Brand Voice and Copy Lead, Propel
$150-160k
Financial services and products for low-income Americans
Be an early applicant
Financial services and products for low-income Americans
101-200 employees
Be an early applicant
$150-160k
101-200 employees
Company mission
To enable Americans with low income to improve their financial health.
Role
Who you are
- 6–10 years of experience in copywriting, brand storytelling, or creative writing, either at consumer tech companies or a blend of startup and agency experience
- A portfolio demonstrating strong conceptual thinking, campaigns, headlines, scripts, and end-to-end storytelling
- Equally comfortable setting creative direction and rolling up sleeves to execute
- Comfortable using AI for drafting, editing, and scaling content
- Experience training or guiding AI/LLMs on voice & tone is a plus
- Experience partnering closely with designers and creative directors; comfortable concepting and pitching ideas
- Ability to write high-performing marketing copy across paid, social, product marketing, and owned channels
- Comfortable reviewing and coaching other writers, providing feedback without formal management responsibilities
- Strong operational instincts: able to build templates, playbooks, and systems that elevate writing quality at scale
What the job involves
- The Brand and Creative at Propel is at a pivotal moment. We’ve defined a people-first brand strategy and built early creative wins, but we’re still in the early stages of developing a unified, emotionally resonant brand across every touchpoint
- This role offers a rare opportunity to shape the voice of a mission-driven tech company while helping 5+ millions of low-income Americans feel seen, supported, and respected
- We’re looking for a Brand Voice and Copy Lead to drive the evolution of Propel’s voice and level up our creative execution
- You’ll report to the Director of Brand and Creative and serve as her primary writing partner. You’ll work closely with design, marketing, product, and growth to unify how Propel shows up - turning the brand into a durable, compounding asset for the business
- Lastly, this role will have a lasting impact by leading us in becoming best-in-class at blending AI efficiency with human storytelling, defining where human writing is essential vs. where AI can support
- Lead the refresh of Propel’s voice & tone guidelines, creating a clear, modern, emotionally resonant voice grounded in our people-first strategy
- Own and train Propel’s internal LLM on our refreshed voice guidelines
- Build tools, templates, and training that make the voice easy for cross-functional teams to adopt
- Own core creative copywriting across brand, marketing, growth, design, and product including ads, campaigns, scripts, landing pages, social content, and website copy
- Work closely with brand, product, growth, lifecycle, and CX to ensure cohesive storytelling across the funnel
- Shape ideas from 0→1, providing structure, clarity, and taste
- Edit and QA copy across teams to ensure quality and alignment
- Create evergreen creative ideas for social and always-on brand storytelling
Application process
- For roles with access to confidential employee or customer information, a background check may be conducted following a conditional offer. All background checks are handled in accordance with applicable laws, including the Fair Credit Reporting Act (FCRA)
Our take
SNAP (Supplemental Nutrition Assistance Program) benefits are used by millions of Americans, but the scheme has long been hampered by a lack of innovation or digitization. Propel offers instant access to balances, plus local offers and discounts, and support in finding work. It also provides a free debit card that can be used for everyday shopping, bills, savings, and online transactions.
Formerly known as Food Stamps, SNAP benefits can be a hassle to use, with some recipients still having to make phone calls to gauge their budget. Propel's users can keep track of and manage their government-provided SNAP benefits from its mobile app, Providers, enabling low-income Americans to make use of this critical safety net more easily.
The Providers app has been used by upwards of 5 million of a potential roughly 40 million people who use SNAP benefits, showcasing both the current reach of the company and how much space it has in which to grow. With a presence in all 50 states, as well as some territories, Propel raised $50 million in 2022 which it is using to expand its debit card services, widening its reach to a growing customer base.
Steph
Company Specialist at Welcome to the Jungle
Insights
14% employee growth in 12 months
Company
Funding (last 2 of 6 rounds)
Aug 2024
$3.5m
GRANT
Mar 2022
$50m
SERIES B
Total funding: $88m
Company benefits
- Remote-first: Team members work remotely across the US. We also have offices in Brooklyn, Salt Lake City, and San Francisco. We bring everyone together once or twice a year
- Generous benefits: We cover up to 99% of the premium for medical, dental, and vision. We also have 16-week parental leave, 20 vacation days, and 401k matching eligibility on day
Company HQ
Downtown Brooklyn, NY
Leadership
Jimmy Chen
(Founder & CEO)Having studied at Stanford, they worked for 2 years as a LinkedIn Associate Product Manager, before spending a further 2 in the same position at Facebook. They left to co-found Propel in May 2014.
Jeff Kaiser
(Co-Founder & COO)Graduated from Yale University with a B.A. in Political Science and Government. Before co-founding Propel, they were a Project Manager at Dalberg Global Development Advisors.
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