Copywriter - App Ops

About the role

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. 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.

Responsibilities

• 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 demonstr

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