Copywriter - App Ops in London

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.

Creative Copywriter needed to join our team on a permanent basis. 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:

• 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.
• 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.
• 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:

• 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.
• 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.
• Masterful ability to craft extremely clear, concise, and scannable copy that guides users efficiently and effectively through complex app flows.
• Proven ability to work autonomously, take initiative, and lead content strategy within complex, fast-paced environments.
• A deep understanding of user psychology, mobile interaction patterns, and how language can influence user behaviour, satisfaction, and task completion.
• Ability to quickly grasp and translate complex technical concepts into easily understandable language for a diverse user base.
• Exceptional communication skills, with the ability to articulate content decisions and collaborate seamlessly with UX/UI designers, product managers, and developers.
• Demonstrated ability to adapt writing style and tone to match specific brand guidelines, ensuring consistency across all app touchpoints while prioritising usability.
• Meticulous editing, proofreading, and fact-checking skills to ensure accuracy, grammar, and punctuation are flawless across all app content.
• Experience or familiarity with design collaboration tools like Figma.
• 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. 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.