Performance Copywriter – D2C

Location:
Mumbai, Lower Parel (in-office) Function: Content & Creative Reports to: Content / Marketing Lead Earthful is a plant-based nutrition brand for women's health, backed by Fireside Ventures and V3 Ventures. Paid ads are our biggest growth lever, and every ad starts with the words. This role writes the scripts and ad copy that go live on Meta and Google, and turns what the data says into the next round of hooks. Role Overview You will own the words behind Earthful's ads. You will write performance marketing scripts, each built on a scroll-stopping hook, a clear body, and a click-driven call to action, with several hook angles per script. You will write the Meta and Google ad copy for each hook that goes live, and give visual direction that keeps viewers watching. You will review results with the performance team every week and write the next batch from what won. You will also write organic social scripts and WhatsApp campaign copy, and use AI tools to move faster while keeping every line sharp and on brand. What You'll Own Performance Marketing Ad Scripts (50+ a month)
• Write full scripts built on a scroll-stopping hook, a clear storytelling body, and a click-driven, relatable CTA
• Develop 6 hooks per script, each built on a different angle: relatability, curiosity, myth-busting, doctor or nutritionist credibility, product-integrated, and more
• Define creative visual direction for every script, shifting the frame or direction every 4–5 seconds, with re-hook moments every 10 seconds to sustain watch time
• Write separate Google and Meta ad copies for each hook that goes live, typically 3 of the 6 hooks per script
• Study each creator's profile closely so scripts and visual direction feel native to their persona Performance Insights & Testing
• Review ad results with the performance marketing team every week: hook rate, hold rate, CTR, and ROAS
• Write the next batch of hooks and angles from what won, and retire what did not work
• Keep a simple log of angles tested and what they delivered, so learning builds up over time Social Media Branding Content (15+ scripts a month)
• Brainstorm content ideas with the team around what performs on Instagram
• Structure each script with a hook, body, and CTA, optimised for organic reach and brand affinity rather than direct response
• Write one strong hook per script, and define the creative visual direction, such as props and settings WhatsApp Campaign Content (4 messages a month)
• Write 2 short, crisp content options for each message
• Write 3 ad copy options per message, designed to sit on the campaign image Claims & Quality
• Check every script and ad copy against the approved claims list before it goes live, so no health claim is made that we cannot support
• Use AI tools for prompting and revision, and rewrite the output so it is sharp, human, and on brand What We're Looking For Required: all of these
• 2 to 5 years of performance marketing copywriting: video ad scripts, and Meta and Google ad copy, for a D2C or e-commerce brand
• Samples of copy that ran as paid, and the results they got (hook rate, CTR, ROAS, or a test win)
• Writes in structure: hook, body, and CTA, with several different hook angles for the same product
• Understands how attention works: pacing, re-hooks, and visual direction, not only how to write well
• Can write for both paid and organic content, and knows how the goals differ
• Comfortable using AI tools for prompting, and skilled at rewriting AI-generated drafts into sharp, on-brand copy
• Comfortable at high volume, 50+ scripts a month, without losing structure or quality
• Based in Mumbai, or willing to work in office in Lower Parel Strong plus
• Experience in wellness, health, supplements, FMCG, or beauty D2C
• Has written for creators and UGC, tailoring scripts to each creator's persona
• Has written landing page or product page copy that converted
• Awareness of how to write for a regulated category without making health claims
• Working Hindi, for scripts and translation This is not a blog, SEO, journalism, or brand-storytelling-only role. We are looking for a writer whose work has been judged by performance numbers.