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.

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 itand back yourself
  - Own the basics, own your role and own the result
• Think without limits
  - Think, think fast, think fearlessly
• Be relevant
  -Relevantto 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.

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.
• 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.

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…