Job Title: Copywriter
Job Level: Mid-level
Report to: AVP
Department: Marketing
Organisation: airpay money private limited (https://www.airpay.money/) & airpay capital private limited (https://www.airpay.capital/ )
Location: Chandigarh
Job Summary
We're looking for a sharp, versatile copywriter with 5–6 years of experience who can move seamlessly between website content/landing pages, performance ad copy, long-form content (including blogs, guest posts for SEO), social media, and brand campaigns. You'll own the written word across our consumer-facing brands — translating complex BFSI and fintech concepts into clear, relatable, and persuasive language that drives real business outcomes.
Key Responsibilities
Campaign Conceptualisation & Content Strategy
- Lead creative brainstorming sessions and develop 360° campaign concepts spanning digital, social, print, and video platforms.
- Build content calendars and editorial plans aligned with brand priorities, product launches, and seasonal moments.
- Stay on top of content trends, internet culture, and competitor activity to keep our brand voice fresh and competitive.
Content Creation
- Write clear, compelling, and conversion-driven copy across formats - performance marketing ads, website content, landing pages, email sequences, push notifications, blogs, articles, video scripts, and social media (reels, carousels, static posts).
- Craft website content (product pages, FAQs, feature explainers) that balances SEO best practices with brand tone.
- Translate complex financial products and concepts into simple, jargon-free language that resonates with a mass-market audience.
- Adapt tone, messaging, and length based on platform, audience segment, and campaign objectives.
- Understanding of website and app marketing with wireframe is a must.
Brand Voice & Quality Control
- Define, maintain, and evolve the brand's tone-of-voice guidelines across all consumer touchpoints.
- Edit and proofread copy to ensure accuracy, clarity, consistency, and regulatory compliance across all deliverables.
- Own the copy review process - ensure every piece that goes live meets the bar for quality and brand fit.
Cross-Functional Collaboration
- Partner closely with designers, performance marketers, product managers, and analytics teams to align copy with visual direction and business goals.
- Present creative concepts and copy decks to internal stakeholders with confidence.
Required Qualifications
- Bachelor's/Master's degree in journalism, English, communications, or a related field. Candidates from technical backgrounds (engineering, commerce, science) with strong portfolios are equally welcome.
Must Have
- 5–6 years of professional copywriting experience in an advertising agency, content studio, or high-growth in-house marketing team - BFSI or fintech experience is a strong plus.
- A strong portfolio showcasing conceptual thinking, long-form storytelling, catchy headlines, and measurable campaign outcomes.
- Exceptional command of English grammar, tone-shifting, and persuasive writing. Comfort with Hinglish and regional-inflected copy is a plus.
- Proven ability to write for both brand-building and performance marketing objectives.
- Up-to-date knowledge of SEO basics, social media trends, and generative AI tools for marketing.
- Experience with content management systems and familiarity with standard style guides.
Good to Have
- Experience writing for regulated categories (mutual funds, insurance, lending, personal finance, etc.) with an understanding of compliance guardrails.
- Exposure to app store optimisation (ASO) and keyword-driven content.
- Comfort working with data - reading campaign reports, understanding CPV/CTR metrics, and using performance insights to iterate on copy.
Skills And Experience
- Good grip of English language. Other languages would be a bonus.
- Exceptional research & writing skills
- Ability to work independently or with a team to meet deadlines
- Excellent organizational skills and multitasking ability
- Up to date with the on-going news & trends in BFSI industry
- Follows & understands social media & pop-culture trends
- Strong presentation skills and the confidence to pitch ideas to senior leadership.
- A genuine curiosity about personal finance, digital products, and the evolving Indian consumer.
