Senior Copywriter at Salt South Africa

About the Role

• The Senior Copywriter (Paid Media) produces high quality, performance driven copy across all paid advertising channels for our banking client, including Google Ads, Meta, YouTube, Pinterest, Uber, and emerging platforms. This role requires deep understanding of each platform’s nuances and the ability to craft copy that drives measurable business outcomes.

Key Responsibilities

• Write headlines, descriptions, primary text, CTAs and body copy that fits paid media specifications, working within strict character counts and platform requirements
• Produce multiple copy variations for A/B testing, exploring different value propositions, messaging angles and tones
• Interpret platform data and performance metrics (click through rate, conversion rate, cost per acquisition, return on ad spend) to inform copy strategy
• Use approved AI tools to accelerate copy production, validating outputs against brand guidelines and applying human judgement throughout
• Act as a point of reference for copywriters on paid media briefs, reviewing and refining team outputs before they go to media teams
• Work closely with paid media managers, performance teams, designers and channel specialists to develop integrated, high performing campaigns
• Support the Manager: Copywriting in setting copywriting standards across all paid media channels

Qualifications

• A relevant degree in Journalism, Communications, English, Marketing or a related field

Experience and Knowledge

• 5+ years of copywriting experience with a significant focus on paid media and digital advertising
• Proven ability to write and optimise copy for Google Ads, Meta, YouTube and other digital platforms
• Strong portfolio with documented performance results across multiple platforms and formats
• Experience with A/B testing and optimising copy based on performance data
• Working knowledge of Google Ads Manager or Meta Ads Manager is highly advantageous
• Financial services, retail, fintech or consumer brand experience advantageous

Skills

• Exceptional writing and editing ability within tight character limits
• Ability to write compelling headlines, descriptions and CTAs using frameworks like AIDA or PAS
• Ability to interpret analytics and A/B testing data to inform copy decisions
• Strong stakeholder management and collaboration skills
• Essential: Attention to detail, creativity, adaptability, strategic thinking, problem solving
• Desirable: Google Ads or Meta certification, SEO knowledge, financial services product knowledge