Job Description

Job Title

Senior Writer

Reports To

Creative Director, Brand & Marketing

Role Purpose

Oversees all branding content narratives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior.

Key Accountability

• Lead the creation of and produce Malaysia Airlines' branded content to maximize its brand value, intellectual properties and social narratives by preparing them for extension across multiple platforms.
• Oversight of editorial strategy across platforms to develop voice/style/brand guidelines, idea and content development, determine themes, messages and topics, establish workflows with people, ownership, roles and responsibilities, and a content plan in the short and long term.
• Produce and repurpose proprietary content fit to Malaysia Airlines' brand pillars with modulated tone and voice for targeted audiences across platforms including but not limited to the company's: website and mobile applications, social media, in-flight magazine and entertainment, internal and external advertising/marketing/promotions materials.
• Manage the company's content management tools and practices, including but not limited to access, conversion, content migration, analytics configuration, backup and archival practices. Perform periodic evaluations of content at various stages of production for user analysis, content inventory/audit, gap analysis, competitor analysis, and content aggregation in order to make necessary revisions for promotion and success evaluation/learning.
• Supervise the necessary agencies in order to publish and distribute these content, manage their appearance and engagement with audience, and quality control for revisions including but not limited to: advertising, creative, media, social and in-flight publication agencies.

Qualification & Experience

• Masters in Communication or any related field is an added bonus with preferably 3 years of experience as a respected leader in multichannel content creation (corporate communications, publishing, journalism, etc.). or
• Degree in Business Administration/ Journalism/ Advertising with 7 years experience in Communications field

Skills & Knowledge

Experience with creating compelling messages for different target demographics across multiple platforms (in print, online, mobile, etc). Crisis communications experience a plus.

Key Challenges

• Targeting audiences of the company's: website and mobile applications, social media, in-flight magazine and entertainment, internal and external advertising/marketing/promotions materials.
• Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why. Continuous evolvement of strategy is a must.
• Supervising copywriters, editors, creative and advertising agencies; be an arbiter of best practices in grammar, messaging, writing, and style.
• Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content repurposing, including the real-time implementation of content strategies.
• Leveraging market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.