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

Team: Brand

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

Experience: 3+ years

Location: Indiranagar, Bangalore (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, or 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 deeply about what pet parents would like, especially those who already trust us
- Own every word we send an existing pet parent across push, email, in-app and WhatsApp
- Write to the cohort: current user, first order, repeat and lapsed
- Map and write complete journeys across onboarding, retention, re-engagement and win-back
- Carry the voice past the tap into onboarding screens, empty states, errors, confirmations and 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, set up 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 internal teams to expedite the marketing team’s creative output
- Create a 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 and SMS. Each message should be written for the cohort and have 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 receive the same sentence. 2.Journeys, not sends

Onboarding, retention, re-engagement and 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

Own an always-on testing calendar across subject lines, hooks, CTAs, framing and length. Read the results and act on them. Retire what underperforms instead of letting it run simply 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 only in your head.

5.Product UX writing

Own the screens our messages open into: onboarding and account setup, empty states, error and edge-case copy, confirmations, permissions,



subscription and vet-consult flows, and button labels.

The writing should be short, clear, kind and unmistakably us. You’ll work with Product UX designers inside their files and flows—not on a document thrown over the wall. When a pattern repeats, you’ll write it once and add it to the UX copy library so it stays written.

6.App merchandising & category copy

Own the storefront: home screen and banner copy, collection and category names, shelf and carousel titles, in-app sale and campaign framing, and PDP support copy where it moves the needle.

Merchandising is a weekly rhythm, not a weekly rewrite. Template recurring asks so this remains a corner of the week—not the entire week.

Support & service content

Work with the CX team on macros, canned replies, help-centre copy and FAQs.

REQUIREMENTS

- At least 3 years of experience in CRM, lifecycle, retention or UX copywriting
- Real exposure to product or in-app writing, even if it wasn’t part of your job title
- Comfort working in Figma, inside a flow and alongside a designer
- Proficiency in spoken and written English
- Strong attention to punctuation, grammar and spelling
- Creativity with both words and ideas
- Awareness of current trends and news
- An understanding of the tone required for different audiences
- Experience writing for different mediums and channels, especially short-form and character-limited formats
- Real AI fluency
- An understanding of how marketing campaigns are developed, with the ability to contribute insights and words that create coherent, impactful brand campaigns
- Comfort being the only writer in a room of designers, PMs and merchandisers—and holding the line on voice

Location: Indiranagar, Bangalore

Work mode: In-office

📌 Senior Copywriter (Bengaluru)
🏢 SuperTails
📍 Bengaluru