Lead Copy

Meesho; Bengaluru; On-site; INR 2,500,000 - 4,200,000; Full time

Job summary

Meesho in Bengaluru seeks a Copy Lead to shape how we create and scale content across performance campaigns, PNs, WhatsApp, TV ads and in-app experiences.

You will lead a team of writers, embed GenAI into the creative workflow, and develop culturally relevant narratives that resonate with Bharat’s diverse audiences. The role blends creative problem solving with strategic execution and rapid experimentation.

Qualifications

• Experience leading a content/creative team.
• Ability to define and execute a scalable content strategy.
• Strong understanding of regional consumer storytelling in India.

Responsibilities

• Define and lead our content strategy across performance, sale, PNs, Whatsapp, TV ads and in-app experiences.
• Oversee end-to-end copywriting pipeline from ideation to scaling.
• Incorporate GenAI into content creation and optimization.
• Develop culturally relevant narratives for Bharat’s diverse audiences.
• Create execution playbooks ensuring speed, consistency, and quality across copy.
• Champion constant experimentation and data-driven optimization.
• Recruit and mentor a writers' team for high-velocity content production.
• Collaborate with marketing, product, and growth teams to unlock impact.
• Stay ahead of content trends and regional content culture.

Skills

Content strategy

Copywriting

GenAI

Team leadership

Cross-functional collaboration

Tools

GenAI tools

Job description

About the Team

Imagine being at the forefront of India’s only truly profitable e-commerce platform, driving 10x growth for millions across the country. That's Meesho! Our growth team isn't just about campaigns; it’s about crafting the entire user journey—from making people aware of Meesho, to getting them to download the app, engage with it, keep coming back, and even re-engage if they've been away. We're the folks who optimize the Meesho app homepage, create exciting deals, and run massive sale events to keep our users hooked!Meesho’s Creative Intelligence Unit is the powerhouse behind all of this. We're a vibrant mix of video wizards, visionary designers and captivating storytellers. We collaborate closely with our business teams to produce impactful creatives that don't just look good but deliver business results.

You’ll find our creative magic across diverse areas:

Branding: Shaping our brand identity, launching sale, awareness campaigns, and unlocking new market opportunities.

Performance Marketing: Driving growth across Meta, Google, and the Play Store.

Integrated Channels: Crafting engaging push notifications and WhatsApp campaigns.

Homepage & Category Pages: Making our app and web experience irresistible.

Strategic Projects: Diving into exciting new video formats and, yes, GenAI

About the role

As our Copy Lead, you’ll be leading the charge in defining how we create and scale content. We're looking for someone who breathes user-first ,innovative thinking, ideation and wants to explore AI and its capabilities into every step of the creative process.

You’ll be instrumental in captivating audiences in India’s Tier 2, 3, and 4 cities by shaping our copy and content strategy. We need someone who can solve complex communication challenges with deeply contextual, high-performing creatives that resonate culturally and drive engagement at an unprecedented scale.

This role is all about blending exceptional creative problem-solving with the abil

What you will do

• Setting the Vision: You’ll lead Meesho’s content strategy across all performance, sale, PNs, Whatsapp, TV ads and in-app experiences. Think big, think relatable, think Tier 2, 3 and 4 markets!
• End-to-End copywriting: You'll oversee the entire creation pipeline for copy: from ideation, testing and scaling
• AI at the Core:You’ll use GenAI tools as your accelerators for content creation, refinement, and scaling production.
• Cultural Storytelling: Develop insight-led and culturally relevant narratives that truly speak to the aspirations, humor, and lifestyle of Bharat’s next billion users.
• Operational Excellence: Create and own the execution playbooks and quality standards that ensure speed, consistency, and unparalleled excellence across all our copy.
• Creative Experimentation: Champion constant experimentation and content testing. You'll use data and insights to continually optimize storytelling, asset structures, format lengths, and regional targeting.
• Team Leadership & Growth: Recruit, mentor, and lead a passionate team of writers. Empower them to deliver high-velocity content with both consistency and bold ambition.
• Cross-Functional Impact: Collaborate closely with marketing, product, and growth teams. You’ll co-own key performance indicators (KPIs) and creatively unlock massive impact through your bold ideas and scalable formats.
• Stay Ahead of the Curve: Continuously monitor content and copy trends, platform behaviors, and regional content culture.

About us

Welcome to Meesho, where every story begins with a spark of inspiration and a dash of entrepreneurial spirit. We're not just a platform; we're your partner in turning dreams into realities.

Curious about life at Meesho? Explore our Glassdoor - our people have a lot to say and they've helped us become a loved workplace in India.

Our Mission

Democratising internet commerce for everyone — Meesho (Meri Shop) started with a single idea in mind: to be an e-commerce destination for Indian consumers and to enable small businesses to succeed online.

We provide our sellers with benefits such as zero commission and affordable shipping solutions in the market. Today, sellers nationwide are growing their businesses by tapping into Meesho’s large and diverse customer base, state-of-the-art tech infrastructure, and pan-India logistics network through trusted third-party partners.

Affordable, relatable merchandise that mirrors local markets has helped us connect with internet users and serve customers across urban, semi-urban, and rural India. Our unique business model and continuous innovation have established us as a part of India’s e-commerce ecosystem.

Culture and Total Rewards

Our focus is on cultivating a dynamic workplace characterized by high impact and performance excellence. We prioritize a people-centric culture, dedicated to hiring and developing exceptional talent.

Total rewards at Meesho comprise a comprehensive set of elements — monetary, non-monetary, tangible, and intangible. Our 9 guiding principles, or "Mantras," are the backbone of how we operate, influencing everything from recognition and evaluation to growth discussions. Daily rituals and processes like “Problem First Mindset,” “Listen or Die,” our Internal Mobility Program, Talent Reviews, and Continuous Performance Management embody these principles.

We offer competitive compensation — both cash and equity-based — tailored to job roles, individual experience, and skill, along with employee-centric benefits and a supportive work environment. Our holistic wellness program, MeeCare, includes benefits across physical, mental, financial, and social wellness. This includes extensive medical insurance for employees and their families, wellness initiatives like telehealth, wellness events, and fitness-related perks.

To support work-life balance, we offer generous leave policies, parental support, retirement benefits, and learning and development assistance. Through personalized recognition, gratitude for stretched work, and engaging activities, we promote employee delight at the workplace. Additional benefits such as salary advance support, relocation assistance, and flexible benefit plans further enrich the Meesho experience.

At Meesho, we are committed to creating an inclusive and accessible workplace where every individual can thrive. In compliance with the Rights of Persons with Disabilities Act, 2016, we uphold the following principles:

• Equal Opportunity: We ensure that employment opportunities are never denied on the grounds of disability if the candidate is otherwise competent to perform the job.
• Accessible Workplace: Our facilities are designed to fully accessible, with amenities and assistive devices provided to support differently abled individuals in their work.
• Inclusive Hiring Process: We adopt a transparent and non-discriminatory selection process, including providing application forms in alternate formats and offering reasonable accommodations during interviews upon request.
• Career Growth: We provide adequate training post-recruitment and pre-promotion, with training materials available in accessible formats to enable equal career progression.
• Support & Confidentiality: A dedicated liaison officer/committee addresses concerns and grievances while maintaining strict confidentiality of disability-related information.
• Awareness & Inclusion: We conduct awareness programs to promote a culture of inclusivity across the organization.

Meesho welcomes applicants and employees of all abilities and is dedicated to fostering an environment where differently abled persons can achieve their full potential.

Know more about Meesho here : https://www.meesho.io/