture, entertainment, technology, media, and creator communities.
• A track record of building multidisciplinary teams, developing future writing leaders and maintaining a high standard through speed, ambiguity and change.

Our compensation reflects the cost of labor across several  U.S. geographic markets, and we pay differently based on those defined markets. The U.S. pay range for this position is $128,100 -- $289,900 annually. Pay within this range varies by work location and may also depend on job-related knowledge, skills, and experience. Your recruiter can share more about the specific salary range for the job location during the hiring process.

At Adobe, for sales roles starting salaries are expressed as total target compensation (TTC = base + commission), and short-term incentives are in the form of sales commission plans. Non-sales roles starting salaries are expressed as base salary and short-term incentives are in the form of the Annual Incentive Plan (AIP).

In addition, certain roles may be eligible for long-term incentives in the form of a new hire equity award.

State-Specific Notices:

California:

Fair Chance Ordinances

Adobe will consider qualified applicants with arrest or conviction records for employment in accordance with state and local laws and “fair chance” ordinances.

Colorado:

Application Window Notice

If this role is open to hiring in Colorado (as listed on the job posting), the application window will remain open until at least the date and time stated above in Pacific Time, in compliance with Colorado pay transparency regulations. If this role does not have Colorado listed as a hiring location, no specific application window applies, and the posting may close at any time based on hiring needs.

Massachusetts:

Massachusetts Legal Notice

It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.