First rule of Ordinary Folk — forget about the agency world. Here’s why: No pitches here. We, you and us, ARE the client. We’re here to launch new brands and enter new markets. Which means every word you write, every idea you have, makes an impact from day zero. You won’t fall short of what to add in your book. In just 6 months, you’ll have the equivalent of 1.5 years worth of agency work to curate. We allow good ideas to come to life, without having it watered down by fluffy strategy and 10+ levels of clients’ approval. We’re not asking customers to buy bubble tea or sign up for bogus travel plans. We’re in the business of healthcare — making a direct and positive impact on actual human lives. The effectiveness of your work and ideas won’t be judged by a panel of has-beens at Cannes. At Ordinary Folk, you’re not just producing work, you’ll be helping to measure its success too. The work you do is not bound by the briefs you receive. Ordinary Folk embraces new ideas, and you will have ownership of the creative process, from inception to execution. Let those ideas come to life with us.

This is an opportunity to play an active role in:

  • Evolving our brand voice through clear and simple copy with a touch of witty and relatable humour that aims to educate not humiliate.
  • Writing compelling copy, from clever ads to engaging social content, across our organic and paid social channels.
  • Working together with our brand designers to create effective and thoughtful packaging and product launch campaigns.
  • Controlling the narrative for our marketing email flows — engaging the audience with your words to maximise open rate, CTR and conversion.
  • Optimising our reach by writing and editing keyword-rich content to engage customers on our website, including ux and product descriptions on our dashboard.


To succeed in this role, no writing job should feel too big or too small. You will need to be comfortable with the end-to-end of copywriting — from ux to direct mailers, packaging instructions and even drink coaster headlines. It’s a bonus if you love writing for tech, or if you have a passion for health and wellness, particularly in the areas of sexual health, mental wellness, holistic healthcare. Don’t be afraid to share your journey!


At Ordinary Folk, we’re looking for talented individuals who will continue to grow with us. And as you grow, your role can too! Some of the roles that you could move into from Copywriter include:

  • Copy Lead
  • Creative Lead
  • Go-to-market Lead


What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Your experience:
  • At least 3 years of experience as a Copywriter, ideally from a consumer healthcare brand. Experience working at an agency or in-house at a startup is a plus!
  • We are a fully remote team, across multiple cities in APAC, so we need you to be unafraid to ask questions and share opinions, as well as over-communicate with team members
  • You must enjoy and thrive in a fast-paced (remote) working environment


Your skills:
  • Able to communicate effectively in English as the team is in different cities. 
  • Versatile copywriting skills — you know when to inject humour in a short headline, and when to emote through longer form copy.
  • Cut out complicated jargon — you can break down complex medical/science content into digestible and relatable copy.
  • Adapting to different channels — you know the difference between Instagram and TikTok, and use the right lingo to reach audiences on different social platforms.
  • Inside insights — you can translate data and insights from paid social reports and turn them into creative executions.
  • Search ready — if you have SEO and SEM knowledge, that would be a huge plus.