Creative Lead, Performance Copy

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. Who We Are 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simpler, more affordable, and better for homeowners — especially in the places where climate risks, rising costs, and outdated systems make it hardest.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 http://kin.com and see how we work (https://www.linkedin.com/company/kin-insurance/life/kin/). The Opportunity 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. Your 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 In your first 6–12 months at Kin, success is less about checking boxes and more about the impact you create. You'll use your skills and judgment to take ownership of meaningful work, improve how we operate, and help move Kin's mission forward. Along the way, you'll deliver outcomes that make a real difference for both Kinfolk and the homeowners we serve. 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 What You'll Bring - 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 non-creative audiences - Demonstrated experience collaborating across teams and functions - Ability to adapt quickly to change and bring a growth and entrepreneurial mindset to the work - Experience translating complex or nuanced briefs into compelling creative concepts and executions - Proven ability to balance strategic creative leadership with direct, hands-on execution - A collaborative approach that enables cross-functional partners and creative partners to do their best work How We Hire We believe a great hiring experience should be clear, respectful, and human. We will accept applications for this position until August 17th, 2026. While our recruiting team uses AI tools for efficiency, resumes are still screened by Kin's in-house recruiters, and candidate evaluations and hiring decisions are made by recruiters and hiring teams. Rest assured, real people make real decisions. The hiring process and timeline for each role will vary, depending on the position. However, here are some things you can expect from us: - Prompt updates and feedback following interviews - Interviews with recruiters, hiring managers, and members of teams - Skills assessment relevant to the position, if applicable - Genuine, thoughtful human interaction at every step How We Support You We offer a comprehensive, competitive benefits program, allowing you to choose the benefits that are best for you and your family, starting on the first day of the month following your start date. Core Benefits - Competitive salary and company equity through Restricted Stock Units (RSUs), granted as part of our standard compensation package and based on role and level - 401(k) with company match up to 4% of eligible earnings - Multiple medical plan options, plus dental and vision coverage - Company-funded HSA contributions (based on medical plan selection) - Company-paid life insurance and short-term disability Health & Wellbeing - A variety of supplemental benefit options, including long-term disability, critical illness, accident, legal, and pet insurance - Access to mental health support and confidential counseling resources - Flexible PTO for exempt employees (most employees take 15–20 days per year), plus 8 company-observed holidays - Paid parental leave, including up to 14 weeks at 100% pay for birthing parents and 8 weeks at 100% pay for non-birthing parents Growth & Development - Career mobility and internal growth opportunities across the organization - Professional development budgets for certifications, conferences, and learning available, subject to management approval HOW WE WORK We don’t just hire for skills. We hire for alignment. Kinfolk bring diverse perspectives, but we’re united by a shared set of values that shape how we work and how we show up for each other and our customers. Run through walls, together - Our industry is stuck in the status quo. But Kin is different. We are challengers. Innovators unwavering in our mission to fix insurance for those who need it most. We are changing insurance for good. We roll up our sleeves, take action, and get “impossible” things done every day with grit and teamwork. Raise the bar. Drop the ego - Attitudes are contagious. Every one of us is responsible for creating the culture we want to work in. High performance. Low drama. Always respectful. Like professional sports teams, we win by working in sync. We show up, work hard, and play to each other’s strengths. Act like an owner - We are owners, fully accountable for achieving Kin’s mission. That requires positive, proactive, big-picture thinking well beyond our job descriptions. Ask questions, Take ownership. Do the right thing, even when it‘s hard. Because when Kin thrives, so do you. And so do our customers. Operate lean. Deliver more - We build efficiency into everything we do. Each dollar we save gets reinvested to deliver more to our customers: better pricing, more products, and new innovations. We work smarter by relentlessly prioritizing and using technology, including AI, to multiply our impact. Lean is about focus, not deprivation. Lean isn't a limitation – it's our competitive advantage. Keep asking ‘What if?’ - We value curiosity. To make insurance better for our customers, we experiment. We embrace insights. And we base decisions on data rather than assumptions. We see setbacks as opportunities for growth and are always learning and improving. Both individually and as a company. WHERE WE WORK We are a remote-first company with offices in Chicago, IL and St. Petersburg, FL where teams can come together for collaboration. For Sales Agents and Customer Service Agents: These roles sit in any of the following 30 states: AL, AZ, CO, FL, ID, IL, IN, KS, KY, MA, MD, ME, MI, MO, MT, NC, NE, NM, NV, NY, OH, OK, PA, SC, TN, TX, UT, VT, VA, WA, and WI. For all other positions, these roles can sit in any of the following 40 states: AL, AR, AZ, CA (exempt only), CO, CT, FL, GA, ID, IL, IN, IA, KS, KY, MA, ME, MD, MI, MN, MO, MT, NC, NE, NJ, NM, NV, NY, OH, OK, OR, PA, SC, SD, TN, TX, UT, VT, VA, WA, and WI. Please only apply if you are able to live and work full-time in one of the states listed above. For remote technical positions located in Canada, we are only able to hire individuals who reside in Ontario. Applicants must be able to live and work full-time in Ontario to be considered. State locations and specifics are subject to change as our hiring requirements shift. EEOC STATEMENT Kin is proud to be an Equal Employment Opportunity and Affirmative Action Employer. We don't just accept difference – we honor it, nurture it, and celebrate it. We don’t discriminate based on race, religion, color, national origin, gender (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity, gender expression, age, status as a protected veteran, status as an individual with a disability, or other applicable legally protected characteristics. Kin welcomes and encourages applications from people with disabilities. Accommodations are available on request for candidates taking part in all aspects of the selection process. If you require accommodation, please contact us by sending an email to careers@kin.com