Content Executive

Overview

Not your average role… With more than 5,000 employees, Scot Rail plays a vital role in serving the people and communities of Scotland. We recognise a modern and diverse workforce, encouraged to use their talents, and develop their skills, is integral to our success in serving and reflecting the communities of Scotland. We are committed to being a diverse and inclusive employer and have also set ourselves ambitious sustainability targets including having a carbon-free railway in Scotland by 2035.

Not your average role… With more than 5,000 employees, Scot Rail plays a vital role in serving the people and communities of Scotland. We recognise a modern and diverse workforce, encouraged to use their talents, and develop their skills, is integral to our success in serving and reflecting the communities of Scotland. We are committed to being a diverse and inclusive employer and have also set ourselves ambitious sustainability targets including having a carbon-free railway in Scotland by 2035.

As a Content Marketing Executive at Scot Rail, you’ll be at the heart of shaping how our brand shows up across Scotland. You’ll create compelling, high-quality content across advertising and digital channels, ensuring every message is engaging, accessible and aligned with our brand.

You’ll collaborate with colleagues across Sales and Marketing, E-Commerce and CRM to produce content that enhances the customer journey and drives measurable engagement. You’ll also support our SEO strategy, maintain content schedules, and ensure website content remains accurate, relevant and optimised for performance.

Part of your role will involve creative ideation in partnership with the in-house Graphic Designer, generating fresh concepts for internal and external campaigns, developing standout copy for advertising channels, and helping bring marketing ideas to life through storytelling and smart execution.

You have a flair for creative thinking and a passion for producing content that captures attention. You enjoy brainstorming campaign ideas, shaping messaging for website pages, business reports and advertising channels, and crafting copy that resonates with different audiences.

You’re organised, proactive and commercially aware — someone who can balance creativity with strategic purpose. You thrive in a collaborative environment but are equally confident working independently to deliver polished, high-impact content.

• Proven experience in content marketing and copywriting.
• Excellent writing skills across formats, especially web, email, social and digital advertising.
• Great creative ideation skills, with experience developing concepts for campaigns and advertising.
• Understanding of SEO principles and how to create search‑friendly content.
• Familiarity with CMS platforms, ESPs and digital publishing tools.
• Ability to interpret content performance metrics and use insights to improve output.
• Experience working with brand guidelines.
• Understanding of digital accessibility standards (e.g. WCAG 2.2), inclusive language and plain-English principles.

• Exceptional creative writing, editing and proofreading abilities.
• Ability to turn ideas into compelling advertising and campaign copy.
• Skilled at adapting tone and messaging for different audiences and channels.
• Excellent organisational and project management capabilities.
• Attention to detail is a must.
• Confident communicator, able to collaborate effectively with internal teams and external partners.
• Commercial awareness and an understanding of how content supports customer engagement and business goals.

• Knowledge of backlink strategies and working with third-party content partners.
• Experience conducting content audits and managing publishing schedules.
• Basic HTML or web editing skills.

This is a full-time role, working Monday to Friday and based within the Commercial Directorate. Scot Rail offers a hybrid working model which is typically three days in the office and two days working from home.

If you’re excited by the idea of shaping creative content for one of Scotland’s most recognisable brands, we’d love…