Open to opportunities

Sarah Boyd

@sarahboyd2

Message

Copy Director and brand voice leader translating insights into messaging systems that inspire and convert.

Zimbabwe

Message

What I'm looking for

I’m looking for a role leading brand voice and copy strategy across channels—where I can pair editorial excellence with AI-enabled workflows, partner closely with product and marketing, and help teams scale high-quality messaging that converts.

I’m a senior creative leader with 15+ years developing brand voice and messaging strategies for consumer brands across beauty, fashion, retail, and travel. I turn business goals and customer insights into cohesive messaging frameworks that drive both inspiration and conversion.

In my current role as Global Copy Lead, I own brand voice, tone, and messaging strategy across five international markets (US, Canada, Australia, New Zealand, South Africa). I direct high-volume, multi-channel content while enforcing editorial standards across marketing, website, social, CRM, and event materials.

I specialize in scaling content quality with AI/LLM workflows—implementing training on brand voice guidelines and editorial standards, and leading team training on when to use AI for efficiency versus human storytelling. I build the documentation, templates, and QA processes cross-functional teams need to adopt brand voice consistently.

Earlier, as Copy Director and Brand Consultant, I led positioning frameworks and multi-channel campaigns, hired and mentored writers, and built creative processes for brand consistency. I’ve also contributed to award-winning, differentiated brand storytelling, and I bring a hands-on balance of strategic planning and tactical execution.

Experience

Work history, roles, and key accomplishments

Global Copy Lead

Envoyage - Flight Centre Travel Group

Oct 2023 - Mar 2026 (2 years 5 months)

Owned brand voice, tone, and messaging strategy across five international markets, ensuring consistency while adapting to local needs. Developed and implemented AI/LLM workflows and trained teams on brand voice guidelines and editorial standards to scale content production with quality control.

Brand Voice Development Brand Tone And Messaging Editorial Standards Cross Functional Stakeholder Management AI Training Localization

Copy Director

Leisure Americas - Flight Centre Travel Group

Feb 2020 - Sep 2023 (3 years 7 months)

Directed brand voice and messaging strategy for multiple B2C and B2B brands across Canadian and US markets, translating business priorities into positioning frameworks and multi-channel campaigns. Built and led an editorial process and QA system while collaborating with SEO, design, marketing, and product teams across websites, print, social, and CRM.

Positioning Strategy Multi channel Marketing SEO Collaboration CRM Lifecycle Messaging Copywriting Team Leadership

Copy Director & Brand Consultant

Emblem Corp

Sep 2016 - Apr 2019 (2 years 7 months)

Developed brand voice and messaging frameworks for a new-to-market consumer brand in a regulated industry, creating voice and tone guidelines that enabled consistent execution across teams. Led integrated content strategy spanning social, newsletters, website, packaging, and retail collateral, and managed cohesive brand extensions across product lines.

Content Strategy Social And Email Copy Creative Strategy Brand Extension Management

Global Creative Senior Copywriter

Avon

Jul 2010 - Jun 2015 (4 years 11 months)

Developed strategic messaging and positioning for global beauty product launches across multiple international markets. Partnered with international creative teams to maintain brand consistency while adapting regional campaigns, balancing inspirational brand storytelling with conversion-focused messaging.

Messaging And Positioning Product Launch Brand Consistency Beauty Marketing Content