Copywriter - App Ops at VML in London, England, United Kingdom

Who We Are VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney. About WPP WPP is the trusted growth partner for the world’s leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com. Creative Copywriter needed to join our team on a permanent basis. The opportunity: We are seeking an exceptional and strategically minded Senior Copywriter with a specialized focus on UX writing and in-app content, to join our dynamic, flexible team. This role is embedded directly within a leading automotive client's App Operations team, working to craft the words that power their mobile applications. This hybrid role is ideal for a seasoned wordsmith who excels at creating clear, concise, and helpful copy that guides users through intuitive app experiences, translates complex automotive functionalities, and reinforces brand trust. You will be instrumental in shaping the voice and tone within the client's apps, ensuring every word contributes to a seamless, efficient, and delightful user journey, from onboarding flows to critical service notifications. What you’ll be doing: You are a highly motivated, self-sufficient, and top-tier Senior Copywriter with a deep understanding of mobile user behaviour and the critical role of micro copy in app experience. Your passion for clarity, conciseness, and user guidance pushes you to find the most effective words that educate, reassure, and empower users within our automotive client's digital products. In-App Content & UX Writing Mastery: Lead the creation and refinement of all in-app copy, including micro copy (buttons, labels, error messages, tooltips), onboarding flows, feature explanations, success messages, confirmation screens, and empty states. Develop compelling push notifications, alerts, and in-app messages that are timely, relevant, and drive user engagement or task completion. Translate complex automotive features, technical specifications, and operational processes into clear, concise, and user-friendly language for mobile app users. Ensure all app copy aligns with the client’s brand guidelines, tone of voice, and overarching CX strategy, while adapting it for the unique constraints and opportunities of the mobile interface. User Guidance & Support Content: Collaborate with UX/UI designers to integrate copy seamlessly into wireframes, prototypes, and final designs, ensuring words and visuals work together to create intuitive experiences. Develop supporting content for the app ecosystem, such as App Store descriptions, release notes, in-app help sections, and FAQs, ensuring consistency and discoverability. Identify opportunities to use copy to prevent user errors, reduce friction, and minimize the need for external customer support. Collaboration & Strategic Impact: Work closely and collaboratively with UX/UI designers, product managers, developers, and legal/compliance teams within the App Operations function. Participate in user research and usability testing sessions (often for mobile apps), gathering insights to inform and iterate on copy decisions. Present copy strategies, rationale, and specific content recommendations to internal teams and client stakeholders, articulating the impact of words on user experience and operational efficiency. Act as a strategic partner, contributing to the overall app experience strategy and advocating for the power of clear, purposeful language. What we want from you: Mobile-First UX Writing Expertise (Essential): Proven track record as a Senior Copywriter with significant experience in UX writing, microcopy, and content creation specifically for mobile applications (iOS and Android). A strong portfolio showcasing in-app copy examples is a must. Automotive Industry Acumen: A demonstrated passion for and understanding of the automotive industry, including vehicle technology, customer ownership journeys, and the role of digital services in modern motoring. Exceptional Clarity & Conciseness: Masterful ability to craft extremely clear, concise, and scannable copy that guides users efficiently and effectively through complex app flows. Strategic & Autonomous: Proven ability to work autonomously, take initiative, and lead content strategy within complex, fast-paced environments, often with evolving requirements inherent to App Ops. User-Centric & Empathic: A deep understanding of user psychology, mobile interaction patterns, and how language can influence user behaviour, satisfaction, and task completion. Technical Aptitude: Ability to quickly grasp and translate complex technical concepts (e.g., telematics, connected car features, app functionalities) into easily understandable language for a diverse user base. Collaboration & Communication: Exceptional communication skills, with the ability to articulate content decisions and collaborate seamlessly with UX/UI designers, product managers, and developers. Brand Voice Adaptation: Demonstrated ability to adapt writing style and tone to match specific brand guidelines, ensuring consistency across all app touchpoints while prioritizing usability. Attention to Detail: Meticulous editing, proofreading, and fact-checking skills to ensure accuracy, grammar, and punctuation are flawless across all app content. Familiarity with Design Tools: Experience or familiarity with design collaboration tools like Figma, enabling direct contribution to designs and smooth handovers. Agile Environment Experience: Comfortable operating within agile development methodologies, balancing pace and quality while managing multiple content streams and priorities for an App Operations team. What we can offer you: Alongside the opportunity to work with some of the most exciting brands around the world, we’ll also prioritise your career development and help you grow your skills. We’ll empower you to make a difference, allow you to be yourself, and respect who you are. Permanent only: We offer a great benefits package including a discretionary bonus scheme, training opportunities, competitive pension, medical insurance, life assurance, social events, opportunities to buy and sell holidays, family friendly policies, discounts with hundreds of retailers and much more. Our culture thrives on our core values, designed for impact-driven individuals: Heart, Brains and Courage. We lead with Heart, fostering empathy and trust where genuine connections and human-centric work flourish. We empower your Brains for innovation, valuing relentless curiosity and collaborative intelligence to solve complex challenges. And we champion Courage, inspiring you to speak up, embrace experimentation, and advocate for bold solutions that push our thinking to be better than yesterday. AT VML Enterprise Solutions Our Enterprise Solutions division houses strategic consultants, creative and technical architects and skilled developers and operators that together help some of the world’s leading organisations to deliver outstanding digital experiences across all major routes to market worldwide: marketplaces, online retailers, D2C, B2B and social platforms. With over 4,200 experts in 55 operational centres across 34 countries, our capabilities span the entire buying journey from customer acquisition, through engagement, to conversion and loyalty, driving multi-channel growth for world-leading brands. We work with some of the most exciting brands such as The Coca-Cola Company, EY, Bosch, Unilever, Ford, DFS, Mercedes-Benz, Johnson & Johnson, Nestlé, Sainsbury’s, Selfridges, Shell and Tiffany & Co. We’ve built over 500 platforms for brands and retailers and generate in excess of $29bn annually for our clients and work with over 50 strategic partners including Adobe, SAP, Salesforce, HCL, Shopify, Sitecore, BigCommerce, commerce tools and Acquia. Our reputation is based on our people, and we believe we have some of the best in the business. As our business grows internationally, we’re looking for new people to join us on our journey to inspire and take a key role in shaping some of the best commerce solutions, services, and websites in the world. Working as a team, no problem is insurmountable; we share in our client’s successes and believe that anyone can show creative bravery no matter what their role is in the team. #LI-EMEA We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process. WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers. VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X. When you click "Submit Application", this will send any information you add below to VML. Before you do this, we think it's a good idea to read through our Recruitment Privacy Policy. California residents should read our California Recruitment Privacy Notice. This explains what we do with your personal data when you apply for a role with us, and, how you can update the information you have provided us with or how to remove it.