Creative Lead, Performance Copy

About the role

Kin makes life simpler, more affordable, and better for homeowners - especially in the places where climate risks, rising costs, and outdated systems make it hardest. We start with smarter homeowners insurance and expand to everything homeowners need to thrive. Using data, technology, and thoughtful human support, we're building products that are clear, fair, and help homeowners feel confident - so homeowners aren't left behind when they need help most. Founded in 2016, Kin is a remote-first employer with Kinfolk across more than 35 states. We serve customers in 14 states (and counting). Our disciplined growth, strong customer satisfaction, and focus on long-term sustainability fosters outstanding growth, attracts marquee investors, and earns recognition and accolades, including: Built In Chicago's Best Places to Work, Midsize Companies (2021-2026) Forbes' America's Best Startup Employers (2026) Inc. 5000 Fastest-Growing Private Companies Forbes' Fintech 50 (2023-2026) Great Places to Work Certified (May 2024-May 2027) Most importantly, we're building Kin to be a place where people do meaningful work with real impact - for our customers, our communities, and each other. We're excited to tell you more about how you can contribute to our rapid growth, strong unit economics, profitability, and excellent customer ratings. To learn more about how we work and what we're building, visit kin.com and see how we work ( https://www.linkedin.com/company/kin-insurance/life/kin/ ). We're looking for a Creative Lead, Performance Copy to help us define how Kin sounds - and ensure that voice shows up with clarity, credibility, and humanity across every channel and campaign. This role exists at the intersection of brand and growth, where big-idea thinking meets day-to-day creative execution. You'll partner with senior leaders and cross-functional teams to develop messaging that resonates, and steward a brand voice that sets Kin apart in a category long overdue for a rethink. If you're energized by the challenge of making insurance feel human and trustworthy, this is the role for you.

Responsibilities

• Lead copy direction across brand and growth channels, campaigns, product launches, and key strategic initiatives
• Develop and execute a learning and iteration process that uses campaign performance data to refine messaging to be most impactful for every next campaign
• Define, evolve, and steward Kin's brand voice, tone, and messaging frameworks across channels
• Integrate AI into workflows to speed work and create more time for the human creative thinking that separates Kin from other companies
• Partner with product, editorial content, SEO, design, channel managers, and senior leaders to develop emotionally resonant, campaign-level ideas while ensuring alignment with brand standards and creative direction at scale
• Translate marketing and business priorities into clear, compelling creative strategies and executions rooted in the core insight
• Collaborate with editorial content, SEO, design, and channel managers
• Collaborate with cross-functional partners to maintain messaging clarity and consistency across the business
• Uplevel creative quality, ensuring ideas are executed with a growth mindset, intention and efficiency
• Success in This Role
• By the end of your first year, you should feel confident in your role, trusted as an owner, and proud of the progress you've helped make.
• Kin's brand voice is clearly defined and applied consistently across campaigns, content, and customer communications
• More creative campaign tests are launching and results are improving over time
• Marketing is producing stronger creative work because of your input
• Cross-functional partners have a reliable, trusted creative counterpart who brings clarity and craft to every project
• Brand and growth campaigns reflect a cohesive point of view - with copy that is sharper, more human, and more effective than before

Requirements

• 8+ years of copywriting and creative leadership experience across brand and growth work, in-house and/or at an agency
• A portfolio demonstrating campaign-level thinking, voice development, and writing craft across multiple formats and channels
• Experience absorbing performance data and iterating to make every campaign better than the last
• A clear, defensible point of view on what makes creative work effective - and the ability to articulate it to both creative and

Benefits

Additional Information

Quick Summary Lead copy direction and shape Kin's brand voice across campaigns and customer communications. Big-idea thinking meets hands-on creative leadership. 8+ years required.

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