Lead Copywriter

Job Title: Lead Copywriter – AI Content Specialist

Location: Mumbai (Onsite)

Role Purpose:

The Copy Lead – AI Content & Copywriting will lead AI-enabled content creation, narrative development, and brand storytelling across BCCL's brands, advertiser solutions, and emerging business initiatives.

Reporting to the Head – AI Creative, this role is responsible for building scalable, AI-assisted content ecosystems that improve speed, personalization, creative agility, and storytelling effectiveness while preserving originality, editorial quality, contextual relevance, and brand authenticity.

The role extends beyond traditional copywriting into narrative strategy, prompt-led content generation, tone systems, campaign messaging frameworks, audience-contextual storytelling, and multi-format content adaptation. Working closely with Brand, Response, Editorial, Times Experiences, and Product & Technology teams, the incumbent will help establish an AI-native content studio that combines human creativity with generative AI capabilities.

Key Responsibilities:

1. AI-Led Content Strategy & Narrative Development

• Lead development of AI-assisted content and storytelling across campaigns, branded content, social media, events, editorial-commercial integrations, audience engagement initiatives, and advertiser communication.
• Translate business, brand, and audience objectives into clear narrative frameworks, campaign messaging, and differentiated storytelling approaches.
• Develop contextually relevant, platform-sensitive content that balances creativity, strategic messaging, audience engagement, and commercial impact.
• Drive the shift from traditional copywriting toward adaptive, scalable, AI-enabled storytelling systems.

2. AI-Assisted Content Creation & Workflow Design

• Build and operationalize AI-assisted workflows across ideation, prompt engineering, copy creation, scripting, personalization, multilingual adaptation, summarization, messaging development, and content repurposing.
• Leverage generative AI to improve speed, experimentation, scalability, and content adaptation while maintaining originality and editorial integrity.
• Develop reusable prompt frameworks, tone libraries, messaging systems, narrative playbooks, and content templates for scalable production.
• Identify opportunities to redesign content operations through modular storytelling and audience-specific adaptation.

3. Brand Voice, Tone Systems & Editorial Alignment

• Define and govern brand voice, tonal frameworks, narrative principles, and content standards across campaigns and communication initiatives.
• Ensure AI-assisted content aligns with brand identity, audience context, editorial quality, and platform expectations.
• Partner with Editorial, Brand, and Marketing teams to balance commercial effectiveness with authenticity and audience trust.
• Build adaptable tone and messaging systems across regions, languages, demographics, and platforms.

4. Multi-Format Content Ecosystem & Audience Engagement

• Drive narrative adaptation across print, digital, social, video, events, newsletters, presentations, branded content, and emerging conversational formats.
• Develop modular storytelling approaches for rapid adaptation into short-form, regional, personalized, and platform-native content.
• Align content strategies to evolving audience behavior, attention patterns, and platform consumption dynamics.
• Enable integrated storytelling across campaigns, events, editorial initiatives, and digital experiences.

5. Stakeholder Partnership & Commercial Storytelling

• Collaborate with Brand, Response, Editorial, Times Experiences, and New Business teams to deliver content solutions aligned with strategic and commercial goals.
• Support advertiser-facing requirements through campaign narratives, branded storytelling concepts, and integrated messaging frameworks.
• Act as a strategic storytelling partner by shaping positioning, communication direction, and campaign articulation.
• Coordinate with Product & Technology teams to align AI content capabilities with business requirements.

6. Content Governance, Quality & Responsible AI

• Establish standards, review mechanisms, and evaluation frameworks for AI-assisted content quality and consistency.
• Conduct structured reviews focused on clarity, storytelling effectiveness, audience relevance, and platform performance.
• Ensure responsible AI usage aligned to editorial standards, copyright requirements, brand safety, ethics, and misinformation safeguards.
• Balance automation with strong editorial judgment to maintain credibility and strategic relevance.

7. Innovation & Capability Building

• Track emerging developments across generative AI, AI-assisted writing, conversational storytelling, personalization, and digital communication.
• Drive experimentation with adaptive storytelling formats and AI-led engagement approaches.
• Conduct internal enablement sessions and capability-building initiatives across teams.
• Capture learnings and continuously refine AI-assisted content frameworks and operating models.

Experience and Educational Qualification:

• 7–10 years of experience in content strategy, copywriting, brand storytelling, editorial content, branded content, campaign communication, or integrated content environments.
• Strong portfolio demonstrating impactful storytelling and audience-centric communication across formats.
• Proven experience creating content for campaigns, social media, digital platforms, events, branded content, thought leadership, and advertiser ecosystems.
• Hands-on exposure to AI-powered content tools across prompt engineering, generative writing, personalization, scripting, multilingual adaptation, summarization, and content optimization.
• Demonstrated ability to combine strategic thinking, audience understanding, storytelling depth, and creative execution.
• Experience across long-form and short-form content, campaign narratives, scripts, presentations, editorial-commercial integrations, and digital communication.
• Strong understanding of audience behavior, evolving communication trends, and platform-specific storytelling requirements.
• Experience in media, publishing, advertising, branded content studios, content-led businesses, or creator ecosystems preferred.
• Bachelor's or Master's degree in Mass Communication, Journalism, English Literature, Advertising, Marketing, Media Studies, Digital Communication, Creative Writing, or a related field.
• Certifications or practical exposure in AI content tools, generative AI, prompt engineering, content strategy, or digital storytelling are advantageous.
• Practical capability in digital content ecosystems and AI-assisted storytelling will be valued alongside academic qualifications.
• Portfolio strength, narrative capability, strategic thinking, and demonstrated impact will carry significant weight.

C. Desired Competencies

• Strong ability to build compelling narratives and campaign messaging by combining strategy, storytelling, brand understanding, and AI-assisted content capabilities.
• Deep understanding of AI-powered content ecosystems including prompt engineering, generative writing, personalization, scripting, multilingual storytelling, and scalable narrative workflows.
• Ability to build and govern brand voice systems, messaging frameworks, and platform-sensitive communication approaches.
• Strong understanding of audience psychology, engagement patterns, and storytelling across print, digital, social, video, events, and conversational ecosystems.
• Ability to collaborate across Brand, Editorial, Marketing, Product & Technology, and creative teams to translate objectives into effective communication.
• Strong editorial judgment with focus on originality, contextual relevance, clarity, emotional resonance, and communication effectiveness.