Copywriter

Ayuvya; Mumbai; On-site; INR 450,000 - 750,000; Full time

Job summary

Ayuvya, a fast-growing D2C wellness brand, is seeking a Copywriter who can turn ideas into copy that captures attention, builds interest, and drives action across digital platforms. You will craft hooks, headlines, and CTAs, and collaborate with marketing and creative teams to optimize copy for performance.

You will continually test and iterate messaging based on metrics and audience insights, ensuring consistent brand voice across emails, ads, landing pages and product pages.

Qualifications

• 1–3 years in Copywriting, preferably D2C/Wellness/FMCG/E-commerce.
• Excellent English with strong storytelling and communication.
• Understanding of performance marketing, consumer psychology and conversion writing.
• Ability to craft hooks, headlines, benefits, value propositions and CTAs.
• Comfortable with performance metrics and data-driven creative decisions.
• Balance creativity with business and performance goals in a fast-paced team.

Responsibilities

• Write performance-driven copy and video ad scripts for Meta, Google, YouTube, and other platforms.
• Develop hooks, headlines, storytelling and CTAs for different audiences.
• Create platform-native copy for ads, landing pages, emails, and marketplaces.
• Collaborate with Performance Marketing, Design, Video, CRM and Creative teams.
• Experiment with hooks and formats; iterate based on campaign performance.
• Analyze metrics like CTR, CPC, ROAS to improve copy effectiveness.
• Research competitor ads and consumer trends to identify opportunities.
• Maintain brand voice and proofreading before execution.

Skills

Copywriting

Performance marketing

D2C branding

Consumer psychology

Storytelling

Editing/proofreading

Data-driven creative

Job description

We’re looking for a Copywriter who knows how to turn ideas into copy that captures attention, builds interest, and drives action.

This role is ideal for someone who understands D2C brands, consumer psychology, and performance marketing, and enjoys experimenting with different hooks, messaging and creative angles to influence buying decisions.

If you genuinely enjoy writing, love testing what works, and want to grow with a fast-paced D2C wellness brand, we’d love to hear from you.

About Ayuvya

Ayuvya is building a modern Ayurveda and wellness brand rooted in trust, authenticity, and innovation.

We believe great copy is more than just creative writing-it should communicate value, build credibility, connect with consumers and ultimately drive measurable results and conversions.

Key Responsibilities:-

• Write performance-driven copy and video ad scripts for Meta, Google, YouTube, and other digital platforms, with a focus on attention, engagement and conversions.
• Develop strong hooks, creative angles, headlines, storytelling, value propositions and CTAs tailored to different audiences and stages of the customer journey.
• Create platform-native copy for ads, social creatives, carousels, landing pages, product pages, WhatsApp, emailers, sale campaigns, and marketplace platforms such as Amazon, Blinkit and Nykaa.
• Collaborate closely with the Performance Marketing, Design, Video, CRM and Creative teams to turn ideas and copy into engaging, on-brand, and execution-friendly creatives.
• Experiment with different hooks, messaging, formats and creative concepts, and continuously iterate based on campaign performance and audience response.
• Analyse key performance metrics such as CTR, CPC, CPM, ROAS, Hook Rate and Hold Rate to understand creative performance and improve copy effectiveness.
• Research competitor communication, advertising strategies, consumer behaviour, and emerging content trends, including using platforms such as Meta Ads Library to identify insights and creative opportunities.
• Maintain the quality, clarity, accuracy and consistency of brand communication across all touchpoints while proofreading and editing copy and creatives before execution.

Requirements:-

• 1–3 years of experience in Copywriting, preferably with D2C, Wellness, FMCG, Beauty, Lifestyle or E-commerce brands.
• Excellent command of English with strong storytelling, conceptual thinking and communication skills.
• Understanding of performance marketing, consumer psychology, customer behaviour and conversion-focused communication.
• Ability to write strong hooks, headlines, benefits, value propositions and persuasive CTAs.
• Comfortable working with performance metrics and using data and audience insights to improve creative communication.
• Ability to balance creativity with business and performance objectives in a fast-paced, collaborative environment.
• Thinks consumer-first and understands what makes people stop, read, watch, click and buy.
• Enjoys writing for performance and conversions not just engagement.
• Can turn product features into clear, relatable and persuasive benefits.
• Is comfortable testing multiple copy angles and learning from performance data.
• Brings ideas and initiative to the table instead of relying entirely on detailed briefs.
• Is open to feedback, iteration, and continuously improving their craft.

This Role May Not Be the Right Fit If

• You think copywriting is limited to captions, hashtags and social media posts.
• You’re not interested in performance, testing or conversion metrics.
• You’re uncomfortable rewriting copy based on feedback or campaign performance.
• You focus only on how copy sounds without considering who it is for, why they should care and what action they should take.