📌 Core Information
🔹 Job Title: Digital Copywriter - Customer Creative & Design
🔹 Company: Asda
🔹 Location: Asda House, Leeds, West Yorkshire, LS11 5AD, GB
🔹 Job Type: Full Time
🔹 Category: Web Content
🔹 Date Posted: 2025-07-18
🔹 Experience Level: 2-5 years
🔹 Remote Status: Hybrid (3 days in office)
🚀 Job Overview
Key aspects of this role include:
- Crafting customer-focused copy for emails, lifecycle campaigns, trigger journeys, app messages, and push notifications
- Collaborating with designers and developers to bring ideas to life
- Supporting wider creative projects across the Customer function
- Guardianship of the Asda Masterbrand Tone of Voice
- Managing own briefs and deadlines in a fast-moving environment
ASSUMPTION: This role requires strong writing skills, understanding of email marketing, and experience working with customer journeys and CRM. Familiarity with SEO principles and creative guidelines is desirable.
📋 Key Responsibilities
✅ Craft creative, customer-focused copy for various digital channels, ensuring alignment with Asda's tone of voice
✅ Collaborate with designers and developers to create engaging communications that drive performance across customer touchpoints
✅ Support wider creative projects across the Customer function, including campaign messaging, press, and in-store content
✅ Be a champion of the Asda Masterbrand Tone of Voice, ensuring consistency through stakeholder and agency briefing, reviewing content, and agency output
✅ Manage own briefs and deadlines, giving regular updates to help keep projects on track in a busy, fast-moving environment
ASSUMPTION: The role involves working closely with various teams and stakeholders, requiring strong communication and collaboration skills.
🎯 Required Qualifications
Education: Relevant degree or equivalent experience
Experience: Solid background in digital or CRM copywriting, ideally within a creative or marketing team
Required Skills:
- Exceptional writing skills – clear, creative, and commercial
- Strong understanding of email marketing, customer journeys, and CRM
- 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
Preferred Skills:
- Experience writing for digital channels (email, app, push) with an understanding of SEO principles
- Portfolio showcasing effective on-brand copy across email and digital touchpoints
ASSUMPTION: A solid background in digital or CRM copywriting and a portfolio demonstrating effective on-brand copy are essential for this role.
💰 Compensation & Benefits
Salary Range: £25,000 - £35,000 per year (AI-estimated, based on role, experience level, and location)
Benefits:
- Discretionary company bonus
- Company pension up to 7% matched
- 15% colleague discount in store and online
- Free access to wellbeing services
- Excellent parental leave policies
Working Hours: 37.5 hours per week, with a hybrid work arrangement (minimum 3 days in the office)
ASSUMPTION: The salary range is estimated based on market research for similar roles in the retail industry. The benefits package is comprehensive and includes various perks and support services.
📌 Applicant Insights
🔍 Company Context
Industry: Retail. Asda is a leading retailer in the UK, offering a wide range of products and services across its stores and online platforms.
Company Size: 10,001+ employees. Asda's large size offers numerous opportunities for career growth and development.
Founded: 1949. Asda has a rich history and has evolved significantly over the years, adapting to changing consumer behaviors and market trends.
Company Description:
- Asda is committed to reimagining retail to make life better for its customers, both in-store and online
- The company values innovation, imagination, can-do attitude, integrity, and a willingness to embrace change
- Asda offers a wide range of career possibilities, with new roles being created all the time due to technological advancements
Company Specialties:
- Retail
- Online
- Fashion
- Produce
- Logistics
- Product Development
Company Website: http://www.asda.jobs
ASSUMPTION: Asda's focus on innovation and embracing change creates an environment where employees can grow and adapt to new challenges.
📊 Role Analysis
Career Level: Mid-level. This role offers opportunities for growth and development within the creative and marketing functions.
Reporting Structure: The Digital Copywriter will work closely with the CRM design team, CRM planners, in-house Studio creatives, workflow planners, campaign and brand comms teams, POS and media agencies, and production teams.
Work Arrangement: Hybrid. The role requires a minimum of 3 days in the office, with the remaining days worked remotely.
