Job Title: Digital Copywriter - Expert

Location: Brussels

Start Date: 06/01/2025

End Date: 31/12/2026

Role Description:

As an Expert Storyteller with a focus on SEO/GEO, you will be part of the Chapter Storytelling within the Marketing & Communication department. You will work in a multidisciplinary team (Squad) dedicated to a client segment, operating in an Agile environment. Reporting to the Chapter Lead Storytelling, you will collaborate closely with MarCom Managers, Digital Marketing Experts (DME), and the Content Strategist. This is a long-term mission with a work schedule of 70% or 80%.

Responsibilities:

• Play a key role in transforming the MarCom department by placing content at the core of its strategy.
• Translate briefings into high-value content aligned with content pillars and business objectives.
• Produce and optimize content for all channels (articles, emails, social media, videos, scripts, UX copy, etc.) consistent with the tone of voice and brand guidelines.
• Systematically integrate SEO/GEO principles: primary keyword integration, secondary keyword research, editorial structuring, continuous optimization (via Semrush and Surfer SEO) for search engines and LLMs.
• Utilize AI tools to accelerate research, writing, and multichannel adaptation while ensuring quality and compliance.
• Collaborate with audiovisual experts to adapt stories into videos, carousels, or short formats.
• Work closely with a Dutch-speaking Storyteller, translating/adapting texts into French with nuance and fidelity.
• Propose concrete optimizations based on content performance (traffic, engagement, CTR, SOV, conversions).
• Actively contribute to the Content Factory: sharing best practices, feeding the Digital Shelf, producing reusable and scalable assets.
• Ensure regulatory compliance of content (B2, non-misleading commercial communications, anti-greenwashing).
• Play a leading role in the Community of Practice (CoP) SEO/GEO and contribute to the upskilling of other storytellers.

Required Qualifications and Experience:

• Native-level proficiency in French with expert writing skills.
• Strong proficiency in Dutch, capable of adapting and translating texts, understanding briefings, and interacting in meetings.
• Good proficiency in English, capable of translating and adapting texts from English to French, and utilizing English sources.
• Bachelor’s or Master’s degree in communication, journalism, marketing, languages, literature, or equivalent experience.
• Minimum 6 years of experience as a Storyteller.
• Proven experience in SEO/GEO copywriting and content optimization using tools like Semrush & Surfer SEO.
• Background in journalism, experience in writing thought leadership content and/or simplified technical content.

Desired Skills and Certifications:

• Excellent editorial skills and clarity.
• Ability to write engaging and accessible texts for all formats/channels (SoMe posts, emails, articles, speeches, scripts, web pages, white papers, e-books, case studies).
• Ability to use AI tools for research, writing, and translation.
• Good understanding of marketing funnels and Customer Journeys (Campaign Journeys, Digital Journeys).
• Ability to interpret performance indicators (engagement, reach, CTR, SOV).

Soft Skills:

• Creativity, curiosity, analytical skills.
• Ability to challenge a briefing and make recommendations.
• Attention to detail with a pragmatic approach.
• Adaptability and a passion for change (Agile mindset).
• Team spirit, active listening, transparency, and autonomy.
• Strong commitment to the One Brand, One Voice, One Bank approach.