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 121,000 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 team’s 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 product–market 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 BBVA’s 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 BBVA’s 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 team’s influence.Lead initiatives to strengthen BBVA’s 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 teamsHybrid model (office attendance and remote work)Skills:
Customer Targeting, Empathy, Ethics, Innovation, Proactive Thinking