Chi tiết công việc COPY LEAD tại Brandup Vietnam
Role purpose: Lead the Copy team's content quality and delivery capabilities, ensuring that every output aligns with brand strategy, complies with Healthcare and Beauty/Cosmetics industry requirements, and performs effectively across communication and advertising channels. The Copy Lead will contribute directly to priority projects, develop the team, standardize workflows, and champion the responsible use of AI to improve the speed, depth, and consistency of creative output.
Scope of work:
- The client portfolio primarily covers Healthcare and Beauty/Cosmetics. Most engagements are retainer-based, requiring consistently high quality and a long-term understanding of each brand.
- Approximately 50% of the workload involves advertising materials and performance content, while the remaining 50% involves integrated marketing communications (IMC) campaigns.
- Provide professional leadership for the Copy team and collaborate closely with Art/Design, Strategy, Account, Media/Performance, Production, and relevant partners.
I. RESPONSIBILITIES
Professional Leadership and Creative Quality
- Set quality standards for ideas, messaging, brand voice, content structure, and persuasiveness; take final accountability for work before internal presentation or client submission.
- Receive and clarify briefs; translate business objectives, insights, brand strategy, and channel requirements into clear content direction for the team.
- Lead the development of concepts, big ideas, key messages, campaign lines, content territories, and messaging frameworks; directly write or edit high-priority deliverables.
- Ensure ideas can be developed consistently across multiple touchpoints rather than existing only as isolated lines of copy.
Advertising Materials and Performance
- Build systems of hooks, angles, headlines, body copy, calls to action, and content variations tailored to audience segments, funnel stages, and advertising formats.
- Work with Media/Performance teams to interpret data, identify why content performance has increased or declined, and propose evidence-based A/B testing hypotheses.
- Balance conversion potential, brand integrity, and audience experience; standardize data-learning practices so insights can be reused in future content cycles.
IMC Campaign Development
- Lead content from pitch through execution, including research, creative direction, concepts, key visual copy, social/digital, video, KOL/KOC, PR activations, and other relevant touchpoints.
- Collaborate with Strategy and the Art Lead/Creative Director to ensure that strategy, visuals, and copy all support one central idea.
- Present and defend creative solutions to clients with clear reasoning; receive feedback, identify the underlying issues, and direct revisions effectively.
Team Management and Operations
- Assign work based on capability and project workload; manage the Copy team's priorities, timelines, quality, and risks.
- Provide guidance, constructive challenges, and developmental feedback; conduct regular coaching and reviews, and build capability-development plans for each team member.
- Build a knowledge library, brief templates, content-review checklists, filing systems, and collaboration principles to reduce errors and revision rounds.
- Participate in recruitment, probation reviews, performance evaluations, and recommendations for team-member development and recognition.
II. REQUIREMENTS
- At least 7 years of Copywriting/Creative Content experience at an agency or in a comparable environment, including at least one to two years of professional leadership, team management, or a key role on major projects.
- A portfolio that clearly demonstrates the candidate's personal contribution across both advertising materials/performance content and multi-channel IMC campaigns.
- Experience in Healthcare, pharmaceuticals, personal care, cosmetics, or another industry with tightly controlled claims is a significant advantage.
- Strong conceptual thinking and excellent Vietnamese writing and editing skills; the ability to work with English-language materials and develop bilingual content is an advantage.
- Understand digital-platform behavior, brand communication principles, and the logic of data-driven content optimization.
- Demonstrate the ability to delegate, give feedback, coach, resolve conflict, and influence across functions—not only strong individual writing skills.
- Communicate and present persuasively; remain composed while managing multiple projects, tight deadlines, and complex client feedback.
- Be proactive in learning, willing to experiment, and ready to integrate AI into daily work in accordance with company policies.
III. HR POLICIES
- Salary Range: 25,000,000 – 28,000,000 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.
