Senior Copywriter - Outdoors
Responsible to:
Product
Department:
Outdoors Digital
Hours:
40 Hours, Monday–Friday
Location:
Bury HQ
Role Purpose
As Senior Digital Copywriter for JD Outdoors, you will lead the creation of compelling, conversion‑focused copy across our retail websites, shaping how customers experience our brands online, from homepage storytelling and category narratives to product descriptions, campaigns, and UX copy. This role blends creativity with commercial focus, ensuring our digital content not only inspires but drives performance.
You’ll act as a storyteller who can bring outdoor products and categories to life, using insight‑driven, digital‑first thinking to enhance UX and drive conversion. You will work collaboratively across teams, influencing confidently and championing best‑in‑class content standards. As a guardian of our brand tone of voice, you will ensure consistency, quality, and clarity across every digital touchpoint.
Key Responsibilities
Digital Copywriting
* Write, edit, and optimise high-quality copy across the website, including:
o Homepage and landing pages
o Category and navigation content
o Product descriptions and buying guides
o Promotional, seasonal, and campaign content
o UX and microcopy to support customer journeys
* Translate brand tone of voice into clear, engaging, and persuasive copy suitable for digital environments.
* Balance creativity with commercial goals to improve conversion and build customer trust.
Leadership & Collaboration
* Act as a senior voice within the copy team, mentoring junior writers and managing freelance resource when required.
* Partner with UX, SEO, Design, Trading, and Marketing teams to ensure content is on-brand, customer-led, and commercially effective.
* Work closely with UX designers to create intuitive, user-focused digital journeys.
* Collaborate with SEO teams to ensure content is search‑optimised without compromising readability or brand identity.
* Support Trading and Marketing teams with product launches, promotions, and seasonal content requirements.
Brand & Tone of Voice
* Champion and evolve the JD Outdoors brand tone of voice across all digital touchpoints.
* Ensure consistency, quality, and clarity across all website content.
* Create and maintain digital copy guidelines and best‑practice standards for internal stakeholders and external writers.
Optimisation & Performance
* Use data, insight, and experimentation (A/B testing, CRO) to refine messaging and improve performance.
* Review analytics, customer feedback, and market trends to inform ongoing content improvements.
* Identify opportunities to enhance customer clarity, engagement, and conversion across digital journeys.
Skills & Experience Required
* Significant experience as a copywriter in a retail, eCommerce, or digital-first environment.
* Demonstrated ability to write for conversion while maintaining strong brand consistency.
* Experience incorporating SEO principles and content optimisation.
* Exceptional editing, proofreading, and attention to detail.
* Strong ability to manage multiple projects, deadlines, and stakeholders in a fast-paced environment.
* Experience partnering with UX and CRO teams, with an understanding of user‑centred content design.
* Familiarity with CMS platforms (, Shopify, Adobe Commerce, Contentful).
* Experience mentoring or leading other writers.
* Understanding of accessibility standards and inclusive writing practices.