About the role
About Winona
Winona is one of the leading telemedicine companies providing HRT for women in menopause. We’ve built all of our technology in house including an EHR, patient care admin system, patient portal, website, marketing technology etc. Winona has two compounding pharmacies and a team of in house physicians providing world-class care via a fully vertically integrated business model.
About the role
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. You will design and execute rapid copy experiments across our paid acquisition, intake flows, and lifecycle retention loops to help women confidently access bioidentical HRT and menopause care.
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
- 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.
What’s in it for you?
As a full-time member of our team, you’ll enjoy:
- Remote-first, work wherever you choose
- Unlimited paid time off
- Paid non-working holidays per country of residence
- Medical/ Dental/ Vision insurance (US-W2)
- Referral bonuses
- Financial support for online courses
- Fun and casual work environment
- Employee engagement activities and virtual gatherings
- We are a diverse, global team! 🌍
Equal Employment Opportunity
Winona provides equal employment opportunities to all qualified individuals without regard to race, color, religion, sex, gender identity, sexual orientation, pregnancy, age, national origin, physical or mental disability, military or veteran status, genetic information, or any other protected classification. Equal employment opportunity extends to all aspects of employment including, but not limited to, recruitment, hiring, training, promotion, demotion, transfer, leaves of absence, and termination. Winona takes allegations of discrimination, harassment, and retaliation seriously and will promptly investigate such behaviors.