Senior Consumer Copywriter | Luxury Lodge, Travel & Touring Company
Gauteng, South Africa · Permanent · Marketing & Creative
Luxury Lodge, Travel & Touring Company is looking for an exceptional Senior Consumer Copywriter to help shape how the brand speaks to the world. This role is suited to someone who is as comfortable finding a story as they are writing one. The ideal candidate will have strong editorial judgement, an instinct for what will resonate with audiences, and the ability to turn real people, places, experiences and conservation stories into beautifully crafted content. The successful candidate will work across the consumer journey, from brand and campaign storytelling to digital, CRM, social and editorial content. They will collaborate closely with creative, marketing, product, CRM, social and regional teams to develop ideas and translate them into work that is distinctive, on-brandand commercially effective. Importantly, this is not simply a content production role. The successful candidate will be expected to think, question, research, interview, find the story and shape the narrative, rather than simply execute a brief. They will also have opportunities to spend time in the field, developing a first-hand understanding of camps, destinations, people and conservation work, while uncovering stories that can only be found on the ground. Candidate can be based in either Cape Town or Johannesburg (hybrid working offered). Duties: Create Exceptional Consumer Content: Write clear, distinctive and engaging copy across: Brand and campaign content Website and landing pages Social media (organic and paid). Email and CRM communications. Blogs and editorial features. Short and long-form storytelling. Video and film scripts. Campaign concepts, headlines, hooks and calls to action. Impact stories to bring across our core purpose and conservation efforts. Find & Shape Compelling Stories: Identify stories and themes that will genuinely interest our audiences. Support the overall content plan with effective stories that can translate into monthly consumer newsletters, social media posts and engaging content across different marketing channels Research our camps, destinations, ecosystems, wildlife, communities and conservation work. Conduct thoughtful interviews with guides, camp teams, conservationists, experts and other stakeholders. Spend time in the field to develop first-hand knowledge and source authentic content. Balance the luxury experience with conservation purpose. Apply strong editorial judgement to determine what is worth telling, and how best to tell it. Help Shape the Brand Voice: Will act as a guardian of brand voice, tone, and language and be able to establish how the group sounds and feels across consumer communications. Writing with a distinctive, sophisticated and consistent brand voice Protecting quality and consistency across channels and markets. Editing and refining copy produced by others. Contributing to the development of editorial guidelines and messaging frameworks. Knowing when a piece of communication needs more impact, and when it needs more restraint. Ensuring our writing is clear, precise and sophisticated in tone and delivery. Turn Strategy into Compelling Communication: Work closely with the marketing and creative teams to translate strategic objectives into powerful consumer-facing ideas and messaging. Develop and interpret briefs and identify the strongest communication opportunity. Develop messaging hierarchies, creative hooks and calls to action. Help shape campaign narratives and content ecosystems. Understand the role each piece of communication plays within the wider consumer journey. Ensure content is aligned with audience, brand and commercial objectives. Write with the Audience & Outcome in Mind: Beautiful writing needs to achieve something. You will work with CRM, social, performance and marketing teams to: Understand audience behaviour and motivations. Develop messaging variations and test different approaches. Use performance insights to refine content. Apply relevant SEO, CRO and social best practice. Understand the difference between content designed to build brand affinity, drive engagement, generate consideration or prompt action. Collaborate Across the Business: Will work closely with: Marketing and Brand Creative and design Video editors Product and regional teams CRM Organic and paid social media Direct sales Camp and operational teams Other internal and external partners and stakeholders Requirements: Bachelor's degree in English, Journalism, Marketing, or a related field. At least 5 - 8+ years professional experience in copywriting, content, editorial or journalism. Proven experience writing for consumer-facing brands. Experience working across multiple channels, including digital, social, web, emails/CRM and campaign communications. Exceptional writing & storytelling: Has an instinct for language, narrative and detail, and can turn ideas, experiences and observations into compelling stories. Curiosity & observation: Naturally curious, asks insightful questions and notices the details, people and moments that others might overlook. Audience & commercial thinking: Understands what will resonate with an audience and can balance creativity and brand with clear commercial objectives. Creative & editorial judgement: Generates fresh ideas, challenges briefs constructively and knows how to find and shape the most compelling story. Clarity, precision & adaptability: Communicates simply and effectively, with an excellent eye for detail, and adapts effortlessly across formats, platforms and audiences. Collaboration & independence: Works confidently and independently while collaborating effectively, listening to others and contributing positively across teams.