Copywriter

About the role

By activating the Content Strategy, and building out the pillars into content packages, we can create content production at scale for both HT and EVP. By creating a dedicated team and a priortised backlog they will deliver content at scale ready for the market to publish. Each quarter, the team partners with category leads to plan the next wave of content batches against the strategic pillars, refining the Content Strategy as we learn.

Working in the content production team you’ll take batches of content and deliver them for two brands. You'll write, design and produce the content that carries two brands' campaigns across web, email, SMS and social. Each content package runs from a single theme, so the blog post, banners, emails, newsletter and social posts tell one consistent story. You'll work from existing assets, image libraries and templates.

What you'll deliver

The content package below is the core output of the role, produced across the two brands.

• Content page: Blog post of up to 400 words with a static hero banner and up to 2 images, plus a static homepage banner and a product listing page (PLP) tile. Uses existing assets and the image library. Fully aligned with SEO best practice.
• Emails: A combination of eCRM pre-launch, launch and post-launch emails on the same theme, or an SMS message. These will be delivered in excel copybooks.
• Newsletter: A standalone newsletter following the existing template, with imagery and copy. These will be delivered in excel copybooks
• Static social: Up to 4 post types for 1 concept, in English: social reel, static post (1 dimension), carousel and story.
• Social reel master video: Up to 10 seconds, in 1 format, based on an existing source (retail video), with copy adapted from the static assets.
• Content and pillar alignment: Working with a Content Strategist to Review and feedback on, briefs to ensure they align with the content strategy's pillars, priorities, batches and timelines.

What you'll do

• Write blog posts of up to 400 words that follow SEO best practice, from keyword-informed headings to metadata and internal links.
• Write and design eCRM emails across pre-launch, launch and post-launch, write SMS copy, and produce dark-market versions of email designs.
• Build standalone newsletters, with copy and imagery, within the existing template.
• Create copy for social content for a single concept across reel, static post, carousel and story formats.
• Supply copybooks in excel format
• Review briefs each quarter and give clear feedback so they align with the strategy pillars, priorities, batches and timelines.
• Keep each brand's tone of voice and visual identity distinct and consistent across every channel.

How you'll work

You'll own the content package from brief to final files, across both brands.

• Across two brands: you switch between two tones of voice and visual identities without blurring them.
• Within what exists: you get the most from existing assets, image libraries and templates, and flag early when a brief needs something that isn't available.

What you'll bring

Essential

• Experience producing digital content across web, email and social, shown in a portfolio that covers both copy and design.
• Strong English copywriting for short-form web, email, SMS and social.
• Working knowledge of on-page SEO best practice.
• An understanding of eCRM campaign flows and the constraints of email design.
• Knowledge of current social formats and specifications for reels, carousels, stories and static posts.
• Strong organisation, with experience managing several deliverables across more than one brand.
• OK to work in Tobacco

Nice to have

• Experience producing content in regulated categories.
• Retail or e-commerce content experience, including homepage and PLP merchandising