Digital Copywriter - Customer Creative & DesignHead Office "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.

"Lets find out about you"Exceptional writing skills – clear, creative and commercialStrong understanding of email marketing, customer journeys and CRMExperience 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 contextsConfident proofreading with eagle-eyed attention to detailExperience working with or understanding creative guidelines and tone of voiceCollaborative approach, with the ability to work closely with designers, developers and stakeholdersExperience taking and developing briefsHow You WorkYou’re a self-starter who’s proactive and solution-focusedClear and confident communicator with strong stakeholder skillsOrganised, deadline-driven and calm under pressureComfortable managing multiple projects and adapting to shifting prioritiesYou bring ideas to the table – and can explain the “why” behind themWhat Experience You’ll HaveA solid background in digital or CRM copywriting – ideally within a creative or marketing teamA portfolio that shows off your ability to write clear and effective on-brand copy across email and digital touchpointsExperience in working with customer journeys, automated campaigns and digital messagingA keen understanding of how language impacts customer engagement and salesWho You’ll Work WithThe CRM design team and CRM plannersIn-house Studio creatives and workflow plannersCampaign & brand comms teamsPOS and media agencies and plannersPrint and digital productionAnd, 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 bonusCompany pension up to 7% matched15% colleague discount in store and onlineFree 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 celebratedExcellent 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

Find your everything Apply here