Senior Creative Copywriter

PENTLAND; City Of London; Hybrid; GBP 50,000 - 70,000; Full time

Job summary

A global active lifestyle company seeks a Senior Creative – Copywriter to craft engaging narratives for their brands. This role involves leading the development of innovative digital campaigns and collaborating with various teams to ensure high-quality deliverables. Ideal candidates possess a strong portfolio in sports or lifestyle brands and excel in creative writing and strategic thinking. A vibrant working environment embraces creativity and teamwork.

Benefits

Competitive Salary + discretionary bonus

25 Days Holiday

Brand discounts

Family friendly benefits

Health perks

Travel perks

Flexible working hours

Qualifications

• Strong ideas‑led creative with a portfolio demonstrating long and short‑form copy.
• Exceptional understanding of sports marketing trends.
• Knowledge of digital storytelling and consumer engagement.

Responsibilities

• Deliver exceptional creative work across all channels.
• Lead TTL campaigns, especially in digital.
• Collaborate with the Senior Art Director on campaigns.
• Own creative briefs from concept to execution.
• Generate innovative ideas for campaigns.

Skills

Creative writing

Digital campaign development

Collaboration

Time management

Education

Portfolio in sports/lifestyle/fashion

Tools

Social media platforms

Digital design tools

Job description

We’re Pentland Brands; a dynamic, global family business, and proud owners and licensees of many iconic active and footwear brands. With a community of over 1,300 team members worldwide, we embrace diversity and inclusion, and champion growth and development. Our success is built on teamwork, courage, innovation, and an unwavering commitment to excellence.

What’s the Mission for this Role?

As the Senior Creative – Copywriter on Speedo, you will report to the Vice President of Creative and work closely with the wider creative and production team. The key purpose of this role is to write and ideate beautiful, culturally relevant and emotive stories about our collections and product innovations – stories that bridge between creative communication and creative selling. The end goal is to make our brands famed and desired through bold ideas and a distinctive tone of voice that gets noticed.

With experience on premium sports, lifestyle, and/or fashion brands, and a portfolio of work that is ideas‑led and takes creative concepts TTL – from bold advertising through to disruptive and effective social‑first content, you will be obsessive in your craft of copywriting for film and static. Even better if you have a curiosity about generative AI and how you can use it as a tool in the process.

Confident in the shoot process, you’ll collaborate with agency producers and brand marketers as the lead art director/copy team to deliver seamless shoots from pre‑ to post‑production, including being a lead creative on set. You’ll be unphased by large, complex commercial shoots and be driven to make these better than the last.

You work at your best in a team, inspiring and motivating our brands to be creatively progressive, through fresh, innovative and strategically aligned creative thinking. You’ll make our brands more desirable and more relevant through the work you create.

You might be a "solo" copywriter or part of an art/copy team.

You thrive in high‑energy environments, crafting innovative ideas that connect with audiences and drive results. You instinctively know what works across copywriting, art direction and design and can pitch your concepts with confidence.

Most importantly, you will be part of building a culture of curiosity, craft and creative energy. The C&C team should feel like the epicentre of creative fizz at Pentland Brands.

What does this role do?

• Deliver exceptional creative work – lead ideas and copywriting across all channels, ensuring the highest standards and commercial impact.
• Work alongside the Senior Art Director to develop TTL campaigns with particular emphasis on digital, including websites and social – from pre‑brief through strategic development and creative execution.
• Expert in craft – bring an elevated taste level, contemporary understanding and expert‑level skills in writing, ensuring outstanding creative execution. Maintain brand guardianship and oversee the output of junior team members and freelancers who work on your projects.
• Take ownership of messaging matrix built against communications architectures.
• Digital‑first mindset – develop and execute campaigns with a strong emphasis on digital, including websites and social media, from pre‑brief strategy to final execution. Stay ahead of industry trends, AI‑generated language, and emerging technologies.
• Strategic and commercial thinker – collaborate with commercial and shopper teams to ensure seamless content integration across communication and selling channels, enhancing every brand touchpoint.
• Strong leadership and direction – own creative briefs from concept to execution. Work with the VP Creative to refine and reshape them as needed. Pitch your ideas clearly and concisely, build brilliant creative decks, and guide junior creatives and copywriters on toolkits and rollouts.
• Constantly generate ideas – from big ideas for a communications campaign, production propositions to social reactive posts.
• Passionate and innovative – foster a culture of curiosity, creativity, and excellence, pushing for outstanding work within the team and the wider organisation. Challenge conventional thinking and push for innovative solutions.
• Commercial awareness – support the VP Creative and production team to manage and deliver projects on time and within budget.

What do I bring to the role?

• A strategically minded and ideas‑led creative who loves coming up with bold ideas that get brands noticed.
• A portfolio demonstrating excellent long and short‑form copy, as well as big ideas for brands in sports, lifestyle and/or fashion industries.
• An exceptional taste level and a pulse on creative trends within sports marketing and lifestyle brands.
• An understanding of how to effectively take product storytelling TTL with an emphasis on digital touchpoints.
• Tapped into the culture of sports and fitness and engaged with brands, platforms and people that promote active lifestyles.
• A strong communicator and collaborator, working seamlessly with the in‑house day‑to‑day team and senior stakeholders.
• A passion for building a team culture where everyone contributes their creative voice.
• Proactive in bringing the outside in, helping the team remain ahead of industry trends and cultural shifts.
• Skilled in time management, with a strong sense of accountability for both your own and the team’s workload.

What’s in it for me?

• Competitive Salary + discretionary bonus
• 25 Days Holiday: increases with length of service and the option to purchase additional days to suit your needs.
• Discounts: brand discounts (including friends and family and JD Sports), sample sales, and other retail discounts and perks.
• Family‑Friendly Benefits: generous enhanced parental leave policies
• Health Perks: choose from a variety of health‑related perks including medical cash plan, critical illness cover, life assurance, gym and fitness discounts, dental insurance, eye care, and health screening to maintain your wellbeing.
• Travel Perks: take advantage of our season ticket loan, cycle‑to‑work schemes, electric‑car schemes, and discounts on home charging units to support eco‑friendly commuting.
• Flexible Working: we offer hybrid working and flexible working hours, allowing you to start your day earlier or later to help with commute costs or personal commitments.
• Chance to join our charity, D&I and sustainability employee networks.

As an equal‑opportunity employer, we’re committed to fostering diversity and creating an inclusive culture across our business, stores and office environment.

We want you to live our company principles, bringing a strong consumer focus, while always looking for ways to improve and grow in your role. Take ownership of your work and be proactive in solving problems while communicating openly and treating everyone with respect and kindness. And, of course, let your creativity shine by bringing your unique style and individuality to the Pentland Brands Team.