Senior Copywriter

A bit about the role:

The Senior Copywriter will be a leading creative voice within HX Expeditions, shaping and championing how the brand sounds across global campaigns, TVCs, brochures, digital, CRM, social and trade communications. They will turn strategy, customer insight and complex expedition detail into distinctive ideas and beautifully crafted copy that captures the spirit of HX and inspires people to see the world differently.

Sitting within the Creative Studio, this is a hands-on, highly collaborative role, working alongside the creative team and the wider marketing team, to create ideas and executions in which every element works together. It calls for a proven creative who understands when words should lead, when they should support, and when they should take a back seat, combining conceptual thinking and writing craft with strong visual and commercial judgement.

Key Responsibilities & Deliverables:

Brand Voice & Storytelling:

• Develop compelling copy that expresses the HX Expeditions brand, purpose, heritage and expedition expertise.
• Apply and evolve the HX tone of voice across customer communications, ensuring clarity, consistency and distinction.
• Translate complex destination, itinerary, science and sustainability information into accessible, engaging stories.
• Create messaging that balances emotional inspiration, factual accuracy, and commercial relevance.
• Act as a senior guardian of written brand standards across global and local marketing activity.

Integrated Campaign Copy:

• Lead copy development for integrated campaigns across website, CRM, paid media, social media, print and partner channels.
• Create campaign platforms, headlines, key messages, long-form copy and channel adaptations from a single strategic idea.
• Write copy for destination launches, seasonal campaigns, product priorities, promotions and brand initiatives.
• Ensure campaign copy is audience-relevant, channel-appropriate and aligned with agreed objectives and success measures.
• Work in close creative partnership with design and video, considering the relationship between words, imagery, layout, motion, sound and format from the outset.
• Adapt the scale, structure and style of copy to suit the purpose of each asset, ensuring the words strengthen the overall execution rather than compete with it.

Website, Digital Commerce & SEO:

• Create and optimise website copy across the Find, Choose and Book phases of the customer journey.
• Write landing pages, destination and itinerary content, product descriptions, navigation copy and conversion messages.
• Partner with Digital Commerce, UX and Analytics teams to improve clarity, decision support and conversion pathways.
• Apply SEO best practice while protecting natural language, brand quality and customer relevance.
• Use testing and performance insight to refine copy and improve customer response.

CRM, Social & Customer Communications:

• Create email and CRM copy supporting acquisition, nurturing, conversion, pre-departure engagement and loyalty.
• Develop audience-specific messaging and copy variants for personalisation, localisation and testing.
• Write social and community content that is distinctive, concise and appropriate to each platform.
• Support customer-facing communications requiring a clear, considered, and empathetic tone.
• Maintain consistency across lifecycle communications while adapting content to channel and customer context.

Editorial Quality, Governance & Localisation:

• Set the editorial direction for global copy, ensuring HX language is distinctive, commercially sharp and consistently applied across channels and markets.
• Shape messaging frameworks that give teams and markets clear guardrails while allowing enough flexibility for audience, channel and cultural nuance.
• Ensure expedition, destination and sustainability copy is clear, accurate and appropriate for global audiences.
• Confident using contemporary writing, editing and AI-assisted tools to improve efficiency, consistency and scale, while retaining originality, editorial judgement, and full ownership of the final work.

People Management:

• Mentor and line manage the copy team.

Operational Excellence:

• Develop templates, workflows, and review processes that improve copy quality, consistency, and scalability.
• Balance brand-building objectives with measurable engagement and commercial outcomes.
• Maintain organised records of approved messaging, claims, and final copy.
• Contribute to broader team and business priorities as needed.
• Provide coaching and editorial guidance to writers, freelancers and agency partners where appropriate.
• Think sustainably and bring this mindset to internal teams and external partners.
• Champion the HX Spirit.

Requirements

• Senior-level copywriting experience gained within a respected creative agency, established in-house creative team or similarly demanding brand environment.
• Extensive professional copywriting experience within travel, hospitality, luxury, lifestyle or another customer-led B2C sector.
• A portfolio demonstrating strong visual and conceptual judgement and distinctive brand storytelling across both brand and performance channels where copy works alongside design, film and other creative disciplines as part of a complete high-quality execution.
• Exceptional command of written UK & US English, with the ability to produce nuanced, idiomatic and culturally aware copy for international audiences (e.g. Germany, Australia & New Zealand).
• Comfortable working across digital platforms, CMS environments and collaborative creative workflows, including reviewing and refining copy within layouts, scripts, storyboards and prototypes.
• Familiarity with Adobe Creative Cloud, particularly InDesign, with the ability to assess how copy works within a wider visual execution.
• Fluency in one or more additional languages is a bonus, particularly those relevant to HX’s key markets (German and/or Mandarin).
• Proven ability to simplify complex information without losing accuracy, nuance, or customer appeal.
• Experience writing for websites, CRM, email, paid media, social media, print and campaign communications.
• Strong understanding of customer journeys, digital content, SEO, and conversion principles.
• Experience developing messaging frameworks, tone-of-voice guidance, and editorial standards.
• Ability to use customer, search and performance insight to improve copy effectiveness.
• Experience working with CMS platforms and structured content workflows.
• Proven ability to influence cross-functional stakeholders and work effectively within a matrix organisation.
• Experience supporting global brands and localisation across multiple markets is highly desirable.
• Tech-forward and adaptable, with a proven ability to quickly learn new systems.

Key Personal Attributes / Behavioural Competencies:

• Demonstrates strong creative judgement, curiosity, and customer-focused thinking.
• Writes with clarity, precision, and a distinctive sense of brand voice.
• Balances storytelling ambition, factual accuracy and commercial priorities effectively.
• Builds productive relationships and collaborates successfully across functions and stakeholder groups.
• Receives and applies feedback constructively while confidently defending well-founded recommendations.
• Maintains pace, focus, and quality while managing competing priorities.
• Demonstrates cultural awareness and sensitivity when creating content for global audiences.
• Acts with integrity, accountability, and ownership for business impact.
• Takes ownership from brief through to delivery, staying composed under pressure, prioritising effectively and maintaining high creative standards when deadlines are tight or priorities change.
• Stays curious and current, keeping abreast of developments in advertising, culture, technology and the copywriting craft, and bringing relevant new thinking into the work.