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Job Description
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We are looking for a data-backed, empathetic Growth Copywriter to own the performance and optimization of our end-to-end messaging ecosystem. At Winona, copy isn’t just about sounding nice. It’s a measurable variable in our growth funnel.
What You’ll Own:
Full-Funnel Experimentation. Write copy hypotheses, design rapid A/B tests alongside growth and analytics teams, analyze performance data, and turn winning variations into a scalable messaging playbook.
Lifecycle Growth & Retention. Write, test, and optimize automated onboarding, activation, adherence, churn-save, and win-back sequences across email, SMS, and push notifications to drive LTV.
High-Intent Conversion Surfaces. Own the persuasive strategy and microcopy for landing pages, interactive quiz/intake flows, checkouts, and dynamic pricing/offer messaging.
Paid Acquisition at Scale. Generate volume-driven concepts, hooks, and static/video copy variants for Meta, Google, and YouTube, systematically iterating based on creative testing data.
Voice of Customer (VoC) Intelligence. Continuously mine product reviews, customer support tickets, intake data, and exit surveys to isolate deep qualitative insights and high-converting customer language.
AI-Augmented Workflows. Leverage and train Winona’s internal AI copywriting tools to scale production velocity, maintain brand consistency, and build automated variant pipelines without sacrificing quality.
What We’re Looking For:
A candidate with 5+ years of dedicated copywriting experience specializing in direct-response, conversion copywriting, or growth marketing.
DTC Telehealth, Wellness, or HealthTech experience is highly preferred. You understand how to write about sensitive health topics with clinical authority and deep empathy.
A portfolio backed by data and results — the exact copy variants you tested, the structural or psychological changes you made, and the quantifiable lift they produced in metrics like CTR, quiz completion, or conversion rates.
Deep lifecycle marketing mastery: significant experience building and optimizing automated email and SMS flows (onboarding, retention, win-backs), rather than just writing one-off promotional campaigns. You know how to nurture a lead over time.
A strong foundation in A/B testing mechanics — comfortable formulating clear copy hypotheses, understanding sample size requirements, and knowing when a test result has achieved true statistical significance.
The balance of empathy and compliance: a proven ability to write about highly sensitive personal health topics (menopause symptoms, hormonal changes, wellness) with profound empathy while strictly adhering to healthcare compliance rules and ad-network medical restrictions.
An experimenter’s ego — you don’t take copy critiques personally. You’re obsessed with letting consumer behavior and performance data crown the winning angle.
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Winona
View Company ProfileWinona (operating at bywinona.com) is a telehealth and wellness platform engineered for women navigating perimenopause and menopause. Founded in 2020 and headquartered in Austin, Texas, Winona specializes in delivering doctor-prescribed, bioidentical hormone replacement therapy (HRT) directly to patients, eliminating traditional barriers like in-person clinic visits or lengthy wait times. Under the hood, the company combines telehealth consultations with FDA-approved treatments, offering personalized care through a digital-first approach. This allows women to access expert-led menopause management—including education, symptom relief, and ongoing support—from the comfort of home. Winona also extends its reach through a Corporate Wellness Program, equipping employers with menopause education and telehealth resources to foster healthier, more inclusive workplaces. The platform’s research initiatives further position it as a leader in advancing women’s health data and advocacy.
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