Copywriter

Inspired Thinking Group (ITG); Birmingham; On-site; GBP 28,000 - 38,000; Full time

Benefits offered by this job

25 days’ holiday + bank holidays

Annual Wellbeing Day

Pension scheme

Corporate Medical Cash Plan

Smart Working Options

Employee Assistance Programme

Cycle to Work Scheme

Volunteer Day

Job summary

Inspired Thinking Group (ITG) in Birmingham is seeking an experienced Copywriter to craft distinctive copy and drive creative ideas across campaigns, social, CRM and retail environments.

You'll translate briefs into engaging concepts, collaborating with designers and strategists to shape brand voice and tone for multiple channels while maintaining high editorial standards.

Qualifications

• Experience as a Copywriter in an agency or in‑house team.
• Proven ability to craft work across multiple channels.
• Experience with recognised B2C retail brands and culture.

Responsibilities

• Develop creative concepts and copy from brief through to final execution.
• Write clear, distinctive copy reflecting a brand’s personality and audience.
• Create campaign ideas, headlines, scripts, social concepts, CRM and digital content.
• Adhere to brand tone‑of‑voice guidelines while evolving messaging.
• Adapt writing for different channels and moments in the customer journey.
• Collaborate with designers and Creative Directors to refine ideas.
• Maintain high standards across major briefs and fast‑turnaround work.
• Edit copy with strong grammar, clarity and tone.

Skills

Excellent writing craft

Conceptual creative thinking

Strong portfolio

Communication & presentation

Social-first copywriting

Brand voice & tone

Collaborative teamwork

Job description

About the role

The Copywriter is responsible for creating distinctive, engaging and effective copy and creative ideas across a wide range of customer touchpoints, helping brands develop a recognisable voice and connect meaningfully with their audiences.

This is a hands-on creative role, combining strong conceptual thinking with excellent writing craft. You’ll take briefs from initial idea through to execution, working across campaigns, social, digital, CRM, content, print and physical environments.

You’ll understand how a strong central idea can translate across multiple channels, and how tone, structure and storytelling need to flex depending on how customers encounter a brand. From a campaign line or social idea to a CRM subject line or piece of retail copy, you’ll know how to make every word earn its place.

Working closely with Senior Designers, Creative Directors, strategists, social and production teams, you’ll contribute ideas as well as words. You’ll be comfortable developing concepts independently and in partnership with designers, presenting your thinking and responding constructively to creative direction.

Experience working withwell-known B2C retail or consumer brandsis important, alongside a strong understanding of contemporary culture, social and how modern brands communicate.

What you’ll be doing

Copywriting & Creative

• Develop strong creative concepts and copy from initial brief through to final execution.
• Write clear, compelling and distinctive copy that reflects a brand’s personality and connects with its audience.
• Developcampaign ideas, headlines, scripts, social concepts, brand copy, CRM, digital content and customer communications.
• Work confidently within established brand tone-of-voice guidelines while identifying opportunities to evolve and strengthen how a brand communicates.
• Adapt ideas and writing intelligently across different channels, audiences and moments in the customer journey.
• Understand the difference between simply adapting a message andcreating specifically for the channel.
• Work closely with designers and Creative Directors to develop, challenge and strengthen ideas.
• Maintain consistently high standards across both major campaign briefs and fast-turnaround communications.
• Edit and refine copy with excellent attention to grammar, consistency, clarity and tone.

Social & Digital

• Bring a strong understanding ofsocial-first creative and copywriting.
• Develop ideas and copy that feel native to different social formats and environments, rather than simply translating campaign messaging into social posts.
• Understand how tone of voice can flex across social while remaining unmistakably part of the same brand.
• Write with an appreciation of brevity, immediacy, conversation and cultural relevance.
• Collaborate with social, content, design, motion and production specialists to develop ideas that combine words, visuals and moving image effectively.
• Stay curious about evolving platforms, behaviours, formats, language and culture.

