About the job
About Us
At Propel, we are driven by our mission to enhance the social safety net through innovative technology. Our dedicated team of around 100 'Propellers' is committed to fostering a future where every American has access to the resources and tools necessary to thrive.
The Role
The Brand and Creative team at Propel is at a transformative juncture. We have established a people-first brand strategy and achieved initial creative successes, but we are in the process of creating a cohesive, emotionally engaging brand experience across all platforms. This position offers a unique opportunity to influence the voice of a mission-oriented tech company, positively impacting over 5 million low-income Americans by ensuring they feel recognized, valued, and supported.
We are seeking a Brand Voice and Copy Lead to elevate Propel’s voice and enhance our creative initiatives. Reporting to the Director of Brand and Creative, you will be her main writing collaborator. You will partner with design, marketing, product, and growth teams to create a unified brand presence, transforming it into a sustainable, compounding asset for the organization.
This role will also be pivotal in mastering the integration of AI efficiency with authentic human storytelling, determining the appropriate balance between human and AI contributions to writing.
What You’ll Do
- Lead the revitalization of Propel’s voice and tone guidelines, establishing a modern, emotionally resonant voice aligned with our people-first approach.
- Develop and train Propel’s internal language model on the updated voice guidelines.
- Create resources, templates, and training materials to facilitate the adoption of the voice across cross-functional teams.
- Oversee core creative copywriting for brand, marketing, growth, design, and product, including advertisements, campaigns, scripts, landing pages, social media content, and website copy.
- Collaborate closely with brand, product, growth, lifecycle, and customer experience teams to ensure cohesive storytelling throughout the customer journey.
- Transform concepts from inception to execution by providing structure, clarity, and refinement.
- Edit and QA copy across teams to guarantee quality and brand alignment.
- Develop timeless creative ideas for social media and ongoing brand storytelling.

