Direct Response Copywriter & Quality Lead  

How We Work

Every piece of copy we ship - ad, landing page, email, influencer brief - has a reason behind it. Why this big idea. Why this angle. Why this hook. Why this story. Why this format. Each one is testing a hypothesis. None of it is guesswork.

You'll be writing every day. Writing output is a guardrail. Defended reasoning is the standard. The hard part is upstream: studying what's worked, tracing winners back to the decisions behind them, and deciding which patterns to repeat or retire.

If you can't explain why a hook exists, it's not ready. If you can't trace a winner back to the decisions behind it, you can't repeat it. We're hiring for the thinking that produces the work.

Job Description/KPI

Copywriting (you set the bar by example)

• Write ad scripts (hooks, bodies, CTAs) AND standalone hooks for hook stacks, across video and static, across all formats: UGC, influencer, customer interview, street interview, etc.
• Write the social copy that runs with every ad: primary text, headlines, and descriptions.
• Write landing pages that convert cold traffic, plus influencer briefs and scripts.
• Develop new concepts, angles, and hooks based on performance data and competitor research.
• Apply Zenith's thinking model to every piece of copy (Big Idea, Approaches, Leads, 8-stage psych journey).
• Build and maintain personal and team swipe files; produce reference assets the team studies and learns from.
• Write in Taglish and Tagalog. Bisaya output as needed.

Quality Gate (you protect the bar)

• Review all team copy before launch: ad scripts, landing pages, influencer briefs.
• Rewrite weak work and explain every change tied to the thinking model and data.
• Set the bar for what enters the editing pipeline; weak copy does not pass through.
• Run weekly creative reviews and maintain the team's quality standards doc.
• Read and interpret performance metrics (hook rate, hold rate, CTR, CPA, contribution margin) to inform what gets gated and why.
• Build hypotheses for new tests based on what is fatiguing, what is winning, and where gaps exist.

Working with the Team and Marketing Head

• Brief editors on intent and tone for each script; hand them production-ready copy.
• Sync weekly with the influencer lead on script supply (volume, angle mix, format coverage).
• Daily async copy review with the Marketing Head; apply notes tied to the framework.
• Weekly 1-on-1 with the Marketing Head on creative strategy and review.
• Weekly performance review against KPIs.

• Experience: Minimum 5 years in direct response copywriting with a proven track record in eCommerce or performance marketing. Includes shipped work for Filipino audiences (not English translated to Tagalog). Knows what claims convert locally, what regulatory lines exist (FDA-approved vs cosmetic-benefit only), and what tone resonates with the 35-55 demographic. Produces top-tier work from day one. No ramp period.
• Direct Response Mastery: Deep command of hooks, persuasion structures, and buyer psychology. Can explain why copy converts, not just that it does. Rewrites weak copy with reasoning tied to fundamentals and data.
• Reasoning Discipline: Treats every ad as a hypothesis. Documents the rationale behind every creative choice and defends each one with principles and data, not “it felt right”. Logs winners and losers so the team can repeat what works and retire what doesn't.
• Quality Gating Capability: Has reviewed and rewritten other writers' work before. Gives feedback that improves the team, not just the work in front of them.
• Multi-Format Range: Writes at the highest level across video ad scripts (UGC, influencer, customer interview, street interview), landing pages, and influencer briefs.
• Data Literacy: Reads and acts on hook rate, hold rate, CTR, CPA, ROAS, contribution margin, and AOV. Translates numbers into clear creative decisions. Can distinguish a winner driven by hook vs body vs offer.
• AI Proficiency: Uses AI tools daily to draft, iterate, and refine copy. Submits prompts plus before/after edits as part of the application and can defend the editorial choices.
• Languages: Native or fluent Taglish and Tagalog. Bisaya strongly preferred.
• Brand Voice Fit: Writes in a smart, real-talk kuya tone: calm, insightful, never pushy. Not a generic DR voice.
• Portfolio: Must include examples with performance data attached (hook rate, CTR, CPA, ad spend driven). Creative samples without performance numbers will not be considered.
• Swipe File: Maintains and can walk through a personal swipe file of high-performing ads, hooks, and landing pages. Can explain what makes each one work.
• Strategic Thinking: Decides what to test next based on data, not gut feel. Defends recommendations with reasoning; pushes back with evidence, including with the Marketing Head, when needed.
• Reliable at Volume: Operates independently in a fully remote setting from day one. Hits deadlines and communicates progress without prompting. Throughput stays high during peak periods (Father's Day, Q2 spend ramp, daily review SLA) without quality slipping. No micromanagement available.
• Direct Without Being Abrasive: Rejects weak work multiple times a day with feedback that is clear and tied to reasoning. Writers leave the conversation knowing what to fix and why.
• Owns Outcomes: When team winner rate dips, investigates and fixes it. No blame, no waiting to be asked. Brings hypotheses to weekly performance reviews, not questions.
• Coachable: Daily reviews from the Marketing Head are the norm in the first months. Takes notes without ego and applies them fast.
• Curious About Buyers, Not Just Craft: Reads reviews, watches customer interviews, asks why people actually buy. Treats writing as a tool for understanding the buyer, not the other way around.