Senior Copywriter

Title: Senior Copywriter — CRM, Product & App (AI-first)

Team: Brand

Works with CRM & Retention, Product UX, App Merchandise, CX

Experience 3+ years

Location Bangalore, Indiranagar (In-office)

Why does this role exist

More of what we say to an existing pet parent goes out through CRM than through any campaign we'll ever run. Push, email, in-app, WhatsApp. It is our highest-volume writing by a distance, and it's the easiest place in the business for a voice to quietly go flat.

It's also where the money is. A pet parent who stays is worth more than one we win twice. Retention is a writing problem more often than anyone admits — the right words to the right cohort at the right moment, over and over.

And the words don't stop when the notification is tapped. The push lands, the app opens, and the same person now reads a home screen, a banner, an empty cart, an error, a checkout button. If the message sounded like a friend and the app sounds like a form, we've lost the thread. Whoever writes the first line should have a hand in the next one.

So this role is CRM at its core, with two deliberate extensions: the product surfaces the message opens into, and the app storefront it lands on.

Your mission, should you choose to accept

Think a lot about what pet parents would like, especially the ones who already trust us

Own every word we send an existing pet parent: push, email, in-app, WhatsApp

Write to the cohort: new user, first order, repeat, lapsed

Map and write whole journeys: onboarding, retention, re-engagement, win-back

Carry the voice past the tap: onboarding screens, empty states, errors, confirmations, CTAs

Make the app storefront read like a shop someone wants to walk through, not a grid of SKUs

Test constantly, read the numbers, and kill what loses. Including the one you were proud of

Use AI to draft at volume, setup processes and ensure brand adherence at scale

Maintain a consistent brand personality across every channel and screen

Spot and avoid thnigs lyk thise

Collaborate with multiple teams internally to expedite the creative output of the marketing team

Create tangible impact on the lives of pets and pet parents

Be around pets a lot

What you'll own

1. CRM & lifecycle copy.. Every lifecycle surface — push, email, in-app, WhatsApp, SMS. Written to the cohort with a clear objective.. A first-time parent three days in and a subscription lapse at ninety days are not the same person and should not get the same sentence.

2. Journeys, not sends. Onboarding, retention, re-engagement, win-back. Map the whole arc, then write it. A brilliant one-off inside a broken flow is still a broken flow.

3. Optimisation & testing. An always-on testing calendar. Subject lines, hooks, CTAs, framing, length. Read the results and act on them. Retire what underperforms instead of letting it run because it exists.

4. AI-first production. Generate cohort variants at volume, then edit hard. Build prompt and template systems so quality is repeatable and doesn't live in your head.

5. Product UX writing. The screens our messages open into. Onboarding and account setup, empty states, error and edge-case copy, confirmations, permissions, subscription and vet-consult flows, button labels. Short, clear, kind — and unmistakably us. You'll work with Product UX designers inside their files and flows, not on a doc thrown over the wall. Where a pattern repeats, you write it once and put it in the UX copy library so it stays written.

6. App merchandising & category copy. The storefront: home screen and banner copy, collection and category names, shelf and carousel titles, sale and campaign framing in-app, PDP support copy where it moves the needle. Merchandising is a weekly rhythm, not a weekly rewrite — template the recurring asks so this stays a corner of the week and not the week.

7. Support & service content. Macros, canned replies, help-centre copy and FAQs, with the CX team.

Requirements

Minimum 3+ years of CRM, lifecycle, retention or UX copywriting experience

Some real exposure to product or in-app writing — even if it wasn't your job title. You should be comfortable in Figma, in a flow, next to a designer

Proficient in spoken and written English

An eye for detail when it comes to punctuation, grammar, and spelling

A knack for creativity, not just with words but also ideas

Up to date on trends and news

Understands the tonality needed to write for different audiences

Experience with writing for different mediums and channels, especially short-form and character-capped ones

Real AI fluency.

Understands how marketing campaigns are devised. Your insights and words should be coherent to create impactful brand campaigns

Comfortable being the only writer in a room of designers, PMs and merchandisers — and holding the line on voice