POSITION Copywriter and Content Specialist
DEPARTMENT/PROPERTY Marketing
REPORTS TO Brand Storytelling and Communications Manager/Senior Copywriter
ROLE OVERVIEW
We are looking for a skilled, curious copywriter to join the MORE Collection marketing team. This is a hands-on, high-output content role: you will produce quality writing consistently across multiple workstreams and formats, with a growing emphasis on digital authority content and Answer Engine Optimisation (AEO).
You will work closely with our Brand Storytelling and Communications Manager, Social Media Manager, Senior Designer and Senior Marketing Coordinator - a small, fast-moving team where good writing is genuinely valued.
You write clearly, research thoroughly, adapt your voice to different formats and audiences, and care deeply about getting the details right. You understand that in luxury hospitality, every word is a guest touchpoint. We write with specific knowledge and genuine curiosity - that is the standard we hold ourselves to.
KEY DELIVERABLES AND SKILLS
Website and Digital Authority Content
- Write and maintain AEO-optimised website copy across all MORE Collection properties - Lion Sands, Monwana, Marataba, and Cape Cadogan
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Develop permanent authority sub-pages and FAQ-structured content designed to surface in AI answer engines and search features
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Write question-led, entity-rich content that demonstrates specific knowledge of our properties, wildlife, conservation efforts, and locations
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Collaborate with our web agency on structured content implementation, including an understanding of why schema/JSON-LD matters
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Refresh and update existing website copy to ensure accuracy and AEO alignment
Brand Copywriting and Channel Content
- Produce copy for brochures, sales collateral, email campaigns, in-room materials, and print advertising
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Write video scripts, YouTube descriptions, and presentation content as required
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Draft press releases, award submissions, and media-facing materials
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Write charity and event copy, including auction lots and gala materials
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Produce internal communications, staff announcements, and operational content as required
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Adapt tone and structure to serve different audiences - guests, media, and internal stakeholders - while maintaining brand voice consistency
Blog and Editorial Content
- Produce well-researched, long-form blog posts across the MORE Collection portfolio - wildlife, conservation, destinations, food, design, sustainability
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Write to a defined editorial calendar, supporting both SEO and AEO content goals
Trade Communications
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Write and maintain a regular cadence of trade communications, including newsletters, property updates, offer announcements, and seasonal campaigns - this is recurring, deadline-driven work, not occasional
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Write trade content in a defined voice that is not your own - adaptability to a brief and another person’s tone is essential
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Produce copy for monthly promotions, special offers, and rate-based campaigns across the portfolio
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Maintain consistency of message across trade channels, ensuring offers, dates, and property details are always accurate
Editorial Standards and Collaboration
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Edit and proofread content to MORE Collection brand standards
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Work closely with the designer to ensure copy and layout are developed in tandem
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Liaise with the social media coordinator to ensure messaging alignment across channels
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Flag content gaps, accuracy issues, and brand inconsistencies proactively
Essential Experience
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3–5 years of professional copywriting experience with a strong, varied portfolio
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Demonstrated ability to write across multiple formats - digital, editorial, trade, print - not just one specialism
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Proven experience writing website copy with an understanding of SEO principles, including search intent - informational, comparative, and decision-stage content; working knowledge of or genuine interest in AEO/GEO (Answer Engine Optimisation/Generative Engine Optimisation)
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An understanding of the luxury travel buyer journey and how content supports the path from discovery to booking
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Experience adapting tone and writing in different voices for different audiences and channels
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Research capability - able to develop factually grounded, specific content on complex topics including conservation, ecology, geography, and luxury travel
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Familiarity with using AI tools as drafting and research accelerants, while maintaining editorial quality and brand voice
Preferred (not essential): experience in luxury hospitality, travel, conservation, or lifestyle sectors. A sharp generalist with strong research instincts will be considered.
Technical Skills
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Excellent command of British English
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Strong command of grammar, structure, and editorial precision
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Familiarity with tools such as Google Analytics and Google Search Console - enough to interpret content performance data and act on it
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Comfortable working with a CMS; experience with website copy workflows
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Understanding of social media writing requirements across key platforms
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Exposure to content testing or performance optimisation is an advantage
Personal Attributes
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Intellectually curious - you research before you write, and you go beyond surface-level sources
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Editorially rigorous - you notice when something is wrong, vague, or generic, and you fix it
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Adaptable - you can shift between a gala auction lot and a conservation FAQ without losing quality
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Self-directed - you manage your own workload, meet deadlines, and flag problems early
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Collaborative - you work well with designers, strategists, and subject-matter experts, and you take a brief seriously
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Honest - you tell us when copy isn't working rather than just submitting it and hoping for the best
MAXIMISING YOUR IMPACT AT MORE COLLECTION
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Obsessive attention to detail - every word that leaves the team reflects the brand
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Guest focus - even copy that never reaches a guest directly shapes the experience they have
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Proactive initiative - you identify content opportunities and bring solutions, not just observations
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Openness to feedback - our brand voice is specific and well-defined; the ability to receive and act on direction is essential
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Commitment to conservation and South African heritage - not as a marketing line, but as something you genuinely engage with
About MORE Collection
MORE Collection is a proudly South African, fourth-generation family-owned luxury hospitality company. Our portfolio spans Lion Sands Game Reserve, Monwana Game Lodge, Marataba Game Lodges and the Cape Cadogan Boutique Hotel.
We go beyond traditional luxury to offer authentic, deeply personal, and enriching experiences - rooted in place, in conservation, and in the people who bring our properties to life. Our brand voice is warm, direct, specific, and proudly South African.
We do not write corporate copy. We do not use filler language. We tell real stories about real places. We are more than luxury. We are more than hospitality.
