Contents Specialist (Senior Copywriter – Brand Voice & Editorial Lead)

Responsibilities

**1. Brand Voice Ownership &

Guidelines**

• Develop, document and own

Betika's brand voice guidelines across all seven markets — establishing the

tone, language register, personality and writing principles that define how

Betika communicates.

• Adapt brand voice guidance for

market-specific nuances: local language, Sheng/Swanglish usage in Kenya,

cultural expressions in Uganda, Tanzania, Zambia, Malawi and Ethiopia.

• Act

as the definitive editorial authority on all brand communications — reviewing

and signing off copy before publication to ensure brand voice consistency.

• Partner

with the Creative Director and Art Directors to ensure verbal and visual

identity are consistently integrated across all campaigns and channels.

**2. Campaign Copy Strategy &

Development**

• Lead

the development of campaign copy systems for both tactical (promotional) and

thematic (brand-building) campaigns across all markets.

• Collaborate

with the Associate Creative Director and Senior Art Director to develop fully

integrated campaign concepts that are both visually and verbally compelling.

• Write high-impact scripts,

headlines, taglines, body copy and CTAs for campaigns across digital, social,

OOH, BTL, broadcast and experiential channels.

• Own the editorial direction for

Betika's tentpole moments — including Bingwafest, Premier League activations

and major sports events — ensuring copy is strategic, exciting and

brand-aligned.

• Review all campaign copy produced

within the team, providing constructive editorial feedback and final sign-off.

3. Regional Market Support

• Partner with each regional

creative lead (Uganda/Zambia/DRC and Tanzania/Malawi and Ghana) to develop

market-specific copy that is locally relevant, culturally sensitive and

brand-aligned.

• Produce copy adaptations for all

six markets — ensuring messaging resonates with local audiences while

maintaining Betika's global brand voice.

• Provide copy support for

market-specific promotions, product launches and event activations across all

territories.

• Serve as the editorial partner to

regional market managers when copy input is required for stakeholder

communications.

4. Internal Communications Copy

• Lead the copy development for

Betika's internal communications — including newsletters, leadership

announcements, town hall materials, recognition programmes and HR

communications.

• Partner

with the Art Director – Brand Identity & Internal Communications to ensure

internal comms are both visually and verbally consistent.

• Develop and maintain copy

templates and messaging frameworks for recurring internal comms formats.

• Ensure internal communications

reflect Betika's culture, values and tone in a way that engages employees

across all markets.

5. Product Team Collaboration

• Work closely with the Product

team to develop clear, compelling UX copy, product messaging, feature launch

copy and in-app communications.

• Ensure product communications —

including push notifications, in-app banners, onboarding messages and help

content — align with Betika's brand voice and are optimised for user

engagement.

• Participate in product planning

sessions to provide early-stage copy input on new features, betting products

and user journeys.

• Develop

copy guidelines for product communications to ensure consistency as the product

evolves across markets.

6. Digital Team Collaboration

• Collaborate with the Digital team

on website copy, SEO content strategy, landing pages, campaign microsites and

email marketing copy.

• Ensure all digital copy is

optimised for search and user experience while maintaining brand voice

integrity.

• Develop and maintain a library of

approved digital copy assets — boilerplates, disclaimers, evergreen content —

for use across markets.

• Partner with the Digital team on

performance-driven copy testing (A/B testing, CTA optimisation) to improve

conversion and engagement metrics.

7. Social Media Team Collaboration

• Partner with the Social Media

team to develop platform-appropriate copy strategies for all active social

channels across Betika's markets.

• Write and review social media

copy — including posts, captions, competition mechanics copy, community

management responses and influencer briefs.

• Develop social media

tone-of-voice guidance that balances Betika's brand personality with

platform-specific conventions.

• Collaborate on the development of

the social media content calendar, providing copy strategy input for key

moments, campaigns and always-on content.

**8. Content Creation &

Copywriting**

• Write long-form and short-form

content as required — including blog posts, press materials, scripts for

video/audio productions and branded editorial content.

• Review

and proofread all externally published content from the Creative team before

submission for approval.

• Keep track of emerging copy

trends, local sports events and cultural moments that Betika can leverage in

its communications.

• Perform any other duties as

assigned from time to time.