Lead Performance Marketing Copywriter, Personal Finance

Launch Potato is a profitable digital media company that connects consumers with leading brands through data-driven content and technology. The Lead Performance Marketing Copywriter will drive measurable growth by creating, adapting, and optimizing direct response copy across high-impact campaigns in the personal finance sector.

Responsibilities:

• Drive measurable growth by creating, adapting, and optimizing direct response copy across high-impact campaigns and placements, ensuring alignment with internal and partner goals, platform best practices, and compliance standards
• Adapt and iterate on proven copy frameworks: Translate winning structures (listicles, ads, FALPs, landing pages) to new partners, offers, placements, and channels
• Assist with general creative output: This includes development of short-form ad copy like headlines and longer-form assets like listicle creatives, video scripts, and landing pages
• Execute mechanical punch-ups and structured variations: Tighten headlines, body copy, and hooks; produce new iterations based on existing winners to expand testing capacity
• Build and update offer-specific copy: Develop copy for well-defined offers, incorporating feedback and direction from the team
• Support compliance-driven revisions and partner updates: Implement required copy changes due to compliance, product updates, or partner requests across ads and pages
• Develop new paid acquisition headlines and variations: Write and iterate Meta and Google ad headlines by adapting proven angles and collaborating with UA teams
• Contribute new test ideas and competitive insights: Propose and test new creative derived from market research competitor insights, performance trends, or team collaboration; log and share findings to inform testing strategy

Requirements:

• 5+ years of experience writing performance-driven, direct response copy for digital marketing campaigns, specifically in the financial industry
• Proven CRO background with a documented history of optimizing creative across campaigns over months to years
• Strong conceptual writing skills with an established research framework for identifying emerging and resonant copy angles
• Proficiency in analyzing and interpreting performance data in Looker or comparable analytics software like Tableau or Microsoft Power BI
• Compliance trained, with a general understanding of risk hierarchy and comfortability networking with compliance stakeholders
• Comfortable writing for and translating winning copy across formats, including listicle, landing pages, video scripts, and Meta and Google ads
• Expertise on at least a few financial products and services, esp. complex ones, including but not limited to: Credit Cards, Debt Consolidation, App Discovery, Play-to-Win Gaming Apps, Home Equity, HYSA and Checking Accounts, or Life and Car Insurances
• Familiarity with using LLMs as a thinking and writing partner, with a clear knowledge of how and when to use LLM output, and more importantly, when to avoid using it
• Examples or case studies of the above
• 5+ years of experience writing performance-driven, direct response copy for digital marketing campaigns specifically in the financial industry, across channels like Meta, Google, and Native, and including formats ranging from social and search ads to landing pages to listicle pages