Creative Lead (Copy)

About the role

You are a Copy Lead who owns the brand voice of Yes across every touchpoint. You are not just a writer — you are a creative thinker who understands how to move audiences emotionally and drive sales through visual communications. You will elevate brand voice as the business pivots. You will lead the copy direction for campaigns, mentor junior writers, and be the gatekeeper of brand voice consistency. Expect a mix of hands-on writing, strategic campaign thinking, and cross-functional collaboration in a fast-moving telco environment.

Key responsibilities

• Lead copy development across full-funnel campaigns — from awareness hero films and OOH to performance ads, social, search, and CRM
• Own and protect the Yes brand voice — ensuring consistency in tone, language, and messaging across all touchpoints
• Translate complex telco product propositions — 5G, data plans, LLM-powered features — into clear, benefit-led, audience-first messaging
• Develop campaign messaging architecture and taglines that ladder up to the Yes brand strategy
• Present and defend creative concepts confidently in stakeholder and leadership reviews
• Mentor and provide structured feedback to junior copywriters, raising the quality bar across the team
• Partner proactively with Art Directors, Strategists, and cross-functional teams on integrated campaign development
• Manage copy workload and timelines across multiple concurrent briefs, flagging risks early and delivering consistently

Skills & Qualifications:

• Minimum 5 years of copywriting experience, with at least 2 years in a senior or lead capacity within a brand, agency, or in-house creative team
• Proven portfolio spanning brand campaigns, digital advertising, product copy, and video scripts
• Experience in telco, tech, or fast-moving consumer brand environments is an advantage
• Degree or diploma in Communications, Marketing, Journalism, English, Creative Writing, or related field
• Exceptional writing and editing ability across multiple formats and tones
• Deep understanding of brand voice, campaign architecture, and audience-led messaging
• Ability to simplify complex technical propositions into easily understood copy
• Strong presentation skills — comfortable presenting and defending work to senior leadership including Head of Marketing and CMO
• Familiarity with SEO principles, CMS platforms, and performance marketing copy requirements
• Proven ability to manage multiple briefs simultaneously while maintaining quality and meeting deadlines

Bonus points if you are:

• Experienced in multilingual campaign adaptation, particularly Malaysian Chinese language
• Familiar with AI-assisted writing tools and integrating them into a creative workflow
• Background in marketing communications with understanding of local cultural nuances