Copywriter, Soweto

This is a hands‑on, high‑output content role: you will produce quality writing consistently across multiple workstreams and formats, with a growing emphasis on digital authority content and Answer Engine Optimisation (AEO). You will work closely with our Brand Storytelling and Communications Manager, Social Media Manager, Senior Designer and Senior Marketing Coordinator – a small, fast‑moving team where good writing is genuinely valued. You write clearly, research thoroughly, adapt your voice to different formats and audiences, and care deeply about getting the details right. You understand that in luxury hospitality, every word is a guest touchpoint. We write with specific knowledge and genuine curiosity – that is the standard we hold ourselves to.

Key Deliverables and Skills Website and Digital Authority Content

Write and maintain AEO-optimised website copy across all properties

Develop permanent authority sub-pages and FAQ-structured content designed to surface in AI answer engines and search features

Write question‑led, entity‑rich content that demonstrates specific knowledge of our properties, wildlife, conservation efforts, and locations

Collaborate with our web agency on structured content implementation, including an understanding of why schema/JSON‑LD matters

Refresh and update existing website copy to ensure accuracy and AEO alignment

Brand Copywriting and Channel Content

Produce copy for brochures, sales collateral, email campaigns, in‑room materials, and print advertising

Write video scripts, YouTube descriptions, and presentation content as required

Draft press releases, award submissions, and media‑facing materials

Write charity and event copy, including auction lots and gala materials

Produce internal communications, staff announcements, and operational content as required

Adapt tone and structure to serve different audiences– guests, media, and internal stakeholders – while maintaining brand voice consistency

Blog and Editorial Content

Produce well‑researched, long‑form blog posts across the portfolio‑wildlife, conservation, destinations, food, design, sustainability

Write to a defined editorial calendar, supporting both SEO and AEO content goals

Trade Communications

Write and maintain a regular cadence of trade communications, including newsletters, property updates, offer announcements, and seasonal campaigns– this is recurring, deadline‑driven work, not occasional

Write trade content in a defined voice that is not your own– adaptability to a brief and another person’s tone is essential

Produce copy for monthly promotions, special offers, and rate‑based campaigns across the portfolio

Maintain consistency of message across trade channels, ensuring offers, dates, and property details are always accurate

Editorial Standards and Collaboration

Edit and proofread content to brand standards

Work closely with the designer to ensure copy and layout are developed in tandem

Liaise with the social media coordinator to ensure messaging alignment across channels

Flag content gaps, accuracy issues, and brand inconsistencies proactively

Requirements and Skills Essential Experience

3–5 years of professional copywriting experience with a strong, varied portfolio

Demonstrated ability to write across multiple formats– digital, editorial, trade, print – not just one specialism

Proven experience writing website copy with an understanding of SEO principles, including search intent– informational, comparative, and decision‑stage content; working knowledge of or genuine interest in AEO/GEO (Answer Engine Optimisation/Generative Engine Optimisation)

An understanding of the luxury travel buyer journey and how content supports the path from discovery to booking

Experience adapting tone and writing in different voices for different audiences and channels

Research capability– able to develop factually grounded, specific content on complex topics including conservation, ecology, geography, and luxury travel

Familiarity with using AI tools as drafting and research accelerants, while maintaining editorial quality and brand voice

Preferred (not essential): experience in luxury hospitality, travel, conservation, or lifestyle sectors. A sharp generalist with strong research instincts will be considered.

Technical Skills

Excellent command of British English

Strong command of grammar, structure, and editorial precision

Familiarity with tools such as Google Analytics and Google Search Console– enough to interpret content performance data and act on it

Comfortable working with a CMS; experience with website copy workflows

Understanding of social media writing requirements across key platforms

Exposure to content testing or performance optimisation is an advantage

Personal Attributes

Intellectually curious– you research before you write, and you go beyond surface‑level sources

Editorially rigorous– you notice when something is wrong, vague, or generic, and you fix it

Adaptable– you can shift between a gala auction lot and a conservation FAQ without losing quality

Self‑directed – you manage your own workload, meet deadlines, and flag problems early

Collaborative– you work well with designers, strategists, and subject‑matter experts, and you take a brief seriously

Honest– you tell us when copy isn’t working rather than just submitting it and hoping for the best

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