Senior Copywriter

Job description for Senior Copywriter at Brandup Vietnam

Role purpose

Own copy and content quality across retainer and campaign work, spanning performance advertising materials and integrated marketing communications (IMC). Turn business, audience and channel insights into persuasive ideas and copy while building the coaching and quality-control capability required to progress toward Copy Lead.

I. RESPONSIBILITIES

Creative Strategy & Concept Development

Translate client briefs, brand strategy and audience insights into clear creative territories, big ideas, key messages and channel-specific content directions.

Develop integrated concepts for IMC campaigns across relevant touchpoints, including social, digital, influencer/KOL, activation, PR, video and e-commerce.

Lead or actively contribute to brainstorms; articulate the rationale behind ideas and turn abstract thinking into presentation-ready creative proposals.

Research audiences, competitors, category conventions, cultural trends and platform behaviors; perform content audits to define the right tone of voice and creative opportunity.

Partner closely with Art/Design, Strategy, Account, Media and Production teams so words, visuals, formats and channel mechanics work as one idea.

Performance Ads & Content Production

Create conversion-focused copy for approximately 50% performance-led output, including key visuals, social ads, video scripts, hooks, headlines, body copy, CTAs, landing pages and content variants.

Build copy matrices and testing hypotheses for audiences, pain points, benefits, formats and funnel stages; adapt winning messages based on campaign results and learnings.

Balance brand consistency with performance objectives, producing multiple high-quality variations at retainer speed without sacrificing accuracy or craft.

Review layouts, storyboards, offline edits and final materials; ensure copy, visual hierarchy and user journey support the communication objective.

Use performance signals such as CTR, engagement, conversion and qualitative feedback to recommend content optimizations in partnership with Media/Performance teams.

Client, Project & Stakeholder Management

Work with Account and Strategy teams to challenge and clarify briefs, identify missing information, define deliverables and align expectations before execution.

Present creative ideas and copy rationale confidently in internal and client meetings; respond constructively to questions and defend recommendations with evidence.

Manage assigned copy workstreams, priorities and deadlines across multiple retainer and campaign projects; proactively surface risks and propose solutions.

• Ensure deliverables meet scope, quality and timing requirements, and support the team in reducing avoidable revision rounds.
• Senior Ownership & Copy Lead Readiness
• Set the quality bar for assigned projects by reviewing, editing and approving copy in Vietnamese and English before senior/client review.

Coach junior copywriters and content team members through briefs, ideation, writing and feedback; explain the principle behind each edit instead of only rewriting their work.

Allocate or coordinate copy tasks on selected projects, track progress and support workload balancing under the direction of the Creative Lead.

Create and maintain practical team resources such as tone-of-voice guides, copy checklists, claim libraries, reference banks and post-project learnings.

• Facilitate selected brainstorms, internal reviews or project kick-offs and contribute to improving the team’s creative process.
• Act as project-level copy owner when assigned; this role does not replace the Creative/Copy Lead’s formal people-management accountability.

II. REQUIREMENTS

Experience & Portfolio

At least 6 years of copywriting experience in an advertising, creative, digital or integrated agency environment including a minimum of 3 years in a Senior role; experience owning projects or workstreams is expected.

Demonstrated experience across both performance advertising materials and integrated campaign work, not only editorial articles or social captions.

Healthcare, pharmaceutical, wellness, beauty or cosmetics experience is strongly preferred; candidates must be comfortable working with technical information and claim-sensitive content.

A portfolio showing the candidate’s specific role and thinking across concepts, KV/headline systems, ads, scripts, content ecosystems and/or IMC campaigns. Include at least one performance case and one integrated campaign case where possible.

Core Craft & Strategic Capability

Excellent Vietnamese writing, editing and proofreading skills; working proficiency in English sufficient for briefs, research, presentations and bilingual adaptation.

Strong command of brand voice, storytelling, messaging architecture, conceptual copywriting and channel adaptation.

Ability to write concise, persuasive performance copy and develop structured variations for testing while maintaining brand and claim accuracy.

• Ability to interpret campaign and content results, draw practical conclusions and turn them into the next round of creative recommendations.
• Strong attention to detail, fact-checking discipline and sound judgment when handling regulated, sensitive or technical subject matter.

Confident presentation and stakeholder-management skills; able to explain creative choices clearly and navigate feedback without becoming defensive.

Leadership Potential & Ways of Working

Evidence of mentoring, giving actionable feedback or raising the quality of other writers’ work; prior formal line-management experience is not required.

Able to prioritize independently, estimate effort, manage overlapping deadlines and remain dependable in a fast-paced retainer environment.

Collaborative and low-ego; able to challenge constructively, resolve project-level friction and build trust across Creative, Account, Strategy, Media and Production.

• Shows ownership beyond personal deliverables by improving standards, workflows, knowledge sharing and team capability.
• Curious about culture, consumer behavior, platforms, advertising effectiveness and responsible communication in Healthcare and Beauty.
• III. SUCCESS INDICATORS FOR THE FIRST 6–12 MONTHS
• Consistently delivers accurate, on-brand and channel-effective copy with limited senior rework.
• Owns copy quality and deadlines for assigned retainer accounts or campaign workstreams.
• Presents and defends ideas effectively with internal teams and clients.
• Uses content/performance learnings to improve subsequent outputs.
• Demonstrably improves at least one junior team member’s capability and contributes reusable standards or tools to the team.
• Can independently facilitate selected briefs, brainstorms and review sessions—creating a credible development path toward Copy Lead.

IV. HR POLICIES

• Salary Range: 20,000,000 – 22,000,000 gross
• Salary: Negotiable, based on experience and portfolio.
• Annual leave and statutory insurance in accordance with Vietnamese law and Company regulations.
• Periodic health check at a leading international hospital and PVI health insurance.
• MacBook provided as a working tool during employment.
• Annual company trip, team-building activities, monthly birthday events and team activities.
• Dynamic agency environment with periodic professional training and updates on Digital Marketing trends.
• Working time: Full-time, 9:00–18:00, Monday to Friday.
• Office: 12A Floor, Long Tower, 101–103 Nguyen Cuu Van Street, Gia Dinh Ward, Ho Chi Minh City, Viet Nam.

V. APPLICATION INFORMATION

• CV and a short cover note outlining relevant agency and leadership-readiness experience.
• Portfolio with a clear description of your role and contribution to each selected project.