Lead, Senior Copywriter

Position Title

Lead, Senior Copywriter

Report To

Lead, Creative & Content Marketing

Position Summary

The Lead, Senior Copywriter is responsible for strategising and conceptualising campaign narratives and messaging across all the brand's touchpoints – with a strong focus on paid media and digital. Working closely with the Creative Manager and wider marketing team, this role helps drive performance-led content while ensuring brand cohesion across both above-the-line (ATL) and below-the-line (BTL) initiatives. This is an Assistant Manager role that also plays a key role in shaping creative briefs, managing timelines, providing editorial oversight, and leading copywriters within the team to elevate the quality and consistency of the brand's voice across all platforms.

Key Accountability

Conceptualise campaign ideas and messaging frameworks that span across all brand touchpoints, including paid ads, brand campaigns, own brand platform, partnerships, and seasonal promotions.

Contribute to overall creative strategy for paid media campaigns (Meta, Google), including content direction, audience targeting alignment, and creative testing recommendations.

Guide and elevate ATL messaging, from branding ads and video scripts to awareness campaigns, while ensuring brand consistency across mediums.

Oversee BTL content, including performance-driven ads, CRM, tactical promos, and platform-specific assets, with a focus on driving measurable results.

Collaborate with internal stakeholders — including product marketers, designers, AV teams, and performance marketers — to shape creative briefs and ensure unified messaging.

Mentor and review work from copywriters, providing editorial direction, tone-of-voice alignment, and feedback that enhances quality.

Own timelines and project delivery for all creative assets — ensuring content is delivered on time, at scale, and meets strategic objectives.

Champion brand voice and editorial quality, evolving messaging guidelines and templates to ensure consistency and relevance.

Stay ahead of trends in travel, digital media, and e-commerce content to continuously improve creative performance and innovation.

Qualification & Working Experience

• Bachelor's Degree in Mass Communication or a related discipline.
• At least 5 years of relevant working experience

Areas of Experience

Personality Traits