Digital Copywriter - Customer Creative & Design

Job Title

Location

Employment Type

Contract Type

Hours Per Week

Salary

Competitive salary plus benefits.

Category

Closing Date

"Lets find your Role"

Are you a wordsmith who loves crafting customer-first copy that delivers results? Do you know your way around a headline and enjoy turning briefs into brilliant, high-performing campaigns? If so, you might be just who we’re looking for.

We’re on the hunt for a Digital Copywriter to join our in-house creative team here at Asda. Working alongside our Customer Retention Management (CRM) Design Team, you’ll bring to life emails, push messages, in-app content and customer journeys with compelling copy that reflects our tone of voice and speaks directly to millions of Asda customers.

It’s a hands-on, fast-paced role where you’ll collaborate with designers, planners, developers and wider teams – helping to shape how Asda connects with customers across key touchpoints. And it doesn’t stop at CRM – you’ll also support teams working on campaign messaging, press and in-store content, keeping the voice of the Asda brand clear and consistent wherever it shows up.

What You’ll Be Doing

CRM Copywriting
Craft creative, customer-focused copy for emails, lifecycle campaigns, trigger journeys, app messages and push notifications – always aligned with the Asda tone of voice.

Creative Collaboration
Work closely with designers and developers to bring ideas to life – from concept to execution – delivering engaging communications that drive performance.

Campaign Messaging
Support wider creative projects across the Customer function, including the creation of headlines, taglines, event messaging and copy for in-store signage – showing your versatility across channels and formats.

Tone of Voice Guardianship
Be a champion of the Asda Masterbrand Tone of Voice, ensuring consistency through stakeholder and agency briefing, reviewing content and agency output where necessary.

Project Ownership
Manage your own briefs and deadlines, giving regular updates to help keep projects on track in a busy, fast-moving environment.

Performance Awareness
Understand CRM Key Performance Indicators and how your copy directly impacts engagement and conversions.

Adaptability & Innovation
Be comfortable using personalisation and evolving technologies (like AI) to tailor messaging and push creative boundaries within brand guidelines.

Proofing
Take pride in your work – self-checking for tone, grammar, consistency and accuracy before it goes live.

• Exceptional writing skills – clear, creative and commercial
• Strong understanding of email marketing, customer journeys and CRM
• Experience writing for digital channels (email, app, push) with an understanding of SEO principles (desirable)
• Ability to flex tone and style across different formats, audiences and contexts
• Confident proofreading with eagle-eyed attention to detail
• Experience working with or understanding creative guidelines and tone of voice
• Collaborative approach, with the ability to work closely with designers, developers and stakeholders
• Experience taking and developing briefs

How You Work

• You’re a self-starter who’s proactive and solution-focused
• Clear and confident communicator with strong stakeholder skills
• Organised, deadline-driven and calm under pressure
• Comfortable managing multiple projects and adapting to shifting priorities
• You bring ideas to the table – and can explain the “why” behind them

What Experience You’ll Have

• A solid background in digital or CRM copywriting – ideally within a creative or marketing team
• A portfolio that shows off your ability to write clear and effective on-brand copy across email and digital touchpoints
• Experience in working with customer journeys, automated campaigns and digital messaging
• A keen understanding of how language impacts customer engagement and sales

Who You’ll Work With

• The CRM design team and CRM planners
• In-house Studio creatives and workflow planners
• Campaign & brand comms teams
• POS and media agencies and planners
• Print and digital production
• And, of course, the wider Asda team!

Everything you'll love

To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices.Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots.

You will also get an excellent benefits package including:

• Discretionary company bonus
• Company pension up to 7% matched
• 15% colleague discount in store and online
• Free access to wellbeing services such as Wagestream, 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced to theme parks and cinemas.
• Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated
• Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.

We want all colleagues to be able to bring their best and true selves to work, every day. Simply put, we want our colleagues to be Proud to be Asda and proud to be themselves