Job Summary Table of Direct Response Copywriter

Job Description Summary

A creative role focused on writing high-performing paid social ad copy that drives life insurance lead generation at scale across UK, Canadian, and Australian markets.

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 (writing the copy, not setting 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

Benefits and Perks

• Opportunity to have outsized impact in a high-performance creative team
• Work directly contributes to the company’s mission of making life insurance accessible worldwide
• Collaborative environment with creative and performance marketing specialists
• International company exposure across UK, Canada, and Australian markets
• Potential to create top-performing creative that drives real business results

Company Overview

Neilson is dedicated to making life insurance simple and accessible to everyone, helping families secure financial protection for their loved ones with a range of options. Since launching in 2012, Neilson has successfully expanded from a UK-only business with 100 employees to now, an award-winning international operation and leader in the global life insurance market with 600+ employees and offices in the USA, Canada, Ireland, and Australia.

🌐 Direct Response Copywriter for Life Insurance Marketing

As a Direct Response Copywriter at Neilson, you’ll play a crucial role in our mission to simplify life insurance accessibility. This position requires exceptional writing talent specifically focused on lead generation through paid social media campaigns. Your words will directly impact how effectively we connect with potential customers across the UK, Canadian, and Australian markets.

The ideal candidate doesn’t necessarily need experience in life insurance—we can teach you that specialized knowledge. What matters most is your proven ability to create compelling, emotionally resonant copy that stops scrolling, captures attention, and motivates people to take action. Your writing will be the bridge connecting families with vital financial protection.

The Direct Response Copywriter Role

This position sits within our Creative team, where you’ll collaborate closely with designers, video producers, and marketing specialists to develop high-converting campaigns. Your copy won’t simply inform or entertain—it will strategically guide prospective customers through an emotional journey that culminates in lead generation.

Each day, you’ll craft the words that appear in social feeds across multiple platforms, including Facebook, Instagram, and TikTok. Your responsibility extends to all copy elements: attention-grabbing primary text, compelling headlines, persuasive calls-to-action, and concise video scripts that maintain viewer engagement while driving conversion.

Success in this role means developing a deep understanding of what motivates people to consider life insurance and translating those emotional drivers into clear, powerful messaging that resonates across diverse audiences. Your copy will become the foundation upon which we build meaningful customer relationships.

Company Culture

At Neilson, we’re building a future where protecting your family with life insurance is intuitive, inclusive, and immediate. Our approach centers on removing friction, increasing trust, and leading with innovation to grow our customer impact. Simplicity and accessibility form the heart of everything we do—from our products to our marketing communications.

Our team culture reflects this vision. We value clarity, emotional intelligence, and results-driven creativity. As a global operation with offices across multiple countries, we embrace diverse perspectives while maintaining a unified commitment to our mission of financial protection for families worldwide.

Career Growth Opportunities

Joining Neilson’s creative team provides exceptional opportunities for professional development in direct response copywriting and financial services marketing. As your copy contributes to successful campaigns, you’ll build specialized expertise in emotional messaging that drives action in regulated industries.

Your role offers growth paths into senior copywriting positions, creative direction, or specialized financial marketing roles. The skills developed writing high-performing direct response copy transfer effectively across industries, making this position valuable for long-term career advancement.

Qualifications for Direct Response Copywriter Success

To thrive in this position, you’ll need: – 3+ years of direct response copywriting experience focused on lead generation, preferably in paid social – Proven track record writing social ad copy and scripts that drive conversions and capture leads – Expertise in 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

While not essential, these additional qualifications would be advantageous: – Familiarity with AI tools for ideation or iteration – Experience in financial services or regulated industries – Background developing ads for older demographics or family audiences

📝 Application Process and Next Steps

We’re seeking a special talent who understands the power of words to drive measurable business results. If you’re a direct response copywriter who excels at lead generation and thrives on producing creative that converts, we want to connect with you.

How to Apply

To submit your application for the Direct Response Copywriter position at Neilson, please visit our LinkedIn job posting and follow the application instructions provided there.

Equal Opportunity Statement

Neilson is committed to fostering a diverse and inclusive workplace environment. We are an equal opportunity employer and do not discriminate based on race, color, religion, gender, sexual orientation, national origin, age, disability, or any other protected characteristic.

Remote Work Policy

Info not available

FAQs or Additional Information

Q: Do I need prior experience in the insurance industry?

A: No, specific life insurance experience is not required. We’re looking for exceptional direct response copywriting skills, and we’ll teach you the industry knowledge you need.

Q: Will I be expected to handle the technical setup of A/B tests?

A: No, your focus will be on creating multiple copy variations for testing. Our marketing team will handle the technical implementation of A/B tests.

Q: What metrics will be used to evaluate my performance?

A: Success will be measured primarily through lead generation performance, including conversion rates and cost-per-lead metrics for campaigns featuring your copy.

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