About the role

As our Digital Content Writer, you'll be a key part of the Creative Services team, helping bring our brand to life across digital channels.

You'll create engaging, high-performing content for our website, email journeys, guides and adviser network channels, ensuring every word reflects our brand voice and supports our business goals. Working closely with colleagues across Creative, Digital and Marketing, you'll develop content that not only ranks well in traditional search engines but also performs effectively in AI-powered search and generative experiences.

We're looking for someone who enjoys both the craft and science of content. Someone who can write compelling copy, analyse performance data, and continuously optimise content to improve visibility, engagement and conversion.

What you'll be doing

• Writing compelling, customer-focused copy across web, email, guides and adviser-facing content
• Creating content that supports our brand refresh and strengthens our digital presence
• Applying SEO best practice, including keyword research, on-page optimisation and internal linking
• Using emerging GEO (Generative Engine Optimisation) techniques to improve visibility in AI-driven search experiences
• Collaborating with Digital Marketing to prioritise content opportunities that deliver the greatest impact
• Translating technical, regulatory or product information into clear, engaging content
• Analysing content performance and using insights to improve traffic, engagement and conversions
• Maintaining and championing MAB's tone of voice and editorial standards
• Supporting a test-and-learn culture by continually measuring, refining and evolving content
• Staying ahead of trends in SEO, AI search and content marketing, sharing insights across the wider team

About You

You'll be an experienced Digital Content Writer who understands that great content needs both creativity and commercial impact.

You'll bring:

• Proven experience creating digital content within a marketing, content or copywriting role
• Strong SEO knowledge and a track record of creating content that drives organic performance
• Experience with, or a genuine enthusiasm for, AI search and Generative Engine Optimisation (GEO)
• Outstanding writing, editing and proofreading skills
• The ability to adapt tone of voice across multiple audiences and channels
• Confidence using data, analytics and search insights to shape content decisions
• Strong organisational skills and the ability to manage multiple deadlines
• A collaborative mindset and experience working alongside creative, marketing and digital teams
• Curiosity, innovation and a passion for keeping pace with the changing search landscape

It would be great if you also have:

• Experience within financial services or another regulated industry
• Experience using CMS platforms, ideally Umbraco
• Familiarity with tools such as GA4, SEMrush, Hotjar and Power BI
• Experience managing digital assets within a DAM platform