Brand Voice and Copy Lead

Propel•Brooklyn, NY

1d•$150,000 - $160,000•Remote

About The Position

About Us Propel is on a mission to build technology that strengthens the social safety net. We’re a passionate team of ~100 Propellers who envision a future where every American has the tools and resources they need to thrive. The Role The Brand and Creative at Propel is at a pivotal moment. We’ve defined a people-first brand strategy and built early creative wins, but we’re still in the early stages of developing a unified, emotionally resonant brand across every touchpoint. This role offers a rare opportunity to shape the voice of a mission-driven tech company while helping 5+ millions of low-income Americans feel seen, supported, and respected. We’re looking for a Brand Voice and Copy Lead to drive the evolution of Propel’s voice and level up our creative execution. You’ll report to the Director of Brand and Creative and serve as her primary writing partner. You’ll work closely with design, marketing, product, and growth to unify how Propel shows up - turning the brand into a durable, compounding asset for the business. Lastly, this role will have a lasting impact by leading us in becoming best-in-class at blending AI efficiency with human storytelling, defining where human writing is essential vs. where AI can support.

Requirements

6–10 years of experience in copywriting, brand storytelling, or creative writing, either at consumer tech companies or a blend of startup and agency experience
A portfolio demonstrating strong conceptual thinking, campaigns, headlines, scripts, and end-to-end storytelling
Equally comfortable setting creative direction and rolling up sleeves to execute
Comfortable using AI for drafting, editing, and scaling content
Experience partnering closely with designers and creative directors; comfortable concepting and pitching ideas
Ability to write high-performing marketing copy across paid, social, product marketing, and owned channels
Comfortable reviewing and coaching other writers, providing feedback without formal management responsibilities
Strong operational instincts: able to build templates, playbooks, and systems that elevate writing quality at scale

Nice To Haves

Experience training or guiding AI/LLMs on voice & tone is a plus

Responsibilities

Lead the refresh of Propel’s voice & tone guidelines, creating a clear, modern, emotionally resonant voice grounded in our people-first strategy
Own and train Propel’s internal LLM on our refreshed voice guidelines
Build tools, templates, and training that make the voice easy for cross-functional teams to adopt
Own core creative copywriting across brand, marketing, growth, design, and product including ads, campaigns, scripts, landing pages, social content, and website copy
Work closely with brand, product, growth, lifecycle, and CX to ensure cohesive storytelling across the funnel
Shape ideas from 0→1, providing structure, clarity, and taste
Edit and QA copy across teams to ensure quality and alignment
Create evergreen creative ideas for social and always-on brand storytelling

Benefits

Meaningful work and a strong shared sense of mission
Remote-friendly work environment with a dog-friendly office in Downtown Brooklyn. The team meets in-person for optional retreats a few times per year.
20 Days of PTO
4% 401K match
$10k lifetime spend towards Carrot Fertility
Excellent Medical, Dental and Vision options
Other health and mental health focused benefits and perks
Propel builds compensation bands referencing the 75th percentile of compensation for companies like us. Expected compensation for the role as scoped is $150,000 - $160,000 and will be based on how a candidate matches to our internal leveling guide.

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