Senior Copywriter

Ravel; Mumbai; On-site; INR 1,200,000 - 1,800,000; Full time

Job summary

Ravel in Mumbai is looking for a talented copywriter to shape performance-based ads. You will craft scripts for video ads, static copy, hooks, headlines, offers and CTAs, with a focus on direct response that drives purchases.

You'll mine customer feedback, reviews and competitor ads, produce multiple hook variations weekly, and optimize copy based on CTR and ROAS data. If you excel at research, taste, and fast iteration, join a performance-first team.

Qualifications

• 3+ years of writing paid performance copy.
• Experience writing ad scripts that run as paid campaigns.
• Ability to conduct customer research and extract insights.
• Proficient in creating hooks, headlines and CTAs.
• Skilled at testing and iterating copy based on data.
• Familiarity with AI-assisted writing tools.
• Able to produce high-volume output weekly.

Responsibilities

• Mine reviews, chats, and competitor ads to capture customer words.
• Write direct response ad scripts for video ads.
• Create static ad copy, headlines and primary text for Meta.
• Develop landing page copy and advertorials when needed.
• Deliver multiple hook/angle variants weekly.
• Analyze CTR/ROAS data and rewrite accordingly.
• Own the weekly content plan and testing calendar.

Skills

Paid ads copy

Direct response

Copywriting

Research-driven

A/B testing

Hook writing

Job description

About Ravel

Ravel is a BSE-listed, performance-driven haircare brand. We don't run vanity campaigns and hope. Every creative we ship is measured on ROAS, CAC, and thumb-stop rate. If a copy doesn't convert, we kill it and write better. That's the job.

The Role

You will write the words that make our ads work, and run the engine that ships them. Scripts for video ads, copy for statics, hooks, headlines, offers, CTAs. This is pure direct response: your words have one job, to make people buy. You won't write blogs, brand manifestos, or Instagram captions for engagement. You'll write ads that go live on real budgets within days, and you'll see exactly how every line performs.

What You'll Do

• Do deep customer research: mine reviews, comments, support chats, competitor ads, and Reddit threads to find the exact words our customers use to describe their problems
• Write direct response ad scripts for UGC and video ads: hooks, story arcs, proof, CTAs, all built on research, not guesswork
• Write static ad copy, headlines, and primary text variations for Meta
• Write landing page copy and advertorials when a campaign needs one
• Produce volume: multiple hook and angle variations per concept every week, because testing is the engine
• Read performance data (hook rate, CTR, ROAS) on your own copy and rewrite based on what the numbers say, not what you like
• The content pipeline end to end: weekly content plan, briefs to the editor, delivery schedule, and the testing calendar

Who Should Apply

• 3+ years writing paid performance copy, D2C or e-commerce preferred
• You've written ad copy or scripts that ran as paid ads and spent real money. Spec work doesn't count
• You do the research before you write. You know a great hook comes from a customer review, not a brainstorm
• We use AI tools. We don't ship unedited AI output. Your job is judgment, research and taste, and we'll see it in your samples
• You can write a hook in 8 words that earns the next 3 seconds
• You can write the same message 10 different ways without repeating yourself
• You're comfortable being wrong fast. Half your copy will fail. The good ones will more than pay for them

Why This Role

• Your copy runs on meaningful budgets from day one, with full visibility into results
• Fast feedback loops: write on Monday, live by Wednesday, data by end of week
• You'll learn performance marketing from the inside, sitting next to media buying data most copywriters never see
• Pay scales with the performance you drive