ABOUT THE ROLE

A high profile role within the business that defines and influences how Waitrose speaks to its customers, ensuring that everything we say is not only effective, but an expression of the brand strategy and creative vision. Reporting into the Creative Lead, the TOV and Copy Lead contributes to the overall Brand Creative Vision and is responsible for defining, developing and executing the TOV vision, principles and standards. Key decision maker for all copy related activity across the brand and takes charge of educating, reviewing and influencing to ensure the brand tone of voice is consistently applied.

Leads a creative team across Tone of Voice, both within Partnership and in supporting hybrid agency models. Manages roster of external talent; writers, editors and proof readers to assist in creation of copy assets. As the key face of Tone of Voice, builds and maintains relationships across the business and with relevant external agencies.

Understands and is able to write and give clear direction to the various needs and nuances of a high profile brand that speaks across multiple channels and formats including, but not limited to, advertising, social, in-store, CRM, ecommerce and editorial.

Foster a collaborative creative environment where ideas can flow freely, and everyone is aligned towards a common goal. Effective communication and teamwork are essential components in executing a new high performing creative model.

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At a glance:

Salary: £70,900.00 - £111,000.00 per annum

Contract type: This is a permanent opportunity

Hours and location of the role:

35 hours per week

Your home location will be our Bracknell Head Office

The Partnership has adopted a hybrid working approach meaning you'll be able to work a mixture between the office and home based upon your personal needs whilst balancing the needs of the business. The team attend the office to connect 1 - 2 days per week and attend key meetings on an ad-hoc basis

Key responsibilities:

First and foremost be obsessed with generating writing to the highest standard. Be obsessed by the quality of output, looking to push and challenge the work we create

Live and breath the Waitrose 70/10 Brand Strategy making sure the writing we create is always a visual or experiential embodiment of the strategy

Make all writing relentlessly Waitrose, strive for our own creative path and not obsess over the competition

Manage and run a team of like minded Partners and suppliers who cherish the output they create. Build an environment where they can flourish and support the growth of the team

Support Operations in defining and refining processes to allow the team to focus on creative output and not on time hungry tasks

Create writing that can be effective and maximises the requirement of that channel. Consistent story telling across multiple platforms should be front and centre of what we do. Use relevant technology to support this.

Assist in the promotion of the Creative department throughout the partnership pushing Creative perfection into all wider teams

Build peer-to-peer relationships with Agency partners. Educate relevant peers to naturally meet the brand TOV guidelines. Help review work and input to brand related outputs. Become a natural go to for support and guidance

Remain in touch with cultural and market trends. Focus on connecting the needs of the customer to the cultural direction of travel

Assist in the elevation of the creative department within the creative industry. Strive to win awards and to be part of a market leading creative team

Working with other members of the Creative team contribute to a best in class hybrid creative solution connecting all agency partners and internal teams to create an on brand creatively excellent vision of Waitrose

Be inspired, aware and engaged on industry and creative trends that provide inspiration and learning for the team

Be cost aware and operation literature so that your team's actions are held against the pre-set KPIS and SLAS that allow for expectation management, and effective performance tracking of all work

Financial:

Contribute to the financial management of resource and P&L, inputting on resource needs and talent plans to effectively scope the department

Collaboration and Stakeholder Management:

Build collaborative relationships across the business in order to understand the various priorities of different stakeholders, departments and customer touch points in order to deliver copy that delivers to specific needs, but also aligns to the creative vision and standards

Communicate Brand Guardianship, Creative Excellence and future ambition to wider Partnership stakeholders. 

Contribute to the relationship, performance and review of strategic partners, agencies and suppliers

Partnership values: 

Act in accordance with the Partnership’s purpose and democratic principles, constructively participating in co-ownership, and demonstrating to customers and each other that it is a better way of doing business. Share your knowledge, experiences, ideas and opinion to improve the Partnership, speaking honestly and frequently

Invest in your personal and professional development to achieve your potential, by doing more, doing better, or doing different. Continuously engage with and actively contribute to your Profession

Take responsibility for actively engaging with change

Create the conditions for all Partners to thrive, make their best contribution and achieve their potential

Appreciate what different life experiences bring to the Partnership and the value this adds to unbiased and smarter decision making. 

