Senior Direct Response Copywriter

About Willow:

Willow is a telehealth company focused on personalized, responsible cosmetic weight loss care. We combine medical expertise with a supportive, patient-centered approach to help people feel more confident and comfortable in their bodies. Our goal is to make high-quality care accessible, thoughtful, and designed to fit real lives.

About the role:

We’re hiring a Senior Direct Response Copywriter to help scale Willow’s performance marketing across acquisition and retention. You’ll develop compelling copy that drives action, supports subscriber growth, engagement and strengthens retention.

Working closely with our Marketing, Lifecycle, Creative, and Design teams, you’ll concept, write, test, and refine messaging across paid ads, organic social, lifecycle email and SMS, landing pages, and product campaigns.

We’re looking for someone who knows how to balance sharp, conversion-focused copy with Willow’s warm and empathetic voice. Because we operate in a highly regulated industry, you must also be able to translate complex medical and wellness topics into clear, persuasive messaging while working within compliance requirements and paid platform policies.

Responsibilities:

• Write conversion-focused copy across Meta, TikTok, Google, YouTube, and other paid and organic channels, including hooks, static ads, UGC scripts, and video scripts

• Develop high-converting landing pages, product detail pages, advertorials, and subscription offers

• Create multiple messaging angles and creative variations designed to convert cold audiences

• Build and optimize email and SMS flows across acquisition, onboarding, conversion, retention, and win-back

• Develop promotional campaigns that support product launches, subscriber growth, retention, and customer lifetime value

• Test subject lines, offers, messaging angles, and calls to action to improve performance

• Partner with Marketing and Creative teams to develop new concepts based on customer insights and campaign performance

• Review metrics such as CTR, CPA, CVR, and ROAS to identify winning ideas and improve underperforming creative

• Monitor competitor messaging and direct response trends to keep Willow’s creative fresh and differentiated

• Translate complex telehealth, medical, and wellness topics into clear, persuasive, and empathetic copy

• Ensure copy aligns with Willow’s voice, FDA and FTC advertising requirements, internal compliance guidance, and platform policies

• Own multiple projects from brief through delivery while working cross-functionally with Marketing, Creative, Design, Lifecycle, and Compliance

Requirements:

• 5+ years of direct response or performance copywriting experience within a high-growth DTC brand, performance agency, or consumer company

• Proven experience writing conversion-focused copy across paid social, lifecycle email and SMS, and landing pages

• Strong understanding of direct response principles, consumer psychology, messaging strategy, and offer positioning

• Experience using performance data to develop, test, and refine creative concepts

• Experience writing direct response copy in healthcare, telehealth, wellness, or another regulated space, with an understanding of FDA and FTC advertising requirements and paid platform policies

• Exceptional writing and editorial judgment, including the ability to write persuasively and empathetically about personal health, wellness, body image, and confidence

• A proactive, highly organized approach with the ability to manage multiple projects and collaborate across Marketing, Creative, Lifecycle, and Design

• Comfort using AI tools to support research, ideation, and iteration, backed by strong writing fundamentals

What’s in it for you?

• Flexible hours with meetings taking place in EST

• Work wherever you choose

• Fun and casual work environment

• Employee engagement activities and virtual gatherings

• We are a diverse, global team! 🌍