Role Overview
As a Promo Writer, you will be responsible for creating high-impact promotional scripts for Pocket FM audio series. These promo scripts will be used for performance marketing campaigns across platforms such as Meta and UAC, and will later move into post-production for final execution. The role requires a strong understanding of ad creation, trailer writing, promo structuring, storytelling hooks, audience retention, emotional pacing, and localized content adaptation. You will write fresh promotional ads from scratch, adapt existing ads from the English team into Spanish localize them for the target audience, and refine existing ads to improve quality and performance. You will work closely with creative, editorial, production, and performance marketing teams to deliver production-ready promo scripts and suggest rework hypotheses for non-performing ads.
Key Responsibilities
Write fresh promotional ad scripts from scratch for Pocket FM audio series.
Create engaging long-form promo scripts, typically ranging from 30 to 60 minutes, designed to drive listener interest and campaign performance
Develop strong hooks, emotional beats, cliffhangers, character moments, and narrative setups that make the audience want to start listening to the series.
Write scripts that are clear, engaging, and suitable for audio-first post-production.
Ensure each promo script reflects the core promise, genre, tone, and audience appeal of the series.
Adapt promotional scripts and ad concepts shared by the English team into Spanish.
Localize scripts culturally and emotionally so they feel natural and relevant for the Spanish audience.
Maintain the original creative intent while improving clarity, relatability, and audience engagement for the local market.
Ensure adapted ads do not feel like direct translations, but like native, market-ready promotional scripts.
Review and refine existing promo scripts to improve overall storytelling quality, pacing, emotional impact, and clarity.
Strengthen weak openings, hooks, transitions, character motivations, and call-to-action moments.
Improve scripts based on editorial feedback, performance insights, and creative direction.
Ensure all final scripts are polished, coherent, and aligned with Pocket FM’s creative and quality standards. 4. Production-Ready Script Delivery
Create production-ready promo scripts with clear structure, scene flow, dialogue, narration, emotional cues, and production notes wherever required.
Ensure scripts are easy for voice-over artists, editors, and post-production teams to understand and execute.
Provide clear direction on tone, pauses, dramatic moments, sound cues, and emotional delivery where needed.
Support the production team by ensuring the script intent is preserved during execution.
Analyze non-performing ads and suggest creative hypotheses for improvement.
Recommend reworks based on possible issues such as weak hooks, unclear story setup, low emotional impact, poor pacing, or ineffective localization.
Create alternate openings, revised structures, stronger cliffhangers, and improved audience entry points for underperforming promos.
Collaborate with marketing and creative teams to test different ad angles and improve campaign performance. 6. Creative & Editorial Collaboration
Work closely with editorial, production, localization, and performance marketing teams.
Incorporate feedback quickly and deliver revised scripts within timelines.
Maintain consistency in character, tone, story logic, and emotional continuity across promo assets.
Contribute ideas for new promo formats, trailer structures, and ad angles that can improve audience response. 7. AI Tool Usage & Workflow Optimization
Use GenAI and writing tools where required to support ideation, adaptation, translation review, and script refinement.
Apply strong human editorial judgment to ensure AI-assisted work meets narrative, cultural, and quality standards.
Review AI-generated outputs for tone, accuracy, cultural relevance, and storytelling strength.
Use AI tools responsibly to improve speed and quality without compromising creative originality
Qualifications
Bachelor’s degree in Literature, Creative Writing, Media, Communications, Journalism, Film, or a related field.
Strong writing and storytelling skills, especially for audio, ads, trailers, promos, or digital content.
Excellent command of Spanish, with strong understanding of local cultural nuances, expressions, and audience preferences.
Good understanding of English, with the ability to adapt English scripts and concepts into natural Spanish.
Strong sense of narrative structure, emotional pacing, character motivation, hooks, and cliffhangers.
Experience in promo writing, ad scriptwriting, trailer writing, fiction writing, audio storytelling, content localization, or digital performance creatives is preferred.
Ability to write production-ready scripts with clear directions for voice-over and post-production teams.
Ability to analyze feedback and performance signals to improve creative output.
Strong attention to detail and ability to maintain quality across multiple deliverables.
Comfortable working in a fast-paced content and performance marketing environment.
Familiarity with AI-based writing, translation, or content adaptation tools is a plus.
The ideal candidate is a strong storyteller who understands how to turn an audio series into a compelling promotional experience. They should know how to grab attention quickly, build emotional curiosity, create drama, and write scripts that make audiences want to listen further. They should be equally comfortable writing original promo scripts, adapting English ads into Spanish, refining existing scripts, and suggesting creative reworks for ads that are not performing well.
