Senior Copywriter

twentysix; Greater London; On-site; GBP 45,000 - 65,000; Full time

Benefits offered by this job

Hybrid work model

Job summary

VML, part of WPP, seeks a senior writer for CRM content across newsletters, emails, SMS and digital campaigns. You will craft on-brand messages that drive engagement and revenue, collaborating with marketing specialists, strategists, and designers.

Strong copywriting, CRM tools, CMS experience, and SEO-aware content are required. You will interpret brand voice, meet tight deadlines, and contribute to a hybrid work model.

Qualifications

• Experience as Copywriter or CRM specialist.
• Ability to match and adapt brand style.
• Proficiency with CMS and CRM tools.
• SEO content creation experience.
• Strong written and verbal communication.

Responsibilities

• Draft and edit high-quality CRM content for newsletters and emails.
• Collaborate with cross-functional teams to improve content strategy.
• Analyze customer data to understand audience needs.
• Ensure brand consistency across CRM communications.
• Define and provide feedback on briefs and creative quality.
• Identify opportunities for CRM campaigns with seniors/directors guidance.
• Execute copy under direction of the creative director.

Skills

CRM copywriting

CRM tools

CMS

SEO content

Brand voice

Deadline driven

Tools

Google Analytics

Job description

Who We Are

VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

About WPP

WPP is the trusted growth partner for the world’s leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com.

The Role

We’re looking for a senior writer, to work on one of the world’s leading car groups – covering a range of brands on their CRM roster. You’ll work on developing standout copy for a range of CRM communications – Direct Mail, Email, SMS, MMS and digital & social.

The ideal candidate will be experienced in creating compelling content that elevates engagement, enhances customer loyalty, and drives business revenue. You will collaborate closely with marketing specialists, content strategists, and designers to create click-worthy email campaigns, persuasive marketing messages, and compelling CRM content. This role requires a keen understanding of customer behaviour and excellent copywriting skills.

What You’ll Be Doing

• Drafting and editing high-quality CRM content for newsletters, emails, landing pages, and other digital platforms

• Collaborating with cross-functional teams to improve content strategy and drive customer engagement

• Analysing customer data to understand audience needs and preferences

• Ensuring brand consistency in style, tone, and voice in all CRM communications.

What You bring

• Previous experience as a Copywriter, CRM specialist, or similar role

• Excellent interpreting and adopting the writing style of our brand/s

• Proficiency in content management systems and CRM tools

• Familiarity with creating and optimizing SEO content

• Excellent written and verbal communication skills

• Ability to meet deadlines while maintaining high-quality work

Key Responsibilities

• Expresses copy with clarity; on brand; on message and targeted to audience

• Presents ideas and copy to both the wider internal team and, occasionally, externally to clients with structure and parity

• Comprehends and understands brand continuity, brand guidelines and brand positioning

• Drives, defines and feeds back on quality of briefs, regular reviews, feedback channels, creative quality and collaboration

• Proactively identifies opportunities for creative work to be performed for clients, with guidance from seniors and directors

• Executes creative copy at the direction of the creative director

Additional Information

Furthermore, the interested candidate should be detail-oriented, have original ideas, and a strong passion for writing. A portfolio showcasing previous written work in CRM campaigns particularly in creating unique, attention-grabbing content will be beneficial during the selection process.

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We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

VML is a WPP agency (NYSE: WPP). For more information,please visit www.vml.com, andfollowalong on Instagram,LinkedIn, andX.