Copywriter - Web Ops

Who We Are

WPP Enterprise Solutions designs, builds, and operates the growth systems that competitive businesses rely on. In a world where Al is reshaping how companies drive growth, we lead clients in business transformation and marketing modernization, connecting strategy directly to execution. Our 12,000 experts in engineering and platforms, commerce, consulting, content transformation, CRM, and CX work within a unified global operating unit across 40+ markets. WPP Enterprise Solutions works alongside best-in-class partners including Adobe, AWS, Braze, Google, Microsoft, Salesforce, and Shopify, as well as innovators in AI, to deliver growth solutions tailored to the needs of our clients’ businesses. VML, part of WPP, supports WPP Enterprise Solutions by helping brands activate transformation through creativity and experience.

Creative Copywriter needed to join our team on a permanent basis.

The opportunity:

We are seeking an experienced Copywriter to join a dedicated Web Operations (Digital Experience - DX) team supporting a high-profile automotive client. This role is ideal for a writer who can combine compelling storytelling, strong editorial craft, and digital experience thinking to create engaging, informative, and conversion-focused content across the client’s web ecosystem.

Working closely with UX Designers, UI Designers, SEO specialists, Product Owners, Developers, Analysts, Marketing teams, and client stakeholders, you will play a key role in shaping long-form digital content experiences that support both customer engagement and business objectives. From educational landing pages and editorial content through to product storytelling, service information, campaign content, and SEO-driven web experiences, you will help create content that reflects the premium nature of the automotive brand while remaining clear, user-focused, and operationally scalable.

This is a highly collaborative role suited to someone comfortable working within fast-paced web operations environments where content is continuously evolving, optimised, and improved through insight-led decision making.

What you’ll be doing:

1. Long Form Content Creation & Editorial Delivery:

• Write high-quality long-form digital content across a range of web experiences including landing pages, editorial articles, product and service pages, campaign content, guides, feature explainers, and customer support content.
• Translate complex automotive topics, product features, technical information, and brand messaging into clear, engaging, and accessible content for a broad range of audiences.
• Create content that balances storytelling, user needs, SEO requirements, and commercial objectives.
• Maintain exceptional standards of tone of voice, grammar, clarity, structure, and editorial consistency across all digital touchpoints.
• Adapt writing style appropriately across different customer journeys, audience types, and stages of the purchase or ownership lifecycle.
• Ensure all copy reflects the premium positioning, innovation, and personality of the automotive brand.

2. UX Writing, SEO & Digital Experience Collaboration: • Collaborate closely with UX and UI Designers to ensure content is integrated effectively within the wider user experience and supports intuitive digital journeys. • Work with SEO specialists and analytics teams to create search-optimised content aligned with keyword strategies, search intent, and performance objectives. • Structure content for digital readability, accessibility, scannability, and engagement across desktop and mobile experiences. • Support content optimisation initiatives using analytics, behavioural insights, user feedback, and testing outcomes to improve performance over time. • Contribute to content hierarchies, page structures, and information architecture discussions to ensure effective communication and usability.

3. Web Operations & Content Governance: • Support ongoing web operations activity including content updates, enhancements, audits, migrations, and optimisation workstreams. • Ensure content adheres to brand guidelines, legal/compliance requirements, accessibility standards, and internal governance processes. • Work within CMS-driven environments and collaborate with developers and production teams to support accurate implementation and publishing. • Maintain consistency across multiple web properties, templates, and content types within a large-scale digital ecosystem. • Help identify opportunities to improve content processes, workflows, and operational efficiencies within the DX team.

4. Stakeholder Collaboration & Strategic Contribution: • Collaborate with marketing, brand, product, customer experience, analytics, and client stakeholders to gather requirements and shape content recommendations. • Present content rationale and recommendations clearly and confidently to both internal teams and client stakeholders. • Participate in workshops, planning sessions, editorial reviews, and cross-functional working groups. • Support campaign and optimisation initiatives by developing customer-centric messaging that aligns with wider business and digital objectives. • Contribute positively to team culture, ways of working, and continuous improvement initiatives within the Web Ops (DX) team.

What we want from you:

• Strong experience as a Copywriter or Content Writer creating high-quality long-form digital content for web platforms and digital products.
• Exceptional writing, editing, proofreading, and storytelling skills with meticulous attention to detail.
• Proven experience writing engaging, customer-focused content that balances brand storytelling with usability and commercial goals.
• Strong understanding of SEO principles, search intent, content optimisation, and digital content performance best practices.
• Experience working within CMS-driven web environments and content operations workflows.
• Strong understanding of digital user experience principles, accessibility, and writing for responsive web experiences.
• Ability to structure complex information clearly and effectively for digital audiences.
• Experience collaborating closely with UX, UI, SEO, analytics, development, and marketing teams within cross-functional delivery environments.
• Comfortable working across multiple concurrent workstreams and adapting quickly within fast-paced operational environments.
• Strong stakeholder management and communication skills with the ability to present and explain content decisions confidently.
• Experience working within automotive, premi