Job Description

Reports To

Lead, Senior Copywriter

Role Purpose

The Specialist, Copywriter will be supporting the Journify team under the Loyalty & Travel Services (LTS) division and will be responsible for ideating and compelling, concise and effective copy across a variety of platforms - with a strong focus on digital, e-commerce and paid media. This role will support both above-the-line (ATL) and below-the-line (BTL) initiatives, ensuring messaging is engaging, consistent, and aligned with the brand's travel and lifestyle positioning. This is a Senior Executive role that values timely execution, collaboration, and a solid understanding of product, platform, and audience.

Key Accountability

Write clear, engaging, and conversion-focused copy for digital channels, including paid ads, eDMs, social media, landing pages, banners, and platform listings. Support ATL campaigns (e.g. branding ads, video scripts, awareness pushes) with creative ideation and cohesive messaging across mediums. Craft BTL content for promotions, conversion-driven campaigns, and paid media ads across platforms like Google and Meta. Translate marketing briefs into effective, audience-centric content with strong product positioning. Collaborate with designers, audio-visual producers, product marketers and performance teams to align customer-facing communications with strategic goals. Manage multiple campaigns effectively and efficiently while adhering to deadlines and ensuring brand consistency and quality. Edit and proofread to maintain clarity, tone, and accuracy. Stay up to date with industry trends, best practices, and emerging technologies in copywriting and digital marketing.

Qualifications & Working Experience

Bachelor's Degree in Mass Communication or a related discipline with at least 3 to 5 years of relevant working experience.

Areas of Experience

Relevant experience in creating compelling messages for different target demographics across multiple platforms, preferably in digital marketing, e-commerce, or performance-driven environments. Proven ability to write across ATL and BTL formats, with a portfolio that shows adaptability and impact. Strong understanding of paid media, audience targeting, and content that drives action. Understanding of marketing calendars, campaign planning, and fast-paced marketing cycles. Proficient in word processing programs like MS Word, with experience in PowerPoint Slides. Proficiency in Bahasa Malaysia and/or Mandarin is an added advantage.

Personality Traits

Excellent command of written English with strong attention to tone, clarity, and brevity. Efficient, agile and confident handling multiple deadlines and revisions. Strong attention to timeliness, able to adhere to strict deadlines Able to confidently engage with multiple product owners to shape clear, actionable briefs and aligned deliverables. Collaborative mindset with a willingness to take feedback and contribute to creative solutions. Proactive and passionate about writing that delivers results -- not just good copy, but purposeful copy. * Proactive in speaking up, sharing ideas, and taking ownership of assigned campaigns.