Responsibilities

• Define and evolve our brand voice — ensuring it's distinctive, consistent, and works as hard on a product page as it does in a brand campaign.
• Shape how we communicate value to different audiences — health-conscious consumers, premium lifestyle customers, new-to-Mānuka shoppers.
• Own the connection between what we say and how we show up visually — partnering closely with creative to ensure messaging and design are aligned.
• Copy Across the Funnel
• Write high-impact copy across every channel: ads, landing pages, product descriptions, email/SMS, packaging, social, and retail.
• Translate complex products into messaging that's clear, compelling, and builds trust.
• Develop and test creative strategies for paid and organic channels — writing isn't just about craft here, it's about performance.
• Product Education & Storytelling
• Build a scalable product education framework that improves clarity, reduces friction, and strengthens conversion across channels.
• Create a cohesive product storytelling system that brings clarity to what we do, how it works, and why it matters — especially as we launch new product lines and enter new retail environments.

Requirements

• 4–7 years of copywriting experience, some of that in DTC, CPG and wellness.
• A portfolio that shows range across brand and performance — you can write a product page, an ad, a brand story, and an email sequence.
• Demonstrated ability to think strategically about messaging, not just execute.
• Experience working with or alongside creative/design teams to ensure copy and visual identity work together.
• Experience with regulated categories (supplements, food, health).

Preferred

• Experience with e-commerce platforms (Shopify, Amazon) and email/lifecycle tools (Klaviyo or similar).
• Background in building messaging frameworks, tone-of-voice guides, or product education systems.
• Exposure to US DTC and retail marketing environments.