Desired Candidate Profile:

The Senior Copy / Content Writer is responsible for crafting clear, persuasive, and brand-

aligned communication across digital & offline platforms while also leading and managing the

writing team’s output. The role demands strong writing fundamentals, sharp conceptual

thinking, audience understanding, and the ability to adapt tone across formats like social posts,

ad copies, scripts, blogs, and website content.

In addition to individual contribution, the Senior Writer will mentor junior writers, review team

copy, ensure consistency in brand tonality, and drive a high-performing copy workflow across

accounts. The role works closely with Creative, Design, Video, Strategy, and Account teams to

deliver content that strengthens brand identity and improves campaign outcomes.

Reporting & Team

- Reports to: Creative Lead / Creative Director / Strategy Lead (as per account structure)

- Leads: Junior Copywriters, Interns, Freelance writers (as assigned)

- Works closely with: Accounts, Strategy, Design, Video, Performance/Media

KEY RESULT AREAS (KRAs) & KEY PERFORMANCE INDICATORS (KPIs)

1. Copy Quality & Brand Tonality

Ensure every output is sharp, error-free, on-brief, and consistent with the brand’s tone, voice,

and messaging standards.

KPIs:

- 90%+ copies approved within ≤2 feedback rounds

- 98%+ language accuracy; zero critical errors in final outputs

- 95%+ adherence to approved brand tonality

- 100% plagiarism-free content across deliverables

- Monthly internal quality score of 4/5+

2. Timeliness, Productivity & Delivery Discipline

Deliver high volume output within timelines with strong ownership, clean handovers, and

minimal rework.

KPIs:

- 95%+ tasks delivered on or before deadline

- Minor revisions turned around within 24 hours

- Rework due to avoidable errors limited to ≤5% of total outputs

- Content handover hygiene (file naming/versioning/clarity) score: 90%+

- Weekly task completion rate: 90%+

3. Campaign Messaging & Strategic Contribution

Translate business objectives into strong messaging routes, creative hooks, narratives, and

campaign-ready communication frameworks.

KPIs:





- Minimum 1 strong campaign thought/angle contributed per project

- Messaging frameworks created for 80%+ key campaigns (hooks, RTBs, tone, CTA map)

- First-draft acceptance rate maintained at 70%+

- Pitch/recent business support: minimum 2 copy assets per quarter (or as required)

- Stakeholder clarity score (brief-to-output alignment): 4/5+

4. Platform-Ready & Performance-Aware Writing

Write platform-native content (organic + paid) with strong hooks/CTAs and apply performance

learnings to improve effectiveness.

KPIs:

- 90%+ content delivered in platform-ready formats (structure, limits, CTA placement)

- Minimum 2 A/B-ready copy options for 60%+ paid campaigns (hooks/CTA variations)

- SEO basics followed for long form/web content: 90% adherence (headings, keywords,

readability)

- Monthly performance learnings note submitted (what worked/what didn’t)

- Minimum 2 optimizations applied in the next cycle based on learnings

5. Collaboration, Stakeholder Management & Responsiveness

Work seamlessly with Account/Strategy/Design/Video teams, communicate clearly, and

incorporate feedback efficiently.

KPIs:

- Cross-team satisfaction score: 4/5+

- Response time: acknowledge within 1 working hour; action on feedback within 24 hours

(where feasible)

- 90%+ participation in brainstorms/reviews and calendar discussions

- Reduced iterations caused by misinterpretation of brief by 10–15% over time

6. Team Handling, Mentorship & Copy Operations Leadership

Lead the writing team by allocating work, reviewing outputs, mentoring writers, and building

scalable copy systems and guidelines.

KPIs:

- 85%+ team outputs approved within ≤2 feedback rounds

- 90% of team copies reviewed within 24 hours of submission





- Minimum 2 structured feedback/training sessions conducted per month

- Maintain team monthly quality score at 4/5+

- Minimum 1 process/SOP improvement delivered per quarter (tone guide, checklist,

templates)

- 15–20% reduction in heavy rewrites over 3 months (team maturity indicator)

ROLE EXPECTATIONS

- Own end-to-end copywriting across formats: social posts, ads, carousels, captions,

scripts, emailers, website/long-form, ensuring brand tonality, clarity, and impact.

- Drive campaign messaging & content routes: develop hooks, CTAs, taglines, content

pillars, and organic + paid variations from briefs.

- Strengthen writing through research & insight: audience/category/competitor study to

create sharper, more relevant communication.

- Support video and integrated storytelling: write voiceovers, dialogues, narration, and

scene-by-scene scripts aligned with creative direction.

- Ensure quality control & content hygiene: proofread, fact-check, and QA all copies;

maintain copy decks, content banks, templates, and checklists.

- Lead the copy team: allocate tasks to junior writers/interns, mentor them, run copy

huddles/brainstorms, and raise idea-to-copy quality.

- Own copy operations & stakeholder alignment: review/approve team outputs pre-client,

maintain tone-of-voice guides/frameworks, coordinate with Account/Strategy on brief

clarity, and support hiring/onboarding when required.

SKILLS & TOOLS

Writing & Craft: Brand tonality, storytelling, concepting, short-form & long-form writing,

proofreading, editing

Platform Understanding: Social formats, ad copywriting, hooks/CTAs, YouTube/shorts

scripting, LinkedIn tone

Strategy: Insight-led messaging, audience understanding, campaign thinking, content planning

SEO (Preferred): Basic keyword usage, headings, meta understanding, readability

Tools: Google Docs/Sheets/Slides, MS Office, Grammarly (or equivalents), basic SEO tools

(where applicable), AI writing tools for ideation/support (with human refinement), project tools

Pay: Up to ₹40,000.00 per month

Work Location: In person

📌 Senior Copywriter (Vypin)
🏢 Passio Communications
📍 Vypin