Content Strategist & AI Copy Lead

Role:  Content Strategist & AI Copy Lead

Location: London, United Kingdom

About the role: 

As Content Strategist & AI Copy Lead, you'll own positioning, messaging, and copy across a B2B payments business where clarity, accuracy, and trust matter. You'll build and maintain the copy generation frameworks, prompts, and tone-of-voice guardrails that allow AI tools — including the Pencil platform — to produce on-brand first drafts at volume, and you'll bring the critical editorial eye to shape and improve what comes out.

You won't be starting from scratch. You'll work within an established content strategy and system, helping it evolve as new brand work lands and business priorities shift. As the studio matures through the year, you'll take on greater ownership of intake, briefing, and prioritisation — playing a central role in how the studio runs day to day. This is a senior role for someone who moves confidently between strategic thinking and hands-on craft without losing quality at either end.

What you will be doing: 

• Own positioning, messaging frameworks, and campaign narratives for Client's products, propositions, and sectors — answering the strategic content question before production begins, so the studio can move at pace.
• Write and edit high-quality copy across web, email, social, digital advertising, sales collateral, product datasheets, presentations, and video scripts.
• Lead thought leadership content — foundational articles and their supporting social and digital assets — in line with the agreed content strategy.
• Build and maintain copy generation frameworks in Pencil and other approved AI tools, including prompts, templates, tone-of-voice rules, and message libraries.
• Review, direct, and refine AI-generated copy with a rigorous editorial eye — identifying errors, inconsistencies, and off-brand language, and correcting them through prompt refinement or direct editing.
• Work with compliance, legal, and risk stakeholders to ensure content is clear, fair, and not misleading — and embed their requirements into copy frameworks from the outset.
• Support PR with rapid-turnaround content and Sales Enablement with always-current messaging as new products, features, and sectors come online.
• Write scripts and narratives for the Motion & Content Production Lead, and develop messaging for the studio's templates and collateral.
• Partner with Product Marketing, Brand, PR, Sales Enablement, and Internal Communications to plan and prioritise content against commercial priorities.
• Run studio intake, briefing, and prioritisation with the Project Manager, taking full ownership as the studio's operations mature through the year.
• Use content performance insight to refine messaging frameworks over time.
• Share Gen AI learnings and techniques across the studio, contributing to a culture of continuous experimentation and improvement. 

What you need to be great in this role: 

Skills and experience

• Proven experience as a senior copywriter, content strategist, or content lead in an agency, in-house team, or content studio.
• Strong ability to develop positioning, messaging frameworks, and campaign narratives from complex product and business information.
• Excellent writing and editing skills across long and short form — from thought leadership articles to headlines, emails, and social posts.
• Experience building reusable content tools: tone-of-voice guides, message houses, prompt libraries, or content templates.
• A critical editorial eye: able to assess AI-generated copy quickly and improve it through prompt refinement or direct editing — not simply approve it.
• Confidence working with senior stakeholders and turning competing requests into clear, prioritised content plans.
• Strong organisation and the ability to manage multiple requests at pace, including triaging briefs and managing stakeholder expectations.
• Genuine interest in what AI can do for content and creativity, with awareness of the ethical and legal considerations involved.

Useful but not essential

• Experience with Pencil or an equivalent AI creative platform (training on Pencil will be provided).
• Background in financial services, payments, fintech, or B2B technology.
• Familiarity with writing in a regulated environment, including financial promotions or Consumer Duty requirements.
• Experience with SEO, content performance measurement, or content management systems.
• Experience creating B2B sales enablement content.
• Advanced use of Gen AI tools — such as ChatGPT, Claude, or Gemini — to enhance copy quality and content output, including hands-on prompting, model selection, and workflow design.
• Experience building AI-assisted workflows for yourself and others to improve efficiency and output quality.
• Ability to train others on effective AI tool use and share best practice across the team.
• Agentic approach to complex, multi-step content challenges — breaking briefs into components and finding efficient, high-quality routes to delivery.
• Strong understanding of AI capabilities and limitations, with rigorous human oversight and editorial judgement applied throughout.

Req ID: 18867

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