Role Overview
The Creative Copy Manager leads DITO Telecommunity's copywriting and content development function, overseeing the creation of compelling narratives and high-impact communication assets across all brand touchpoints from digital to traditional media. This role ensures that every piece of communication from nationwide brand campaigns to tactical digital content reflects DITO's evolving brand voice: youthful, empowering, bold, and human-centered. The position sits at the intersection of creativity and strategy, aligning content execution with emerging communication trends such as personalization, storytelling, platform-native content, community-based engagement, and AI-driven marketing innovation.
Key Responsibilities
Creative & Strategic Copy Leadership
- Lead and mentor the Creative Copy Team to conceptualize, write, and refine integrated marketing campaigns, ensuring alignment with DITO's brand tone, personality, and messaging pillars.
- Translate marketing and business objectives into breakthrough creative ideas and copy across multiple platforms ATL, BTL, digital, PR, influencer, and experiential.
- Champion the use of insight-based storytelling, ensuring all campaigns resonate with Filipino consumers values, aspirations, and lifestyles.
- Collaborate with Marketing Communications Strategy and Creative-Design teams to conceptualize campaign ideas that balance brand storytelling and performance-driven communication.
Omnichannel Content Development
- Oversee the production of content across channels social, digital, video, web, print, outdoor, internal comms, and experiential ensuring consistency and effectiveness.
- Develop modular content strategies for multi-touchpoint campaigns (short-form video hooks, conversational copy, adaptive scripts, and AI-ready content).
- Guide tone and messaging for product launches, promos, corporate communications, CSR campaigns, and employee engagement initiatives.
Brand Voice & Identity Stewardship
- Safeguard DITO's brand personality and ensure consistency in voice and tone across all communications.
- Partner with Marketing Communications and other stakeholders s to evolve the DITO Brand Playbook and its adaptation in campaigns and digital experiences.
- Ensure creative alignment across internal teams (Brand, Management, Product, CX, Digital, Retail, Sales, and HR) and external agencies.
Innovation & Trend Integration
- Stay ahead of creative, cultural, and communication trends including the rise of creator-driven content, AI-generated copy, and micro-moment marketing.
- Introduce innovative storytelling formats such as interactive ads, voice and chat-based content, short-form vertical storytelling.
- Collaborate with Analytics and Digital Marketing teams to use insights and data for optimizing copy performance and creative effectiveness.
Team & Project Management
- Manage internal copywriters, freelancers, and creative agency partners to deliver high-quality work on time and within budget.
- Oversee end-to-end copy development: briefing, ideation, scripting, testing, localization, and final production.
- Foster a collaborative, experimental, and feedback-driven creative culture.
- Collaborates and works closely with the Creative-Design Manager and team to ensure creative alignment and delivery of requirement.
Qualifications & Experience
- Bachelor's Degree in Communication, Advertising, Marketing, Multimedia Arts, or related field.
- 58 years of experience in copywriting or creative leadership, preferably within telecommunications, technology, or fast-paced consumer brands.
- Proven experience in integrated campaign development across both traditional and digital channels.
- Agency or in-house creative leadership background a plus.
- Demonstrated ability to balance creative ideation with business objectives and brand strategy.
- Proficient in oral and written English and Filipino
- Excellent computer skills and proficient in Word, Excel and PowerPoint
- Video production, photoshoot production experience.
Core Competencies & Skills
- Creative Excellence: Strong conceptual thinking, storytelling, and campaign development.
- Strategic Thinking: Ability to translate insights into actionable creative narratives.
- Digital & Social Fluency: Expert in writing for digital platforms.
- Trend Adaptation: Familiar with AI-assisted copy, influencer marketing, and audience-centric campaigns.
- Leadership & Collaboration: Strong mentoring and presentation skills.
- Project Management: Excellent organizational and multitasking skills.
Personal Attributes
Strategic yet hands-on creative thinker; passionate about storytelling and innovation; resourceful, collaborative, and detail-oriented. Able to thrive in a fast-paced environment while maintaining empathy, integrity, and leadership presence.
