Job Description

Synopsis
As the Creative Copywriter Manager at Etihad Airways, you will develop and execute campaign ideas aligned with the brand's voice across all touchpoints. You will be responsible for crafting and overseeing bold, world-class messaging that is impactful, culturally relevant, and consistently on-brand. In this leadership role, you will collaborate closely with the Senior Creative Manager and cross-functional teams in design, production, and marketing to deliver compelling, strategically aligned content. You'll guide and mentor copywriters, ensuring creative excellence, consistency, and innovation across all campaigns and communication platforms.
Accountabilities

• Craft & Refine the Brand Voice - Implement and evolve Etihad's tone of voice across all written communications-from short, punchy headlines to long-form storytelling-spanning digital, social, print, film, activations, and more.
• Champion Creative Excellence - Set and maintain high standards for copy quality across all formats, ensuring each piece is engaging, culturally relevant, and strategically aligned.
• Concept & Execute Campaigns - Develop innovative, insight-driven creative concepts and lead their execution across multi-channel campaigns in collaboration with designers and strategic leads.
• Ensure Quality & Consistency - Review and refine copy to ensure clarity, consistency, and alignment with brand voice, messaging, and tone across all platforms and deliverables.
• Support Team Growth - Provide constructive feedback to team members, helping to develop their writing skills and reinforce adherence to Etihad's copy and tone guidelines.
• Uphold Brand Voice Guidelines - Ensure the consistent application of brand voice standards across all content touchpoints, partnering with creative and marketing teams to maintain coherence and quality.
• Support Project Management - Assist senior stakeholders in the planning, coordination, and timely delivery of content projects, ensuring all copy and ideas meet strategic goals and business timelines.
• Lead by Example - Mentor and guide junior copywriters, offering daily support and leadership in crafting compelling, on-brand content that aligns with the creative vision.

Education & Experience

• Minimum of 5-7 years of experience in creative copywriting in creative advertising agencies. Previously worked in roles such as Senior Copywriter, Group Head (copy).
• A portfolio that demonstrates experience in creative writing, script writing, film and activation production.
• Minimum bachelor's degree
• Experience in aviation is a plus but not a necessity.

About Etihad Airways
Etihad Airways, the national airline of the UAE, was formed in 2003 and quickly went on to become one of the world's leading airlines. From its home in Abu Dhabi, Etihad flies to passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and North America. Together with Etihad's codeshare partners, Etihad's network offers access to hundreds of international destinations. In recent years, Etihad has received numerous awards for its superior service and products, cargo offering, loyalty programme and more. All this ties into Etihad's ambitious Journey 2030 strategy. The airline plans to double its fleet size and triple the number of customers over the next six years as it sets out to be the airline everyone wants to fly!
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Beware of fraudulent job offers from individuals or organizations claiming to represent the Etihad group. We will never ask for personal information, bank details, or payment during the recruitment process. Interviews are conducted face-to-face or via video/telephone before any formal offer. If you are asked for money, please treat it as fraudulent.

Skills Required