Job Description

Overview of the Company

United Wheels Inc. (“UWI”) is an international, privately held business, with affiliated companies and operations in Asia, the Americas and around the world. UWI is a world leader in the design, manufacture and international distribution of bicycles, e-bikes, and rideable toys, manufacturing more than 6 million bicycles and e-Bikes each year.

UWI owns and operates several bicycle-related subsidiaries. These subsidiaries include:

• Huffy Corp. ( the iconic bicycling company based in Dayton, Ohio, with more than 125+ years of bicycling history.
• Buzz Bicycles (
• Batch Outdoors Inc. (
• Niner Brands International Inc. (
• VAAST Bicycles (

Summary

United Wheels is seeking a Digital Copywriter to join our fast-paced, collaborative marketing and DTC (Direct-to-Consumer) team. This role is essential to shaping the voice of our brands and enhancing user experience through thoughtful, persuasive, and data-driven content. The ideal candidate is equal parts strategic thinker and passionate storyteller—someone who understands the power of words to engage, inform, and drive action.

You will be responsible for writing, editing, and optimizing high-quality copy across digital touchpoints—including websites, product pages, email marketing, blogs, and landing pages. You’ll also play a key role in upholding brand voice, providing editorial direction, and ensuring consistency across all consumer-facing messaging.

This is a highly cross-functional position that will collaborate with the DTC, Brand Marketing, eCommerce, Web Development, and external creative partners to deliver compelling, conversion-oriented content that supports business goals.

Essential Duties and Responsibilities include the following. Other duties may be assigned.

• Write, refine, and manage compelling copy for websites, product descriptions, landing pages, blog posts, email campaigns, and other digital content.
• Enhance existing content for tone, clarity, SEO performance, and user engagement.
• Collaborate with cross-functional teams (web, marketing, eComm, merchandising) to ensure cohesive messaging and accurate execution of copy across digital platforms.
• Support and edit AI-generated content to ensure it aligns with brand tone and meets editorial standards.
• Lead the development and maintenance of brand tone-of-voice guidelines and content style guides for multiple brands under the United Wheels umbrella.
• Align content strategies with consumer personas and buying journeys to ensure a consistent user experience across platforms.
• Partner with the SEO team to incorporate relevant keywords and strategies into copy while maintaining natural, human-centered language.
• Use plain language principles and readability tools to ensure accessibility across audiences.
• Use performance metrics (Google Analytics, heat maps, engagement data) to refine and A/B test copy for improved conversion rates and user interaction.
• Collaborate with external copywriters or content agencies when needed to ensure brand consistency and timely delivery of content.

Supervisory Responsibilities

This job has no supervisory responsibilities.

Education and/or Experience

• Bachelor’s degree in English, Marketing, Journalism, Communications, or related field.
• 1–3 years of experience in digital copywriting, content creation, or editorial roles.
• Proven ability to write clear, persuasive, brand-consistent copy across multiple formats and channels.
• Experience using Content Management Systems (e.g., WordPress, Shopify, Contentful).
• Strong grasp of SEO principles and familiarity with tools like SEMrush, Ahrefs, or Yoast.
• Ability to edit and refine AI-generated or outsourced content to meet quality and tone standards.
• Familiarity with digital analytics tools (e.g., Google Analytics, Hotjar) to inform content strategies.
• Exceptional attention to detail, organizational, and project management skills.
• Self-starter who thrives in a collaborative, fast-moving environment and meets deadlines with grace.
• A genuine passion for cycling, the outdoors, or digital storytelling is a plus.

Competencies

• Customer Focus - Aims to satisfy all customers while maintaining effective relationships, both internal and external. Maximizes those relationships to improve personal, department, and organizational performance. Holds co-workers and customers to a similar standard.
• Energy - Have a tremendous amount of energy and passion for our people, products, and brands. Approaches each date willing to take on the day’s challenges. Operating at their individual peak performance without encouragement.
• Energize - Energize teams with enthusiasm and excitement without intimidating them. Projects a positive mental attitude and can-do spirit, who lifts members of his / her team. Does not get discouraged by setbacks.
• Edge - Have a competitive edge and an overwhelming desire to win. Hates losing and will give 100% commitment to achieving or exceeding their plan. Willing to make difficult decisions, when called upon.
• Execution - Action and performance oriented and focused on attaining results. A team player who is reliable and follows through on tasks to completion. Attention to details.
• Increases Company Value - Strives to increase sales, reduce costs, improve efficiency, and maximize profits to increase the value of the Company.
• Innovative / Continuous Improvement - Committed to improving processes, products, services, and a willingness to embrace change for the benefit of our team, department, organization, and shareholders.
• Integrity - The quality of being honest and having strong moral principles; moral uprightness. Elevating challenges to collaborate with co-workers, SLT, ELT, and the Board.

Language Skills

Ability to read, analyze, and interpret general business periodicals, professional journals, technical procedures, or governmental regulations.

Mathematical Skills

Ability to apply concepts such as fractions, percentages, ratios, and proportions to practical situations.

Reasoning Ability

Ability to define problems, collect data, establish facts, and draw valid conclusions. Ability to interpret an extensive variety of technical instructions in mathematical or diagram form and deal with several abstract and concrete variables.

Computer Skills

Microsoft Office

Certificates, Licenses, Registrations

None required

Physical Demands The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this Job, the employee is frequently required to sit; use hands to finger, handle, or feel; reach with hands and arms and talk or hear. The employee is occasionally required to stand; walk; climb or balance and stoop, kneel, crouch, or crawl. The employee must occasionally lift and/or move up to 50 pounds.

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