Performance Marketing Copywriter

EXL; United States; Remote; USD 53,000 - 70,000; Full time

Job summary

EXL is seeking a talented Performance Marketing Copywriter to develop direct mail and digital campaigns for financial services clients. You’ll craft customer-centric messaging that drives engagement, acquisition, retention, and loyalty while maintaining regulatory compliance.

Use AI-assisted workflows to accelerate content development, improve personalization, and ensure consistency across mail, email, landing pages, and paid media.

Qualifications

• Bachelor's degree in Marketing, Communications, Journalism, English, Advertising, or related field.
• 3–5 years of professional copywriting experience with direct response campaigns.

Responsibilities

• Write persuasive direct mail and digital copy for campaigns across channels.
• Develop messaging that supports acquisition, retention, and lifecycle objectives.
• Collaborate with creative, analytics, and production teams to refine messaging.

Skills

Direct response copywriting

AI-powered tools

Cross-functional collaboration

Editing & storytelling

Project management

Education

Bachelor's degree in Marketing/Communications/Journalism/English/Advertising

Tools

AI platforms (Copilot, ChatGPT)

Marketing tech & automation

Job description

Performance Marketing Copywriter, Direct Mail & Digital

Remote, US

$53,000-70,000 plus bonus plus benefits

For more information on benefits and what we offer please visit us at https://www.exlservice.com/us-careers-and-benefits

The posted range is the hiring range for this role — a subset of the broader range available to employees over time — and reflects base salary across our national hiring scale. Final offers are based on several factors, including the candidate's skills and experience, internal pay equity, work location, market conditions for the role, and the specific scope and responsibilities of the position. The top of the range is reserved for candidates who notably exceed the requirements; the lower end applies to those with less experience or fewer preferred qualifications. For positions based in higher-cost zones (e.g., California, New York, New Jersey), actual compensation may exceed the posted range; your recruiter will share specifics during the process.

Position Summary

We are seeking a talented and results-oriented, experienced Copywriter to support the development of integrated marketing campaigns across direct mail and digital channels for financial services, banking, lending, and insurance clients.

This role is responsible for creating compelling, customer-centric messaging that drives engagement, acquisition, retention, and loyalty while supporting business objectives and regulatory requirements. The ideal candidate blends strong writing skills with strategic thinking, customer insight, and performance marketing expertise to craft effective communications across multiple channels and customer journeys.

The successful candidate will be highly proficient in the compliant use of AI-powered tools and workflows to accelerate content development, improve creative effectiveness, enhance personalization, and increase operational efficiency while maintaining quality, compliance, and brand standards.

Key Responsibilities Copy Development & Campaign Execution

• Write persuasive direct response copy for direct mail campaigns including letters, postcards, self-mailers, statement inserts, acquisition kits, and customer communications.
• Develop digital content for email campaigns, landing pages, websites, display advertising, paid social, online video, and customer lifecycle communications.
• Translate creative briefs, audience insights, business objectives, and compliance requirements into effective customer-facing messaging.
• Create messaging frameworks, campaign concepts, headlines, offers, calls-to-action, and content variations.
• Ensure message consistency and alignment across all customer touchpoints and channels.

Strategic & Cross-Functional Collaboration

• Partner closely with Creative Directors, Designers, Strategists, Analytics teams, Account teams, and Production specialists.
• Participate in campaign planning, brainstorming, and concept development sessions.
• Leverage audience insights, testing results, and campaign performance data to refine messaging strategies.
• Present creative concepts and messaging recommendations to internal stakeholders and clients.
• Incorporate stakeholder feedback while preserving messaging effectiveness and campaign objectives.

Performance Marketing & Optimization

• Apply direct response principles to maximize response rates, conversions, engagement, and customer value.
• Develop messaging variants to support A/B testing, personalization, segmentation, and campaign optimization.
• Analyze creative performance data and customer behavior insights to continuously improve messaging effectiveness.
• Interpret campaign test results and distinguish among creative, messaging, offer, format, and audience variables when developing recommendations.
• Support integrated customer journeys that span direct mail, email, web, and digital marketing channels.

AI-Powered Content Development

• Utilize AI-powered platforms and tools to support research, ideation, copy development, content refinement, personalization, and campaign optimization.
• Leverage AI responsibly to improve speed-to-market, content quality, testing efficiency, and creative scalability.
• Develop effective prompts and workflows that enhance productivity while maintaining strategic judgment and human oversight.
• Evaluate emerging AI technologies and identify opportunities to improve creative development processes.
• Ensure all AI-assisted content adheres to legal, compliance, privacy, and intellectual property requirements.
• Partner with leadership to promote responsible and effective AI adoption across creative workflows.

Compliance & Industry Expertise

• Develop content within regulatory requirements applicable to financial services, banking, lending, insurance, and other regulated industries.
• Ensure required disclosures, legal language, offers, and customer communications are accurate and compliant.
• Collaborate with compliance, legal, and client stakeholders throughout the review process.
• Manage multiple content versions, disclosures, legal feedback, and regulated-industry revision cycles with accuracy and consistency.
• Stay current on industry trends, customer behavior, regulatory updates, and competitive marketing practices.

Qualifications

Qualifications Required

• Bachelor's degree in Marketing, Communications, Journalism, English, Advertising, or related field.
• 3 to 5 years of professional copywriting experience, with demonstrated ownership of direct response campaigns, within an agency, financial services organization, insurance company, marketing organization, or integrated creative team.
• Strong direct response copywriting experience across direct mail and digital marketing channels.
• Strong portfolio showcasing complete direct response campaigns across direct mail and digital channels, including letters, offers, calls to action, and test variations.
• Exceptional writing, editing, proofreading, and storytelling skills.
• Strong understanding of customer acquisition, retention, and lifecycle marketing.
• Experience collaborating within cross-functional creative and marketing teams.
• Demonstrated proficiency utilizing AI-powered tools to improve content development speed, creative quality, workflow efficiency, and campaign results.
• Ability to manage multiple projects while meeting deadlines in a fast-paced environment.

Preferred Qualifications

• Experience supporting insurance, banking, lending, fintech, wealth management, healthcare, or other regulated industries.
• Experience writing for direct response marketing programs.
• Experience developing email marketing, website, landing page, paid media, and direct mail content.
• Proficiency with AI platforms such as Microsoft Copilot, ChatGPT, Adobe Firefly, Gemini, or similar content-generation and creative-assistance tools.
• Experience applying AI to content testing, personalization, optimization, and campaign development.
• Understanding of AI governance, prompt engineering, intellectual property considerations, and responsible AI practices.
• Familiarity with customer journey mapping and performance marketing methodologies.

Success Measures

• Delivers compelling, high-performing messaging across direct mail and digital channels.
• Produces accurate, compliant content with minimal revision cycles.
• Demonstrates strong business understanding and customer-focused storytelling.
• Consistently applies AI tools to improve efficiency, productivity, and creative outcomes without compromising quality or compliance.
• Contributes innovative ideas that enhance campaign performance, customer engagement, and marketing effectiveness.
• Builds trusted partnerships across creative, analytics, production, account, and client teams.