Senior Lead Copywriter

Overview Senior Lead Copywriter role to develop and execute the organisation’s Digital Content Strategy and shape how our voice shows up across channels, from web and app experiences to conversational interfaces and campaigns. You will lead thinking and writing that drives clarity, trust, and connection, ensuring digital content reflects our values: Championing the Right Thing, Teamwork, Respect, Integrity, and Accountability. Key Responsibilities Digital Content Strategy Development Partner with the Digital Content Manager and key stakeholders to co-develop the Digital Content Strategy 2025, aligning to the organisation’s purpose and Integrated Financial Services (IFS) vision. Translate Tone & Language Guide 2025, Digital Content Standards, and Brand Strategy Playbook into actionable frameworks, messaging hierarchies, and governance models. Contribute to the evolution of the Digital Corporate Identity, embedding content principles of Inclusivity, Humanisation, Confidence, and Connection across all experiences. Conduct and interpret content audits and channel ecosystem maps to inform content flow, architecture, and measurement. Copywriting Excellence & Content Leadership: ensure the development of strategic, engaging, user-first copy across all digital touchpoints (website, mobile app, email, social media, chatbot). Translate complex financial topics into clear, relatable, trustworthy messages to help customers make confident decisions. Establish and maintain content architecture, editorial calendars, and content pillars that support business and customer goals. Collaborate with UX Designers and Product Owners to embed content strategy and copy into product design and customer journeys. Provide creative and editorial direction to agencies to ensure consistent application of brand voice and content quality. Brand Voice & Governance: custodian of digital tone and voice, ensuring consistency across channels and customer experiences. Embed and advocate for core brand attributes, personas, warmth, and storytelling in digital content. Refine and maintain a content governance framework to guide production, approvals, and maintenance. Champion accessible, inclusive, and human-centred language across diverse African markets. Collaboration & Cross-Functional Partnership: work with Brand, UX/UI, Digital Marketing, Data & Analytics, and Technology teams; participate in Agile sprints as the content voice in multidisciplinary squads. Partner with African market teams to support localisation and cultural adaptation of digital content. Leverage analytics and research to identify content performance opportunities and inform iterative improvements. Develop and implement a comprehensive Digital Content Strategy (co-authored and implemented) with updated Tone & Language Playbook and governance models. Develop strategic messaging and copy frameworks across key customer journeys; improve content consistency, engagement, and performance metrics across digital platforms. Contribute to the organization’s Digital Content Identity documentation. Qualifications, Skills & Experience Bachelor’s Degree in Communications, Marketing, Journalism, English, or a related field. 8+ years’ professional writing experience with at least 3 years in a senior or lead copywriting role in a digital environment. Proven experience developing digital content strategies and writing for large, multi-channel brands, ideally in financial services or fintech. Strong understanding of UX writing, content design, SEO, and information architecture. Experience working in Agile and Design Thinking environments. Familiarity with CMS platforms (ContentStack, Adobe Experience Manager, Contentful) and collaborative tools (Figma, Miro, Jira). Excellent command of English; proficiency in any additional African languages advantageous. Strategic storytelling: ability to translate brand strategy into digital narratives. User empathy: understands diverse customer mindsets and behavioural drivers. Brand voice leadership: maintains authenticity while adapting tone to channel and context. Analytical mindset: leverages data to measure and optimise content performance. Collaboration: works seamlessly across functions and disciplines. Influence & communication: confident presenting to senior stakeholders and leading workshops. Cultural intelligence: able to craft inclusive, regionally relevant messaging. Delivery of a cohesive, actionable Digital Content Strategy aligned with Digital and Brand strategy. Demonstrable uplift in digital content quality, engagement, and conversion. Improved voice consistency across web, app, and campaign ecosystems. Positive stakeholder and customer sentiment regarding digital content clarity and trust. Increased adoption of content standards across business units. Seniority level Mid-Senior level Employment type Contract Job function Marketing, Public Relations, and Writing/Editing Industries: IT Services and IT Consulting Location Cape Town, Western Cape, South Africa #J-18808-Ljbffr