Experience: 2–3 years (min. 2 years hands-on)
Location: Chennai
Function: Performance Copy + SEO + Content Systems
Role Purpose
Own conversion-focused storytelling across the funnel—ads, PDP/PLP, landing pages, email/WhatsApp, eBooks, print, scripts, and decks—and run an AI-accelerated content engine that reliably lifts CTR and CVR. Take end-to-end ownership of website + Shopify content (all services & products), keep it fresh, optimized, and compliant, and publish two blog posts per week to build an engaged content-hub community.
What You’ll Own
Website & Shopify Content Ownership (End-to-End)
Plan, create, edit, and publish content for all service pages, product pages (PDP/PLP), collection pages, landing pages, FAQs, and microcopy.
Maintain a content freshness schedule (audits, updates, pruning, internal links, schema/meta) and ensure brand, medical/legal, and claims compliance.
Operate the Shopify Blog (or CMS) with 2 posts/week; run editorial calendar, briefs, SME interviews, and visual coordination.
Build a reader community: CTAs to subscribe, comments/moderation, interlinks, recap newsletters, WhatsApp/Email distribution, and periodic pillar–cluster series.
High-Conversion Web Copy
PDP/PLP modules, comparison/benefits tables, pricing, FAQs, reviews, and CRO microcopy.
Ad & Display Copy
Google/Meta/YouTube/TikTok ads, display/retargeting, hoardings/OOH headlines, CTAs.
Long-Form & Sales Collateral
eBooks/whitepapers, catalogues/line sheets, flyers/brochures, case studies, one-pagers.
Video & Stage Scripts
Video ad/product demo scripts, UGC prompts; stage scripts for public talks & events.
Presentations
PPT/Keynote narratives for sales, training, investor/partner decks.
SEO + GEO (Local) + Generative Engine Optimization
Intent research, keyword maps, on-page (titles/meta/H1/H2), internal linking, location pages, GMB copy; coordinate schema with dev.
AI Acceleration & Governance
Train custom GPTs with voice/tone, claims guardrails, and reusable prompt packs; build style guides, componentized copy blocks, and offer matrices.
Core Responsibilities
Produce unique, high-convincing, high-converting copy with systematic variant testing.
Keep web content current (offers, features, disclaimers, pricing), run quarterly content audits and monthly refreshes on top URLs.
Publish 2 quality blogs/week (pillar + cluster cadence), enable content distribution (email/WhatsApp, social snippets), and spark conversation (questions/CTAs).
Partner with design/video/dev for on-time launches; deliver precise copy decks (char limits, line breaks, alt text, captions).
Build and prioritize test backlogs (hooks, offers, formats) tied to CTR/CVR outcomes.
Required Skills:
Proven performance copy with measurable CTR/CVR lifts across search/social/display/video/OOH.
Web UX writing for PDP/PLP/LP, comparison tables, pricing, FAQs, CRO microcopy.
Long-form storytelling (eBooks, catalogues, flyers) and deck narrative skills.
Scriptwriting for video ads (6/15/30/60s), product demos, stage presentations.
SEO on-page + local SEO (keyword maps → on-page rollout → uplift in impressions/clicks).
AI workflows (prompt chains, tone transformers, outline→draft systems) with IP/compliance hygiene.
CMS publishing and content ops (Shopify Blog/Headless or WordPress/Webflow—any two).
Tool Stack (you should already use most)
CMS/Publishing: Shopify (PDP/PLP/Blog, metafields), WordPress/Webflow (nice), GDocs/Notion.
SEO/Research: GSC, GA4, Ahrefs/SEMrush, Keyword Planner, AlsoAsked, AnswerThePublic; Schema coordination via dev/GTM.
CRO & Analytics: GA4, Looker Studio, Hotjar/Clarity; UTM builder.
Ad Platforms: Google Ads, Meta Ads, YouTube; DV360 specs familiarity.
Distribution & Community: Zoho Campaigns, WhatsApp BSP (Gupshup/Infobip), HubSpot (if used), Disqus/Shopify comments.
AI: ChatGPT (custom GPTs), Claude (nice), Surfer/Frase/ClearScope for on-page scoring.
Collab: Jira/Asana/ClickUp; Figma Inspect; Grammarly/Hemingway.
Certifications (Preferred)
HubSpot Content/Email Marketing
SEMrush/Yoast SEO (on-page & content)
CXL/Direct-Response copy (nice to have)
Must-Have “2+ Years Hands-On” (Hard Screen)
Managing end-to-end website/Shopify content (services + products) with measurable organic traffic and CVR gains.
Shipping PDP/PLP & LP copy tied to ATC/CVR improvements.
Delivering eBooks, catalogues, flyers and PPT used by Sales/Performance teams.
Writing video ad scripts and stage scripts for leadership.
Running SEO on-page + local programs showing uplift in impressions/clicks/positions.
Building/using custom GPTs or prompt libraries to reduce time-to-first-draft by ≥50%.
KPIs
CTR uplift (search/social/display/video)
CVR / ATC uplift on LP/PDP
Organic: clicks, sessions, top-10 keywords, returning readers, avg. engaged time
Content velocity: 2 blogs/week shipped with QA; refresh rate on top URLs
Community: blog subscribers, comments/engagement, newsletter open/click rates
Time-to-market: draft→publish cycle time; revision cycles
Attribution: assisted conversions from content hub