Creative Copywriter

About the job

We at Pine Labs are looking for those who share our core belief - Every Day is Game day. We bring our best selves to work each day to realize our mission of enriching the world through the power of digital commerce and financial services.

Role Purpose

Pine Labs is the commerce OS for the Global South, infrastructure that moves quietly so commerce can move fast. Our products power in-store payments, embedded credit, prepaid solutions, and developer-grade APIs across markets that don't forgive slow or sloppy.

We're looking for a copywriter who thinks in campaigns, not captions. Someone who can hold a brand idea across a product launch, a LinkedIn series, a physical DM, and a stakeholder deck, and make each of them land.

Responsibilities we entrust you with

• Write across formats: social, campaign, product, long-form, scripts, OOH, internal comms — without losing voice or dropping the idea

• Own the creative idea from brief to execution: not just headline delivery, but the strategic angle that makes it worth saying

• Drive Pine Labs social media presence, especially LinkedIn, with copy that earns attention without asking for it

• Collaborate directly with PMMs, designers, and product/business teams across verticals; translate complex fintech briefs into copy that non-experts can feel

• Manage multiple briefs simultaneously across product verticals, without losing quality or missing deadlines

• Contribute to brand-level projects: voice guidelines, campaign strategy, annual reports, awards entries, not just tactical briefs

• Push back when the brief is wrong, and offer something better

What matters in this role

Must-have

• 5–7 years of copywriting experience; agency background preferred, you've worked under creative pressure at scale

• High ownership: you don't wait to be followed up on, close loops, and flag blockers early

• Stakeholder-smart: comfortable taking briefs from senior stakeholders and pushing back when needed

• Strategic bent: understands positioning, not just prose; can connect a product truth to a campaign idea

• Social-native: knows what earns a stop-scroll on LinkedIn vs Instagram vs X, and writes accordingly

• B2B comfort: can write for enterprise buyers, developers, and fintech audiences without sounding like a brochure

• Excellent written English; ability to write in Hindi or regional languages is a strong plus

Nice to have

• Experience in fintech, payments, or developer-facing products

• Ability to write in Hindi or regional Indian languages, not just translated, original

• Video scripting experience: explainer, product demo, or brand film

• Award-winning or shortlisted work (Kyoorius, D&AD, Cannes, Abby's)

• Working comfort with AI tools in a creative workflow, not as a crutch, as leverage

What we're building

Most creative teams inside companies are support functions. They take briefs, turn around assets, and measure success by output volume. That's not what we're building here.

Pine Labs is at an inflection point: scaling across geographies, launching new product categories, and telling a story that the market doesn't yet fully understand. The creative team's job is to change that. Not by producing more content, but by producing work that actually moves people: merchants, developers, enterprise buyers, and the broader fintech ecosystem.

We're building a team that operates closer to how the best agency creative departments work: idea-first, craft-obsessed, strategically plugged in. But with the depth of context and continuity that only an in-house team can have. You'll know the product, know the roadmap, and know the audience well enough to do work that an agency on a 90-day engagement never could.

This role is for someone who sees that as an opportunity, not a compromise.

You're probably not a fit if

You think content and copy are the same job. You need the brief to be perfect before you start. You write safe because safe is easier to defend. You've never pushed back on a stakeholder's idea.

What we value in our people:

• You take the Shot: You decide fast and deliver right.

• You are the CEO of what you do: You show ownership and make things happen.

• You own tomorrow: You build solutions for the merchants and do the right thing.

• You sign your work like an artist: You seek to learn and take pride in the work you do.

• You are the Sherpa: You take people along and act in the interest of Pine Labs

• You care with tough love: You empower others and help people grow.