Set the tone, context and outcomes for the team with the voice of the customer at the heart

Enable the conditions for Partner opinion to be heard and acted upon

Inspire, lead and develop the team, ensuring all partners are clear on their roles, have targets and objectives

Measures of success:

 A shared understanding of the brand TOV principles across the business and agency partners

Effective copy across all channels that delivers to the brief and reflects the brand TOV vision and principles

Awards entered, and work highlighted within industry magazines and sites, pushing team excellence in industry 

Increased re-use of content across all channels utilising central DAM solution 

Champion technology led production solutions to improve operational efficiency

Champion operational reporting to be shared with wider business 

Future plan the TOV and Copy team with a focus on bringing new talent through to provide clear efficiencies in present cost base 

Engage and support the drive for future ambition to be market leading creative department 

Delivery within budget. Be aware and work to year on year efficiency gains 

Extent of influence and credibility at all levels across the business 

Partner survey results, PDP’s in place, Succession plans in place for key roles Regular 360 feedback 

The successful candidate will have the following skill set:

People Management: Leadership and People Manager – highly effective in leadership and strategy including the management, motivation and development of individuals and teams setting clear KPI's and personal development plans

Creative and Production workflow: In depth understanding and experience of end to end creative lifecycle, management of content across multiple physical and digital touch points

Future Focused: Future focus – demonstrates customer-driven innovation in the creation of content. Has an understanding of how AI can be utilised within their specialism in order to formulate a point of view on where it should and shouldn’t be used

Creative excellence: has Creative passion in all their output, championing creative direction at every stage

Essential skills and/or experience you’ll need: 

Qualifications

Degree or equivalent creative qualification essential

PC or Mac literate

Experience

10+ years experience in copy writing and tone of voice  

Proven People Management / Leadership experience 

Combined creative and commercial skills and ability 

Significant experience across multiple channels with a strong lean towards digital.

Working in a fast-paced environment 

High levels of numeracy and literacy 

Google suite and equivalent software proficiency

Desirable skills and/or experience you may have: 

Qualifications

Degree or further qualifications in publishing, marketing or business

Experience

Knowledge and understanding of wider creative end to end processes

Knowledge and understanding of media sales

Experience of commercial negotiations and handling multiple, high value agencies

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To learn more about this role, please copy and paste this link into a new browser window: https://embed.wirewax.com/8114190

Closing Date:

September 6, 2025

Pay:

£70,900.00 - £111,000.00 Annual

Contract Type:

Permanent

Hours of Work:

35 hours per week, Mon - Fri.

Job Level:

Partnership Level 5

Where You'll Be Working:

Bracknell Campus, Doncastle Road, Bracknell, Berkshire, RG12 8YA

ABOUT THE PARTNERSHIP

We’re the largest employee owned business in the UK and home of our cherished brands, John Lewis and Waitrose. We’re not just employees, we’re Partners, driven by our purpose to build a happier world. As we look to our future, there’s never been a more exciting time to join us.  

We’re ruthlessly focused on being brilliant at retail. We continue to innovate, adapt and diversify. Never Knowingly Undersold on price, quality and service in John Lewis and passionately serving food-lovers in Waitrose.   

As Partners we all share the responsibility of ownership and in its rewards. We use our voices to contribute to our success, working together through the good and challenging times, holding true to our behaviours and treating everyone with kindness and respect. 

We all own making the Partnership somewhere we belong. Embracing our differences and creating an environment where we’re free to be ourselves and can THRIVE. Growing ourselves individually, and as a collective. 

As Partners, we make all the difference. And, we all own it.  

Important points to note:  

It’s important to note that some of our roles are subject to pre-employment vetting (which may include DBS checks for successful candidates). If required, you’ll be informed and provided with information about vetting during the recruitment process and we encourage you to complete any vetting documents quickly to avoid delays. Any DBS checks required will be carried out by a third-party registered body and financial probity checks may also be required for some of our roles.

We also recommend that you apply as soon as possible as vacancies can close early if we see a high number of applicants.  

We want all of our Partners to have a good work-life balance and we support flexible working. This might mean flexible or compressed hours, job sharing or shorter hour contracts, where possible. Please discuss this further with the hiring manager during your interview.