Copywriter

A brief of job summary:

Own Highlands Coffee's brand voice and content narrative across all touchpoints - from campaign manifesto to daily social copy. Act as the bridge between brand strategy and creative execution, ensuring every word the brand puts out is purposeful, culturally resonant, and on brand.

Key Accountabilities:

1. Campaign Messaging & Copywriting

• Develop campaign key messages, social captions, headlines, and taglines aligned to the campaign's strategic idea.

• Write short-form video scripts, KOC content review, POSM copy, social contents, and other communication materials.

• Write trend-driven, shareable short-video scripts and hooks designed to spark organic reach, not just execute a brief.

• Translate creative briefs and brand strategy into copy that is clear, differentiated, and culturally sharp - in both Vietnamese and English.

2. Social Content Development

• Create and refine social content ideas for Facebook, TikTok, Instagram, and app channels.

• Partner with the Media Executive and Creative/Design to ensure copy and content ideas work together, not in silos.

3. Brand Voice & Communication Consistency

• Act as the guardian of Highlands' tone of voice across daily content, campaigns, product launches, promotions, and brand announcements.

• Build and maintain a lightweight tone-of-voice reference to keep agencies and freelancers aligned without slowing output.

4. Agency & Cross-functional Collaboration

• Work with creative agencies, social agencies, and KOC/KOL teams to develop and finalize communication materials.

• Represent the brand's voice in creative reviews and defend narrative discipline when campaigns scale across many content pieces.

5. Content Quality Control

• Review and polish agency and freelancer copy for quality, clarity, and consumer appeal before publishing.

• Flag off-brand or inconsistent messaging early, with clear, actionable feedback.

Job Requirements:

Must-have

• 3–5 years of copywriting experience in an integrated, social/digital agency or consumer brand environment. Experience in F&B, retail, or lifestyle is an advantage.

• Exceptional copywriting in BOTH Vietnamese and English - strong command of cultural nuance, emotional resonance, and brand clarity in each language, not a translated version of the other.

• A strong portfolio demonstrating campaign-level thinking, original creative concepts, and social-first executions

• Proven ability to write across social and short-form video scripts - able to shape a trend-driven idea into content, not just execute a brief.

• Creative, Gen Z sensibility - naturally fluent in internet culture, meme literacy, and youth conversation trends, and able to translate that instinct into on-brand content.

• Multi-channel writing experience across social, digital, and offline/POSM formats.

Mindset & Competencies

• Brand-obsessed - treats every word as a brand decision, not just a deliverable.

• Creative and trend-native - spots a cultural moment early and turns it into content before it peaks.

• Detail-oriented with a bias for both quality and speed under campaign deadlines.

• Collaborative - works comfortably with agencies, the creative team, and cross-functional stakeholders without ego.

• Comfortable giving direct, specific feedback to protect brand consistency.

Working hours: As per business needs. Typically 8am-5pm Mon-Friday

Location: 127 Nguyen Co Thach, An Khanh Ward, HCM City

Apply via email: [email protected]