Senior Copywriter

We are seeking a highly creative and experienced Senior Copywriter to be the primary voice of the Kenangan brands. This role is responsible for developing compelling, on-brand copy for all marketing, advertising, and operational materials. The ideal candidate has a deep understanding of the F&B industry, a passion for storytelling, and a proven ability to drive engagement and sales through exceptional writing.

Ideal Candidate Profile:

• Bachelor's degree in Marketing, Communications, Journalism, English, or a related field.
• Minimum of 5 years of professional copywriting experience in an in-house with a significant portion of that time spent working on F&B, hospitality, or FMCG highly preferred.
• Mandatory professional fluency in both English and Bahasa Indonesia, with exceptional writing, editing, and proofreading skills in both languages.
• Demonstrated ability to translate complex marketing objectives into clear, persuasive copy, underpinned by strong business acumen and commercial sense regarding sales targets and brand equity.
• A naturally positive and collaborative approach to teamwork, with proven ability to build strong working relationships across departments.
• Demonstrated experience in coaching or mentoring junior creative staff or interns is highly preferred

Responsibilites:

• Define, maintain, and champion a consistent, engaging, and unique brand voice across all channels, ensuring it resonates with our target demographics. This voice must be appropriately witty, relatable, and culturally relevant to capture the attention of our key audience segments.
• Collaborate closely with the Creative Head to develop, refine, and execute the overall content and brand strategy for all campaigns.
• Serve as a mentor, coach, and guide for junior copywriters (if applicable), actively helping to develop their skills and ensuring their work adheres to the highest quality and brand standards.
• Lead the writing for major marketing campaigns, focusing on copy that is not only creative but commercially effective. This includes concepting taglines, writing scripts for video/audio, developing high-converting paid social ads, and drafting sales-driven email marketing sequences.
• Write engaging and persuasive copy for all point-of-sale (POS) materials, menu boards (both physical and digital), limited-time offer (LTO) signage, and in-store promotions.
• Develop engaging copy for the company website, blog posts, social media channels (e.g., Instagram, TikTok, Facebook), and app push notifications, always prioritizing audience relevance and wit to drive organic interaction.
• Craft compelling and appetizing descriptions for all new and existing menu items, highlighting ingredients, flavor profiles, and sourcing stories.
• Assist in writing clear and engaging communications for operational materials, internal brand guidelines, and franchisee/partner communications.
• Work closely with the Design Team to ensure copy and visuals are seamlessly integrated and mutually reinforcing.
• Partner with the Product Development Team to understand and articulate the unique selling points and sourcing details of new menu items.
• Maintain a positive, proactive, and highly collaborative attitude, contributing energy and solutions to the wider Marketing and Creative teams.
• Actively participate in creative brainstorming sessions, contributing innovative ideas that push the brand forward.
• Manage multiple projects simultaneously, prioritizing tasks effectively to meet tight deadlines in a fast-paced environment.

More about Kenangan Brands

• Kopi Kenangan, a much loved coffee chain store with more than 900 outlets across Indonesia;

• Kenangan Coffee Malaysia with more than 120 coffee chain stores;-

• Kenangan Coffee Singapore with 10 stores;

• Kenangan Coffee India launched in Apr 2025, 5 stores with aggressive growth plan;

• Kenangan Coffee can also be found in Australia and Philippines; and

• Kopi Kenangan Hanya Untukmu, our Ready-To-Drink FMCG subsidiary.