Senior Copywriter

Senior Copywriter

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The IDFC FIRST Bank Philosophy:

IDFC FIRST Bank is a new-age, Digital-first bank, committed to transforming the way Indians experience banking. Our goal is to build a world-class bank in India—one that is driven by ethics, powered by technology, and a force for social-good. As a young and digital Bank, we are uniquely positioned to disrupt the sector and shape the future of banking for millions of Indians. We’re anything but traditional. We acknowledge that building effective digital experiences requires a strong foundation of storytelling and communication. This makes copywriting critical in shaping our products and ensuring that they are not only functional but compelling, structured and delightful. Come, let’s build a world-class Bank with world-class Content.

About the job:

As a Senior Copywriter, you will be responsible for bridging the gap between SEO/GEO-optimized content and compelling marketing storytelling – primarily for our website. You will work closely with the Digital Acquisition and Business teams to refine and structure content that aligns with the site’s information architecture, while also collaborating with the Marketing team to ensure brand voice and narrative consistency. You need to be a passionate, experienced, and detail-oriented writer—someone who has a proven record of creating crisp, engaging, and high-performing marketing copy. You should be comfortable both strategizing and executing content across digital platforms. You will work closely with UX, graphic and motion designers to ensure that content is both effective and delightful.

What will you be responsible for:

• Content Strategy: Develop and implement content strategy and architecture that bridges SEO/GEO optimization with brand storytelling and user experience for idfcfirstbank.com.
• Copywriting Excellence: Craft crisp, compelling, and high-performing marketing copy that resonates with users and aligns with brand tone. Extend the brand tone in meaningful ways through an in-depth understanding of financial products and their target-audience.
• Content Structuring: Refine and structure unorganized content to fit seamlessly into the site’s information architecture and user journey.
• Cross-Functional Collaboration: Work closely with acquisition, business, marketing, design, and product teams to align content with business goals and user needs.
• Performance Awareness: Write content that not only engages but also performs well across SEO, conversion, and engagement metrics.
• Content Governance: Establish guidelines and frameworks for consistent and scalable content creation across teams. Coach the team on writing through knowledge sharing.
• Collaboration with UX-Writing: Work closely with our UX Writer to balance marketing with UX copy wherever required – especially on app journeys and beyond the website.
• Stay Up to date: Keep up with AI tools, content trends, and best practices. Continuously improve and innovate our content strategy.

Therefore, you should have:

• Experience: 5-7 years of experience in copywriting, content strategy, or related roles, preferably in creative agencies or digital-first organizations.
• Agency Background: Proven experience working in creative agencies, with a strong portfolio of marketing campaigns and digital content.
• Writing Skills: Exceptional writing, editing, and storytelling skills. Ability to write in a range of tones and formats.
• Strategic Thinking: Ability to think strategically about content and its role in user experience, brand building, and performance.
• Collaboration Skills: Excellent collaboration and communication skills, with the ability to work effectively with cross-functional teams.
• A Portfolio: A portfolio that showcases your best work and thinking process. If not, you might be asked to take a writing assignment.

What would make you stand out:

• You’ve worked in financial services, fintech, or other complex, highly regulated industries and know how to balance creativity with compliance.
• Have led content strategy for high-performing websites or digital products.
• Have won awards in writing or have a high follower-count on your Medium, LinkedIn, or professional blog.
• Take interest in areas adjacent to writing: branding, advertising, psychology, pop-culture, etc.
• Enjoy mentoring, reading, researching, writing articles, and working with the broader community of writers.
• Believe that writing is more than just work, but a way of life. You love to read, write, edit, and have a keen eye for language and narrative aesthetics.

Best of luck!

IDFC FIRST Bank is an equal opportunity employer and we value diversity at our company. We do not discriminate on the basis of caste, race, religion, national origin, gender, sexual orientation, age, marital or disability status.