Direct Response Copywriter

Years; Nottingham; Hybrid; GBP 35,000 - 45,000; Full time

Benefits offered by this job

Medicash Cashback plan

Spill EAP and Mental Health Support

Annual learning & development budget

Up to 2 weeks working abroad per year

Yappa of The Month recognition program

Volunteer day per year

Job summary

Years, a fast-scaling dog‑food startup in Nottingham, is hiring a Direct Response Copywriter. You’ll write ads, sales letters, and VSL scripts from hook to checkout, partnering with the paid media team to drive CTR and ROAS and improve CPA across the customer journey.

Ideal candidates have 5+ years of direct response copy, a proven track record of moving metrics, and experience with Facebook/Google ads, email and VSLs.

Qualifications

• 5+ years of direct response copywriting with measurable results.
• Experience writing across ads, emails, and VSLs.
• Strong understanding of conversion principles and buyer psychology.
• Ability to write in multiple tones for different audiences.
• Comfort with data and testing; iterative mindset.
• Nice to have: pet category or subscription/DTC growth.

Responsibilities

• Sales copy across ad creative, sales letters, VSL scripts, and email
• Headlines, hooks, and CTAs that drive action
• Translate briefs and brand strategy into copy across the customer journey
• Collaborate with paid media to achieve strong CTR and ROAS
• Adapt copy for different hooks, angles, and awareness stages
• Conduct market research into audience pain points and objections
• Monitor competitors and industry trends to inspire fresh angles
• Develop customer avatars to sharpen tone and messaging
• Run structured tests on copy and iterate based on results

Skills

Direct response copy

Facebook/Google ads copy

Email copywriting

VSL script writing

A/B testing & optimization

Job description

Join Our Pack

From a bold idea to revolutionising dog food, Years has grown into a fast-scaling business dedicated to helping dogs live longer, healthier lives.

In just three years, we've built an incredible startup, serving thousands of happy customers while staying true to our mission. Our goal? To give dog owners a better, fresher, and healthier way to feed their pets. We provide human‑cut, personalised meals tailored to each dog's needs. This is with no preservatives, no compromises, just real nutrition delivered to their door.

Our customers span the UK, and we're only just getting started. With ambitious plans to scale internationally, we're continuing to transform how people care for their dogs.

Your Mission

Great direct response copy is the difference between a scroll and a sale. Done well, it turns attention into customers at an efficient CPA and keeps them engaged long after they convert. This is that role.

As our office‑based Direct Response Copywriter at our Nottingham HQ, you'll write the words that carry our ads, sales letters, and VSL scripts, from the first scroll‑stopping hook through to the line that gets someone to check out. You'll work hands‑on across paid ad creative, turning strategy and customer insight into copy that converts. You'll report into our Creative Strategist, sitting at the heart of our acquisition and conversion effort.

The best person for this role will be a natural storyteller with sharp commercial instincts, someone who can write in different tones and voices while never losing sight of what actually drives conversion.

Key Responsibilities

• Sales copy across ad creative, sales letters, VSL scripts, and email
• Headlines, hooks, and CTAs that get people to act
• Turning creative briefs and brand strategy into copy that converts across the whole customer journey, not just a single asset
• Ad copy written in partnership with the paid media team, aimed at strong CTR and ROAS
• Ad copy that adapts across different hooks, angles, and awareness stages
• Market research into audience pain points, desires, and objections
• A live view of competitor copy and industry trends, feeding fresh angles into your own work
• Customer avatars, used to sharpen tone, targeting, and messaging
• Testing and iteration: running structured tests on copy and using the results to keep improving

What You'll Bring

• 5+ years writing direct response copy, with campaigns you can point to
• A track record of copy that's moved CPA, CTR, or ROAS in a measurable way
• Experience writing for Facebook Ads, Google Ads, email, and VSLs
• A real understanding of conversion principles and buying psychology, not just the theory
• Range: able to write in different tones and voices for different audiences
• Comfort with performance data; A/B testing and iterating based on results is second nature
• Not precious about your work: most tests won't win, and you iterate fast rather than defending a line that isn't working
• Nice to have: experience in the pet category or subscription/DTC growth

What’s In It For You? Years Benefits

• Salary of £35,000 - £45,000
• Medicash Cashback plan
• Spill EAP and Mental Health Support programme
• Annual £250.00 Learning & Development budget for courses, books or other self-learn activities each year
• Up to 2 weeks working abroad per year (selected roles)
• Monthly recognition through our Yappa of The Month programme
• 1 Volunteer day per year - dog themed or not: it’s your choice!
• Subsidised employee groups - from five a side to padel there’s loads to get involved in or the chance to start up your own group
• Bi‑annually subsidised team events from Axe throwing, crazy golf to cocktail making
• Exclusive discounts on Years and Years treats for yourself and friends/family
• Lunch & Learn programme - from dog first aid to financial savviness we’ve got sessions planned to cover all kinds of topics
• Casual dress
• Your birthday off or different day if it falls on a non-working day
• Ability to sell any unused holiday back to Years at the end of the Holiday Year (maximum 1 working week)