Brand & Tone of Voice

• Understand and confidently apply established brand voices across different communications.
• Help develop and evolve tone-of-voice principles where appropriate.
• Ensure copy feels consistent and recognisable across the wider customer experience without becoming formulaic.
• Understand when a brand needs to persuade, inform, entertain or inspire, and adapt the writing accordingly.
• Balance personality and creativity with clarity, commercial objectives and customer needs.

Collaboration

• Take ownership of briefs and manage your work confidently from concept through to delivery.
• Partner closely with designers, creating ideas together rather than treating copy and design as separate disciplines.
• Present and articulate creative thinking clearly, both verbally and through well-crafted presentations.
• Work collaboratively with Creative Directors, designers, strategists, social teams, producers and other specialists.
• Take creative direction positively and use feedback to make the work stronger.
• Balance creative ambition with brand, customer and commercial objectives.

What we’re looking for

• Experience as a Copywriter within an agency, in‑house creative team or similarly fast‑moving creative environment.
• A strong portfolio demonstratingexcellent writing craft and conceptual creative thinking.
• Proven experience working withrecognised B2C retail or consumer brands.
• Experience creating work acrossmultiple channels, including campaigns, social, digital, CRM, content, print and physical or retail environments.
• Strong social experience, with evidence that you understand social as a creative medium and can develop ideas specifically for it.
• The ability to move confidently betweenbig brand ideas and the detail of everyday customer communications.
• Strong headline writing, storytelling and editing skills, with an excellent command of written English.
• Experience interpreting and applying brand tone of voice across multiple channels.
• The ability to take a brief, interrogate it, develop ideas and take the chosen direction through to polished execution.
• Confidence developing ideas both independently and as part of a creative partnership.
• Strong communication and presentation skills, including the ability to articulate the thinking behind your work.
• Excellent attention to detail and an ability to maintain creative standards across multiple briefs and deliverables.
• A genuine interest inbrands, retail, language, social and contemporary culture.

Work’s a treat!

On top of a competitive salary, you can expect a whole load of perks:

• 25 days’ holiday + bank holidays– we understand the importance of you getting some down time.

• Annual Wellbeing Day – enjoy an additional day on us to look after your physical and mental wellbeing.
• Pension Scheme – helping you save towards your retirement home in the sun!
• Corporate Medical Cash Plan – claim back the cost of your medical treatments.
• Smart Working Options – spend up to 40% of your working week from home.
• So many savings– through our online community platform, you can access dozens of daily deals, from money off top brands to discounts on days out.

• Employee Assistance Programme– our people are at the heart of everything we do, so if you’re happy, we’re happy.
• Cycle to Work Scheme – save on the cost of biking to work.
• Monthly Employee Awards - Employee of the Month programme with £250 bonus
• Raising money for charity including a paid Volunteer Day – we’re all about giving back… and having lots of fun in the process!
• Referral scheme– know the perfect person to join the team? You could bag £1,500 for a putting a good word in.

• Wellbeing Programme – giving you the opportunity to join regular, interactive Wellbeing Workshops or join our 30 plus Wellbeing Champions.
• Enhanced Family Friendly Leave – support for you and your family to help you navigate through the craziness of family life.

We Value Diversity

We champion and welcome diversity in our workforce and ensure all job applicants receive equal and fair treatment, regardless of age, race, gender or gender identity, religion, sexual orientation, disability, or nationality.

We are not only committed to increasing the visibility and recognition of talent from under-represented groups within our organisation, but the wider industry too.

At the end of the day, we make sure we take time to look after ourselves, each other, and the planet, because we’re always stronger together.

ITG have a number of community groups (ERGs) available to employees which offer a safe space for like-minded colleagues, with shared interests to connect, socialise and check in with each other. These include Black ITGers Together, LGBTQ+ Together, Mens Health Together, Muslims Together, Neurodiversity Together, Working Parents and Carers Together and Women In Tech Together.

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