Lead Copywriter & Content Manager (Germany)

BBVA is a global company with more than 160 years of history that operates in more than 25 countries where we serve more than 80 million customers. We are more than 121000 professionals working in multidisciplinary teams with profiles as diverse as financiers legal experts data scientists developers engineers and designers.

The role sits within the Growth & Marketing team a largely central-based hybrid organisation working closely with local stakeholders in Germany. The teams mission is to drive growth and build brand awareness for BBVA in Germany a market where the brand is still in an early stage of development. Growth & Marketing owns paid owned and earned channels ensuring strong productmarket fit through locally relevant culturally nuanced communication across all touchpoints. The team works cross-functionally with Product CRM App comms agencies and other copywriting streams collaborating closely with product owners on both existing and new products to deliver consistent market-tailored messaging that supports adoption engagement and long-term growth.

About the job:

We are seeking a highly skilled Lead Copywriter & Content Manager who can balance hands-on creative excellence with strong leadership and coordination skills. This role combines being the hero copywriter for key projects with managing a team of cross-functional copywriters across Marketing App and CRM. The successful candidate will play a pivotal role in shaping BBVAs positioning in Germany ensuring our communications are locally relevant impactful and aligned with our brand vision.

Key responsibilities

Copywriting & Brand Voice

• Own and evolve the tone of voice and communication guidelines for Germany ensuring resonance with local audiences in full alignment with the global tone of voice defined by BBVA Group and adapted to the Digital Banks context.
• Define and articulate BBVAs positioning in Germany shaping how we engage with clients in the local market.
• Participate in Value Proposition sessions with Marketing and Product Owners to define and verbalise product USPs.
• Support Customer Service teams with templates FAQs and guidelines to ensure consistent client-friendly communication.
• Develop and maintain a compelling tone of voice for social media driving brand visibility and audience engagement.

Management & Coordination

• Manage and mentor copywriters across Marketing App CRM and social media teams fostering quality and consistency.
• Brief copywriters for new product and service releases ensuring timely aligned and compelling messaging.
• Prioritise and allocate workload across copywriting teams to balance demands and deadlines.
• Build and structure a content hub for Germany establishing best practices and processes for efficiency.
• Coordinate closely with BBVA Digital Banks Europe to ensure content and messaging are aligned across markets reinforcing a unified positioning and voice.
• Align with the creative agency to ensure message consistency across campaigns and owned channels (web app CRM).

Strategic & Cross-Functional Contribution

• Act as a guardian of brand and positioning in all communications ensuring consistency with BBVA Digital Banks European strategy.
• Collaborate closely with the Head of Marketing and Brand Manager to align copywriting strategy with brand vision and the global tone of voice.
• Work autonomously with a drive to grow the brand in Germany and expand the teams influence.
• Lead initiatives to strengthen BBVAs content capabilities scaling operations while maintaining creative excellence.

Key skills

• Exceptional copywriting and storytelling ability.
• Strong leadership and team management skills.
• Excellent communication and collaboration skills.
• Commercially minded with a clear understanding of brand building.
• Highly organised with the ability to manage multiple projects simultaneously.
• Autonomous proactive and growth-driven mindset.
• Excellent team player.

Qualifications & Experience

• Minimum 5 years experience in copywriting with proven success in leading high-impact projects.
• Specialised experience in finance or financial services content with the ability to simplify complex topics into clear engaging communication.
• Strong digital affinity comfortable producing for digital-first platforms (web app CRM social).
• Native-level German with excellent writing and editing skills; fluent English proficiency.
• Experience in tone of voice development positioning and messaging frameworks.
• Demonstrated people management experience ideally managing cross-team creative contributors.

Other requirements

• Willingness to travel and work with remote teams
• Hybrid model (office attendance and remote work)

Skills: