UX Copywriter

Thule Group; Malmö kommun; On-site; SEK 550,000 - 750,000; Full time

Job summary

Thule Group is seeking a UX Copywriter to shape how customers discover and experience Thule across digital channels. This role blends UX/UI copywriting with AI-driven content optimization, contributing to Thule.com and digital products, from product copy to navigation and conversion-focused content.

You will work with UX/UI, Marketing Automation, Paid Performance, Creative, and other Digital MarCom teams to use data to continuously improve content, establish guidelines, and strengthen Thule’s

Qualifications

• Experience in UX/UI copywriting for digital products and e-commerce.
• Ability to write clear, engaging content that guides users and improves conversion.
• Familiarity with AI-driven content optimization and marketing automation.

Responsibilities

• Write UX and product copy across Thule's digital touchpoints.
• Refine navigation, customer journeys and conversion-focused content.
• Contribute to Direct-to-Consumer content strategy and SEO accessibility.
• Collaborate with UX/UI, Marketing Automation, Paid Performance and Creative teams.

Skills

Copywriting

UX/UI

Digital marketing

SEO content

Job description

Want to help shape how customers discover and experience Thule across digital channels? Join our dynamic Global Digital Marketing team and help bring world-leading products to life through engaging, relevant, and intuitive digital experiences.

What you’ll do at Thule

As our new UX Copywriter, you will shape how Thule communicates across our digital touchpoints, helping customers find, understand, and choose the right products. This is a new role within our Digital Marketing organization, giving you the opportunity to help define how we work with UX copy and content across the customer journey.

You will work across Thule.com and our digital products, writing and refining everything from UX and product copy to navigation, customer journeys, and conversion-focused content. You will also contribute to our Direct-to-Consumer experience, where clear, engaging, and relevant content plays an important role in driving both customer experience and commercial performance.

The role combines UX/UI copywriting with AEO and AI-driven content optimization, marketing automation, and paid performance copy. You will help ensure that Thule content is not only useful and engaging for people, but also easy for search engines, AI assistants, and digital platforms to understand and surface.

Working closely with UX/UI, Marketing Automation, Paid Performance, Creative, and other Digital MarCom teams, you will use customer insights and performance data to continuously improve our content. You will also help establish guidelines and ways of working that strengthen Thule’s voice and digital experience across markets.

What you bring

To be successful in this role, we believe you have a strong background in copywriting, with experience from UX/UI, digital products, and e-commerce. You understand how words can guide users, reduce friction, and contribute to both customer experience and conversion.

Experience from a DTC environment is preferable, and you are comfortable writing content across different stages of the customer journey. From discovery and consideration to purchase and retention.

You have an interest in how AI, search, and emerging technologies are changing the way people discover information and products. Previous experience with AEO/LLM content optimization is a plus, but curiosity and a willingness to develop in this area are equally important.

You also have experience creating content for channels such as email, paid social, and paid search, and you enjoy using data and testing to understand what works and continuously improve your copy.

As a person, you are a strong communicator and collaborator who enjoys working across functions and turning complex information into clear, engaging content. You are curious, pragmatic, and comfortable taking ownership in a new role where you will have the opportunity to shape both the content and the way we work with it.

Why you should join Thule

At Thule, we believe in strong teamwork both within your own team but also cross functional between teams. We strive to be an open and curious organization, sharing our knowledge and inspiring one another.

Within Thule you will find people who have a passion for the products we make and the outdoor company we are. We share the same values, and we have fun. All of our employees have a joint responsibility to maintain that spirit and contribute to it.

Thule is a global sports and outdoor company. We offer high-quality products with smart features and a sustainable design that make it easy for people across the globe to live an active life. Under the motto Bring your life — and with a focus on consumer-driven innovation and long-term sustainability — we develop, manufacture and market products within the product categories Sport & Cargo Carriers (roof racks, roof boxes and carriers for transporting cycling, water and winter sports equipment, and rooftop tents mounted on a car), Active with Kids & Dogs (car seats, strollers, bike trailers, child bike seats and dog transport), RV Products (awnings, bike carriers and tents for RVs and caravans) and Bags & Mounts (backpacks, luggage and performance mounts).

Thule Group has about 3,000 employees at nine production facilities and 35 sales offices worldwide. The Group’s products are sold in 138 markets and in 2025, sales amounted to SEK 10,4 billion.