Lead Content & Copywriter

About us

Love, Bonito is a digital-first company on a mission to empower the everyday Asian woman and inspire self-confidence. We are Southeast Asia’s leading womenswear brand, headquartered in Singapore, with an omnichannel presence across Hong Kong SAR China, Indonesia, Malaysia and a retail franchise in Cambodia. In addition, we have also expanded into international markets namely the Philippines and the United States of America.

Founded in 2010, we are proudly female-founded with more than 65% female representation in leadership roles (#girlpower!). We raised a US$50M Series C round in 2021 and know that we’re on the cusp of something great, where we’re working towards becoming the most thoughtful brand globally, for the Asian female consumer, especially when it comes to our products, community and experiences.

There’s a lot more work to be done with all of our exciting plans. So we’re looking to team up with people who are wildly passionate about making an impact and be part of a dynamic team, in a workplace with no corporate BS (yes, you read that right!).

The role

You will be responsible for developing compelling, on-brand content across Love, Bonito’s platforms, with a special focus on day-to-day product description pages (PDP), as well as broader campaign and social media copy. This role demands a versatile wordsmith who can balance creative storytelling with clear, sales-driving product messaging. Additionally, the Lead Copywriter will OC and manage social content writing, ensuring high-quality output and a consistent brand voice across all touchpoints.

This role is ideal for someone with a passion for storytelling, sharp linguistic abilities, and a keen eye for creating engaging product-focused content, while leading a team to ensure the brand’s voice shines across all communications.

Key Responsibilities

•  Product Description Writing: Write sharp, detailed, and engaging product descriptions for daily updates to the website, ensuring each product’s unique selling points (USPs) are highlighted in a manner that resonates with Love, Bonito’s target audience. Ensure every description stays true to the brand’s tone and style, while enhancing the shopping experience.
•  Campaign Copy: Develop creative and aspirational copy for seasonal campaigns, ensuring that brand stories and key messaging are clear and compelling across all media channels, including emails, website, social, and retail.
•  Social Media Content: Collaborate with the marketing and social teams to create punchy, shareable social media content that aligns with brand strategy and engages the community. Maintain the brand’s approachable, yet stylish tone across all platforms.
•  Search Engine Optimization (SEO) Content: Work closely with the SEO team to develop keyword-rich, engaging content that boosts organic visibility and drives traffic. Ensure all content maintains the brand’s tone while optimizing for search engines without sacrificing readability.
•  Quality Control (QC): Review and approve content produced by the social content writing team, ensuring consistency, accuracy, and quality control. Be the final gatekeeper for copy before it goes live, ensuring it’s error-free and aligned with Love, Bonito’s voice.
•  Cross-functional Collaboration: Work closely with product, marketing, and e-commerce teams to ensure product messaging is clear and consistent across all customer touchpoints. Ensure that all copy, from product pages to emails and ads, supports the brand’s overall business objectives.
•  Mentorship & Team Oversight: Provide direction and support to the social content writing team, offering feedback and guidance on copy style, structure, and brand alignment. Foster creativity while maintaining the brand’s voice and helping the team manage multiple projects.
•  Editing & Proofreading: Maintain exceptional standards for written content, editing for grammar, style, tone, and overall clarity. Ensure all copy reflects the brand identity, whether it’s product descriptions, campaign messaging, or everyday communications.
•  Innovative Storytelling: Continuously push boundaries with creative storytelling across all platforms, staying ahead of trends in language, content style, and engagement strategies. Ensure all copy remains relevant and inspiring to Love, Bonito’s diverse and evolving customer base.

Qualifications & Experience

•  Creative Writing & Copywriting: Proven track record in writing creative copy that blends storytelling with clear business objectives. Ability to adapt tone and style to different formats, from product descriptions to long-form campaign copy.
•  Product Description Expertise: Demonstrated ability to write sharp, engaging, and conversion-driven product descriptions. Strong understanding of how to highlight key product features in a way that is both informative and compelling to customers.
•  Attention to Detail: Excellent command of the English language with an acute eye for detail when it comes to grammar, punctuation, and brand consistency. Proven ability to meticulously proofread and edit copy across a variety of platforms.
•  Collaboration: Strong cross-functional collaboration skills, able to work closely with teams across marketing, e-commerce, and product development to ensure a cohesive brand message.
•  Leadership: Experience in managing junior writers & mentoring the social team,  providing constructive feedback, and fostering a positive and creative work environment.
•  Project Management: Strong ability to manage multiple projects and deadlines simultaneously, ensuring content is delivered on time and aligned with brand goals.
•  Sales-Driven Mindset: Ability to write copy that doesn’t just tell a story but drives conversions, particularly for e-commerce platforms.
•  Trend Awareness: Up-to-date with the latest trends in digital content, social media, and copywriting, particularly within the fashion and lifestyle space.
•  Strategic Vision: A big-picture thinker who can balance day-to-day writing needs with long-term brand storytelling and marketing strategies, contributing to the overall success of campaigns and the brand.

1. Flexible Work Arrangement

• Work from anywhere!
• Remote work according to HQ operating hours

2. Staff Wellness

• Comprehensive corporate insurance (Fully covered visits at our panel clinics, Dental coverage, Maternity reimbursement)

3. Learning and Career Development

• Learning and development (i.e. subscription plans to best-in-class resources, personal development fund etc)
• Dedicated leadership training for those of managerial responsibilities
• Friday pm off for learning

4. #TeamLB perks

• Generous staff discount off LB products
• Corporate partnerships with a variety of companies
• Welcome to #TeamLB store gift cards (get your LB work outfit on us!)
• Employee driven peer-to-peer recognition platform to honour and celebrate everyday achievements
• Internal Referral programme