Senior Copywriter

Overview

• The Senior Copywriter is a senior hands-on creative responsible for developing distinctive, effective and culturally relevant ideas and copy across the client business.
• The role translates strategy and creative direction into compelling concepts, narratives, messaging and executions that can work across channels, platforms and experiences.
• Working as part of an integrated creative team, the Senior Copywriter combines strong conceptual and writing craft with digital-first thinking, culture, technology and emerging AI-enabled creative methods.
• The role is accountable for idea quality, copy craft, proactive contribution, reliable delivery and strong collaboration.

Responsibilities

CREATIVE THINKING & COPY CRAFT

• Develop strong, platform-neutral creative concepts in response to briefs and strategic direction.
• Define and apply the tone of voice, messaging and narrative approach for campaigns and content.
• Write clear, distinctive and engaging copy across multiple formats and lengths.
• Generate ideas proactively and sell them into the creative team and, when required, clients.
• Stay current with South African culture, language, social behaviour, media and creative trends.

CLIENT & BUSINESS UNDERSTANDING

• Be part of the briefing process and interrogate briefs to get the answers needed before work begins.
• Understand the client's business requirements, brand priorities and customer context.
• Provide clear rationale for creative choices and be prepared to present work to clients.
• Develop ideas that solve the business problem rather than simply completing deliverables.

INTEGRATED CREATIVE PRODUCT

• Create across brand, retail, digital, social, content, out-of-home, activations and emerging formats.
• Work closely with Art Directors and Designers to ensure words and visuals operate as one idea.
• Consistently produce creative elements against agreed deliverables and deadlines.
• Understand campaign rollout and how a central idea adapts across touchpoints.
• Participate actively in brainstorms, pitches and proactive creative opportunities.

INTEGRATION & COLLABORATION

• Work with Strategy, Media, Accounts, Developers, Production and other disciplines to ensure integration and alignment with broader business objectives.
• Be a champion for innovative media solutions and platform-relevant creativity.
• Collaborate early rather than handing work between disciplines sequentially.
• Be a team player who can also take ownership and manage the creative process on assigned projects.

AI, TECHNOLOGY & FUTURE-FIT CREATIVITY

• Use relevant AI tools responsibly to support ideation, research, writing exploration, content variation and prototyping.
• Maintain practical prompting skills and understand where human judgement, originality and brand voice must lead.
• Stay current with digital platforms and emerging content behaviours.
• Use technology to expand creative possibility rather than simply automate output.

PRODUCTION & EXECUTIONAL EXCELLENCE

• Compile strong creative presentations and continue developing client presentation skills.
• Attend client briefings, recordings and shoots where required.
• Protect copy quality, tone and idea integrity through production, adaptation and rollout.
• Manage multiple projects while maintaining quality and attention to detail.

PERSONAL LEADERSHIP & DEVELOPMENT

• Be extremely driven, proactive and committed to continuous growth in your craft.
• Manage your own creative process and deadlines without needing to be chased.
• Volunteer for brainstorms and share references and inspiration that raise the standard of the studio.
• Support and guide more junior creative talent where appropriate.

Qualifications

OPERATIONAL KPI'S

• Must have a minimum of 5-6 years' experience
• Good understanding of the latest digital platforms, use of Mobile, out-of-home, guerrilla, activations etc.
• Present at least 2 unexpected ideas to your Creative Director monthly
• Be comfortable with AI being a part of the everyday activities of the role.

BUSINESS KPI'S

• Must be able to work on one sizable and two small size projects at any one time with oversight
• Have the ability to attend every review on a project with 3 new ideas

THE PERSON

• Must demonstrate strong conceptual ability show at least 2 projects
• Provide proof of digital thinking show at least 1 project
• Be agile
• Great time management
• Ability to work under pressure & meet tight deadlines
• Adept problem-solving skills
• Strong communication skills and clear articulation of ideas
• Proactive, curious and willing to learn
• Strong collaborator and team player

WORKING KNOWLEDGE OF THESE TOOLS

• Microsoft Word
• Keynote / PowerPoint
• ChatGPT, Claude AI and similar generative AI tools
• Working knowledge of AI prompting for ideation, copy exploration and content development