Senior Copywriter

📌 Core Information

🔹 Job Title: Senior Copywriter

🔹 Company: Alberta Motor Association (AMA)

🔹 Location: Edmonton South Admin (50% Hybrid)

🔹 Job Type: Full-Time

🔹 Category: Marketing & Advertising

🔹 Date Posted: June 19, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: Hybrid (3 days/week in-office)

🚀 Job Overview

Key aspects of this role include:

• Crafting compelling copy for various media to inspire, engage, and elevate AMA's brand.
• Leading creative concept development and collaborating with art directors, designers, and vendors.
• Evolving AMA's brand voice across channels and mentoring other writers.
• Presenting big ideas and campaign concepts to internal stakeholders and refining them collaboratively.
• Staying on top of market research, audience insights, and media trends to inform creative work.

ASSUMPTION: This role requires a strong creative powerhouse with a strategic mind who can thrive in a dynamic environment and push the bounds of the brand across various business units.

📋 Key Responsibilities

✅ Report to the Creative Director and lead creative concept development.

✅ Write compelling copy for print, digital, and video assets, including campaign themes, radio and video scripts, long-form copy, headlines, and website content.

✅ Own and evolve AMA’s brand voice across channels and name new business products and services.

✅ Collaborate with art directors, designers, and external vendors to produce high-quality work and coordinate relationships with audio and video production vendors.

✅ Present big ideas and campaign concepts to internal stakeholders and collaborate to refine them.

✅ Stay on top of market research, audience insights, and media trends to inform creative work.

✅ Mentor and support other writers in the Creative Agency and proofread content for brand consistency and accuracy.

ASSUMPTION: The role involves a high level of creativity, collaboration, and attention to detail, with a focus on delivering top-quality work under pressure.

🎯 Required Qualifications

Education: University degree or post-secondary diploma in English, Marketing, or Communications.

Experience: 8 years of copywriting experience in an agency or in-house creative team. With the right experience and portfolio, AMA is flexible on this requirement.

Required Skills:

• Proven expertise in advertising writing and campaign development.
• Fluency in CPA editing style and experience in brand management.
• Strong presentation skills and ability to align creative work with strategic goals.
• Deep knowledge of traditional, digital, and social media platforms.
• Highly organized with the ability to juggle multiple priorities and deliver top-quality work under pressure.

Preferred Skills:

• Experience in the automotive or related industries.
• Fluency in French.

ASSUMPTION: Candidates should have a strong portfolio demonstrating their ability to craft compelling copy for various media and brands.

💰 Compensation & Benefits

Salary Range: $80,000 - $110,000 CAD per year (Based on industry standards for a Senior Copywriter role in Edmonton)

Benefits:

• Competitive salary.
• Flexible benefits with 5 different packages to select, ranging from $1000 - $3000 health and wellness spending accounts.
• Outstanding employer-paid Retirement Savings Plan (5% AMA contribution + 5% AMA matching)
• Great AMA discounts like 50% off memberships, driver education programs, and registry services.
• Unlimited learning opportunities, including full Udemy access and dedicated learning time for personal development.
• Paid time off, including 3 weeks of vacation, Me-Day, and Volunteer Day. Also, the flexibility to purchase 1 or 2 weeks’ vacation time spread across multiple pay periods.

Working Hours: Full-time (40 hours/week) with a hybrid work arrangement (3 days/week in-office)

ASSUMPTION: The salary range is based on industry standards for a Senior Copywriter role in Edmonton, Alberta. Actual compensation may vary based on experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Consumer Services (Roadside Assistance, Travel, Insurance, Driver Education, Registries, Small Business Services, and Fleet Services)

Company Size: 1,001-5,000 employees (AMA serves over 1 million Albertans)

Founded: 1926

Company Description:

• AMA is a multi-service organization representing 1 million Albertans, offering roadside assistance, travel, registries, insurance services, driver education, a member rewards program, and member events in communities.
• Part of the CAA and AAA family, AMA is focused on member needs and guided by their values to provide products, services, and advocacy to help them live confidently.
• AMA's culture is centered around the concept of "Practically Family," emphasizing taking care of members and colleagues, encouraging one another, and fostering a supportive work environment.

Company Specialties:

• Roadside Assistance
• Travel
• Insurance
• Driver Education
• Registries
• Small Business Services
• Fleet Services

Company Website: http://www.ama.ab.ca

ASSUMPTION: AMA's diverse range of services and commitment to member-focused values make it an attractive employer for candidates seeking a dynamic and impactful role.

📊 Role Analysis

Career Level: Senior (8+ years of experience)

Reporting Structure: Reports directly to the Creative Director and collaborates with art directors, designers, and external vendors.

Work Arrangement: Hybrid (3 days/week in-office, 2 days/week remote)

Growth Opportunities:

• Mentoring and supporting other writers in the Creative Agency.
• Potential to lead and influence creative direction for various business units.
• Opportunities for professional development through unlimited learning opportunities and dedicated learning time.

ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to mentor others, influence creative direction, and advance their career within AMA.

🌍 Location & Work Environment

Office Type: Hybrid (50% in-office, 50% remote)

Office Location(s): Edmonton South Admin (50% Hybrid)

Geographic Context:

• Edmonton is the capital city of Alberta, with a population of over 1 million people.
• The city offers a diverse range of cultural attractions, recreational opportunities, and a vibrant downtown core.
• Edmonton has a humid continental climate, with warm summers and cold, snowy winters.

