Copy Lead - Direct Response Marketing

About the Role

Kass, a premium direct-to-consumer skincare brand known for its science-based, mechanism-driven marketing approach, is seeking a Copy Lead to take full ownership of brand voice and copywriting. This position requires not just creativity but strategic and research-backed writing. The ideal candidate will handle all facets of brand copy, including video scripts, static ads, Instagram captions, and email campaigns, ensuring each piece resonates with a premium audience and effectively drives conversions.

Key Responsibilities

• Create and manage all copywriting for the brand's campaigns, utilizing existing hook structures, proprietary terminology, and tone guidelines.
• Analyze customer objections, competitor gaps, and market insights to develop compelling hooks and direct-response scripts.
• Collaborate closely with the performance marketing team to interpret campaign metrics such as click-through rates, hook retention, and conversion rates, using data to iterate and improve messaging.
• Maintain a consistent, authentic brand voice that speaks to premium customers as a trusted, intelligent friend rather than a typical brand.
• Own the creative decision-making process related to the copy strategy, including appropriateness of claims and scientific fidelity.

Required Qualifications

• 3 to 5 years of experience in writing direct-response or performance-marketing copy, preferably in D2C, skincare, wellness, or beauty sectors, though not mandatory.
• Educational background in Mass Communication, Media, Journalism, or related fields is preferred.
• Experience managing a brand’s voice independently and comfortable working directly with live advertising dashboards rather than just briefs.

Desired Aptitudes and Skills

• Strong research skills to translate customer objections into effective marketing angles and hooks.
• Ability to seamlessly integrate complex proprietary terms (e.g., "Adaptive Precision Technology") into natural, jargon-free copy.
• Experience writing diverse copy formats including video scripts, static ads, and social media captions focused on measurable performance.
• Comfortable analyzing performance metrics such as CPA and hook rate to inform copy revisions.
• Understanding of premium customer mindsets and communication preferences to ensure appeal and brand trust.
• Motivated to take full ownership of brand voice, not just completing assigned copywriting tasks.

Working Conditions

This is a full-time, onsite role based in Kolkata, West Bengal, India. You will be part of a small, agile team with fast turnaround times and no layered approval processes.

Additional Information

This role requires a portfolio and a strong sample script for evaluation rather than just a resume. Engagement includes crafting scripts, captions, emails, and educational content aligned with the entire serum product line.