Head - Content Communication - D2C

Description

Key Responsibilities

1. Consumer Psychology & Persona Translation

• Own a deep understanding of Zeroharms core Indian D2C personas (Researcher, Trust Seeker, Convenience Buyer, Discount Hunter, Word-of-Mouth Buyer, Skeptic). Translate these insights into high-impact communication across ad angles, landing pages, WhatsApp flows, call center scripts, and CTA frameworks. Define persona-specific messaging journeyswhat each segment needs to hear at every stage before conversion.

2. Competitive Intelligence & Market Scanning

• Continuously track and analyze competitor activity across Meta (Facebook/Instagram), Google Ads, influencer content, and marketplaces. Identify winning hooks, emotional triggers, offer structures, and potential risk areas. Differentiate short-term tactics from sustainable brand strategies, and recommend what Zeroharm should adopt, adapt, or avoid. Deliver regular, actionable intelligence reports.

3. Ad & Creative Performance Review (Psychology + Data)

• Partner with the performance marketing team to evaluate ad metrics (CTR, CVR, CPA) and funnel performance (ad website WhatsApp call). Diagnose issues through a psychological lens, identifying misaligned messaging, poor-quality customer acquisition, or brand-damaging creatives. Drive clear decisions on scaling, iterating, or discontinuing campaigns.

4. Ad & Messaging Architecture

• Design high-performing creative frameworks (hook emotional trigger credibility cue CTA) tailored to different personas. Develop strategies across research-led, testimonial-led, value-led, and skeptic-safe approaches. Create detailed briefs for copywriters, designers, video editors, and influencers, ensuring all outputs align with brand guidelines, set realistic expectations, and build long-term trust.

5. Funnel Consistency Across Touchpoints

• Ensure seamless messaging consistency across all consumer touchpointsfrom ads to landing pages, website to WhatsApp, WhatsApp to call center, and digital claims to product labels. Continuously optimize landing page narratives, WhatsApp nurturing flows, call center scripts, objection handling frameworks, and offer structuring.

6. Brand Protection & Governance

• Act as the gatekeeper for brand integrity across ads, offers, influencer content, and website claims. Eliminate exaggerated promises, fear-based messaging, and short-term growth hacks that may harm long-term equity. Ensure all communication reflects Zeroharms philosophy: education-led, proof over promise, and a long-term health partnership approach.

7. Collaboration & Enablement

• Work closely with Brand, Marketing, Sales/CX, and Product teams to align messaging and customer experience. Regularly review call recordings and chat transcripts to refine communication strategies. Enable teams through training on persona psychology, behavioral insights, and messaging frameworks.

Ideal Candidate Profile

• We are looking for professionals with strong experience in Consumer Psychology, Conversion Strategy, or D2C Growth Strategy within health, wellness, or consumer brands.

Experience Requirements:

• 7+ years in content and communication strategy driving digital conversions (website, ad copy), preferably in D2C
• Hands-on expertise in applying consumer psychology (persona building, behavioral targeting, messaging frameworks)
• Strong exposure to Meta and Google Ads at a strategic level, with ability to analyze CTR, CVR, CAC, and funnel metrics
• Proven experience in funnel optimization/CRO across landing pages, website journeys, CRM (WhatsApp/Email), and assisted sales funnels
• Demonstrated experience in competitive intelligence and market analysis (ads, messaging, offers)
• Experience collaborating with Brand, Marketing, and Sales teams to influence end-to-end customer journeys

Key Skills:

• Strong understanding of Indian consumer psychology and buying behavior
• Ability to connect performance data with psychological insights to drive conversion decisions

Domain Requirement:

• Prior experience in D2C/consumer brands is mandatory; exposure to health, wellness, nutrition, or lifestyle categories is highly preferred

Perks & Work Culture

• Highly collaborative, innovative, and growth-driven environment
• Opportunity to lead design thinking for new product launches
• Competitive compensation