Senior Direct Response Copywriter

Responsibilities

• Write conversion-focused copy across Meta, TikTok, Google, YouTube, and other paid and organic channels, including hooks, static ads, UGC scripts, and video scripts
• Develop high-converting landing pages, product detail pages, advertorials, and subscription offers
• Create multiple messaging angles and creative variations designed to convert cold audiences
• Build and optimize email and SMS flows across acquisition, onboarding, conversion, retention, and win-back
• Develop promotional campaigns that support product launches, subscriber growth, retention, and customer lifetime value
• Test subject lines, offers, messaging angles, and calls to action to improve performance
• Partner with Marketing and Creative teams to develop new concepts based on customer insights and campaign performance
• Review metrics such as CTR, CPA, CVR, and ROAS to identify winning ideas and improve underperforming creative
• Monitor competitor messaging and direct response trends to keep Willow’s creative fresh and differentiated
• Translate complex telehealth, medical, and wellness topics into clear, persuasive, and empathetic copy
• Ensure copy aligns with Willow’s voice, FDA and FTC advertising requirements, internal compliance guidance, and platform policies
• Own multiple projects from brief through delivery while working cross-functionally with Marketing, Creative, Design, Lifecycle, and Compliance

Requirements

• 5+ years of direct response or performance copywriting experience within a high-growth DTC brand, performance agency, or consumer company
• Proven experience writing conversion-focused copy across paid social, lifecycle email and SMS, and landing pages
• Strong understanding of direct response principles, consumer psychology, messaging strategy, and offer positioning
• Experience using performance data to develop, test, and refine creative concepts
• Experience writing direct response copy in healthcare, telehealth, wellness, or another regulated space, with an understanding of FDA and FTC advertising requirements and paid platform policies
• Exceptional writing and editorial judgment, including the ability to write persuasively and empathetically about personal health, wellness, body image, and confidence
• A proactive, highly organized approach with the ability to manage multiple projects and collaborate across Marketing, Creative, Lifecycle, and Design
• Comfort using AI tools to support research, ideation, and iteration, backed by strong writing fundamentals

What’s in it for you?