About the Role

As an exceptional Senior Copywriter & Editorial Lead you believe in the power of great writing. You doesn't settle for "good enough" copy, but rewrites a headline until it is impossible to ignore. You are someone who can transform complex B2B topics into compelling stories that people genuinely want to read.

You'll own BauWatch's written voice across Europe, crafting high-impact copy that strengthens our brand, supports sales and generates demand across 11 European markets. From advertising headlines and website copy to email campaigns, customer stories, thought leadership and sales collateral, your words will shape how customers experience our brand.

Beyond creating exceptional copy yourself, you'll lead our editorial planning across Europe, ensuring content is delivered consistently, efficiently and to the highest editorial standard. You'll collaborate with our Country Marketing Teams, Digital, Segment and Product teams to ensure every piece of content is customer-focused, engaging and aligned with our brand voice. You'll also build and lead a trusted network of freelance copywriters across Europe, ensuring every piece of copy, whether written in-house or externally, meets the same high editorial standards and brings our brand voice to life.

English is our master language across the business. Every campaign, website page and customer story starts in English before being translated and adapted across 11 European markets. You'll play a key role in ensuring our messaging doesn't lose its impact in translation by providing clear copy, editorial guidance and optimization for local adaptation. This role isn't responsible for translating content. It is responsible for ensuring that great English copy remains great in every language.

Your Key Responsibilities

• Write copy that people actually want to read.
• Write compelling copy across multiple formats, including advertising campaigns, email campaigns, website pages, landing pages, brochures, sales presentations, whitepapers, customer stories, social media, videos and thought leadership.
• Develop memorable headlines and persuasive messaging that captures attention and motivates action.
• Turn complex technical topics into clear, engaging and conversion-focused copy.
• Create content that supports lead generation and conversion, brand building and sales enablement across the customer journey.
• Continuously challenge and improve messaging across the business to ensure every customer touchpoint is clear, compelling and consistent.
• Become the guardian of our brand voice.
  • Own and continuously refine BauWatch's tone of voice and writing style across all European markets.
  • Review, edit and elevate copy produced by colleagues, freelancers, agencies and AI tools to ensure every piece meets our quality standards.
  • Champion simple, clear and persuasive writing throughout the organisation.
  • Ensure every word reflects our modern B2B brand and strengthens customer trust.
• Lead editorial planning and content coordination.
  • Coordinate editorial planning across the European Brand & Content team.
  • Set up & manage content calendars in collaboration with Country Marketing Teams and other internal stakeholders.
  • Build, develop and manage a trusted network of native-language copywriting freelancers across Europe, selecting the right talent for each project while ensuring consistent quality, tone of voice and timely delivery.
  • Brief, coach and provide editorial feedback to freelance copywriters, helping them create copy that reflects BauWatch's brand voice and commercial objectives. Identify opportunities to create centrally developed content that can be efficiently adapted and translated across local markets.
  • Review and optimise translated copy together with local teams and freelance copywriters to ensure every language captures the intent, tone of voice and persuasive power of the original English copy.
  • Balance consistency across Europe with the flexibility local teams need to succeed in their markets with local relevance.
• Work collaboratively across Europe.
  • Partner with Sales, Segment & Product Marketing, Digital Marketing and local marketing teams to develop high-impact content that supports business growth.
  • Brief internal designers, freelancers and other external partners where required.
  • Support localisation across European markets by ensuring translations are not only accurate but also engaging, culturally relevant and aligned with BauWatch's brand voice.
• Use AI to work smarter.
  • Confidently use AI tools such as ChatGPT, Claude, DeepL and other writing technologies to improve efficiency and accelerate content creation.
  • Understand that AI creates first drafts but exceptional copy still requires human creativity, judgement and craftsmanship.