JOB SUMMARY The Senior Brand Copywriter is a subject matter expert in brand marketing copywriting, producing sharp and unexpected copy designed to engage, inform and convert our B2C and B2B audiences, including current and prospective members, dentists, groups, brokers and corporate audiences across all channels. This includes fullscale integrated marketing campaigns complete with social media, email, print, video, UX, out of home, direct, and other multi-media communications. This Brand & Creative team role supports Marketing, Sales, People, Communications and other internal stakeholders. It requires solid marketing writing skills and demonstrated expertise in developing snappy taglines, short action-driven email copy, emotional video scripts and sticky social media copy. It also requires experience in how content strategy informs copy and a knack for translating business objectives and strategy into engaging campaign concepts in collaboration with creative partners and business stakeholders. The Senior Brand Copywriter masters the art of the pitch, presenting creative work to internal stakeholders with clarity and confidence. They mentor junior writers, lead campaign ideation sprints and edit and polish copy concepts for presentation to creative leadership. Their copywriting reflects the brand tone and voice, messaging and content strategy and delivers memorable, audience-specific content that elevates the Delta Dental brand.
This role also helps manage the Digital Asset Management (DAM) tool from tagging and uploading creative to maintaining training and process materials. This requires sharp technical and organization skills, attention to detail and the service mindset to train and guide team members to locate assets in the DAM. ESSENTIAL DUTIES
Ideates, pitches and develops a diverse array of marketing assets, including email campaigns, social media posts, UX web content, sports marketing campaigns, marketing blogs, multi-media advertising campaigns, sales flyers and video scripts, with attention to succinct and compelling copy that drives brand loyalty, customer engagement and revenue growth. Partners closely with strategists, designers, video producers and web developers to create audience specific content for all channels for multiple fast-moving projects delivering memorable and unexpected
taglines and marketing copy that resonates with target audiences and informs the content strategy for B2B and B2C audiences. Develops in-depth understanding of each creative brief, identifying messaging strategy and hierarchy and ensuring copy delivers on its goals.
Pitches copy concepts to internal stakeholders, external agencies and creative partners with passion and confidence. Leads writing team in creative sprints for campaign taglines and other projects and mentors and trains copywriters on style, process and copy development. Routinely proposes new content ideas and study innovative advertising and marketing copywriting trends to present to team for inspiration. Edits publications such as blogs, newsletters and libraries, serving as stakeholder contact on publication history, performance analytics and current content updates.
Serves as subject matter expert on best practices for social media copy development for key audiences and multiple platforms such as LinkedIn, Instagram and Tiktok.
Leads and trains other writers on AI prompt and content editing and understand and apply SEO, usability and accessibility best practices, as well as AP style.
Manages DAM brand portal page and provide ongoing support to stakeholders across the enterprise. Maintain DAM tagging system and folder structure and uploading of assets to the DAM and Highspot. Ensures DAM file properties are consistently and correctly applied. Help to create and maintain DAM training materials and process documentation and identify workflow improvements. Interface with IT and other teams to monitor the DAM and track internal asset usage with analytics. This list is not all-inclusive and you are expected to perform other duties as requested or assigned
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