Work Schedule: Full-time (40 hours/week) with a hybrid work arrangement (3 days/week in-office)

ASSUMPTION: Edmonton's diverse cultural scene, recreational opportunities, and vibrant downtown core make it an attractive location for candidates seeking a dynamic and engaging work-life balance.

💼 Interview & Application Insights

Typical Process:

• Online application submission through the AMA careers portal.
• Phone or video screen with the Hiring Manager (Creative Director).
• In-person or virtual interview with the Creative Director and a panel of stakeholders.
• Portfolio presentation and creative challenge.
• Final interview with the Director of Marketing.

Key Assessment Areas:

• Creativity and strategic thinking in advertising writing.
• Ability to collaborate and present big ideas to internal stakeholders.
• Fluency in CPA editing style and experience in brand management.
• Deep knowledge of traditional, digital, and social media platforms.
• Highly organized with the ability to juggle multiple priorities and deliver top-quality work under pressure.

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Prepare a portfolio showcasing your best advertising writing samples and creative campaigns.
• Be ready to discuss your creative process, how you stay up-to-date with market trends, and your ability to mentor others.
• Research AMA's brand, values, and services to demonstrate your understanding of the organization and how you can contribute to its success.

ATS Keywords: Copywriting, Advertising Writing, Campaign Development, Brand Management, CPA Editing Style, Collaboration, Presentation Skills, Market Research, Mentoring, Editing, Project Management, Digital Media, Traditional Media, Social Media

ASSUMPTION: AMA's interview process is designed to assess candidates' creativity, strategic thinking, and ability to collaborate and present big ideas, as well as their technical skills and industry knowledge.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, PowerPoint, Excel)
• Adobe Creative Cloud (Photoshop, Illustrator, InDesign)
• Project management tools (e.g., Asana, Trello, Jira)
• Content management systems (e.g., WordPress, Drupal)

ASSUMPTION: Familiarity with industry-standard tools and technologies is essential for success in this role, as they enable effective collaboration and efficient project management.

👔 Cultural Fit Considerations

Company Values:

• Practically Family: Taking care of members and colleagues, encouraging one another.
• Integrity: Acting with honesty and fairness in all we do.
• Excellence: Striving for continuous improvement and delivering outstanding results.
• Accountability: Taking responsibility for our actions and their outcomes.
• Innovation: Embracing change and driving progress through creativity and curiosity.

Work Style:

• Collaborative: Working closely with art directors, designers, and other creatives to produce high-quality work.
• Adaptable: Thriving in a dynamic environment and pushing the bounds of the brand across various business units.
• Detail-oriented: Delivering top-quality work with a high level of polish and attention to detail.
• Strategic: Aligning creative work with strategic goals and staying on top of market research, audience insights, and media trends.

Self-Assessment Questions:

• Do I treat members and colleagues like close family members or friends in every interaction?
• Am I comfortable working in a dynamic environment and pushing the bounds of a brand across various business units?
• Do I have a strong attention to detail and a commitment to delivering top-quality work?
• Am I able to align my creative work with strategic goals and stay up-to-date with market research, audience insights, and media trends?

ASSUMPTION: Candidates who align with AMA's values and work style are more likely to succeed in this role and contribute to the organization's mission and culture.

⚠️ Potential Challenges

• Managing multiple priorities and delivering top-quality work under pressure.
• Balancing the need to push the bounds of the brand with maintaining brand consistency across various business units.
• Adapting to a dynamic work environment and evolving brand voice.
• Collaborating effectively with art directors, designers, and external vendors to produce high-quality work.

ASSUMPTION: These challenges require strong organizational skills, adaptability, and a commitment to delivering high-quality work in a dynamic environment.

📈 Similar Roles Comparison

• Unlike typical in-house positions, this role pushes the bounds of the brand by supporting a wide breadth of business units, offering greater creative freedom and impact.
• AMA's focus on member-focused values and Practically Family culture sets it apart from other consumer services organizations.
• Career path opportunities within AMA may include mentoring and influencing creative direction for various business units, as well as potential advancement within the Creative Agency or Marketing department.

ASSUMPTION: This role offers unique creative challenges and opportunities for impact, as well as a supportive and collaborative work environment that values Practically Family culture.

📝 Sample Projects

• Developing a comprehensive advertising campaign for AMA's roadside assistance services, including print, digital, and video assets.
• Creating a series of engaging social media posts for AMA's travel services, highlighting unique destinations and experiences in Alberta.
• Writing compelling copy for AMA's insurance services, emphasizing the peace of mind and security provided to members.

ASSUMPTION: These sample projects demonstrate the range of creative challenges and opportunities available in this role, as well as the importance of understanding and aligning with AMA's brand voice and values.

❓ Key Questions to Ask During Interview

• Can you describe the creative direction for AMA's brand and how this role will contribute to its evolution?
• How does the Creative Agency collaborate with other departments and business units to produce high-quality work?
• What opportunities are there for mentoring and supporting other writers in the Creative Agency?
• How does AMA support the professional development and growth of its employees?
• What is the typical work-life balance for this role, and how does AMA support work-life balance for its employees?

ASSUMPTION: These key questions help candidates better understand the creative direction, collaboration, mentoring, professional development, and work-life balance opportunities available in this role.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through the AMA careers portal.
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Prepare a portfolio showcasing your best advertising writing samples and creative campaigns.
• Be ready to discuss your creative process, how you stay up-to-date with market trends, and your ability to mentor others.
• Research AMA's brand, values, and services to demonstrate your understanding of the organization and how you can contribute to its success.
• Follow up with AMA after submitting your application to confirm receipt and express your interest in the role.

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