Direct Response Copywriter

Title:  Direct Response Copywriter

Location: UK Hybrid (With weekly travel to our central London Office)

Position: Perm

About PetLab Co

PetLab Co is the world leader in the DTC pet supplement market with 50%+ market share, 9-figure revenue, profitable and rapidly growing with ambitious plans for expansion. We’re searching for a results-driven direct response copywriter to join our team and help us scale to new heights.  

You’ll take full ownership of a key SKU, driving its revenue growth through innovative testing and optimization. Working closely with our video editing and media buying teams, you’ll create, refine, and iterate on new short-form video ad creatives and funnels.

We rigorously test our short-form ads and optimize them based on data. It often takes multiple iterations before an ad truly hits its stride. Hence, you should be persistent, fascinated by consumer behaviour, and well-versed in conversion rate optimization. So, if you live and breathe persuasive copywriting, are excited about a new challenge in a unique market, have a knack for creating compelling problem/solution copy that gets results…

… then please keep reading as you may be the perfect fit.

Who Will You Report Into?

Hi, I’m Tom Kruszewski, Head of Copy at PetLab Co,  and I need your help. PetLab Co. was started in 2018 because we saw an unmet need to offer safe, effective nutritional supplements to help pets have their happiest, healthiest lives.  Since then, we’ve become the fastest-growing pet health brand in the U.S., thanks in part to our rigorous scientific approach to customer acquisition and conversion and our focus on building a robust subscription business.

We’ve become very good at ad creative, building an in-house video & copy creative team that delivers 1,100+ new customers a day on paid social platforms. This year, we will be expanding our product range and focus, which is where you come in.

We’re confident that with another talented direct response copywriter on the team, we can test and crack more angles faster, and significantly grow our customer acquisition volume. Your work will be front and centre across our platforms, fuelling our growth while helping us stay true to our mission of creating happier, healthier lives for pets everywhere.

What’s the Ideal Candidate’s Background?

The ideal candidate is a direct response copywriter who can seamlessly shift between punchy, high-impact short-form video scripts and longer-form presell advertorial copy. You love digging into data, analysing the results of each test, brainstorming new angles, and going back to the drawing board until you find “the one.” You’re a master at hooking attention quickly and know how to tell a gripping story in seconds.

More importantly, you’re addicted to consumer psychology, love designing experiments, have high empathy for consumers, and come alive at crafting strategy. You thrive in a fast-paced environment, love rolling up your sleeves to produce copy at scale, and know how to speak directly to our target customers’ deepest desires and pain points.

You’ll flourish in a team environment with other high-caliber creatives, sharing insights, brainstorming fresh hypotheses, and collaborating to continuously refine our approach. Ultimately, you’re laser-focused on discovering the type of messaging that resonates so powerfully, viewers can’t help but click.

What’s It Like Working at PetLab Co.?

We’ve gone to great lengths to set up a data-driven culture wherein the best ideas win, regardless of where they come from.  As a rapidly growing company, we prioritize finding people who can think fast, move fast and deliver fast… while having fun at the same time.

To that end, here’s what you’ll get access to when you join our team:

• Clear Reporting – Getting accurate and timely data is crucial to enabling marketers to do their jobs, which is precisely what our standalone data analytics team delivers
• Collaborative Team – There are no silos here, we all understand that to win, we must help each other out as necessary, doing things outside our normal jobs when needed
• Scientific Rigor – Everyone on the marketing team shares the same philosophy to attack every challenge with an experimental test-and-learn process to tease out success
• Variety of Challenges – Given we’re just entering our 5th year as a company and growing rapidly, the challenges keep coming with new products, promotions, categories, etc.
• Refreshing Autonomy – Expectations are always set high for anybody who joins the team, but so too is your autonomy to figure out how best to deliver against your objectives

You’ll also find that everyone here listens – if something isn’t working, we respectfully call it out.  If something is needed, those needs are heard.  If there’s something we can do better, let’s hear it.

• 3-5 Years Direct Response Copywriting – Hands-on creation of high-performing short-form video ad scripts and presell advertorials for paid social in a fast-paced environment.
• Consumer-Oriented – Strong empathy for consumers, deep understanding of psychology, and excellent research skills to identify those big-idea concepts that capture attention fast.
• Data-Driven – Extremely comfortable flexing your analytical side, dissecting performance metrics, and iterating fast to improve conversions.
• Systems-Oriented – Highly organized with repeatable processes that help you efficiently launch multiple concepts at once.
• Exceptional Communication – Able to quickly synthesize info and articulate clear strategies, verbally and in writing, for your creative team.
• Proven Success – Demonstrable, measurable success in scaling short-form direct response campaigns – whether for in-house brands or agency clients.
• Direct Response Marketer – You know how to pinpoint an opportunity, devise a strategy, build a plan, and deliver success. You understand the interplay between problem, solution, and the unique mechanism that makes a product stand out.
• Robust Test Architect – Capable of defining test parameters (audience, sample size, and creative variable) and executing them systematically until you find the winning formula.
• Think Fast, Move Fast – Energized by a high-velocity, high-growth entrepreneurial environment with loads of new angles and campaigns to test.

Driven to Excellence – Possess a relentless inner drive to deliver excellence in every project, from concept to final cut.

The Good Stuff…

• Generous Annual Leave - 28 days + public and bank holidays
• Bonus- based on performance and paid out April and October
• Flexible Working Hours – We focus on results and trust people to manage their time, whether working from home, while traveling, or in the office!
• Company Equipment – Laptop issued to you so you're all set from day 1.
• Get Your Read On – We love to promote and encourage personal & professional development so we couldn't be happier to buy books of your choice via amazon or pay for audible subscription.
• Employee Assistance Programme.
• Pension Scheme – contributions towards your pension scheme!
• Enhanced Maternity / Paternity / Adoption Leave – because time with new family members is important!
• Puppy Therapy – working in partnership with Paws in Work to provide a boost of oxytocin every quarter.
• Cycle2Work Scheme – Government initiative which offers a cost-effective way to buy new cycling equipment.
• Discount Vouchers & Gym Memberships – get discounts at a whole range of retailers and gym memberships through our provider, Sodexo.
• Free breakfast, fruits and snacks – refuel and revitalise with free munchies in the office.
• Environment – dogs are welcome!

Petlab Co is an equal opportunity employer that is committed to diversity and inclusion. We encourage all applications irrespective of gender, race, sexual orientation, religion, age, nationality, marital status, and disability. We believe that diversity is at the heart of innovation and we welcome passionate candidates form all backgrounds. Come join the family and see for yourself!