Brand & Performance Copywriter - Meta-Ads

Company Overview

Habuild is a fast-growing, profitable health and wellness platform with a community of over 2 crore users. The company helps people build healthier lives through yoga, movement, and mindfulness.

Job Summary

The Brand & Performance Copywriter role at Habuild involves crafting compelling stories that build trust and creating ads that drive conversions. This position requires combining creative storytelling with performance-driven thinking to produce brand content, video ad scripts, Meta ad copy, and static creatives that resonate with audiences and convert attention into action. The role collaborates closely with brand, creative, and performance marketing teams to develop ideas, test creatives, and refine messaging based on audience insights and campaign results.

Responsibilities

• Write conversion-focused Meta ad video scripts, ad copies, headlines, calls-to-action (CTAs), and static creatives for performance marketing campaigns.
• Develop attention-grabbing hooks and engaging narratives that capture attention, build trust, and drive action.
• Create relatable brand stories, campaign concepts, social media content, and messaging that maintain a consistent brand voice.
• Conduct audience research to understand target demographics, especially individuals aged 40+, including their needs, motivations, pain points, objections, and behaviors.
• Write for various creative formats including user-generated content (UGC), testimonials, expert-led videos, founder-led ads, educational content, promotional creatives, and emerging ad formats.
• Develop multiple variations of hooks, scripts, copy, and messaging to test different creative angles.
• Collaborate with the performance marketing team to analyze metrics such as Hook Rate, Hold Rate, Click-Through Rate (CTR), Cost Per Click (CPC), Cost Per Acquisition (CPA), and Return on Ad Spend (ROAS), using insights to improve creatives.
• Research competitor ads, market trends, current running formats, customer feedback, and successful campaigns to identify new creative opportunities.
• Work cross-functionally with designers, video editors, creators, production teams, and marketers to take ideas from concept to execution.

Qualifications

• Minimum 3 years of experience in copywriting, brand communication, performance marketing creatives, and video scriptwriting.
• Hands-on experience writing paid ad scripts and copy specifically for Meta Ads.
• Strong understanding of brand storytelling, direct-response copywriting, hooks, and consumer psychology.
• Ability to balance maintaining brand voice with conversion-focused messaging.
• Knowledge of audience segmentation and adapting communication for different age groups and awareness levels.
• Familiarity with performance marketing metrics and creative testing methodologies.
• Excellent research, writing, and creative ideation skills.
• Portfolio showcasing brand campaigns, video scripts, paid ad copy, or other relevant work.
• Educational qualifications typically expected include a Bachelor’s degree in Marketing, Communications, English, Journalism, or related fields.

Preferred Skills

• Experience in health, wellness, fitness, direct-to-consumer (D2C), or subscription-based businesses is a plus.

Experience

• At least 3+ years of relevant experience in copywriting and performance marketing, with a focus on Meta Ads and video scriptwriting.

Environment

• Location: Gurgaon (Gurugram), India.
• Work Setting: On-site, full-time position.
• Collaborative environment involving close work with brand, creative, and performance marketing teams.

Benefits

• Opportunity to create content for a brand reaching millions of people.
• Work across both brand building and performance marketing domains.
• Ability to experiment with ideas and observe their impact on real business outcomes.
• Creative ownership and collaboration within a fast-growing team.