Description
About the Role
Our Copywriter is the voice of Pets at Home, shaping clear, engaging and values-led storytelling that brings our purpose—creating a better world for pets and the people who love them—to life. Sitting within the Marketing team, you’ll own and deliver copy across every customer touchpoint, from high-impact brand campaigns to day-to-day content for web, app, email, social, in-store and professional audiences. Working closely with designers, videographers, digital specialists and commercial teams, you’ll balance creativity with strategic intent, ensuring every word supports our ambition to build the world’s best pet care platform. Success calls for energy, resilience and the confidence to navigate ambiguity, constructively challenge briefs and adapt quickly to shifting priorities while upholding our warm, inclusive tone of voice.
Key Responsibilities
Brand Storytelling
1. Craft compelling long-form and short-form copy that reflects our brand character, resonates with diverse audiences and drives measurable engagement.
2. Rigorously apply and evolve our tone of voice guidelines, safeguarding consistency across all channels and formats.
3. Generate fresh ideas and concepts that reinforce our brand promise and enhance the customer journey end-to-end.
4. Monitor language trends and pet-care insights to keep storylines relevant, inclusive and future-focused.
Campaign Development
5. Partner with creative colleagues to develop standout taglines, headlines and narrative hooks for seasonal, promotional and purpose-led campaigns.
6. Validate concepts against brief objectives, customer insight and commercial goals, adapting messaging swiftly in response to feedback or changing market conditions.
7. Present copy concepts confidently to stakeholders, using data and reasoning to advocate for the most effective solution.
8. Test and refine messaging for performance across digital and traditional channels, driving continual improvement.
Content Governance
9. Own the copy briefing pipeline, prioritising workloads, setting realistic timelines and maintaining quality under pressure.
10. Proof and edit all outgoing copy to ensure accuracy, clarity and legal compliance, escalating potential risks promptly.
11. Maintain an evergreen library of approved phrases, word banks and storytelling frameworks ready for reuse.
12. Collaborate with SEO, UX and CRM teams to align wording with search, accessibility and conversion best practice.
Innovation & Continuous Improvement
13. Champion new ways of working, experimenting with AI-assisted writing and emerging media to enhance productivity and creativity without compromising brand integrity.
14. Measure the impact of copy against agreed KPIs (e.g. engagement, conversion, dwell time) and share insights for optimisation.
15. Seek opportunities to streamline processes, removing duplication and simplifying complex messages for busy audiences.
16. Remain curious and adaptable, quickly absorbing new information and turning it into purposeful content solutions.
Mentoring & Capability Building
17. Act as a supportive coach to colleagues, sharing feedback and practical tips to elevate writing standards across the business.
18. Facilitate copywriting workshops and bite-size learning sessions that build confidence and consistency in everyday communications.
19. Offer constructive challenge to ensure briefs are clear, customer-centric and aligned to brand strategy.
20. Foster a collaborative culture that celebrates creativity, resilience and continuous learning.
Experience & Qualifications
Essential
21. Proven experience as a copywriter within a creative agency or fast-paced in-house marketing environment.
22. Demonstrated ability to generate ideas and deliver high-quality copy across multiple formats and channels.
23. Strong portfolio showcasing conceptual thinking, campaign work and adaptable tone of voice.
24. Solid understanding of brand strategy, customer insight and the commercial drivers within a retail environment.
Desirable
25. Experience writing for pet-care, FMCG or lifestyle brands.
26. Familiarity with AI-enabled content tools and data-driven copy testing methodologies.
27. Knowledge of SEO principles, accessibility standards and UX writing best practice.
28. Professional qualification in marketing, journalism, English or a related discipline.
We take our inspiration from pets in embracing people from all walks of life, and we value, respect and celebrate difference. We encourage our people to be their best selves so that we can create a better world for Pets, our Planet, and People. Our ambition is to reflect the diversity of the communities we operate in, and we are intentional in addressing and removing barriers to create opportunities for the exceptional talent and potential in our communities. Even if your skills and experience don’t perfectly align, if you think you can make a unique contribution through your values and behaviours, we want to hear from you.