Key Responsibilities —Digital Copywriter

Strategic Content & Storytelling

• Own and shape the content strategy for all counseling and non-counseling services, ensuring consistent messaging, positioning, and engagement across products and markets.
• Develop product- and geography-specific storytelling frameworks that take into account cultural context, audience behavior, and platform nuances.
• Develop and implement creative campaigns around launches, student success stories, mentor highlights, and key brand moments.
• Maintain and evolve a brand voice that is aspirational, approachable, and globally relevant for social media & ad-led marketing. 
• Lead content marketing efforts across multiple channels, including ads, social media, and webinar decks, ensuring alignment with brand & sales goals.

Content Planning & Execution

• Create and manage a comprehensive content calendar covering social media, digital ads, email, and webinars.
• Write, edit, and optimize a high volume of short-form, conversion-driven content for digital ad campaigns on Meta, TikTok, Google, and LinkedIn.
• Develop compelling video scripts, storyboards, and ad concepts tailored for platform-specific audiences and algorithms. (For Ads & Organic Social media) 
• Develop captions & supporting content for social media and digital ads.
• Build engagement-focused content across all social media channels.
• Create punchy, persuasive copy for all stages of the sales funnel – TOFU, MOFU, BOFU to deliver a high CTR & lead conversion rate. 
• Conceptualize and develop webinar content, from topic ideation to complete presentation decks, ensuring storytelling that educates and converts across the funnel.
• Collaborate closely with design, marketing, and performance teams to produce creative assets that drive awareness, engagement, and conversions.

Performance & Platform Expertise

• Be well-acquainted with digital advertising platforms (Meta, TikTok, Google, LinkedIn) and possess an algorithm-level understanding of how content performs and ranks.
• Rapidly iterate on content based on performance metrics (CTR, Conversion Rate, Engagement Rate) to lower cost-per-lead.
• Review past campaign data to identify trends and align upcoming content accordingly.
• Deliver high volumes of ad content under short deadlines, maintaining creative excellence and brand consistency.
• Apply Keyword optimization, SEO, and SEM best practices to maximize content reach and discoverability across platforms.

Technical & Data-Driven Thinking

• Leverage analytics and audience insights to determine what content works best across different geographies and platforms. (Meta, Google, LinkedIn, TikTok) 
• Analyze campaign performance and continuously optimize strategies for engagement, lead generation, and conversion.
• Experiment with various formats, tones, and channel mixes to stay ahead of evolving digital media trends and algorithms.

Leadership & Collaboration

• Bring strategic vision to content planning, with the ability to translate big-picture goals into actionable, measurable campaigns.
• Mentor and collaborate with writers, designers, and cross-functional teams to deliver cohesive, high-quality output.
• Align content initiatives with business goals, product launches, and marketing priorities across multiple regions.

Required Skills & Qualifications:

• 4–7 years of experience in content marketing, digital storytelling, or brand communications, ideally with exposure to education, youth brands, lifestyle, or multi-product B2C services.
• Proven expertise in writing for Meta, TikTok, and Google Ads is non-negotiable. The candidate must understand what makes copy work effectively on each platform.
• Ability to write short-format digital content aimed at driving CTR. 
• Exceptional storytelling and editing skills, with the ability to convert complex services & propositions into a single, thumb-stopping hook.
• Experience with CMS, creative tools, SEO, analytics platforms (e.g., WordPress, HubSpot, Canva, Google Analytics).
• Data-driven mindset with a clear understanding of geo-specific content and audience segmentation.
• Visionary yet hands-on, capable of leading strategy while executing campaigns end-to-end.
• Collaborative approach, working with marketing, design, counselors, and leadership teams across time zones.

What you will get from us, in return, is:

• A highly collaborative environment that pushes you to think beyond your boundaries.
• A diverse workload keeps you continually stimulated.
• An open forum for expression of ideas.