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

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