WHY THE ROLE IS COMBINED THIS WAY
Writing, publishing and AI-assisted production are the same loop at our scale. The person who wrote the offer copy is the fastest person to adapt it for a Google Business Profile post, an SMS, and eight city variants of a landing page — and AI tooling is what makes the eight variants possible without eight briefs. Splitting these apart adds handovers to work that is measured in hours.
WHAT THE ROLE OWNS
• Campaign messaging and copy across every format: paid social, EDM, SMS, landing pages, print and EDDM, in-store signage.
• The organic channels for each market — social accounts, community responses, YouTube, and Google Business Profiles, including posts, categories, hours, offers and review replies.
• Localisation at scale: taking one approved campaign and producing the market-, store- and offer-level variants without drifting off brand.
• The AI production workflow — building and maintaining the prompts, templates and quality checks the rest of the team uses, and being the person who decides where AI output is good enough to ship and where it is not.
• Preparing copy for the franchisor approval queue in the format the liaison needs, and turning around revisions when it comes back marked up.
ESSENTIAL
• Three to six years writing marketing copy, with published work in short-form promotional formats — not only long-form articles or blogs.
• Native-standard written US English. This is the single hardest filter; test it before submitting a candidate.
• Hands-on management of business social accounts and Google Business Profile listings, including the mechanics, not only the content.
• Daily working use of AI tooling for text, image or video, with specifics: which tools, what for, and where they stopped trusting the output.
• Comfort writing inside a brand guide they did not write, and inside a legal or brand-approval process.
• Email and SMS platform experience — building a send, segmenting a list, scheduling, and reading what came back.
DESIRABLE
• Restaurant, food service, retail or other multi-location marketing.
• Franchise experience, and any exposure to franchisor brand-approval processes.
• Local SEO or listings management across many locations.
• Basic comfort in a page builder or CMS, so landing-page copy goes in without a developer.
• Loyalty or CRM campaign experience.
• Working knowledge of print production terms and constraints.
A NORMAL WEEK
• Two or three campaign briefs in from market leads, each needing copy across four to six formats.
• A batch of localised variants for a campaign already approved.
• Scheduled organic posting and review responses across the markets in scope.
• One piece of work sent into the approval queue, and one coming back for revision.
• A working session with Hire 2 to pair copy with design and video.
WHAT WE WOULD LIKE TRUE BY THE END OF MONTH THREE
• They are writing to brief without a copy review on every piece.
• There is a documented AI production workflow other people can follow.
• The organic channels for the pilot markets are on a published calendar rather than posted ad hoc.
PAID EXERCISE
Give a one-line offer brief. Ask for the same offer written as a paid social caption, an SMS inside the character limit, an email subject line with preview text, and a Google Business Profile post — plus three city variants of one of them. Then ask which parts they used AI for and how they checked it.