Brand Voice and Copy Lead

About Us

Propel is on a mission to build technology that strengthens the social safety net. We’re a passionate team of ~100 Propellers who envision a future where every American has the tools and resources they need to thrive.

The Role

The Brand and Creative team 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.

What You’ll Do

• 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

Requirements

• 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

At Propel, you'll enjoy:

• Meaningful work and a strong shared sense of mission
• Remote-friendly work environment with a dog-friendly office in Downtown Brooklyn. The team meets in-person for optional retreats a few times per year.
• 20 Days of PTO
• 4% 401K match
• $10k lifetime spend towards Carrot Fertility
• Excellent Medical, Dental and Vision options
• Other health and mental health focused benefits and perks 
• Propel builds compensation bands referencing the 75th percentile of compensation for companies like us. Expected compensation for the role as scoped is $150,000 - $180,000 and will be based on how a candidate matches to our internal leveling guide.

Additional Considerations:

• We are committed to building a diverse and inclusive team, and welcome applicants from all backgrounds and abilities.
• We're currently accepting applications from the states we have an established entity, which includes California, Colorado, District of Columbia, Florida, Georgia, Illinois, Maryland, Massachusetts, New Jersey, New York, Oregon, Pennsylvania, Texas, Virginia, and Washington.
• Background Check Requirement: 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).

More About Propel

Propel is a technology company that’s strengthening the social safety net for people who receive government benefits. Over 5 million Americans trust the free, modern Propel app to manage their government benefits, save money, and get updates when their benefits change. We’ve also partnered with renowned institutions and organizations like Vote.org, GoFundMe, and GiveDirectly. 

Propel is a for-profit, venture-backed company that holds its social mission at its core. We're proud to be supported by a blend of nonprofits, impact investors, and world-class investors, including the Robin Hood Foundation, Andreessen Horowitz, Nyca Partners, Financial Health Network, JPMorganChase, Kevin Durant, Serena Williams, and Nas.

Learn more about our impact from the press

• Fintech Company Propel Announces $10 Million Fund For Food Stamp
• Late Show With Stephen Colbert
• How to Propel the Fight Against Poverty in America
• How Tech is Helping Poor People Get Government Aid
• Propel Routes Money to those Who Need it Most
• How one tech startup is giving cash to SNAP recipients
• Recipients Affected By Government Shutdown
• How hunger relief groups say you can help feed your neighbors during the shutdown and beyond
• Helping our Users Navigate this Crisis

Join us, and let's build something amazing together!