Senior Copywriter

Global University Systems (GUS) owns and operates one of the world’s most diverse networks of higher education institutions, serving over 87,000 students across six countries, with a strong global digital presence. The group includes leading institutions such as The University of Law, London School of Business and Finance (LSBF), Arden University, University Canada West, University of Applied Sciences Europe and Gisma University of Applied Sciences, alongside a broad portfolio of language, business and professional schools operating across the UK, Germany, Canada, and America.

As a Senior Copywriter at Global University Systems, you will play a pivotal role in shaping, safeguarding and executing the GUS brand voice across a wide range of B2B and B2C channels. This role combines strategic oversight with hands-on delivery, requiring strong editorial judgment, operational leadership and the ability to manage complex, multi-stakeholder content initiatives at scale. Covering key responsibilities during a period of transition, you will act as a central point of accountability for high-impact content projects, approvals, AI innovation and workflow management. You will collaborate closely with marketing, platform, SEO, business development and brand teams to ensure content is accurate, consistent, timely and aligned with commercial priorities across global markets. This is a senior role suited to an experienced copywriter who is confident owning content standards, managing competing priorities, guiding writers and freelancers, and contributing strategically to how content is planned, reviewed and delivered across the organisation.

Key Activities & Responsibilities

• Leadership, Ownership & Operational Oversight
  • Take ownership of copy resource allocation, workload management and prioritisation across BAU and project work.
  • Oversee daily copy approvals, ensuring quality, accuracy, brand alignment and timely turnaround.
  • Provide guidance and feedback to writers through regular case audits and performance scoring in Salesforce.
  • Support recruitment, onboarding and offboarding of copywriters and freelancers in line with GDPR and internal processes.
• Content Governance, Brand Voice & Quality Control
  • Own and uphold tone-of-voice standards across institutions, platforms and regions, ensuring consistent application.
  • Sign off copy across campaigns, emails, websites, social content, PPTs, WhatsApp content, podcasts and training materials.
  • Identify recurring quality issues (e.g. language variants, grammar, formatting, brand naming) and proactively address them.
  • Maintain and update brand-approved content, including USP updates and reference materials.
  • Lead content audits to identify gaps, refresh opportunities and areas for improvement.
• Strategic Content Planning & Delivery
  • Lead content ideation and planning for regional WhatsApp calendars, ensuring alignment with launches, agent engagement priorities and business updates.
  • Coordinate closely with regional stakeholders and writers to deliver approved calendars on a monthly cadence.
  • Support the development of centrally owned, scalable content assets such as agent and student presentation decks.
  • Support and help drive the CopyNext AI initiative, ensuring responsible and effective use of AI tools across the copy team.
  • Maintain and evolve brand-specific AI workspaces, prompt libraries and guidance.
  • Review and refine prompts regularly to ensure outputs remain accurate, compliant and on-brand.
  • Champion innovation in content workflows while maintaining a strong human editorial layer.
• Cross-Functional Collaboration & Stakeholder Management
  • Act as a senior copy representative in cross-functional planning and status meetings.
  • Build strong working relationships with Marketing, SEO, Business Development, Platform and Brand teams.
  • Ensure content delivery aligns with platform readiness, campaign timelines and approval workflows.
  • Liaise with Business Development stakeholders to accommodate urgent updates and market-led changes.
• Reporting & Performance
  • Support content performance tracking and reporting in the absence of senior leadership.
  • Use performance data, audits and stakeholder feedback to inform continuous improvement.

Requirements for the Role

Qualifications / Education

• Essential
  • Bachelor’s degree in English Language, English Literature, Journalism or a related discipline (or equivalent experience).
  • Advanced copywriting and editorial skills across B2B and B2C formats.
  • Strong understanding of tone of voice, brand governance and content quality control.
  • Experience using AI LLM tools (e.g. ChatGPT, Claude), including prompt engineering and editorial oversight.
  • Excellent written and verbal communication skills.
  • Strong organisational skills with the ability to manage high volumes of work under tight deadlines.
  • Confidence working with senior stakeholders and cross-functional teams.
  • High attention to detail and consistency.
  • Experience using Salesforce and task/project management tools such as Asana.
• Desirable
  • Familiarity with SEO principles and performance tracking.
  • Knowledge of the higher education sector.
  • Experience working with content management systems.
  • Understanding of international markets and cross-cultural communication.

Experience

• Essential
  • 3+ years’ experience in a senior or mid-level copywriting role.
  • Proven experience delivering high-quality content across websites, email, social, presentations, scripts and long-form formats.
  • Demonstrable experience owning approvals, maintaining brand voice and providing editorial feedback.
  • Experience working with AI tools in a professional content environment.
  • Experience in higher education or complex, multi-brand organisations.
  • Experience leading or coordinating large content initiatives.
  • Experience managing freelancers or external contributions.
  • Experience writing for global or regionally nuanced audiences.