Mid-Weight Copywriter

Reporting to:

Senior Creative Content Manager

Location:

London

4 Days / Week

ROLE OVERVIEW

The Mid-Weight Copywriter plays a key role in shaping how TOAST communicates with its audience across campaigns, editorial content and customer touchpoints. Working closely with the Senior Content Manager, you will develop seasonal narratives, campaign messaging and content frameworks that bring the TOAST brand, products and community to life.

Alongside producing high-quality campaign and editorial copy, you will act as a guardian of the TOAST tone of voice, maintaining editorial standards and ensuring consistency across all communications. You will collaborate closely with teams across Brand, Design, Buying, Merchandising and Marketing, while providing day-to-day guidance and editorial support to the Junior Copywriter.

This role is suited to a creative and commercially minded writer with strong editorial instincts, an eye for detail and a passion for thoughtful storytelling.

ROLE IN DETAIL

• Support the Senior Content Manager in developing campaign concepts, messaging frameworks and narrative territories for seasonal collections, brand initiatives and key commercial moments.
• Translate brand and business objectives into compelling messaging that can be adapted across marketing channels.
• Write campaign, brand and editorial copy across digital, print and retail touchpoints.
• Support the editorial direction of TOAST Magazine, writing brand editorial and commissioning, editing and developing content from freelance contributors.
• Identify culturally relevant stories, themes and contributors that align with the TOAST brand.
• Act as the editorial reviewer for customer-facing copy across all channels, ensuring accuracy, clarity, consistency and alignment with the TOAST tone of voice.
• Maintain TOAST's tone of voice, house style guidelines and editorial standards, providing guidance and feedback across the business where required.
• Work closely with Design, Buying and Merchandising teams to develop product, collection and seasonal storytelling that balances commercial objectives with brand values.
• Provide day-to-day guidance, feedback and editorial support to the Junior Copywriter, reviewing and elevating copy where required.
• Contribute to campaign planning, content strategy discussions and creative reviews with internal stakeholders and external partners.
• Use performance insights and customer understanding to inform future content and messaging decisions.
• Manage evergreen and seasonal landing pages, ensuring content remains accurate, relevant and aligned with business priorities.

EXPERIENCE

• 3–5 years' experience in copywriting, editorial or content roles, preferably within fashion, lifestyle, retail or publishing.
• Exceptional writing, editing and proofreading skills.
• Strong conceptual thinking with the ability to develop ideas from brief through to execution.
• Experience writing across multiple channels, including email, web, social, editorial and campaign content.
• Ability to adapt tone of voice while maintaining brand consistency.
• Confident collaborator with strong stakeholder management skills.
• Highly organised with the ability to manage multiple deadlines.
• Commercial awareness and understanding of customer-focused communications.
• Detail-oriented editor with a strong grasp of grammar, style and accuracy.
• Genuine interest in culture, design, craftsmanship and the values of the TOAST brand.

About TOAST

Simple, modern and functional pieces rooted in craftsmanship and designed to be worn every day. Each item is made with great care, using natural materials where possible, to ensure they can be worn and loved for a lifetime. Together with our community, we hope to foster a more thoughtful way of being.

The emphasis within the TOAST workplace is on thoughtfulness, simplicity, creativity, and collaboration. We work hard to communicate intelligently with the wider world and strive against doing the obvious. We value serious thought in many broad fields – in art, literature, design, philosophy, travel, science as much as we do in fashion. Though our output may appear simple, it is always produced with great attention to detail.

As a strategic priority TOAST nurtures imaginative talent and change makers. As part of the TOAST team, you are a catalyst for the brand’s successes. To realize our ambitions, we need you to share our interests and values, have an enthusiasm for TOAST itself as well as a deep knowledge and passion for your own specialist area.

In return for your dedication, TOAST will offer a supportive and stimulating working environment with flexible working hours and generous staff discounts. You will receive a comprehensive induction, including product and brand training, that helps to plant a deep understanding of TOAST that can be carried confidently through your work and into the outside world.