Employee Spotlight: Copywriter Aira Tumėnaitė
Welcome to the Employee Spotlight series, where we sit down with the exceptional individuals who make up the Atlas VPN team. In this edition, we have the pleasure of chatting with Aira Tumėnaitė, our talented copywriter. Let’s dive into her background, experiences, and perspectives to get to know her better and learn more about her role at Atlas VPN.
What are the responsibilities of a copywriter?
I’m responsible for producing engaging, clear text for different advertising channels and creating marketing material and creative concepts for our product ad campaigns.
How did you get into copywriting?
By accident. It never was something I dreamed of. I just had no idea what I wanted to do. I thought, “Ok, I love watching commercials, so maybe I can do something in advertising…?”. So I applied to an ad agency, got a trial task, and created a commercial script that consisted of cowboys, ducks, and Hitler (yeah, I know, I know…). The writing was terrible, inappropriate, and politically incorrect, but it probably had something good too, as it still managed to get me a job. And from there, I started my career as a copywriter.
What challenges did you face at the start of your career, and how did you overcome them?
I came from a very different sector where I had to do creative ad campaigns for banks, FMCG (fast-moving consumer goods), retail, telco, and various companies. It was quite a huge shift for me to focus on one specific digital product. Learning all features and new terms was like embracing a new language. But a lot of research, determination, and amazing colleagues did the magic.
What inspires you to write?
I’m not the kind of person who waits for inspiration to write (nor do I have the luxury to do that). So a brief or a deadline is the best “inspiration” source for me. Something can be written only when you sit and write, right?:)
How have you improved during your time at Atlas VPN?
I was a total noob at the beginning, but I’ve learned many new things about cybersecurity since I started working here. Working in this field has really changed my perception of privacy and data protection. Also, if we’re talking about copywriting, I had to find new ways to adapt my skills to this particular field.
What’s the best thing about working for Atlas VPN?
I’ll mention two of them: the team and the product itself. The people around are fascinating, with a good sense of humor, and always bubbling with great ideas. And talking about Atlas VPN, I’ve started to cheer for this product since my very first days in this company. I strongly believe in its core mission, premium quality, and the pure desire of people who create it every day to make it the best product in the market.
What’s a lesser-known fact about yourself you’d like to share?
I can identify about 200 dog breeds or more. But as a dog lover and a clinical canine massage therapist, I still have some place to improve.
What is your must-read book recommendation and why?
It’s hard to pick only one, but if I really really really have to, then I choose “The Advertising Concept Book. Think Now, Design Later” by Pete Barry. It’s an advertising bible, which reveals how the concepts are made, how to create synergy between copy and visual, and how creative processes work.” It’s a must-read for every person who works with creating concepts, visuals, or writing for marketing purposes.
What superpower would you like to have and why?
Ufff, that’s another tricky question. But despite the ability to fly, be invisible, read other people’s minds or make people have diarrhea anytime I want (imagine how fun that would be…), I’d choose teleportation. I can’t imagine a better way to travel or avoid unpleasant conversations.