Growth Opportunities:
- Expanding skills and experience within the creative and marketing functions
- Taking on additional responsibilities and projects as the role evolves
- Exploring opportunities within Asda's diverse range of career paths
ASSUMPTION: The hybrid work arrangement offers flexibility while maintaining collaboration and engagement with the team.
🌍 Location & Work Environment
Office Type: Hybrid. The role requires a minimum of 3 days in the office at Asda House, Leeds.
Office Location(s): Asda House, Leeds, West Yorkshire, LS11 5AD, GB
Geographic Context:
- Leeds is a vibrant city with a rich cultural scene, offering numerous amenities and attractions
- The city is well-connected by public transportation, making it easy to commute to work
- Asda House is located in the heart of Leeds, providing easy access to various shopping, dining, and entertainment options
Work Schedule: Full-time, with a hybrid work arrangement (minimum 3 days in the office)
ASSUMPTION: The hybrid work arrangement allows for a better work-life balance while still fostering collaboration and engagement with the team.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screening
- In-person or virtual interview with the hiring manager and/or team members
- Final round interview or assessment
Key Assessment Areas:
- Writing skills and portfolio
- Understanding of email marketing, customer journeys, and CRM
- Cultural fit and alignment with Asda's values
- Problem-solving and adaptability
Application Tips:
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role
- Prepare a portfolio showcasing your best work, demonstrating your ability to craft clear, creative, and commercial copy
- Research Asda's brand, values, and tone of voice to ensure your application aligns with the company's culture
ATS Keywords: Digital Copywriter, Customer Creative, CRM, Email Marketing, Customer Journeys, SEO, Tone of Voice, Collaboration, Project Management
ASSUMPTION: Asda's application process is designed to assess candidates' skills, cultural fit, and potential for growth within the company.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Content Management Systems (CMS)
- Email Marketing Platforms (e.g., Mailchimp, Campaign Monitor)
- Project Management Tools (e.g., Asana, Trello)
ASSUMPTION: Familiarity with relevant tools and technologies is essential for success in this role.
👔 Cultural Fit Considerations
Company Values:
- Imagination
- Can-do attitude
- Integrity
- Willingness to embrace change
Work Style:
- Collaborative
- Adaptable
- Solution-focused
- Organized and deadline-driven
Self-Assessment Questions:
- Do you have a strong imagination and can-do attitude?
- Are you comfortable working in a fast-paced, collaborative environment?
- Can you manage multiple projects and adapt to shifting priorities?
ASSUMPTION: Asda's company values and work style requirements are essential for success in this role.
⚠️ Potential Challenges
- Managing multiple projects and deadlines in a fast-paced environment
- Adapting to shifting priorities and changes in the retail landscape
- Ensuring consistency in tone of voice across various channels and formats
- Working with diverse teams and stakeholders
ASSUMPTION: These challenges are inherent to the role and require strong organizational skills, adaptability, and a collaborative mindset.
📈 Similar Roles Comparison
- Compared to other digital copywriter roles, this position offers a unique focus on CRM and customer journeys
- Asda's large size and diverse range of products and services provide ample opportunities for growth and development
- This role offers a clear career path within the creative and marketing functions, with opportunities to expand skills and experience
ASSUMPTION: This role offers unique opportunities and challenges compared to similar positions in the industry.
📝 Sample Projects
- Crafting a series of engaging emails for a customer lifecycle campaign
- Developing a set of push notifications to promote a limited-time offer
- Creating a suite of in-app messages to guide users through a new feature or update
ASSUMPTION: These sample projects demonstrate the range of responsibilities and the need for versatility in this role.
❓ Key Questions to Ask During Interview
- Can you describe the team structure and how this role fits within it?
- How does Asda support the professional development and growth of its employees?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Asda measure the success of its CRM campaigns, and how will my performance be evaluated?
- What is the company's long-term vision for its digital channels, and how will this role contribute to that?
ASSUMPTION: These questions are designed to provide insight into the role, team, and company culture, as well as the opportunities for growth and development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight relevant skills and experiences for this role
- Prepare a portfolio showcasing your best work, demonstrating your ability to craft clear, creative, and commercial copy
- Follow up with the hiring manager or HR representative within 7 days of submission to confirm receipt of your application
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
