Creative & Content Lead
Company Overview
We are building a next-generation, science-backed Direct-to-Consumer (D2C) health and wellness platform for the US market. The business is well-funded, long-term oriented, and focused on building a trusted house of brands through in-house brand creation and selective acquisitions. Our first brand is focused on women’s health and will establish the foundation for credibility, emotional connection, and category leadership across the platform.
Job Summary
We are looking for a Creative & Content Lead to own and scale content across the company’s two most important growth levers: customer acquisition and customer retention. This role sits at the intersection of performance marketing, storytelling, consumer psychology, and lifecycle communication. The mandate is to build a high-performing content engine that improves acquisition efficiency, increases customer lifetime value, and establishes a trusted, premium brand voice for the US market.
The ideal candidate combines strategic thinking with hands-on execution, capable of defining an annual creative roadmap while also reviewing ad hooks, refining landing page copy, or rewriting an email subject line before launch. This is a foundational leadership role with high ownership and direct influence on brand growth.
Responsibilities
-
Paid Social Creative & Acquisition Content:
- Lead the end-to-end creative pipeline across Meta, TikTok, YouTube, and emerging platforms.
- Drive creative strategy across hooks, angles, messaging frameworks, formats, and audience segmentation.
- Build structured testing systems across hooks, narratives, creative formats, claim variations, advertorial structures, and competitive positioning.
- Partner closely with the Growth team to improve acquisition efficiency across various metrics such as CAC, CTR, CVR, thumbstop rate, and creative fatigue.
- Lead scripting and creative direction for UGC, creator-led ads, testimonial formats, educational content, advertorials, and landing pages.
- Manage external creators, editors, production partners, freelancers, and creative agencies where required.
- Stay aligned with evolving platform trends, creator formats, and performance creative best practices in the US DTC ecosystem.
-
CRM, Lifecycle & Retention Content:
- Own lifecycle communication across email and SMS, including welcome flows, abandoned cart notifications, post-purchase communication, replenishment reminders, winback strategies, subscription management, and upsell/cross-sell journeys.
- Develop retention-led content strategies designed to improve repeat purchase rates, subscription retention, average order value, and customer engagement.
- Collaborate with Growth and CRM stakeholders on audience segmentation, flow logic, and lifecycle communication strategy.
- Build editorial systems that balance education, promotion, storytelling, trust-building, and product conversion.
- Maintain and manage campaign calendars across launches, promotions, seasonal campaigns, and lifecycle initiatives.
-
Landing Pages, Funnels & Conversion Storytelling:
- Oversee the messaging and content strategy across landing pages, advertorials, quiz funnels, product detail pages (PDPs), and other conversion-focused surfaces.
- Translate complex wellness and ingredient narratives into clear, credible, and persuasive consumer communication.
- Partner with Growth and Platform teams on conversion rate optimization (CRO) initiatives, A/B testing, and funnel optimization.
- Ensure consistency between ad messaging, landing page experience, and lifecycle communication.
-
Brand Stewardship:
- Define and maintain a premium, credible, and emotionally resonant brand voice across all consumer-facing channels.
- Translate traditional wellness principles and scientific concepts into accessible language for modern global audiences.
- Ensure all communication balances aspiration, trust, education, and conversion.
- Uphold high editorial standards across all written and visual communication.
-
Team Leadership & Operations:
- Lead and manage the internal content and creative team.
- Establish workflows, briefing standards, feedback systems, and creative production processes.
- Build scalable systems for content production, organization, approvals, and asset management.
- Work cross-functionally with Growth, Platform, Product, and other teams.
Qualifications
-
Must-Have:
- 5+ years of experience in content, creative strategy, or performance creative roles.
- Strong D2C/eCommerce experience, ideally in wellness, beauty, skincare, supplements, or consumer health.
- Demonstrated success in building high-performing paid social creative for the US market.
- Strong understanding of consumer psychology, conversion storytelling, objection handling, and trust-building communication.
- Hands-on experience with CRM/lifecycle platforms such as Klaviyo, Attentive, or similar tools.
- Excellent written English and strong editorial instincts.
- Experience managing creators, agencies, freelancers, or internal creative teams.
- Ability to operate effectively in a fast-paced, high-ownership startup environment.
-
Good to Have:
- Experience working with subscription-based D2C brands.
- Exposure to women’s health, wellness, supplements, skincare, or beauty categories.
- Understanding of funnel optimization and CRO.
- Familiarity with advertorial style storytelling and long-form conversion copy.
- Experience working with content-led D2C brands.
Experience
- Minimum of 5 years of relevant experience in content and creative strategy, preferably in a D2C or eCommerce environment.
Environment
- Typical work setting is hybrid, with opportunities for remote work as well as in-office collaboration in Mumbai.
Salary
Growth Opportunities
- Foundational role with direct influence on brand strategy and growth, providing opportunities to build and scale creative systems from scratch.
Benefits
- Competitive compensation and long-term growth opportunities, along with working with a global team focused on building brands for international markets.
