As our Copywriter and Content Creator you’ll be a versatile content marketing professional who knows exactly how to run with an idea; from crafting a strategic brief to creating engaging visual and written content that solves a real business problem. You'll combine copywriting expertise, content strategy, and basic design skills to create compelling content that drives leads, conversions, and customer engagement across our hybrid PLG/SLG business model.
Reporting to the Associate Creative Director within our Creative Studio, you'll work across all go-to-market teams to create content that attracts the right target personas, moves them through our funnel, and turns customers into advocates. You'll need to understand how different content serves different business objectives and be able to execute everything from thought leadership articles and case studies to email campaigns and social media content.Your ability to work autonomously and deliver complete content solutions will be essential as we scale GWI's position as the leading AI-native insights platform. You'll be creating content that showcases our data and insights expertise while driving measurable business outcomes.Every business is using AI. The ones that get it right start with real people. GWI is the human intelligence underneath: verified data that helps businesses understand what moves their audience, and act on it faster. If you want your work to matter, keep reading.
A few things you’ll be responsible for:
Strategic content planning
You will be a key player in our campaigns, bringing strategic content ideas to the fore to help hone our targeting, and executing on them – understanding exactly how your content feeds the customer journey at every stage.
End-to-end content executionYou will collaborate with the design team to transform briefs into customer experiences that drive measurable results. By developing multi-channel campaign concepts, you will deliver content that resonates with specific audience segments, addressing their unique pain points and aligning with product solutions. You’ll own the entire process from research and strategy through to final execution and visual presentation.
Multi-format content creationYou will create diverse content types including long-form articles, case studies, email campaigns, social media content, short videos, website copy, product descriptions, sales enablement materials, and thought leadership pieces. You’ll adapt your writing style and approach based on audience, business objective and channel requirements.
Cross-team content supportYou will work directly with Product Marketing, Demand Generation, Sales, and PR teams to create content that supports events, product launches, campaigns, partnerships, and revenue initiatives. You’ll translate technical product information and business strategies into compelling content.
Content performance and optimizationYou will track how your content performs against business objectives (not just engagement metrics) and optimise based on what drives leads, conversions, and revenue impact. You’ll understand which content types work best for different audiences, channels and funnel stages.
Visual content creationYou will create simple visual content using tools like Canva or Figma to support your written content. You can create short-form videos (30-90 seconds) using basic editing tools, social posts, format documents, create simple infographics, and prepare content for different platforms without designer support.
Brand voice and messaging consistencyYou will maintain GWI's brand voice across all content while adapting tone and approach for different audiences. You’ll ensure messaging consistency across all content touchpoints.
Working at GWI means a high tempo environment where change is common. We’re building quickly because the industry is moving quickly, and our customers rely on us to stay ahead. If you like being part of that, you’ll enjoy it here.What do I need to bring with me?
You’ll need to be able to demonstrate the core skills this role requires. You don't have to tick all the boxes right away; the important thing is that you’re willing to learn.
- Demonstrable experience creating B2B marketing content, including long-form (articles, case studies) and short-form (emails, social, digital).
- Proven ability to deliver publish-ready content end-to-end, from brief to final execution without extensive editing support.
- Hands-on experience producing content across multiple formats and channels, tailored to funnel stages and business objectives.
- Basic design and visual content skills (e.g., Canva, Figma) to create simple graphics, social assets, or infographics.
- Evidence of content driving measurable business outcomes (e.g., lead generation, conversions, product adoption).
Weekly office requirement: Twice weekly
Employment type: Permanent
Diversity is fundamental to who we are—as a data company and as a workplace. Our data reflects global realities, and so must our teams. We strive to build a workforce as diverse and inclusive as the insights we deliver.
As a Disability Confident employer, we welcome applications from disabled candidates and are committed to making adjustments throughout the hiring process—whether that's extra time, materials in advance or a different format, breaks, an adjusted interview format, assistive tools, or flexible scheduling. We're happy to discuss whatever would work best for you.
We actively encourage applications from underrepresented and marginalised communities.
At GWI, you'll find a place to contribute meaningfully, grow professionally, and belong fully.
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Skills Required
- Demonstrable experience creating B2B marketing content, including long-form articles and case studies and short-form emails, social, and digital content.
- Ability to deliver publish-ready content end-to-end, from brief through final execution, without extensive editing support.
- Hands-on experience producing content across multiple formats and channels, tailored to funnel stages and business objectives.
- Basic design and visual content skills using tools such as Canva or Figma to create graphics, social assets, or infographics.
- Evidence of content driving measurable business outcomes such as lead generation, conversions, or product adoption.
What We Do
We’re the target audience company that does things a bit differently. Our job is to cut through the noise and give you facts you can trust. Our flagship study represents more than 2 billion people around the world, and it tells you how consumers are changing; their actions, ideals, perceptions, feelings... (you get the gist). The world’s largest (and smallest) brands, marketing agencies and media organizations rely on us every day to help them stand out. Working with the likes of Twitter, Google, Spotify, WPP, IPG and Omnicom Group, we help them find really original and in-depth insights through our one-of-a-kind platform. And if that doesn’t float your boat, we’ve got a whole bunch of custom services to let you do more tailored research across 48 countries – asking whoever you want, whatever you want. We’re growing fast, and we’re always on the lookout for out-of-the-box thinkers to help us do more great things.
