Forbes Advisor is hiring a Senior Copywriter to own the performance-driven copy that turns ad clicks into customers across our highest-spend categories. This is a direct-response writer's role focused on the copy that does the persuasion work after the ad: advertorials, video sales letter (VSL) scripts, quizzes, and journeys. The role also contributes to customer-lifecycle copy (long-form sales emails, nurture flows, and re-engagement campaigns).
This role reports into the VP Creative and will partner with Creative Leads (who concept and direct the upstream ad creative) and with Paid Social and Native Buyers (who direct the spend). Your work will sit behind significant paid spend across Debt Relief, Pet Insurance, Weight Loss Medications, Credit Cards, LLC Formations, and other categories as the portfolio expands.
The successful candidate is fluent in the modern direct-response canon, comfortable in regulated categories, and writes at performance-marketing pace without sacrificing craft. You bring both an editorial voice and a conversion instinct. You are comfortable in a start-up style environment, a self-starter with an aptitude for problem-solving, and a strong collaborator across Creative, Buying, and Strategy.
Responsibilities: - Write long-form copy across the Forbes-owned customer journeys, including advertorials, landing pages, in-funnel page copy, and on-page persuasion.
- Script Video Sales Letters (VSLs) for paid social, native, and YouTube placements, particularly in Weight Loss, Debt Relief, Pet Insurance and other direct-response heavy categories.
- Own customer-lifecycle email copy across Forbes-owned journeys: long-form sales emails, autoresponder sequences, nurture flows, and re-engagement campaigns.
- Maintain need-state and message coherence from ad to advertorial to landing page to handoff, ensuring the customer journey reads as one continuous piece of persuasion.
- Work fluently inside compliance rails keeping persuasion and compliance aligned rather than in tension.
- Collaborate with vertical General Managers, Customer Insights, and Data partners to ground copy in real consumer triggers and performance read-outs.
- Ship multiple drafts a week and iterate from data, not opinion.
- Provide regular updates on copy performance and craft initiatives to the Creative leadership team.
- Occasionally partner with Creative Leads on ad copy, contributing hooks, angles, and headline systems where they sharpen the journey.
Requirements:- 7+ years of long-form direct-response copywriting experience in performance-driven environments (DTC, supplement, FinServ DR, health DR, or comparable).
- Portfolio of advertorials, VSLs, sales pages, or long-form sales emails with clear performance attribution. We want to read the actual work and hear the actual results.
- Mastery of long-form persuasion architecture: hook craft, story, mechanism, proof, transition, and CTA. Working command of the modern direct-response canon.
- AI-augmented writing fluency. Regular use of LLMs (Claude, ChatGPT, or similar) for research, drafting, iteration, and structured prompting across long-form formats. We're a human-led shop that uses AI to accelerate output without diluting craft, and you'll be expected to operate that way from day one. You can articulate where AI sharpens long-form persuasion and where it weakens it.
- Editorial voice fluency. You can write in the register of an article, not a sales letter dressed in article clothes.
- Demonstrated email and CRM copywriting experience: long-form sales emails, autoresponder sequences, and nurture flows. Portfolio should include email work alongside long-form direct-response samples.
- Demonstrated speed and volume in performance marketing environments. Comfortable shipping multiple drafts a week and iterating from data.
- Comfort working inside compliance rails (FDA-style health claims, FinServ regulatory language, brand guardrails).
- Strong collaboration skills across Creative, Buying, vertical GMs, Editorial, and Brand.
- Self-starter with an entrepreneurial mindset, comfortable in a start-up style operating environment.
- Excellent communication and organizational skills.
Strong Pulses:- Direct experience with GLP-1, weight loss, debt relief, insurance, or comparable regulated direct-response categories.
- Quiz funnel and branching-narrative copy experience.
- Familiarity with the publisher and native-ad ecosystem (Outbrain, Taboola, sponsored content).
- Comfort reading performance dashboards (Looker, Tableau, in-platform reporting).
- Experience building reusable AI workflows for copy production: templates, Claude Projects or custom GPTs, prompt libraries, or agentic tooling that compounds output without diluting craft.
#LI-REMOTE #LI-NM1
