Shinola is hiring a

Copywriter II

Detroit, United States

Position type: Hybrid (4 days onsite –1 day remote –subject to change as needed) 
Location: Detroit, Michigan
Department: Creative Services  
Reports to: Creative Services and Operations Direction 

About us 

At Shinola, we make beautiful, enduring, handcrafted goods that are built to be lived in, worn out, and well-loved. Our thoughtful craftsmanship, timeless design, and spirited stories inspire our customers to live well, with confidence & joy—in a style that is uniquely their own! Because we are a growing and evolving company, each employee is a key stakeholder, making decisions every day that directly impact our overall vision and direction. At Shinola, you’ll have the opportunity to make a significant contribution at the start of what we believe will become an iconic American brand. 

Role Overview  

The first job of a copywriter is to have ideas, to see the world in a new way and to share that unique vision with consumers in a way that they immediately understand. This role requires the ability to devise original, strategically sound and persuasive copy that is in line with brand approved direction. Working with Design resources where appropriate.

Key Responsibilities  

Copywriting  – Functional

  • Maintain current brand voice standards
  • Evolve brand voice and messaging as it relates to new product platforms and initiatives and strategies.
  • Working with category leaders to translate technical language into consumer facing language
  • Maintaining and organizing files and copy docs

Brand Storyteller 

  • Expressing our brand’s purpose and intent into words
  • Coalescing product attributes, themes, stories into a cohesive consumer facing approachable narrative that invites people into our brand, ultimately creative brand love and loyalty
  • Dialing in narrative to the contextual space into which it lives ie digital, long form, social, email

Research and Development 

  • Research and development into unique narrative and stories
  • Ability to dig deep and uncover gems and little-known nuggets of information that create a uniquely Shinola branded experience
  • Ability to interview living subjects, to the story and make them shine

Content Creation and Ideation 

  • Collaborate with team to concept and execute against channel story narratives and key moments to create amazing work that is worthy of our brand

Soft Skills 

  • Excellent written communication skills
  • Prioritization 
  • Critical thinking 
  • Storytelling 
  • Brand storytelling 

Hard Skills  

  • Microsoft Office Suite 
  • Asana 


  • Bachelor’s Degree in related filled –preferred 
  • 5+ years of professional copywriting experience  - required 

Sampling of Total Rewards Program: 

  • Compensation type: Salary
  • Compensation:
    • Compensation can be negotiated based on previous experience & qualifications
    • STIP (short-term incentive plan) eligibility
  • Paid Time-off:
    • 10 Corporate Holidays 
    • 15 Vacation days (accrued)
    • 2 Volunteer days
  • Benefits:
    • Medical, dental & vision - click here to view our full package! 
    • 401k with company match 
    • Employee assistance program 
    • Pet Insurance
    • Merchandise discounts
    • Complimentary employee watch

Hiring Overview: 

  • HR Phone Screening - 30 minutes via Microsoft Teams (camera off)
  • Technical Interview with Hiring Manger  - 1 hour via Microsoft Teams (camera on)
  • Take home assignment - 30minutes -2 hours of work
    • note: select positions may not require a case study assignment
  • Final Interview with Panel - 1 hour via Microsoft Teams (camera on)

*The general hiring process can be found above, however Shinola reserves the right to change the process as needed. 

At Shinola, we're committed to growing and empowering an inclusive community within our company and industry. This is why we hire and cultivate diverse teams of the best and brightest from all backgrounds, experiences, and perspectives across our organization. Research shows that oftentimes women and other minority groups only apply to open roles if they meet 100% of the listed criteria. Shinola encourages everyone to apply for our available positions, even if they don't necessarily check every box on the job description.   

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee. Duties, responsibilities and activities may change or new ones may be assigned.

This job description does not constitute a contract of employment and Shinola may exercise its employment-at-will rights at any time.


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