Location: Mumbai (In-office)
Experience: 5+ years
Intro
Step into a role where your words don't just communicatethey shape strategy, drive revenue, and influence how millions experience the Truemeds brand.
As Copy Lead, you'll own and elevate communication across CRM, lifecycle, and performance marketing channels (video/search/display), including push notifications, SMS, WhatsApp, and other digital touchpoints. Drive consumer communication to a level where it becomes a benchmark within the healthcare industrysparking conversation, setting standards, and resonating not just with users, but with real people.
You'll write and mentor a team of writers, guide content strategy, and ensure every piece of communication balances creativity, clarity, and measurable impact. From performance messaging to brand campaignsincluding work featuring Paresh Rawal as the face of Truemedsyou'll help define how our voice connects with millions of users.
Key Responsibilities
- Lead copy strategy across digital lifecycle, brand communication, and performance marketing (video + static + search)
- Write and oversee high-volume, revenue-driving copy across digital channels
- Mentor and manage a team of copywriters, ensuring quality and brand consistency
- Collaborate with growth, CRM, product, and design teams to align messaging with campaign goals
- Use data insights, A/B testing, and performance metrics to continuously optimize communication
- Drive experimentation across hooks, formats, and messaging approaches
- Contribute to creative concepts across ATL, BTL, digital, and brand campaigns
- Leverage AI tools to scale copy production and improve campaign effectiveness, drive effective A/B testing, and improve hit rates of copies/comms
- Own communication changes for website and app properties
- Own and evolve a cross-channel creative learning playbookleveraging data-driven insights to continuously refine, optimize, and elevate performance across platforms
What Makes This Role Impactful
- Your work will reach and influence millions of users across India
- Direct impact on engagement, retention, and revenue growth
- Opportunity to shape both performance communication and brand storytelling
- Lead and grow a high-performing copy team
- Work at the intersection of data, creativity, and growth
- Translate communication learnings into actionable insights and continuously evolve strategies in line with emerging market trends
Requirements
- 5+ years of experience in digital, lifecycle, or performance-led communication
- Experience working with B2C, D2C, or consumer internet/app-based companies
- Proven experience leading or mentoring writers or managing high-volume content workflows
- Strong command of language with excellent writing, editing, and storytelling skills
- Ability to translate data insights into high-performing communication
- Experience optimizing messaging using A/B testing and campaign performance metrics
- Comfortable working in fast-paced, high-growth environments
- Comfortable analyzing copy performance and deriving actionable insights to drive continuous improvement and evolution
Good to Have
- Experience with CleverTap or similar CRM platforms
- Familiarity with AI tools for ideation, optimization, and scaling content production
- Ability to write in multiple tones, including Hinglish or conversational formats
- Basic design sensibility and ability to think visually alongside creative teams
- Familiarity with tools like Asana, Notion, or Slack
- Leverage AI to drive scale and rapid experimentationcreating personalized, high-impact communication across channels while building intelligent, persona-driven learning frameworks
