Copywriter (Francophone)

Overview

To lead the development of high-impact, culturally relevant copy for francophone markets, ensuring creative excellence, brand consistency, and effectiveness across all channels.

The role is accountable for translating business and creative briefs into compelling narratives that resonate with target audiences, while elevating the overall quality of copy output within the agency.

Responsibilities

1. Creative Development & Copy Leadership

- Develop original, high-quality copy in French and English across multiple channels (campaigns, digital, social, film, CRM, and activations).

- Own the quality, tone, and effectiveness of copy output across assigned projects.

- Craft strong concepts, headlines, taglines, and narratives that drive audience engagement and campaign performance.

1. Francophone Market Relevance

- Adapt and localise global/regional creative into culturally resonant work for francophone markets.

- Ensure linguistic accuracy and cultural nuance, with a strong preference for Wolof where required.

- Provide guidance on language and cultural appropriateness to wider creative and account teams.

1. Concept Development & Collaboration

- Partner with Art Directors and Designers to co-develop integrated campaign ideas.

- Contribute meaningfully to concept development, not just execution.

- Participate in internal creative reviews and elevate the standard of output.

1. Client Engagement

- Translate client briefs into clear, compelling creative responses.

- Present copy and ideas confidently to internal teams and clients where required.

- Incorporate feedback effectively while protecting the integrity of the idea.

1. Research & Insight Application

- Build a deep understanding of client categories, audiences, and competitors.

- Apply insights to strengthen relevance, clarity, and impact of messaging.

1. Quality Control

- Ensure all copy is accurate, error-free, and aligned with brand guidelines.

- Maintain consistency of tone, messaging, and structure across all deliverables.

1. Cross-functional Collaboration

- Work closely with Account Management to understand business objectives and timelines.

- Collaborate with Production and Digital teams to ensure feasibility and execution quality.

1. Delivery & Ownership

- Manage multiple projects simultaneously while maintaining quality and deadlines.

- Take accountability for final copy deliverables within agreed timelines.

- Escalate risks early where timelines or quality may be impacted.

1. Creative Innovation

- Proactively bring fresh ideas, formats, and approaches to improve campaign effectiveness.

- Stay current with trends in language, culture, and digital storytelling within francophone markets.

Qualifications

Bachelor's degree in Journalism, Communications, Marketing, or a related field.

Skills and Specifications

- Fluent in French and English (written and spoken) - mandatory

- Strong professional writing capability across multiple formats

- Wolof language proficiency - highly advantageous

- Strong understanding of digital and integrated communications

- Ability to balance creativity with strategic and commercial objectives

Experience

5-6 years' experience in copywriting within an agency or similar environment, with exposure to digital and integrated campaigns.