AI Copywriter - Sport

At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.

Why join us?

Our vision - we are building the planet’s most admired and compelling brand ecosystem

Our purpose - we are elevating the lives of the many with access to the world’s best brands and experiences

At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:

• Own it and back yourself - Own the basics, own your role and own the result
• Think without limits - Think, think fast, think fearlessly
• Be relevant - Relevant to our people, our partners and the planet

Are you ready to join the Fearless?

The Role:

Reporting into the AI Content & Ops Lead, the AI Copywriter is responsible for delivering key strategic copy driving SEO & GEO visibility for Sports Direct. Leveraging AI, alongside your writing expertise, you will produce high-quality, engaging and conversion-driven content that drives organic traffic - whether a product description, product landing page or long-form editorial. Collaborating with the wider Content Team and SEO & GEO Team, you’ll play a pivotal role in a key moment for content at Frasers Group.

Key Responsibilities:

• Delivering SEO-optimised copy across Sports Direct, including product landing pages, brand landing pages and other key touchpoints.
• Edit and proofread AI-generated content to ensure accuracy, tone and brand alignment.
• Working closely with the SEO & GEO team to deliver against the wider SEO & GEO strategy, adapting to industry updates.
• Working hand-in-hand with the Content Team to drive the content strategy, including ideation and execution.
• Creating long-form SEO-led content for the Sports Direct content hub that delivers against the wider Sports Direct content calendar, contributing evergreen and demand-led content ideas with the purpose of driving organic traffic.
• Creating long-form GEO-led content for the Sports Direct content hub that delivers against the Sports Direct content calendar, contributing evergreen and demand-led content ideas with the purpose of driving citations.
• Working alongside the AI Content & Ops Lead to refine and deliver AI-generated long-form content that delivers against targets.
• Assisting with product description creation, optimisation and quality control, becoming a key stakeholder in managing our AI product description tool.

Qualifications:

What we are looking for:

• A strong writer with a clear grasp of grammar.
• Excellent writing, editing and proofreading skills.
• Exceptional organisational skills with the ability to manage multiple work streams simultaneously.
• A meticulous eye for detail.
• Strong research and analytical skills.
• The ability to work independently and flexibly with a positive can-do mentality.
• Culturally aware with a strong interest in sport.
• Familiarity with AI writing tools and experience prompting.

Desirable, but not essential:

• A keen understanding of SEO and how it shapes copy
• Knowledge of content management systems and a keen eye for building aesthetic, well-structured articles.

Additional Information:

Along with your benefits package we also offer a wide range of perks for our colleagues:

Frasers Champion - Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have lived the Frasers Group values.

Retail Reconnect - In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, head office employees will gain insights by spending one to two days in one of our stores or the warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work.

Fearless 1200 - Fearless 1200 is our way of recognising our growth. It’s bold, ambitious, and designed to reward colleagues across the business for living our values and delivering impact. Fearless 1200 links how we perform to how we're rewarded.

Employee Welfare:

Frasers Fit - Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free.

Retail Trust - We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support.

What’s next?

Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter - this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate one or two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.