Your Role

Sans is on a mission to build the next great consumer hardware brand, with a laser focus on products that help people live healthier lives at home. We started with a category-leading air purifier before expanding to a best-in-class countertop water purifier that actually works to eliminate harmful contaminants – and our product roadmap is just getting started.

We’re a small, ambitious team that believes deeply in our ability to create a meaningful consumer brand. We move fast, learn quickly, and consistently outperform much larger competitors.

We’re looking for a Brand & Storytelling Copy Lead to define how Sans speaks - and ensure that voice shows up clearly and consistently across every brand touchpoint. This role owns narrative, tone, and storytelling systems, translating our brand strategy into content that builds trust, authority, and long-term demand. You’ll report to our Creative Director, and work closely with Brand, Creative, eCom, Lifecycle, and Product to ensure our brand is not only distinct-but deeply understood.

The Brand Storyteller will own the words across our full organic customer journey - from organic social, to brand-forward emails/sms and the website as well as packaging. 

The ideal candidate brings sharp instincts for turning complex ideas into simple, clear, compelling language. They’re balancing brand storytelling with clarity and actionability, building both systems (frameworks) and taste (great copy). They’re able to adapt voice across formats without losing consistency and elevating work through sharp, actionable feedback.

Responsibilities and Duties

1. Brand Voice & Messaging Systems

• Define and evolve our tone of voice (principles, Do’s/Don’ts, examples)
• Build and maintain messaging frameworks (pillars, value props, proof points)
• Translate brand strategy into clear, ownable narratives

2. Brand Storytelling Across Surfaces

• Own copy across key brand touchpoints:
• Website - brand-focused components on HP such as HP Hero, PDPs & landing pages, editorial/journal/blog
• Lifecycle - Email/SMS campaigns & flows (Branded messages such as post purchase flow, Branded campaigns, transactional messages)
• Organic social (IG, YouTube,TikTok, LinkedIn etc.)
• Ensure storytelling is consistent, differentiated, and emotionally resonant

3. Content That Builds Authority & Demand

• Concept and write content that:
• Builds brand authority
• Supports organic/search strategy
• Delivers genuine value to our audience
• Develop narratives that position Sans as a trusted voice in healthier living at home

4. Social & Channel Adaptation

• Create organic social copy across platforms (Instagram, Youtube, Pinterest, LinkedIn, etc), maintaining a consistent brand voice while adapting tone, format, and pacing to each channel
• Partner with creators and social leads to ensure content feels native, not templated

5. Video & Narrative Development

• Develop scripts for brand content, including:
• Product videos
• Social video
• Longer-form storytelling
• Translate messaging strategy into engaging, clear, and compelling narratives

6. GTM Product & Launch Storytelling

• Partner with Product on GTM messaging and campaigns
• Turn product features into benefit-led, human stories
• Ensure launches ladder into the broader brand narrative

7. Creative Direction & Enablement

• Partner with Creative to ensure visual + verbal cohesion
• Provide copy direction and feedback across teams and partners
• Build systems (guidelines, playbooks) that enable others to execute on-brand at scale

8. Packaging, Manuals & Physical Touchpoints

• Own copy across physical brand surfaces including packaging, product manuals, inserts, and leaflets 
• Ensuring every customer touchpoint reflects our voice, reinforces product clarity, and elevates the overall brand experience