Copywriter

Job Purpose The Copywriter will craft and shape the voice of TSHEPO.

A modern African luxury denim brand redefining craftsmanship and storytelling from the African continent to the world. This role combines creativity with strategy: building a strong, consistent tone of voice across all platforms, telling authentic stories that celebrate South African identity, and connecting TSHEPO to a global audience through compelling, premium copy.

The ideal candidate is a conceptual thinker with a strong grasp of brand tone, storytelling, and marketing performance. They bring ideas to life through words: writing powerful scripts, one-liners, and narratives that turn campaigns into emotional, memorable experiences.

Key Responsibilities

• Brand Voice & Storytelling
• Define, document, and maintain the TSHEPO tone of voice. Rooted in authenticity, pride, and craftsmanship, with a refined global perspective.
• Create compelling brand narratives and “mother copy” from which all campaign messaging flows. 
• Develop storytelling content that brings to life TSHEPO’s mission of redefining African luxury and craftsmanship.
• Collaborate closely with the Marketing, Design, and Creative teams to ensure copy aligns with brand aesthetics and visual storytelling. 

Campaign Copywriting

• Write campaign copy that moves people, from short punchy one-liners to emotive scripts for video, radio, and voiceovers.
• Collaborate with art direction, photography, and design teams to build cohesive campaigns that speak clearly and powerfully.
• Ensure copy consistency across all campaign assets (digital, social, print, retail).

Digital & Content Marketing Copy

Write engaging, performance-driven copy for digital channels:

• Website: homepage copy, collection stories, product descriptions (SEO-friendly yet emotionally resonant). 
• Paid Media (PPC): ad headlines and descriptions that drive conversion while keeping tone elevated.
• Email & CRM: newsletters, automated email flows, product drops, and loyalty communications.
• Social Media: captions, taglines, and scripts that spark conversation, including TikTok, Instagram, and Facebook.
• YouTube: video titles, descriptions, and keyword-optimised copy.
• LinkedIn: strategic content creation for both brand (TSHEPO) and founder (Tshepo Mohlala) profiles. Build thought-leadership and brand authority through consistent, meaningful storytelling.

Editorial & Thought Leadership 

• Write blog posts and long-form articles: both storytelling-led (brand, heritage, craft, people) and SEO-driven (optimised for search and conversion).
• Develop thought-leadership pieces and opinion articles that position TSHEPO at the forefront of African luxury fashion.
• Partner with PR and marketing to refine messaging for media features, press releases, and collaborations.

Brand Collateral

• Write copy for all brand materials, including:
• In-store collateral (cards, pamphlets, tags, packaging messages)
• Event and invitation copy
• Presentations and pitch decks
• Internal communications (tone of voice guidance, marketing documents, etc.)

• 0–6 years of professional copywriting experience, preferably within a fashion, lifestyle, or luxury brand.
• Demonstrated ability to define or maintain a distinctive tone of voice for a brand.
• Portfolio showcasing strong campaign work, storytelling, and digital performance copy.
• Experience writing across platforms, from website and e-commerce to social, paid, and editorial.
• Experience with LinkedIn strategy or founder-led brand storytelling is a plus.
• Knowledge of SEO, keyword research, and analytics tools advantageous.