Senior Paid Media Copywriter at Salt South Africa

Job Purpose

• The Senior Copywriter is a senior writing role responsible for producing high-quality, on-brand copy across all Capitec channels and streams. You maintain Capitec’s voice and tone across every touchpoint – from paid advertising and organic social to SMS, email, WhatsApp, website, Direct Marketing channels, internal comms and emerging channels – while ensuring all copy meets brand, compliance, and platform standards. This role requires broad channel literacy and the ability to switch seamlessly between audience segments, tones and formats without losing the Capitec voice.

Key Performance Areas

Day-to-day paid media copywriting

Develop clear, on-brand copy across the full range of Capitec channels including paid advertising (Google Search, Performance Max, Meta, YouTube, Pinterest, Uber Journey Ads), organic social (Facebook, Instagram, LinkedIn, X, TikTok), email, SMS, WhatsApp, website, SEO articles, Direct Marketing channels and internal communications

• Ensure all copy aligns with Capitec’s brand voice, tone and strategic objectives while meeting channel-specific character limits, formatting requirements, and best practices
• Write headlines, body copy, descriptions, CTAs, subject lines, and mandatories that fit defined channel specifications – working within constraints without compromising message, tone or brand voice
• Produce copy for all business streams including Personal Banking, Business Banking and more
• Work closely with other writers, designers, strategists, performance managers and channel specialists to ensure copy integrates seamlessly with creative assets from brief through to live deployment

Channel expertise and platform knowledge

• Develop and maintain current knowledge across all primary channels: Paid (Google Ads, Meta, YouTube, Pinterest, Uber Journey Ads), Organic social, Direct (Email, SMS, WhatsApp), Digital (Website, SEO), CE channels, Internal communications, and Print
• Interpret platform requirements, analytics, and performance metrics to inform copy strategy and improve effectiveness over time
• Stay current with platform updates, new features, format innovations, and audience behaviour shifts
• Use approved AI tools to accelerate copy production, applying performance data and brand guidelines to inform prompts, generate and iterate variants and surface stronger messaging patterns faster
• Validate all AI-assisted outputs against Capitec brand guidelines and apply human judgement at every stage of the copy process, in line with Capitec’s Responsible AI Standard

Collaboration and production alignment

• Work closely with paid media managers, performance teams, brand teams, UX designers, developers, PR and HR to deliver integrated, high-performing communications across all channels
• Provide input on copy approach, messaging hierarchy and audience positioning at campaign concept stage to ensure strategic alignment, platform feasibility and audience resonance
• Participate in campaign briefings, strategy sessions and performance reviews. Contribute copy perspectives to media strategy, audience segmentation and channel planning discussions

Innovation and continuous improvement

• Lead copy testing initiatives across channels. Develop test hypotheses, create copy variants for A/B testing and analyse performance results. Use testing insights to refine copywriting approaches
• Track and report on copy performance. Monitor campaign metrics, identify copy-driven opportunities and blockers and provide regular insights on copy performance and recommendations
• Stay informed on emerging trends, new channel features, evolving audience behaviours and breakthrough creative approaches across all relevant channels
• Explore new copy structures, messaging frameworks and copywriting techniques appropriate for each channel type and bring considered recommendations to the team

Qualifications

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

Experience and Knowledge

• 5+ years of copywriting experience across multiple channels and formats
• Proven ability to write across a broad range of channel types – including paid advertising, organic social, email, SMS, WhatsApp, website, CE channels and long-form communications
• Strong portfolio showcasing copy across multiple channels, formats, audience segments and business streams
• Experience with A/B testing copy variations, interpreting performance data and optimising based on metrics and insights
• Working knowledge of paid media platforms (Google Ads Manager, Meta Ads Manager or equivalent) is advantageous
• Experience in financial services, retail, fintech or consumer brands is advantageous
• Understanding of how audience segmentation, targeting, and messaging strategy influence copy approaches and performance outcomes across different channels

Skills

• Exceptional writing and editing abilities across short-form and long-form formats, with expertise in adapting tone, length and structure for each channel
• Deep understanding of channel requirements, best practices, audience behaviour and copy conventions across paid, organic, direct, digital, CE and internal communications channels
• Ability to write compelling headlines, descriptions, CTAs, subject lines and body copy that drive conversions, engagement or education depending on the channel goal
• Ability to apply copywriting frameworks (AIDA, PAS, CARE, and others) appropriately across different modes and contexts
• Ability to interpret analytics, performance metrics and A/B testing data to inform copy decisions and optimisation strategy
• Strong understanding of audience segmentation and the ability to tailor copy for different audience stages, client journey positions and business streams (Personal Banking, Business Banking, Insurance, Connect, etc.)
• Ability to switch seamlessly between tones and modes – from challenger marketing to crisis comms, from a CE message to a press release – without losing the Capitec voice
• Excellent stakeholder management and collaboration skills. Ability to communicate effectively with media teams, designers, developers, strategists, PR and senior stakeholders
• Proficiency in Microsoft Office and collaboration tools. Familiarity with shared spreadsheets, project management tools and campaign tracking systems
• Ability to use approved AI writing tools effectively – including data-informed prompting, brand voice validation of AI-generated output and applying human oversight before any copy goes live
• Essential: Attention to detail, creativity, collaboration, adaptability, strategic thinking, problem-solving, strong work ethic
• Desirable: Experience with marketing automation platforms, familiarity with conversion rate optimisation principles, knowledge of SEO and keyword research, understanding of financial services products and messaging, experience with creative testing tools or workflows