Associate Creative Director - Copy | Independent Culture and Digital Agency in Bombay, भारत

Role: Associate Creative Director, Copy
Reporting to: Senior Creative Director
Type: Full-Time, Fixed-Term (October 2026 – December 2027)
Location: Worli, Mumbai (Hybrid)

THE KIND OF WORK YOU’LL SHAPE

This role is dedicated to a global travel/accomodation brand. You’ll be the verbal and narrative authority behind it, translating the approved brand platform, strategic narratives, and campaign ideas into copy that’s distinctive and culturally resonant.

The copy here is strategically led: it should let people understand instantly, without spelling everything out.

THE ROLE

You’ll pair strong copywriting and brand storytelling craft with the ability to write fast, native copy across a high volume of social and creator touchpoints.

That means developing messaging hierarchies, campaign narratives, and tone-of-voice guidelines that scale across multiple teams, and moving fluidly between long-form brand narrative and short, platform-native copy.

You’ll work closely with the Art Director, Strategy Lead, and Account Director to get there.

WHAT YOU’LL DRIVE

• Internalise Airbnb’s brand voice, tone-of-voice guidelines, and existing copy and messaging systems.
• Contribute to the brand narrative, brand belief, and messaging hierarchy for the new brand platform, and write the narrative expression for new creative territories.
• Own strategic campaign narrative and copy, including campaign lines, messaging hierarchies, verbal creative principles, and illustrative copy across earned, owned, paid, creator, partnership, and experiential touchpoints.
• Develop the messaging framework, including core hierarchy, audience-specific messaging, functional proof points, and emotional benefit framework, and own the copywriting principles in the Creative Playbook.
• Lead campaign narrative and messaging for the next earned-first platform, including tone of voice for community and UGC representation.
• Write and direct narrative and messaging guidance for monthly creator briefs, and give copy direction on creator content, hooks, on-screen text, and CTAs.
• Own copywriting for key campaign assets across partnership initiatives, and refine messaging on growth marketing projects.
• Contribute cultural and verbal trend observations to monthly intelligence reports, and represent copy and narrative in Workstream Reviews and Quarterly Business Reviews.

WHAT MAKES THIS ROLE DIFFERENT

• You’ll help shape the brand narrative and belief itself, not just execute a locked campaign.
• The work spans flagship campaign lines to everyday creator content and partnership assets.
• You’ll direct creator content directly, not just brief it and walk away.
• You’re looped in across strategy, design, and the account from the start.

WHO YOU ARE

• Have 4–6 years of strong copywriting and brand storytelling experience, ideally from agency work on global, culturally relevant brands.
• Have a deep understanding of brand voice and messaging systems, applied consistently across formats.
• Have experience developing messaging hierarchies, campaign narratives, and tone-of-voice guidelines that scale across teams and touchpoints.
• Possess strong platform-native writing skills, with the ability to shift fluidly between long-form brand narrative and short, punchy social or creator copy.
• Have experience directing and giving feedback to external creative partners and creator-produced content.
• Have strong presentation and storytelling skills, and are comfortable articulating narrative rationale to senior clients and leadership.
• Have an experimental mindset and curiosity about emerging cultural language, internet culture, and creator-economy trends.
• Have working knowledge of AI tools and their application in copy and content production.
• Can collaborate effectively with art direction, strategy, production, and cross-functional client teams.
• Have high attention to detail and a high bar for craft, delivering precise, culturally attuned copy across hero campaigns and high-volume always-on content.
• Can manage multiple concurrent workstreams, from long-lead campaign platforms to monthly creator briefs, and deliver within tight timelines.

BEFORE YOU APPLY

• You’ll write inside an established brand voice, not build one from scratch.
• You’ll juggle long-lead campaign work and monthly creator briefs at the same time.
• You’ll work closely with art direction, strategy, and the account team, not solo.