Overview
Linkby is a global VC-funded adtech business connecting both established and emerging D2C ecommerce brands with the world’s largest publishers – including Daily Mail, News Corp, Seven West Media, Nine Digital, Are Media and hundreds more globally – helping them to work together more profitably, and effectively, than ever before through its suite of performance PR-driven products and services.
As we continue scaling our global publishing and commercial content operations across the UK, US and APAC markets, we’re looking for an experienced Creative Strategist to lead and evolve Linkby’s commercial content function.
Reporting to the AU Publisher Partnerships & Content Lead and working closely with teams across publishing, sales, product and marketing globally, this role will oversee the strategy, execution, quality and performance of Linkby’s commercial content ecosystem.
This is a highly collaborative leadership role suited to someone who combines strong editorial instincts with commercial acumen, operational thinking, and people management experience.
This is an exciting opportunity to work with a global team disrupting the way the world’s most exciting digital media brands monetise their audiences.
We’re looking for a Creative Copywriter who knows how to create ads that stop people scrolling in their tracks. From punchy headlines to thumb-stopping visuals, you’ll concept and craft ad creative that performs - helping turn publisher content into high-converting campaigns. This role requires a journalist’s instinct for what captures attention who thrives in a commercial, results-driven environment.
You will combine sharp editorial judgment with a strong understanding of audience behavior, crafting and determining performance-first copy and image combinations that feels native, engaging, and impossible to scroll past. You’re not afraid to kick off a conversation with one of our hundreds of global publishers to troubleshoot when existing image and headline combinations aren’t measuring up.
You likely have a journalism or editorial background (or think like someone who does). You know a good hook when you see one. You have opinions on headlines. You understand that the difference between “ok” or a conversion can usually be a tweak in creative.
You can see the bigger picture too: you’ll be managing smart audience monetisation which doesn’t just drive performance, it helps publishers generate the revenue that funds quality journalism, supports editorial teams, and keeps great reporting alive.
Key Responsibilities
Editorial-Led Creative Development
Write copy that doesn’t feel like advertising while also leveraging publisher copy and editorial instincts to build high-performing creative; refining and adapting where needed.
Turn brand messages into stories people might actually choose to engage with, using strong angles, cultural awareness, and a clear point of view.
Bring a newsroom mindset to everything: What’s the hook? Why now? Why should anyone care?
Develop multiple concepts quickly, while continuously testing and iterating publisher creative templates to identify the formats that perform best.
Performance-Driven Copy & Optimization
Once you’ve become an ad production powerhouse for Linkby and its publishing partners, you’ll either already know - or quickly learn - the tools needed to take your work live. Think publishing, optimising and reporting on campaigns across self-serve platforms like Facebook Ads.
Determine copy that can be leveraged across channels from paid social, native, video, and more - with equal parts taste and intent.
Work closely with performance teams to understand what’s landing, what’s flopping, and why.
Iterate constantly. Kill your darlings (and have the right instinct for which ideas might be dead in the water). Write better ones.
Balance creative instinct with data - knowing when to trust each.
Creative Strategy & Concepting
Partner with publishers, designers, and marketers to build ideas that work as a whole and ultimately drive conversions.
Shape campaign narratives, not just individual assets.
Constantly push for smarter, fresher, less “seen-it-before” creative.
Establish & Maintain Creative Best Practices
Help define what “good” looks like and constantly raise the bar.
Build and contribute to a library of creative that actually worked (not just what looked nice in a deck).
Have a point of view. Change it when the data proves you wrong.
Establish a TOV that fits where it lives - whether that’s a premium publisher, TikTok, or somewhere in between.
Develop editorial-style integrations that feel seamless, not forced.
Stay plugged into culture, trends, and shifts in how people consume content (and what they ignore).
What You Bring
3–5+ years of experience in copywriting, journalism, editorial, or anything that proves you can write something people don’t skip.
An instinct for what makes someone stop scrolling and the ability to do it more than once.
Comfort using performance data to make your work better, not blander.
Curiosity, taste, and a low tolerance for boring.
Ability to move fast, think in ideas (not just deliverables), and adapt your voice without losing it.
A clever wit and great sense of humor.
Experience with paid media is a major bonus. Knowing how to write is non-negotiable.
LinkBy Sydney, New South Wales, AUS Office
Sydney, New South Wales, Australia
