Lead - Digital Copywriter

Embodied AI; Greater London; On-site; GBP 60,000 - 90,000; Full time

Job summary

On’s Creative Studio is seeking a highly experienced Senior Specialist, copywriter, to craft stories across on.com. You will collaborate with Digital, Brand and Product to deliver high‑quality product copy and brand stories, translating strategy into compelling, conversion‑driven copy while always upholding On’s premiumness and voice.

You will shape member experiences through tailored messaging and loyalty comms, partnering across PMs, CRM, Digital, Marketing, E‑commerce and Brand Management to

Qualifications

• 7+ years of digital copywriting experience within sportswear, premium or luxury fashion.
• Deep digital copy expertise with copy optimised for email, landing pages, push notifications, PDPs and membership.
• Strong understanding of UX and the customer journey, with ability to craft clear, engaging digital storytelling across the funnel.
• A strong creative point of view, able to set standards, challenge briefs and push for better work.
• Clear and compelling communicator — present ideas, articulate rationale and collaborate across teams.
• Translate complex product innovation and performance benefits into human messaging.
• Self-driven and collaborative, owning the work from brief to delivery.

Responsibilities

• Elevate digital storytelling across on.com, including PDPs, CRM and membership program.
• Translate brand strategies into engaging, conversion‑oriented copy.
• Put the user journey first to create intuitive digital copy.
• Guard the On brand quality and premiumness across all outputs.
• Grow On’s member ecosystem through tailored messaging and loyalty comms.
• Collaborate with PMs, CRM, Digital, Marketing, E‑commerce and Brand Management for consistency.
• Refine copy formats and guidelines, testing to improve customer experience.

Skills

Digital copywriting

Storytelling

Brand voice

UX understanding

Cross‑functional collaboration

Clear communicator

Creative perspective

Job description

In short

At On, we believe in the power of storytelling. Whether it's celebrating the achievements of our athletes, the passions of our communities, or the innovation behind our products, our stories captivate and inspire. Our Creative Studio is at the heart of it all, shaping stories that leave a lasting impact. We’re looking for a highly experienced copywriter to craft stories through our ecosystem.

As a Senior Specialist, you’ll work closely with Digital, Brand and Product to deliver stories across on.com. The ideal candidate is an expert digital writer and storyteller with a deep understanding of channel best practices.

Your Mission

• Elevate digital storytelling. Partner with Digital, Brand and Product to create high-converting product copy and brand stories across on.com, including PDPs, CRM and the membership program.
• Turn strategy into compelling copy. Translate high-level brand strategies and creative briefs into engaging, through-the-line copy that drives conversion across the digital customer journey.
• Put the user journey first. Understand how consumers engage with us online, using this insight to create intuitive, compelling digital copy.
• Be a strong brand guardian. Know when to step in, challenge briefs, push back on deadlines and protect the quality and premiumness of On as a brand.
• Build meaningful member experiences. Help shape and grow On’s member ecosystem through tailored messaging, exclusive drops and loyalty comms that build long-term brand affinity.
• Create joined-up digital experiences. Partner closely with PMs, CRM, Digital, Marketing, E-commerce and Brand Management to ensure consistency across digital consumer touchpoints.
• Evolve how we work. Continuously refine digital copy, formats and guidelines — proactively testing and learning to improve the customer experience and impact of the work.

Your Story

• 7+ years of digital copywriting experience within sportswear, premium or luxury fashion.
• Deep digital copy expertise, with a track record in crafting copy that’s optimised for email, landing pages, push notifications, PDPs and membership.
• Strong understanding of UX and the customer journey, with the ability to create clear, engaging digital storytelling across the funnel.
• A strong creative point of view, with the confidence to set standards, challenge thinking and push for better work.
• Clear and compelling communicator — you’re able to present ideas, articulate creative rationale and collaborate effectively across multidisciplinary teams.
• Able to make the complex, compelling. Translating product innovation, technical features and performance benefits into clear, human messaging.
• Self-driven and collaborative, taking ownership from brief to delivery and thriving in an environment of healthy challenge.

About the Team

On’s Brand Studio is an award-winning internal studio aiming to challenge world-leading creative agencies. At our core, we tell compelling stories and bring experiences to life. We channel the energy and global nature of the brand into our daily work and you can help us continue our fantastic run of successes. If you’re bursting with original ideas and have the drive and experience to see them realized, this is the team for you.