At GO Outdoors our purpose is strong and clear; “to inspire and equip everyone for life outdoors”. That’s because we passionately believe in the positive benefits of the outdoors, whether that be the daily dog walk or hiking Ben Nevis, horse riding or cold water therapy, we provide the best equipment for all outdoor activities, always at the best price guaranteed! Our values aren’t just posters on the wall, we live them every day; ‘One Team ‘we are stronger together’, ‘Responsibility ‘we take ownership’, ‘Passion ‘we believe in what we do’ and ‘Integrity ‘we do the right thing’. Clear values which help us to fulfil our mission to be ‘the nations favourite outdoor retailer’. If you share our passion and want to make a difference join our team to be a part of something ‘unbeatable’! Senior Copywriter - Outdoors Responsible to:
Product Department:
Outdoors Digital Hours:
40 Hours, Monday–Friday Location:
Bury HQ Role Purpose As Senior Digital Copywriter for JD Outdoors, you will lead the creation of compelling, conversion focused copy across our retail websites, shaping how customers experience our brands online, from homepage storytelling and category narratives to product descriptions, campaigns, and UX copy. This role blends creativity with commercial focus, ensuring our digital content not only inspires but drives performance. You’ll act as a storyteller who can bring outdoor products and categories to life, using insight driven, digital first thinking to enhance UX and drive conversion. You will work collaboratively across teams, influencing confidently and championing best in class content standards. As a guardian of our brand tone of voice, you will ensure consistency, quality, and clarity across every digital touchpoint. Key Responsibilities Digital Copywriting
- Write, edit, and optimise high-quality copy across the website, including:
- Homepage and landing pages
- Category and navigation content
- Product descriptions and buying guides
Promotional, seasonal, and campaign contentUX and microcopy to support customer journeysTranslate brand tone of voice into clear, engaging, and persuasive copy suitable for digital environments.Balance creativity with commercial goals to improve conversion and build customer trust. Leadership & CollaborationAct as a senior voice within the copy team, mentoring junior writers and managing freelance resource when required.Partner with UX, SEO, Design, Trading, and Marketing teams to ensure content is on-brand, customer-led, and commercially effective.Work closely with UX designers to create intuitive, user-focused digital journeys.Collaborate with SEO teams to ensure content is search optimised without compromising readability or brand identity.Support Trading and Marketing teams with product launches, promotions, and seasonal content requirements. Brand & Tone of VoiceChampion and evolve the JD Outdoors brand tone of voice across all digital touchpoints.Ensure consistency, quality, and clarity across all website content.Create and maintain digital copy guidelines and best practice standards for internal stakeholders and external writers. Optimisation & PerformanceUse data, insight, and experimentation (A/B testing, CRO) to refine messaging and improve performance.Review analytics, customer feedback, and market trends to inform ongoing content improvements.Identify opportunities to enhance customer clarity, engagement, and conversion across digital journeys. Skills & Experience RequiredSignificant experience as a copywriter in a retail, eCommerce, or digital-first environment.Demonstrated ability to write for conversion while maintaining strong brand consistency.Experience incorporating SEO principles and content optimisation.Exceptional editing, proofreading, and attention to detail.Strong ability to manage multiple projects, deadlines, and stakeholders in a fast-paced environment. Experience partnering with UX and CRO teams, with an understanding of user centred content design.Familiarity with CMS platforms (e.g., Shopify, Adobe Commerce, Contentful).Experience mentoring or leading other writers.Understanding of accessibility standards and inclusive writing practices. Due to the high volumes of applications our opportunities attract, it takes time to review them all. If you don't hear back within two weeks of you applying, please consider your application to have been unsuccessful on this occasion Applications that meet the skills criteria will be contacted for a 1st stage meeting with the talent team. Shortlisted candidates will then be invited to interview with the hiring manager. Thank you again for your time #GO