Lead - Creative Copywriter

Job Description About The Role As Lead - Creative Copywriter, you'll own smallcase's creative vision end-to-endfrom brand voice to video production, from social media strategy to campaign concepting. You'll translate our invest in ideas philosophy into creative work that cuts through the noise of fintech sameness. You'll be successful here if: You can take a complex investment theme like Make In India Manufacturing Theme and turn it into a 20-second video that makes someone stop scrolling, understand the idea, and want to explore itall while maintaining brand integrity and driving measurable performance. What You'll Be Doing Creative Production Building a brand: Own the voice of the brand. Craft campaign ideas to help our customers make informed financial decisions without getting overwhelmed by the process. Script writing: Write video scripts for ads, product explainers and brand storytelling pieces Video production: Own end-to-end video creationfrom scripting to storyboarding to post-production. Manage relationships with video production agencies, provide creative direction, and ensure output meets brand standards Static creative: Brief designers and copywriters on display ads, social media graphics, email banners, and promotional assets. Provide art direction and quality control Quality bar: Establish and maintain creative standards across all formatsensuring consistency in tone, visual style, and messaging quality Campaign planning & execution Process ownership: Lead creative concepting for performance, brand and social campaigns. Work with our in-house design, studios and compliance teams to own the end-to-end creative development process. Multi-format planning: Conceptualize campaigns that work across 20-second Instagram reels, 90-second YouTube explainers, static display ads, WhatsApp marketing, email newsletters, and landing pages Simplifying complex & often boring topics: Find creative ways to explain financial concepts (XIRR vs absolute returns, thematic vs sectoral investing, rebalancing) without making users feel incompetent or overwhelmed Social Media & Community Content strategy: Define Instagram, Twitter/X, LinkedIn content strategies that balance education, entertainment, and engagement. Plan content calendars around market events, festivals, product launches Real-time marketing: Lead reactive content during market movements, cultural moments, and trending conversationsbalancing speed with brand appropriateness Community engagement: Set tone for how smallcase responds to comments, messages, and user-generated content. Ensure responses feel human, helpful, and on-brand Lead a team: Manage the team to optimise on social metrics (engagement rate, video completion rate, click-through rate) and iterate creative approach based on what resonates. Experience & Skills What We Look for in You 4-6 years in creative roles at consumer brands, digital-first companies, or creative agencieswith at least 3 years leading creative projects end-to-end Portfolio proof: Demonstrated track record of creative work that drove business results (increased sign-ups, improved engagement, successful campaign launches). Can show before/after performance metrics Copywriting chops: Can write compelling short-form copy (Instagram captions, video scripts, ad headlines) and long-form content (explainer articles, email sequences, product pages) Creative direction: Experience working with designers, video editors, and external agenciesproviding clear feedback and pushing work to meet high-quality standards Working Style Data-informed creativity: You don't choose between gut instinct and analyticsyou use both. Can cite examples of optimizing creative based on performance data (CTR, completion rates, conversion metrics) Speed + quality: Can produce high-quality work under tight deadlines (festival campaigns, timely market commentary) without sacrificing brand standards Collaboration: Work closely with marketing, product, design, and partnerships teams. Can translate business objectives into creative solutions and vice versa Ownership mentality: Don't need hand-holding. Can take an ambiguous brief (we need to promote our defense sector smallcases), develop strategy, execute creative, and measure results independently Nice to have - Experience in fintech, personal finance, or financial services marketing - Understanding of investment concepts (mutual funds, stocks, ETFs, portfolio rebalancing) or willingness to learn quickly - Design sensibilitycomfortable using tools like Figma to provide detailed feedback - Experience managing creative SOPs and brand guidelines for distributed teams Things you will love here Growing a brand: You will have a significant, quantifiable impact on how the brand of smallcase grows from here onwards. People make decisions on their life's savings and hard earned money based on what they feel and perceive from the work that you do - it is both a great privilege and responsibility. Creative freedom: Own the creative vision for one of India's fastest-growing fintech brands. Your work will be seen by millions Learning: Work closely with founders and leadership team. Exposure to all aspects of building a category-defining company Team: Collaborate with a high-caliber, low-ego team that values craft, moves fast, and celebrates good work About Smallcase At smallcase, we are changing how India invests. smallcase is a leading provider of investment products & platforms to over 10 million Indians. We're a young, driven team of 250+ headquartered in Bangalore. smallcase was founded in July 2015 by three IIT Kharagpur graduates, Vasanth Kamath, Anugrah Shrivastava and Rohan Gupta. smallcase has been focused on offering innovative investing experiences & technology. Our platforms are used by over 300 of India's largest financial brands and most respected institutions. We are backed by world-class investors including top-tier funds, institutions and operators from the capital markets space who believe in our mission of enabling better financial futures for every Indian. Life at smallcase We are not just building a business, we are making a long-lasting impact both in the wealth & assets landscape with our unique technology & expanding ecosystem. Over the last 9 years, our team, products, and platforms have grown and so have our ambitions. Innovation remains at the heart of what we do. Our other core values are transparency, integrity & long-term thinking. Our key asset has always been our people, and we empower individuals to build and do some of the best work in their lifetimes at smallcase. Flexibility, ownership and constant feedback loops are some of the ways we keep evolving the working environment. Skills: team management,social media,video production,script writing,end to end campaign management,content strategy,copywriting,creative direction