Responsibilities: Lead, manage and develop a team of writers, coaching them to sharpen their craft and consistently do their best work. Set clear KPIs, track performance against them, and get the best possible output from the team. Present the team's performance, direction and the real impact of its work to leadership, backed by data. Be proactive in setting new processes, briefs and standards that make the team faster, sharper and more consistent. Own the people side of the team: performance management, resource requests and pay reviews, with consistent follow-through. Forecast team capacity and project timelines proactively to spot and prevent bottlenecks before they happen. Write paid media content that converts: ad copy, landing pages and campaign messaging engineered to drive clicks and high-intent leads. Master the hook: scroll-stopping openers and direct-response copy built to win attention in the first second and turn it into action. Run a high-volume creative engine, producing and testing many ad variations to scale spend and learn what works fastest. Partner with designers in Figma so the written hook and the visual hook work as one. Improve conversion rates across our websites with sharper, clearer and more persuasive copy. Strengthen our brand on blogs and social media. Turn partial leads into full leads through clever email, SMS and direct mail campaigns. Win back lapsed audiences with content that earns a response. Plan, write and edit high-quality content across websites, blogs, social media, email, ads and whitepapers. Develop content strategies that align with brand voice, campaign objectives and commercial goals. Proactively spot gaps and opportunities to improve campaigns and the wider business with great content. Use AI to supercharge the team's performance, data and results. Encourage the team to work collaboratively and to use AI effectively as part of their everyday workflow. Create SEO-optimised content using keyword research, competitor analysis and industry trends.