Senior Copy Writer

About Rasan

• Our journey began in 2016 when we realized the burning needs of KSA’s insurance sector. To fulfil the unmet needs in the market, we had to disrupt legacy approaches with technology needed for a digital age. Today, we are market leaders, committed to improving digital experiences for thousands of people and businesses every single day.

Job Summary

• The Senior Copywriter is responsible for shaping and protecting the creative voice of Rasan’s portfolio of brands. The role exists to turn business, brand, and customer objectives into compelling creative ideas and high-quality Arabic and English content across the customer journey, develop campaign platforms, messaging, scripts, and channel-specific copy while ensuring consistency in brand voice, cultural relevance, and creative quality. The role also contributes to improving campaign effectiveness through audience insights, performance data, and responsible use of AI tools.

Job Objectives

• Develop and deliver high-quality Arabic and English copy and creative concepts that support brand, marketing, and commercial objectives.
• Deliver campaign concepts and messaging that can be effectively adapted across channels, audiences, formats, and customer-journey stages.
• Ensure all consumer-facing copy consistently meets Rasan’s standards for creativity, clarity, accuracy, cultural relevance, brand voice, and compliance.
• Improve the effectiveness of copy and creative executions by using customer insights, market research, and campaign performance data.
• Deliver assigned creative work within agreed timelines and maintain a high standard of quality across multiple concurrent projects.
• Strengthen the quality and consistency of copy produced by junior writers, freelancers, and agency partners through constructive review and creative direction.
• Build and maintain a strong portfolio of campaign concepts and executions across Arabic and English channels.

Job Responsibilities

Creative Strategy & Campaign Development

• Develop original creative concepts, campaign ideas, messaging platforms, and creative territories aligned with brand and commercial objectives.
• Establish the core message, creative proposition, and communication direction for campaigns.
• Translate campaign ideas into compelling headlines, taglines, slogans, calls to action, and supporting copy.
• Develop culturally relevant creative concepts for sponsorships, sporting events, Ramadan, Eid, Saudi National Day, and other seasonal or cultural occasions.
• Research products, audiences, competitors, market trends, and cultural insights to identify relevant and differentiated creative opportunities.
• Present and rationalize creative concepts to marketing leadership and business stakeholders, incorporating feedback while protecting the strength of the creative idea.

Bilingual Content & Brand Voice

• Produce publication-ready copy in both Arabic and English across consumer, corporate, product, brand, and performance communications.
• Write and adapt content for advertising, social media, websites, landing pages, email, SMS, WhatsApp, push notifications, and other customer touchpoints.
• Develop video scripts for advertising films, short-form and TikTok-first content, voiceovers, scenarios, hooks, and end lines.
• Adapt messaging across awareness, consideration, comparison, purchase, renewal, retention, cross-sell, and upsell stages.
• Lead Arabic-English transcreation, ensuring both versions are natural, culturally relevant, and creatively effective rather than literal translations.
• Use Saudi “white” dialect appropriately for social and consumer communications and Modern Standard Arabic for formal communications.
• Maintain distinct and consistent brand voices across different brands, audiences, channels, and communication objectives.
• Translate complex products, features, and propositions into clear and meaningful customer benefits.

Content Quality, Compliance & Creative Excellence

• Review, edit, and proofread copy to ensure accuracy, clarity, consistency, and high language quality before publication.
• Review and elevate work produced by junior writers, freelancers, and agencies, maintaining a consistently high creative standard.
• Ensure copy complies with approved brand, legal, regulatory, and communication guidelines, particularly when addressing pricing, insurance, financing, and other sensitive topics.
• Coordinate with relevant stakeholders to validate claims, terminology, and approved language when required.
• Ensure copy meets platform specifications, format requirements, character limitations, and channel best practices.
• Maintain clear documentation of copy decks, feedback, approvals, and version history to support efficient handovers and execution.
• Use AI tools responsibly to support research, ideation, and drafting while maintaining originality, accuracy, brand voice, and compliance.

Performance, Stakeholder & Delivery Management

• Use engagement, click-through, conversion, and other campaign performance indicators to identify opportunities for improving copy and creative effectiveness.
• Apply performance insights to future campaigns, iterations, testing, and optimization.
• Manage multiple copywriting projects simultaneously, prioritizing work according to business impact and agreed deadlines.
• Work closely with marketing, design, product, CRM, production, and agency teams to ensure creative work is aligned and delivered effectively.
• Communicate creative recommendations, timelines, requirements, and feedback clearly to internal and external stakeholders.
• Ensure assigned deliverables are completed on time and meet agreed quality standards.
• Contribute creative leadership and guidance to less experienced writers and external creative partners.

Job Requirements

Educational Qualification

• Bachelor’s degree in marketing, Business Administration, or a related field.

Licenses & Certifications

• N/A.

Previous Work Experience

• 5–7 years of professional copywriting experience, preferably with a strong background in a creative or advertising agency.
• Experience with writing for different audiences, brands, channels, and customer-journey stages.
• Experience developing content for sponsorships, sports, cultural occasions, or major seasonal campaigns is an advantage.
• Practical experience using AI writing tools responsibly is an advantage.
• Proven conceptual creativity and experience developing and presenting original campaign ideas, not only executing existing briefs.

Skills and Abilities

• Strong understanding of digital performance formats, platform requirements, and character limitations.
• Confidence in presenting, defending, and rationalizing creative decisions to senior stakeholders.
• Exceptional editing, proofreading, and attention-to-detail skills.
• Strong collaboration, organization, time management, and project management capabilities.
• Familiarity with user-generated content, creator-led campaigns, and social-first formats is an advantage.
• Experience in fintech, insurance, banking, or another regulated industry is a strong advantage.