Creative Copywriter Manager

📌 Core Information

🔹 Job Title: Creative Copywriter Manager

🔹 Company: Etihad Airways

🔹 Location: Abu Dhabi, UAE

🔹 Job Type: Full-time

🔹 Category: Marketing & Communications

🔹 Date Posted: June 20, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

• Developing and executing campaign ideas aligned with Etihad Airways' brand voice across all touchpoints
• Crafting impactful messaging and overseeing its execution across multi-channel campaigns
• Mentoring and guiding copywriters to ensure creative excellence and consistency
• Collaborating with cross-functional teams in design, production, and marketing to deliver compelling content
• Ensuring quality and consistency in messaging across all platforms and deliverables

ASSUMPTION: This role requires a strong background in creative copywriting, preferably in an advertising agency setting, with a proven track record in developing and executing successful campaigns.

📋 Key Responsibilities

✅ Craft and refine the brand voice, implementing and evolving Etihad’s tone of voice across all written communications

✅ Champion creative excellence by setting and maintaining high standards for copy quality across all formats

✅ Conceptualize and execute campaigns, leading their development and execution across multi-channel campaigns in collaboration with designers and strategic leads

✅ Ensure quality and consistency in messaging by reviewing and refining copy to ensure clarity, consistency, and alignment with brand voice, messaging, and tone across all platforms and deliverables

✅ Support team growth by providing constructive feedback to team members, helping to develop their writing skills and reinforce adherence to Etihad’s copy and tone guidelines

✅ Uphold brand voice guidelines by ensuring the consistent application of brand voice standards across all content touchpoints, partnering with creative and marketing teams to maintain coherence and quality

✅ Support project management by assisting senior stakeholders in the planning, coordination, and timely delivery of content projects, ensuring all copy and ideas meet strategic goals and business timelines

✅ Lead by example by mentoring and guiding junior copywriters, offering daily support and leadership in crafting compelling, on-brand content that aligns with the creative vision

ASSUMPTION: This role involves a high level of creativity, collaboration, and project management, requiring strong organizational skills and the ability to work effectively under tight deadlines.

🎯 Required Qualifications

Education: Bachelor's degree or equivalent

Experience: Minimum of 5-7 years of experience in creative copywriting in creative advertising agencies, with previous roles such as Senior Copywriter or Group Head (copy)

Required Skills:

• Proven experience in creative writing, script writing, film, and activation production
• Strong portfolio demonstrating creative writing skills
• Excellent communication and interpersonal skills
• Ability to work collaboratively and effectively with cross-functional teams
• Proven project management skills

Preferred Skills:

• Experience in aviation (a plus but not a necessity)
• Fluency in multiple languages

ASSUMPTION: Candidates with relevant experience in creative copywriting and a strong portfolio showcasing their skills will be most competitive for this role.

💰 Compensation & Benefits

Salary Range: Competitive salary package based on experience and industry standards for a creative copywriter manager role in Abu Dhabi, UAE. The estimated range is AED 25,000 - 40,000 per month.

Benefits:

• Health insurance and wellness programs
• Retirement savings plan
• Employee discounts on Etihad Airways flights and services
• Opportunities for professional development and growth

Working Hours: Full-time position with standard working hours from Sunday to Thursday, 9:00 AM to 5:30 PM, with a one-hour lunch break. Overtime may be required based on project demands.

ASSUMPTION: The salary range provided is an estimate based on industry standards and the company's size. The actual salary may vary based on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Airlines and Aviation. Etihad Airways is the national airline of the United Arab Emirates, offering passenger and cargo services to destinations worldwide.

Company Size: 10,001+ employees. As a large organization, Etihad Airways offers extensive resources and opportunities for career growth and development.

Founded: 2003. Etihad Airways has grown significantly since its inception, becoming one of the world's leading airlines.

Company Description:

• Etihad Airways is committed to providing exceptional customer service and creating memorable experiences for its passengers
• The airline is known for its innovative approach to aviation, offering unique products and services such as The Residence, a luxurious three-room suite on its A380 aircraft
• Etihad Airways is also dedicated to sustainability, with a focus on reducing its environmental impact and contributing positively to the communities it serves

Company Specialties:

• Airline operations and management
• Customer service and experience
• Airport operations and ground handling
• Cargo and logistics services

Company Website: etihad.com

ASSUMPTION: Etihad Airways' large size and global presence offer applicants a wide range of career opportunities and exposure to diverse markets and cultures.

📊 Role Analysis

Career Level: Mid to senior-level management position, reporting directly to the Senior Creative Manager

Reporting Structure: The Creative Copywriter Manager will oversee a team of copywriters, collaborating with cross-functional teams in design, production, and marketing to deliver compelling content

Work Arrangement: On-site, full-time position with standard working hours and the possibility of overtime based on project demands

Growth Opportunities:

• Progression to a more senior role within the creative department or other areas of the business
• Expanding skills and expertise through working on diverse campaigns and projects
• Gaining experience in leadership and mentoring, with the opportunity to manage and develop a team of copywriters

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to develop leadership skills and gain experience in managing a team.

🌍 Location & Work Environment

Office Type: Modern, state-of-the-art facilities with a collaborative and creative work environment

Office Location(s): Abu Dhabi, UAE

Geographic Context:

• Abu Dhabi is the capital and second-most populous city of the United Arab Emirates, offering a multicultural and dynamic living experience
• The city is known for its modern architecture, vibrant cultural scene, and beautiful beaches
• Abu Dhabi is also home to Etihad Airways' headquarters and main hub

Work Schedule: Standard working hours from Sunday to Thursday, 9:00 AM to 5:30 PM, with a one-hour lunch break. Overtime may be required based on project demands.

