An Excellent Opportunity for ...
Key Responsibilities
1. Brand Voice & Storytelling
* Own and maintain a consistent Brand Voice, Tone of Voice, and Writing Style.
* Translate brand vision, values, positioning, and personality into compelling communication.
* Develop strong narratives around the brand, products, collections, craftsmanship, people, and customer experiences.
* Ensure all written communication maintains a premium and consistent brand image.
* Develop and maintain Brand Content Guidelines / Copywriting Guidelines.
2. Content Strategy & Planning
* Work with the Branding & Creative Manager to develop monthly, quarterly, and campaign-based content strategies.
* Develop content pillars, themes, storytelling directions, and messaging frameworks.
* Prepare and manage the Content Calendar.
* Recommend appropriate content formats and storytelling approaches for different platforms.
* Identify opportunities to strengthen brand awareness, engagement, desirability, and customer connection through content.
3. Copywriting & Content Creation
Create high-quality content for:
* Facebook, Instagram, TikTok and other social platforms
* Product and collection storytelling
* Campaign concepts and key messages
* Advertising copy
* Website and landing pages
* Product descriptions
* Video/Reels scripts
* Event communication
* Invitations
* Brochures, catalogues and lookbooks
* Press releases and PR materials
* Email/SMS/CRM communication
* VIP customer communication
* Corporate profiles and presentations
* Internal brand communication when required
4. Campaign Messaging & Creative Concept Development
* Participate in brainstorming and campaign development with Branding, Creative, Design, Digital Marketing, Sales, and Management teams.
* Develop campaign themes, headlines, taglines, key messages, captions, scripts, and storytelling concepts.
* Translate marketing objectives into customer-facing messages.
* Develop multiple creative directions when required and recommend the strongest approach.
* Ensure campaign messages are aligned across online and offline channels.
5. Product & Luxury Storytelling
* Understand product features, design inspiration, craftsmanship, materials, and customer value.
* Convert technical product information into emotionally engaging and easy-to-understand stories.
* Develop distinctive storytelling for Fine Jewellery, Signature Pieces, Statement Pieces, Masterpieces, Collections, and special creations.
* Communicate craftsmanship, rarity, design value, heritage, and exclusivity without overusing generic luxury language.
6. Editing & Quality Control
* Review and edit content prepared by junior writers or other departments.
* Ensure accuracy in grammar, spelling, terminology, product information, and brand messaging.
* Check all important customer-facing content before publication.
* Ensure consistency of tone and terminology across platforms.
* Maintain a high editorial standard and reduce content errors.
7. Research & Trend Awareness
* Research competitors, luxury brands, customer interests, industry developments, and cultural trends.
* Stay updated on social media content trends and emerging storytelling formats.
* Research topics thoroughly before developing educational or industry-related content.
* Recommend relevant content opportunities while protecting the brand’s unique identity.
8. Cross-Functional Collaboration
Branding & Creative Team — campaign concepts and creative direction
Graphic Designers — visual and copy alignment
Photo/Video Team — scripts and storytelling direction
Digital Marketing Team — platform and performance requirements
Sales Team — product knowledge and customer insights
Product/Design/Production Teams — accurate product and craftsmanship information
Management — strategic brand messages and corporate communication
9. Senior-Level Responsibilities
* Mentor and guide Junior Content Writers.
* Review junior writers’ work and provide constructive feedback.
* Establish writing standards and templates.
* Support content workload planning and prioritization.
* Maintain a Brand Content Library containing approved terminology, key messages, product stories, taglines, campaign copy, and reference materials.
* Act as the internal guardian of written brand communication.