Job Description
About the Role
We're looking for a talented and experienced Direct Response Copywriter to join our Creative team, working exclusively on Neilson's life insurance lead generation campaigns across the UK, Canadian and Australian markets.
This is a dedicated creative role focused on writing high-performing paid social ad copy that drives lead generation at scale. You don't need experience in life insurance – we'll teach you that. What matters is that you already know how to write scroll-stopping, emotionally resonant copy that converts audiences into qualified leads.
The right candidate knows how to capture attention in a noisy social feed, hook people emotionally, and guide them toward action.
Key Responsibilities
* Write attention-grabbing hooks and conversion-focused paid social copy across Facebook, Instagram, TikTok, and other platforms
* Craft compelling primary text, headlines, and CTAs that motivate audiences to submit their information
* Develop concise, persuasive AV scripts for social video ads that maintain attention and drive lead generation
* Create multiple copy variations for A/B testing (you'll write the copy, not set up the tests)
* Collaborate with designers and video producers to align copy with visuals and narrative flow
* Incorporate performance data (supplied by the marketing team) to iterate and optimize creative
* Build a library of proven, high-performing copy templates and emotional frameworks specific to life insurance lead generation
Qualifications
What We're Looking For
* 3+ years of direct response copywriting experience with a focus on lead generation, preferably in paid social
* Proven track record of writing social ad copy + scripts that drives conversions and captures leads, not just engagement
* Expertise in writing for mobile-first platforms with attention to visual hierarchy and scanability
* Strong grasp of direct response principles: emotional hooks, problem-solution framing, urgency, and persuasive CTAs
Nice to Have (Not Essential)
* Familiarity with AI tools for ideation or iteration
* Experience in financial services or regulated industries
* Background in developing ads for older demographics or family audiences
Success in This Role Means
* Delivering breakthrough copy that becomes top-performing creative in our portfolio
* Understanding the emotional drivers that lead people to inquire about life insurance
* Working seamlessly with our creative and performance marketing teams
*
* Comfort working in a creative team environment, collaborating closely with designers, video producers, and performance marketing specialists
* Understanding of performance metrics and willingness to adapt copy based on what works
* Ability to translate complex insurance products into clear, emotionally resonant benefits for different audiences
Additional Information
Why Join Neilson?
This is your opportunity to have outsized impact in a high-performance team, creating advertising that drives real results. Your work will directly contribute to our mission of making life insurance more accessible to families worldwide.
If you're a direct response copywriter who understands lead generation and thrives on producing creative that converts, we'd love to hear from you.
INDHP