ASSUMPTION: Working in Abu Dhabi offers a unique blend of cultural experiences and a dynamic business environment, with the added benefit of tax-free income for eligible employees.

💼 Interview & Application Insights

Typical Process:

• Online application and resume screening
• Phone or video call interview with the HR department
• On-site interview with the hiring manager and relevant team members
• Final interview with the Senior Creative Manager or another senior stakeholder
• Background check and reference verification (if applicable)

Key Assessment Areas:

• Creativity and writing skills, with a focus on brand voice and tone
• Campaign development and project management skills
• Collaboration and teamwork abilities
• Leadership and mentoring potential
• Cultural fit and alignment with Etihad Airways' values and mission

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Include a portfolio showcasing your creative writing skills and campaign work
• Prepare for behavioral and situational interview questions that focus on your problem-solving skills, creativity, and leadership potential
• Research Etihad Airways and the aviation industry to demonstrate your knowledge and enthusiasm for the role

ATS Keywords: Creative Copywriter, Campaign Development, Brand Voice, Mentoring, Team Collaboration, Content Strategy, Quality Assurance, Cultural Relevance, Project Management, Feedback, Innovation, Engagement, Storytelling, Digital Marketing, Print Media, Film Production

ASSUMPTION: Etihad Airways' recruitment process is designed to assess candidates' skills, creativity, and cultural fit, with a focus on finding the best fit for the role and the organization.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Adobe Creative Suite (Photoshop, Illustrator, InDesign)
• Project management tools (e.g., Asana, Trello, JIRA)
• Content management systems (e.g., WordPress, Drupal)
• Social media management platforms (e.g., Hootsuite, Buffer)

ASSUMPTION: Familiarity with industry-standard creative and project management tools is essential for success in this role.

👔 Cultural Fit Considerations

Company Values:

• Excellence: Striving for the highest standards in all aspects of the business
• Boutique: Offering personalized and unique experiences for customers
• Innovation: Embracing change and continuous improvement
• One Team: Collaborating and working together to achieve common goals
• Respect: Valuing and appreciating the diversity of our employees and customers

Work Style:

• Creative and innovative, with a focus on pushing boundaries and challenging the status quo
• Collaborative and team-oriented, with a focus on working together to achieve common goals
• Dynamic and fast-paced, with a focus on meeting tight deadlines and delivering high-quality work
• Customer-focused, with a commitment to exceeding customer expectations

Self-Assessment Questions:

• Do you align with Etihad Airways' values, particularly in terms of excellence, innovation, and customer focus?
• Are you comfortable working in a dynamic and fast-paced environment, with a focus on meeting tight deadlines?
• Do you thrive in a collaborative and team-oriented work environment, with a focus on working together to achieve common goals?

ASSUMPTION: Candidates who align with Etihad Airways' values and work style will be most successful in this role.

⚠️ Potential Challenges

• Managing a team of copywriters and ensuring consistent, high-quality work across all campaigns and platforms
• Balancing multiple projects and deadlines, with a focus on prioritization and time management
• Working in a dynamic and fast-paced environment, with a focus on meeting tight deadlines and adapting to changing priorities
• Navigating the unique cultural and regulatory landscape of the United Arab Emirates and the broader Middle East region

ASSUMPTION: These challenges require strong leadership, project management, and adaptability skills, as well as a deep understanding of the local market and cultural context.

📈 Similar Roles Comparison

• Compared to other creative copywriter manager roles, this position offers a unique opportunity to work for a leading airline and contribute to its innovative and customer-focused brand
• Industry-specific context: The aviation industry is highly competitive and dynamic, with a strong focus on branding, marketing, and customer experience
• Career path comparison: This role offers significant growth potential, with opportunities to progress to more senior roles within the creative department or other areas of the business

ASSUMPTION: This role offers a unique blend of creative, strategic, and leadership challenges, with the potential for significant career growth and development.

📝 Sample Projects

• Developing and executing a global marketing campaign to launch a new aircraft or in-flight product
• Creating a comprehensive brand style guide and tone of voice guidelines for Etihad Airways' digital platforms
• Managing a team of copywriters to deliver consistent and engaging content for Etihad Airways' social media channels

ASSUMPTION: These sample projects demonstrate the breadth and depth of responsibilities for the creative copywriter manager role, with a focus on campaign development, brand management, and team leadership.

❓ Key Questions to Ask During Interview

• Can you describe the creative and strategic vision for Etihad Airways' brand, and how this role contributes to its realization?
• How does the creative department collaborate with other teams, such as design, production, and marketing, to deliver compelling content?
• What are the key priorities for this role in the first 90 days, and how will my success be measured?
• How does Etihad Airways support the professional development and growth of its employees, particularly in creative and leadership roles?
• What are the biggest challenges facing the creative department and Etihad Airways as a whole, and how can this role help address them?

ASSUMPTION: Asking insightful and well-researched questions demonstrates your interest in the role and Etihad Airways as an organization, as well as your commitment to understanding the challenges and opportunities it presents.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role
• Include a portfolio showcasing your creative writing skills and campaign work
• Prepare for behavioral and situational interview questions that focus on your problem-solving skills, creativity, and leadership potential
• Research Etihad Airways and the aviation industry to demonstrate your knowledge and enthusiasm for the role
• Follow up with the hiring manager or HR department one week after submitting your application to express your continued interest in the position

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.