Leo Burnett logo

Senior Copywriter

Leo Burnett
Beirut, Beirut Governorate, Lebanon
About the job
Leo Burnett is a communications agency powered by its HumanKind operating system, with the belief that creativity, data and technology work together to transform human behavior and drive prosperity for clients. Part of Publicis Communications, Leo Burnett Worldwide is one of the world's largest agency networks with 85 offices and more than 8,000 employees. The global agency works with some of the world's most valued brands including Aldi, Bank of America, Campbell's, Dunkin, Firestone, Jim Beam, Kellogg's, Nintendo, Tillamook and UnitedHealthcare among others. To learn more about Leo Burnett Worldwide and its rich history of creating iconic brands, visit our site, Facebook page and follow us on Twitter and Instagram via @leoburnett.

Job Description
The Senior English Copywriter is responsible for creating compelling and effective concepts and copy in the English / Arabic language for advertising campaigns. In collaboration with other members of the creative team, they craft communication pieces and campaigns across various mediums that effectively communicate the message and goals of the campaign, while also resonating with the target audience.
They handle projects from concept to final execution, while overseeing and mentoring junior copywriters along the way. They have experience in client interaction, and can effectively present and rationalize their work.
The position of Senior Copywriter is for someone who is a hands-on copywriter with natural storytelling ability and has experience working in an agency environment, creating conceptually driven campaigns and crafting copy in English / Arabic for global brands.
• Partners with creative leaders to proactively seek out and contribute actionable and thought– provoking ideas.
• Being able to juggle multiple projects, prioritize, and meet deadlines
• Investigating industry best-practices and new possibilities
• Taking part regularly in opportunity briefs, stretching their creative abilities consistently


Technical & Product
  • Writing texts (e.g. copy, product descriptions), proofreading, and content editing
  • Ensuring the consistency of prepared content;
  • Works in partnership with an Art Director to develop creative concepts for marketing materials and marketing campaigns.
  • Have a keen understanding of all the channels in the 1:1 marketing space.
  • Understanding of the power of data intelligence to help them achieve the communication challenge.
  • Required to make conceptual and strategic decisions across a wide variety of clients and industries.
  • Experienced in taking briefs, crafting succinct and effective copy, writing and formatting Develop and execute strategically-sound creative for cross-channel initiatives
  • Persuasively present both internally and to clients with credibility, reasoning, and emotion
  • Actively listen to truly understand the ask, client feedback, and internal feedback
  • Ensure communications are produced to the highest standards of accuracy and quality control
  • Deliver fresh ideas and personality while working with existing brand voice and tone
  • Conceptualizes and writes everything — from white paper ideas to scripts to in-store signage to social media and more.
  • Researches competitors and the industry to provide insight into trends and creative foresight
  • Partners with the creatives to make the idea, copy, and design a cohesive story.

Business Acumen & Operational Efficiency
The combination of business understanding, knowledge and skill informed through experience. The capability to reduce waste in time as much as possible, while still producing a high-quality.

Innovative & Analytical Mindset
The capability of creatively ideating and using analysis and logical reasoning.

People & Leadership
The ability to coach and mentor other writers to develop their skillset.
The ability to mentor other creative functions to ideate.

Develop ideas translated into executions to connect with consumers on all platforms.

Education and Experience Required
  • At least 5 years of experience in concept creation and have a clear understanding of the difference between a communication concept and an executional idea.
  • Mastery in developing copy for large cross-channel and/or direct-marketing initiatives across media, both online and off
  • Bachelor’s Degree in appropriate field of study
  • Has the personality to develop thriving client relations and can lead creative presentations
  • Strong conceptualization and smart thinking skills
  • Energy, a sense of humor and an open & curious minds
  • Exceptional conceptual and design skills and a robust portfolio that shows your talent both across mediums
  • A knack for strategic brainstorming, campaign development, creative brief development and creative execution

Core Attributes
  • Analytical Thinking
  • Breaks down problems and issues into sub-components and then assesses the costs, benefits and risks of various options prior to selecting a particular approach.
  • Strategic Thinking
  • Can analyze organizational strengths and weaknesses and then combine these with knowledge of the industry, market and organization to develop long-term strategy.
  • Product Knowledge
  • Has a good understanding of product line features and benefits and uses that knowledge to optimize sales with each client. Understands the product market and uses this knowledge to increase personal credibility and product sales. Keeps abreast of competitors' activities and typically responds quickly to what the competition is doing.
  • Planning
  • Develops the steps necessary to accomplish long-term goals. Identifies long and short-term goals and establishes realistic plans to reach them. Allocates required resources, allows for contingencies and ensures that plans fit with the larger needs of the organization. Sets milestones to measure progress along the way.
  • Presentation Skills
  • Comes across as confident and well-prepared when making group presentations. Makes effective use of visual aids or presentation software and looks at ease while handling questions from the audience. His/her presentations hold the audience's attention and tend to be the right length for the amount of information covered.
  • Productivity
  • Meets or exceeds productivity standards that have been established for his/her organizational level or position. Has successfully combined skills, ability and effort level to ensure that expectations related to results/output are achieved.
  • Teamwork
  • Is an effective team player who adds complementary skills and contributes valuable ideas, opinions and feedback. Communicates in an open and candid manner and can be counted upon to fulfill any commitments made to others on the team.
  • Negotiation Skills
  • Demonstrates the ability to negotiate compromises that leave various stakeholders feeling that their interests and positions have been understood and that the resulting solution is even-handed and fair to all parties. Accomplishes this through listening to differing points of view and taking each view into account. Looks for common interests and helps parties explore and reach middle-ground solutions.
  • Interpersonal Skills
  • Shows genuine sensitivity to the needs, feelings and capabilities of other people. Deals with others in a pleasant manner. Treats others with respect and consideration.
  • Leadership
  • Articulates a vision that others choose to follow. Models behaviors expected of others and inspires others to undertake challenging tasks and projects (leading by example).
  • Time management
  • Prioritizes tasks and manages time to ensure that deadlines are met. Plans his or her time and sticks to those plans. Prevents or manages interruptions until the highest priority tasks are accomplished. As well as, keeping a work / life balance in perspective.
  • Communication
  • Communicates effectively and appropriately. Uses good judgment as to what to communicate to whom as well as the best way to get that accomplished. Speaks in a clear and credible manner, selecting the right tone for the situation and audience. Listens to others and allows them to make their point.
  • Education and Self Development
  • Makes it a practice to take charge of self-development by soliciting feedback, setting priorities, and then acquiring or strengthening skills and knowledge through coursework or other methods.
  • Initiative (Employees)
  • Recognizes opportunities and initiates actions to capitalize on them. Looks for new and productive ways to make an impact. Demonstrates this characteristic when it comes to generating new ideas or processes, capitalizing on new business opportunities, seeking out and taking on increasing responsibility or resolving problems as they occur. Uses sound judgment about when to take action and when to seek guidance or permission. This is in contrast to those who fail to notice opportunities, wait to be asked or instructed before taking action, seldom offer new ideas or express reservations about taking on additional responsibilities.
  • Quality of Work
  • Has established a track record of producing work that is highly accurate, demonstrates attention to detail and reflects well on the organization. Is personally committed to high quality work and encourages others to have similar standards.
  • Creativity
  • Applies creativity and originality in the work setting, when appropriate. Suggests or applies new ways of addressing ongoing work issues and challenges. Sees possibilities that others have not yet seen, or combines ideas and approaches suggested by others in a unique manner that results in breakthroughs and improvements. Understands when to be creative and when to stick with what exists now.