Senior Copywriter

Okay, Real Talk First.

We are not looking for someone who writes copy.

We are looking for someone who writes copy that sells.

There's a difference. A big one. And you already know that — which is why you're still reading this.

Ayuvya is building India's most trusted Ayurvedic wellness brand. ImFresh is our bold, new-age health brand for the consumer who wants wellness without the lecture. Two very different tones. One very senior writer. That's you.

We need someone who can write a 6-word hook that stops a thumb mid-scroll, a product page that converts browsers into buyers, and a Meta ad that delivers 4x ROAS — all in the same week. And then come in Monday and do it again.

Who We Are

Ayuvya is a fast-growing D2C brand combining classical Ayurveda with modern science, tech-powered diagnostics, and category-defining products across metabolic health, immunity, women's wellness, and more. We move fast, obsess over data, and believe the best brands are built at the intersection of great product and great storytelling.

ImFresh is our fresh, loud, functional wellness brand built for the scroll-first generation. Less preachy, more punchy. Think bold, think colour, think copy that makes you snort-laugh and then add to cart.

What You'll Actually Do All Day

Write Copy That Converts — Across Everything

•     Conceive and write high-performing ad copy for Meta (Facebook & Instagram), Google, and YouTube across both brands.

•     Write product pages, landing pages, and PDPs that are equal parts persuasive and brand-right.

•     Develop email and WhatsApp campaign copy for retention, reactivation, and lifecycle flows.

•     Create packaging copy, inserts, and unboxing content that make customers feel something.

•     Write scripts for UGC briefs, influencer talking points, and video ad concepts.

Own Brand Voice — For Two Very Different Brands

•     Be the guardian of Ayuvya's tone: trustworthy, wise, rooted in science and Ayurvedic heritage — but never boring.

•     Simultaneously own ImFresh's voice: irreverent, punchy, Instagram-native, zero corporate energy.

•     Build and maintain brand voice guidelines that the entire content and creative team can actually use.

•     Review and sign off on all external-facing copy across both brands before it goes live.

Be Performance-Obsessed

•     Work closely with the performance marketing team to understand which hooks, angles, and CTAs drive ROAS.

•     Iterate copy based on A/B test results — you don't just write, you learn and rewrite.

•     Develop multiple creative angles per product and per campaign, not just one version and done.

•     Understand the funnel: awareness copy is not conversion copy. You know the difference and live by it.

Stay On Trend — Always

•     Spot emerging trends, memes, cultural moments, and platform formats before they peak, and brief the creative team on how to use them.

•     Write copy native to each platform — Instagram caption copy is not YouTube script copy is not WhatsApp message copy.

•     Bring fresh, culturally relevant campaign concepts to the table in every brainstorm.

•     Be the person in the room who knows what's trending on Reels at 11am on a Tuesday. (Because you checked.)

Collaborate Across Teams

•     Partner with the creative/design team to concept full campaigns — copy and visual direction together.

•     Brief UGC creators and influencers with precise hooks, talking points, and product angles they can actually use.

•     Work with R&D and product teams to translate complex ingredient or formulation stories into clear, compelling consumer language.

•     Sit in on performance reviews and use data to drive your next copy iteration — not gut feel alone.

The ROAS Clause

You must have driven or directly contributed to Meta ad campaigns with a sustained ROAS of 4x or more. Not a one-off spike — a track record. We will ask for examples. We will ask what you wrote. We will ask what it did.

What You Need to Walk In With

Non-Negotiables

•     3+ years of copywriting experience, with a portfolio that proves you can sell.

•     Demonstrable D2C brand experience — you've written for brands that sell direct, not just agency decks.

•     Proven ROAS track record of 4x or above on Meta ad campaigns.

•     You have helped build at least one D2C brand's voice from the ground up — not just executed briefs.

•     You live on Instagram. Not as a user. As a student. You study what stops people, what makes them comment, what makes them buy.

•     You are funny. Not office funny. Actually funny. Your copy makes people smile and then click.

Strong Bonus Points

•     Experience in health, wellness, Ayurveda, nutraceuticals, or beauty categories.

•     You've written scripts for Reels, YouTube Shorts, or UGC-style video ads.

•     You understand SEO enough to write copy that ranks without sounding like it was written for a crawler.

•     You've worked in a fast-moving startup where you were a team of one (or two) and figured it out anyway.

•     You have a Twitter/X or LinkedIn presence where your own writing is sharply good.

You'll Fit Right In If...

You screenshot ads that make you stop scrolling — not to report them, but to reverse-engineer them.

You have opinions about why that one brand's copy is overrated and you can back it up with data.

You believe we'll do it later is the most dangerous phrase in a D2C startup.

You get mildly offended when someone waters down your copy to sound safer.

You check campaign performance before you've finished your morning chai.

You think authentic copy and high-converting copy are the same thing. (They are.)

You write the first draft in your head before you open the doc.

This Is NOT the Role For You If...

•     You need 2 weeks to submit a first draft.

•     You think copy is just words that fill space between images.

•     You've never looked at a ROAS report in your life and don't plan to start.

•     Your idea of being on trend is using a format that peaked 6 months ago.

•     You believe every brand should sound the same — safe, polished, corporate.

•     You need a brief that tells you exactly what to write. We need someone who writes the brief too.

What You Get

Ownership of voice for two high-growth brands — your name on the work.

Competitive salary + performance bonus tied to campaign outcomes.

Direct access to founders — short feedback loops, fast decisions.

The kind of creative freedom that makes your portfolio glow.

A team that actually reads copy and has opinions. Good ones.

Free Ayuvya & ImFresh products. Your wellness, sorted.

How to Apply

Send us three things:

•     Your portfolio or 3–5 pieces of work you're most proud of (D2C ads preferred, but show us your range).

•     One ad — headline + body copy — for either Ayuvya or ImFresh. Pick a product, pick an angle, make us stop scrolling. (No brief. That's the point.)

•     One line on why you think most D2C health brands write boring copy. Make it sharp.

Email: [[Confidential Information]] | Subject: Senior Copywriter — [Your Name]