Responsibilities

1. Brand Voice Ownership & Guidelines

• Develop, document and own Betika's brand voice guidelines across all seven markets — establishing the tone, language register, personality and writing principles that define how Betika communicates.

• Adapt brand voice guidance for market-specific nuances: local language, Sheng/Swanglish usage in Kenya, cultural expressions in Uganda, Tanzania, Zambia, Malawi and Ethiopia.

• Act as the definitive editorial authority on all brand communications — reviewing and signing off copy before publication to ensure brand voice consistency.

• Partner with the Creative Director and Art Directors to ensure verbal and visual identity are consistently integrated across all campaigns and channels.

2. Campaign Copy Strategy & Development

• Lead the development of campaign copy systems for both tactical (promotional) and thematic (brand-building) campaigns across all markets.

• Collaborate with the Associate Creative Director and Senior Art Director to develop fully integrated campaign concepts that are both visually and verbally compelling.

• Write high-impact scripts, headlines, taglines, body copy and CTAs for campaigns across digital, social, OOH, BTL, broadcast and experiential channels.

• Own the editorial direction for Betika's tentpole moments — including Bingwafest, Premier League activations and major sports events — ensuring copy is strategic, exciting and brand-aligned.

• Review all campaign copy produced within the team, providing constructive editorial feedback and final sign-off.

3. Regional Market Support

• Partner with each regional creative lead (Uganda/Zambia/DRC and Tanzania/Malawi and Ghana) to develop market-specific copy that is locally relevant, culturally sensitive and brand-aligned.

• Produce copy adaptations for all six markets — ensuring messaging resonates with local audiences while maintaining Betika's global brand voice.

• Provide copy support for market-specific promotions, product launches and event activations across all territories.

• Serve as the editorial partner to regional market managers when copy input is required for stakeholder communications.

4. Internal Communications Copy

• Lead the copy development for Betika's internal communications — including newsletters, leadership announcements, town hall materials, recognition programmes and HR communications.

• Partner with the Art Director – Brand Identity & Internal Communications to ensure internal comms are both visually and verbally consistent.

• Develop and maintain copy templates and messaging frameworks for recurring internal comms formats.

• Ensure internal communications reflect Betika's culture, values and tone in a way that engages employees across all markets.

5. Product Team Collaboration

• Work closely with the Product team to develop clear, compelling UX copy, product messaging, feature launch copy and in-app communications.

• Ensure product communications — including push notifications, in-app banners, onboarding messages and help content — align with Betika's brand voice and are optimised for user engagement.

• Participate in product planning sessions to provide early-stage copy input on new features, betting products and user journeys.

• Develop copy guidelines for product communications to ensure consistency as the product evolves across markets.

6. Digital Team Collaboration

• Collaborate with the Digital team on website copy, SEO content strategy, landing pages, campaign microsites and email marketing copy.

• Ensure all digital copy is optimised for search and user experience while maintaining brand voice integrity.

• Develop and maintain a library of approved digital copy assets — boilerplates, disclaimers, evergreen content — for use across markets.

• Partner with the Digital team on performance-driven copy testing (A/B testing, CTA optimisation) to improve conversion and engagement metrics.

7. Social Media Team Collaboration

• Partner with the Social Media team to develop platform-appropriate copy strategies for all active social channels across Betika's markets.

• Write and review social media copy — including posts, captions, competition mechanics copy, community management responses and influencer briefs.

• Develop social media tone-of-voice guidance that balances Betika's brand personality with platform-specific conventions.

• Collaborate on the development of the social media content calendar, providing copy strategy input for key moments, campaigns and always-on content.

8. Content Creation & Copywriting

• Write long-form and short-form content as required — including blog posts, press materials, scripts for video/audio productions and branded editorial content.

• Review and proofread all externally published content from the Creative team before submission for approval.

• Keep track of emerging copy trends, local sports events and cultural moments that Betika can leverage in its communications.

• Perform any other duties as assigned from time to time.