Senior Copywriter - NMU -GCS

The New Media Unit (NMU) is part of the Government Communication Service (GCS) and sits within the Cabinet Office. The NMU was established in November 2024 with the clear goal to reach, connect and rebuild trust with audiences in the most effective way possible. Our aim is to provide the public with relevant, useful, authentic content when and where they want to receive it and communicate in an entirely new way. The government has signalled a clear intention to focus on ambitious, measurable, long-term objectives that deliver better outcomes for citizens. This requires a new way of doing government which is more joined-up and better reaches the public to build awareness, understanding and trust in the government’s missions. The New Media Unit is a critical lever in achieving these long-term aims, bringing together the specialist skills required to reach citizens with content they want to consume at a time and place they want to consume it.

The Team

The team is evolving, and works in an agile way proactively delivering on priority campaigns and responding to nation-wide communications. We need people who think differently and who can respond to the ever-changing media landscape. At its core this team is focused on flexibility and collaboration across the three pillars (Strategy, Campaign and Creative), working closely with the GCS Strategy & Campaigns and Applied Data & Insight teams, alongside No 10 and departmental communication teams across government.

This is a really exciting time to be joining the NMU as we look to expand our activity, test and learn different approaches and deliver communications which make a difference to citizen’s lives. This is a rare chance to be part of something truly ground breaking, where your ideas will directly influence the future of digital communications at the heart of government.

What we’re looking for

We need outstanding specialists in digital design, copy writing and content production, who have a high level of expertise, will put audiences at the heart of everything they do. We're seeking innovative minds and creative talents to help craft our evolving vision. This is a unique opportunity to grow, learn and share your talent with a team of diverse experts with passion and a genuine curiosity to innovate government comms. Most importantly, we want people who care about delivering outstanding communication for the public.

For information on how the Communications Profession can support career development please visit careers page.

As a Senior Copywriter (SEO), you will be the editorial guardian of the NMU’s campaign output. You will not just write; you will define the narrative voice for major government priorities.

At this grade, you are expected to operate with significant autonomy. You will take complex, often sensitive policy detail and translate it into engaging, human-centric content without losing nuance. You will act as a lead creative, shaping concepts for campaigns and advising senior stakeholders on how to deliver their message effectively to a digital audience.

Responsibilities & Duties

-

Strategic Editorial Lead

Take ownership of the "pen" for high-priority campaigns. You will move beyond simple drafting to shaping the creative direction and narrative arc of our "always-on" content.

-

Advanced Scriptwriting

Lead the conceptualization and scripting for high-production value video content (Reels, TikTok, YouTube). You will craft scripts that balance the "hook" required for algorithmic success with the gravitas required for government messaging.

-

Stakeholder Consultancy

Act as a trusted advisor to policy officials and Private Offices. You will attend briefings and confidently challenge jargon, advocating for language that lands with the public while maintaining policy accuracy.

-

Quality Assurance & Standards

Set the benchmark for copy within the unit. You will review and refine the work of junior writers or external agencies, ensuring a consistent, "native" tone of voice across all channels.

-

Interview Strategy

Develop comprehensive briefing packs and interview questions for the public, creators and senior figures. You will design these prompts to elicit authentic, soundbite-ready answers that work for social cuts.

-

Presentations & Internal Comms

Translate complex data and strategy into compelling decks and speeches for NMU leadership to present to the Cabinet Office and wider government.

• Travel to London for team/client/stakeholder meetings and presentations will be required on a regular and ad-hoc basis
• The New Media Unit and Cabinet office cover all areas of government your role will require you to work across a variety of portfolios including but not limited to: economic growth, the NHS, safer streets, barriers to opportunity, clean energy, strong foundations and secure borders.

Learn more

https://www.gov.uk/missions.

Proud member of the Disability Confident employer scheme

Disability Confident

About Disability Confident

A Disability Confident employer will generally offer an interview to any applicant that declares they have a disability and meets the minimum criteria for the job as defined by the employer. It is important to note that in certain recruitment situations such as high-volume, seasonal and high-peak times, the employer may wish to limit the overall numbers of interviews offered to both disabled people and non-disabled people. For more details please go to Disability Confident.