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Copy Director, Demand Generation

New York, NY
Role Description

As a member of the Brand team, you will be a central member of our new Demand Generation Pod: an integrated creative team that's composed of advertising and growth creatives who independently concept work and have creative oversight over our agencies & creative partners to drive demand and breakthrough advertising-from organic social to paid ads and direct mail.

As the Copy Director, Demand Generation you will play a pivotal role in driving demand, optimizing ad performance, and crafting breakthrough copy that resonates with our target audience. This individual will be responsible for developing copy strategies and frameworks, refining messaging, and overseeing the execution of copy across various marketing channels. Additionally, they will collaborate closely with an outside agency to ensure that all copy aligns seamlessly with our brand messaging and objectives.

What you will accomplish:
    • Copy & Messaging Strategy: Develop and implement copy strategies and frameworks that align with overall marketing objectives and target audience preferences.
    • Performance Marketing Copywriting: Write compelling, high-converting copy for digital ads, landing pages, email campaigns, social media content, and other marketing materials.
    • Consumer Informed Writing: intake insights and research to understand target audience demographics, behavior patterns, and pain points, and integrate these insights into copywriting efforts.
    • Collaboration: collaborate with Brand Creative Pod, the Marketing Teams, and Design to brainstorm creative concepts and campaigns that drive engagement and generate leads.
    • Creative Iteration & Optimization: Optimize copy for performance by conducting A/B testing, analyzing metrics, and iterating on messaging to improve conversion rates and ROI.
    • Creative Oversight and Accountability: Provide guidance and direction to an outside agency to ensure that all copy produced aligns with brand voice, style guidelines, and messaging priorities.
    • Cultural Relevance: Stay up-to-date on social and cultural trends, industry news, best practices, and emerging brands in performance marketing and copywriting, and incorporate relevant insights into strategy and execution.
    • Process Optimization: In partnership with Marketing Ops, you will monitor and report on creative output and efficiencies, identifying opportunities for improvement as we grow.

    This should describe you:
    • Best-in-Class Writer and Editor: You are a masterful wordsmith with an exceptional command of language and a knack for crafting compelling, persuasive copy. Your writing is polished, persuasive, and free of errors, and you have a keen eye for editing and refining copy to perfection.
    • Strategic Thinker: You have a strategic mindset and can develop copy strategies and frameworks that align with overarching marketing objectives and target audience preferences.
    • Results-Driven: You are focused on driving demand, optimizing ad performance, and achieving measurable results. You thrive in a performance-driven environment and are committed to delivering high-impact outcomes.
    • Creative Innovator: You are a creative thinker with a passion for crafting breakthrough copy that captures attention, sparks curiosity, and drives action. You enjoy pushing boundaries, experimenting with new ideas, and finding innovative solutions to marketing challenges.
    • Analytical Mindset: You possess strong analytical skills and have experience with A/B testing, performance metrics analysis, and campaign optimization. You use data-driven insights to inform your copywriting decisions and continuously improve campaign performance.
    • Collaborative Team Player: You excel in cross-functional collaboration and enjoy working closely with colleagues to brainstorm ideas, solve problems, and bring marketing campaigns to life. You are a proactive communicator and thrive in a dynamic, fast-paced environment.
    • Attention to Detail: You have a keen eye for detail and take pride in producing error-free, polished copy that aligns with brand voice, style guidelines, and messaging priorities. You ensure that every word and phrase contributes to the overall effectiveness of the marketing message.
    • Adaptability and Resilience: You are adaptable and can thrive in a fast-changing environment. You are resilient in the face of challenges and setbacks, and can quickly pivot strategies or tactics as needed to achieve desired outcomes.
    • Passion for Learning: You are curious, eager to learn, and stay up-to-date on industry trends, best practices, and emerging technologies in performance marketing and copywriting. You actively seek out opportunities for professional growth and development.

    Who you will work with:
    • Reporting to Creative Director, Demand Generation
    • Partner with:
      • Brand Copy Director
      • Demand & Brand Designers
      • Marketing & Creative Ops
    • Work closely with DTC Marketing, Retail Marketing, and Social Media teams
    • Have creative oversight and accountability over outside agency partners
    • Collaborate with Legal, Medical, and Regulatory

    • Bachelor's degree in English, Writing, Marketing, Communications, Journalism, or a related field.
    • 8+ years of experience in performance marketing copywriting, with a proven track record of driving demand and optimizing ad performance.
    • Proficiency in digital marketing tools and platforms (e.g., Google Ads, Facebook Ads Manager, email marketing software, etc.).
    • Experience in CPG required; experience with a regulated category a strong bonus
    • Must have an interest in and understanding of the new parent experience
    • Must have an interest in nutrition and/or food storytelling

. Additionally, you will be eligible for a discretionary performance based annual cash bonus and to participate in our company's equity program, plus our robust medical, dental, vision, retirement, and other benefits.