Finance Manager
petfully
Senior Copywriter - CRM, Product & App
petfully· Brand & Marketing
About this role
Title: Senior Copywriter — CRM, Product & App (AI-first)
Team: Brand
Works with CRM & Retention, Product UX, App Merchandise, CX
Experience 3+ years
Location Bangalore, Indiranagar (In-office)
Why does this role exist?
More of what we say to an existing pet parent goes out through CRM than through any campaign we'll ever run. Push, email, in-app, WhatsApp. It is our highest-volume writing by a distance, and it's the easiest place in the business for a voice to quietly go flat.
It's also where the money is. A pet parent who stays is worth more than one we win twice. Retention is a writing problem more often than anyone admits — the right words to the right cohort at the right moment, over and over.
And the words don't stop when the notification is tapped. The push lands, the app opens, and the same person now reads a home screen, a banner, an empty cart, an error, a checkout button. If the message sounded like a friend and the app sounds like a form, we've lost the thread. Whoever writes the first line should have a hand in the next one.
So this role is CRM at its core, with two deliberate extensions: the product surfaces the message opens into, and the app storefront it lands on.
Your mission, should you choose to accept
- Think a lot about what pet parents would like, especially the ones who already trust us
- Own every word we send an existing pet parent: push, email, in-app, WhatsApp
- Write to the cohort: new user, first order, repeat, lapsed
- Map and write whole journeys: onboarding, retention, re-engagement, win-back
- Carry the voice past the tap: onboarding screens, empty states, errors, confirmations, CTAs
- Make the app storefront read like a shop someone wants to walk through, not a grid of SKUs
- Test constantly, read the numbers, and kill what loses. Including the one you were proud of
- Use AI to draft at volume, setup processes and ensure brand adherence at scale
- Maintain a consistent brand personality across every channel and screen
- Spot and avoid thnigs lyk thise
- Collaborate with multiple teams internally to expedite the creative output of the marketing team
- Create tangible impact on the lives of pets and pet parents
- Be around pets a lot
What you'll own
1. CRM & lifecycle copy.. Every lifecycle surface — push, email, in-app, WhatsApp, SMS. Written to the cohort with a clear objective.. A first-time parent three days in and a subscription lapse at ninety days are not the same person and should not get the same sentence.
2. Journeys, not sends. Onboarding, retention, re-engagement, win-back. Map the whole arc, then write it. A brilliant one-off inside a broken flow is still a broken flow.
3. Optimisation & testing. An always-on testing calendar. Subject lines, hooks, CTAs, framing, length. Read the results and act on them. Retire what underperforms instead of letting it run because it exists.
4. AI-first production. Generate cohort variants at volume, then edit hard. Build prompt and template systems so quality is repeatable and doesn't live in your head.
5. Product UX writing. The screens our messages open into. Onboarding and account setup, empty states, error and edge-case copy, confirmations, permissions, subscription and vet-consult flows, button labels. Short, clear, kind — and unmistakably us. You'll work with Product UX designers inside their files and flows, not on a doc thrown over the wall. Where a pattern repeats, you write it once and put it in the UX copy library so it stays written.
6. App merchandising & category copy. The storefront: home screen and banner copy, collection and category names, shelf and carousel titles, sale and campaign framing in-app, PDP support copy where it moves the needle. Merchandising is a weekly rhythm, not a weekly rewrite — template the recurring asks so this stays a corner of the week and not the week.
7. Support & service content. Macros, canned replies, help-centre copy and FAQs, with the CX team.
Requirements
- Minimum 3+ years of CRM, lifecycle, retention or UX copywriting experience
- Some real exposure to product or in-app writing — even if it wasn't your job title. You should be comfortable in Figma, in a flow, next to a designer
- Proficient in spoken and written English
- An eye for detail when it comes to punctuation, grammar, and spelling
- A knack for creativity, not just with words but also ideas
- Up to date on trends and news
- Understands the tonality needed to write for different audiences
- Experience with writing for different mediums and channels, especially short-form and character-capped ones
- Real AI fluency.
- Understands how marketing campaigns are devised. Your insights and words should be coherent to create impactful brand campaigns
- Comfortable being the only writer in a room of designers, PMs and merchandisers — and holding the line on voice
Location: Bangalore, Indiranagar (In-office)
Frequently Asked Questions
Is the salary disclosed for the Senior Copywriter - CRM, Product & App position at petfully?
The salary for this Senior Copywriter - CRM, Product & App role at petfully is not publicly listed. Click "Apply Now" to learn more about the compensation package on their official careers page.
Where is the Senior Copywriter - CRM, Product & App position at petfully located?
This Senior Copywriter - CRM, Product & App role at petfully is based in Bengaluru, KA, India. The position is listed as on-site or hybrid. Check the full job description or apply directly to confirm the work arrangement.
Is the Senior Copywriter - CRM, Product & App role at petfully full-time or part-time?
This is listed as a FULL TIME position. It is posted as a Senior Copywriter - CRM, Product & App role in the Brand & Marketing department at petfully.
Which team or department does the Senior Copywriter - CRM, Product & App at petfully belong to?
This Senior Copywriter - CRM, Product & App position is part of the Brand & Marketing department at petfully. See the full job description for more information about the team structure and responsibilities.
How do I apply for the Senior Copywriter - CRM, Product & App position at petfully?
Click the "Apply Now" button on this page. You will be redirected to petfully's official application portal hosted on keka where you can submit your application directly.
When was the Senior Copywriter - CRM, Product & App job at petfully posted?
This Senior Copywriter - CRM, Product & App position at petfully was posted on Aug 27, 2026. Apply as soon as possible — early applications are often reviewed first.
Senior Copywriter - CRM, Product & App
petfully
You'll be redirected to petfully's official application page on keka.