Growth and Performance Copywriter

ROLE SUMMARY We’re looking for a performance-first copywriter, not a “brand writer.” Your job is simple: Write copy that converts, lowers CAC, and scales revenue You will work closely with: • Growth team • Creative team • Founders WHAT YOU WILL OWN (KRAs) 1. Ad Copy That Converts Write: • Hooks (primary focus) • Primary text • Headlines For: • Meta Ads • Google Ads • YouTube • Email/Whatsapp Output: • 30–50 copy variations/week 2. Creative Testing Engine Generate: • Multiple angles per personas Continuously: • Test • Iterate • Kill weak copy You are responsible for: “What messaging is working and why” 3. Persona-Led Messaging Translate: • Male vs Female psychology • Pain vs aspiration Into: • Hooks • Scripts • Landing page copy 4. Funnel Copy Optimization Improve: • CTR (ads) • CVR (landing pages) 5. UGC Script Writing • Write: • 10–15 scripts/week • For: • Influencers • UGC creators 6. Performance Analysis (CRITICAL) Analyze: • Which hooks work • Which messaging fails Turn insights into: • New copy KPIs (HOW YOU’LL BE MEASURED) Core Metrics 1. CTR (Click Through Rate) • Target: +20–40% improvement over baseline 2. CAC Impact • Contribution to: Lower CAC via better creatives 3. Winning Hook Rate • Target: 20–30% winning rate 4. Creative Output Velocity • 30–50 copy variations/week 5. Conversion Rate (Landing Page) • Improvement in CVR via copy 6. Testing Speed • Time taken: Target:< 5 days cycle Requirements WHAT “GOOD” LOOKS LIKE • Writes hooks that stop scroll • Understands: • Pain psychology • Indian consumer nuance • Thinks in: • Angles • Variations • Not attached to ideas MUST HAVE SKILLS • Strong understanding of: • Meta ads • D2C funnels • Experience with: • UGC scripts • Performance marketing BONUS (BIG PLUS) • Experience in: • Health / wellness category • Understanding of: • Pain psychology • Ability to: • Read ad performance data COMPENSATION • Competitive (based on experience) • Performance-linked incentives (recommended) FINAL NOTE (THIS IS IMPORTANT) Driving business outcomes through words