Position Title

Specialist, Digital Writer

Report To

Lead, Senior Copywriter

Position Summary

This position is responsible for creating clear, engaging, and conversion-driven content across digital platforms, with a strong focus on web and organic channels. This role plays a key part in driving brand storytelling and customer engagement, ensuring all content is consistent with the brand’s travel and lifestyle positioning. The incumbent will collaborate on UI/UX projects to ensure copy complements design, enhances user journeys, and delivers intuitive, seamless digital experiences.

Key Accountabilities

• Support new ideas and identify opportunities to enhance holiday discovery, planning and booking experiences, improving engagement, intuitiveness and commercial effectiveness.


• Test, refine and optimise GenAI prompts and instructions to improve response quality, relevance, consistency and commercial effectiveness.


• Support the creation and optimisation of SEO-driven web content and articles to improve organic visibility, rankings and relevant traffic.


• Support the implementation and optimisation of personalised customer journeys across pre-booking, abandoned journey, post-booking and post-travel stages, including automated communications and contextual recommendations.


• Write, adapt and optimise digital content across apps, websites, eDMs, landing pages, banners and platform listings.


• Work closely with UI/UX teams to support intuitive customer journeys through navigation labels, CTAs, onboarding flows, error states, prompts, microcopy and contextual messaging.


• Coordinate with designers, developers, product teams and marketers to align customer-facing communications with business and customer needs.


• Manage and execute multiple digital content tasks within agreed timelines, ensuring brand consistency and quality.


• Edit and proofread content to ensure clarity, accuracy and consistency in tone.


• Collaborate effectively with cross-functional teams and contribute to a positive, collaborative and customer-focused working environment.

Qualifications & Experience

• Bachelor’s Degree or higher in English for Professional Communication, Mass Communication, or similar.


• Minimum 3-5 years of UX writing, content design, digital product design, or a related field.

Area of Experience

• Experience creating engaging content for different audiences across digital marketing, e-commerce or performance-driven environments.


• Ability to write across marketing, UX and editorial formats, supported by a relevant portfolio.


• Strong understanding of SEO, keyword research and content optimisation.


• Familiarity with UX writing and how microcopy supports usability and conversion.


• Experience supporting digital product flows, content hierarchy and user journeys with UI/UX teams.


• Working knowledge of Figma and applying UX copy across screens, components and content states.


• Understanding of how content works within UI constraints, responsive layouts and component-based design.


• Ability to collaborate with designers and product teams from concept to execution.


• Proficiency in Bahasa Malaysia and/or Mandarin is an advantage.