Content Lead - Global Markets - D2C - The Ayurveda Experience

Job Description:

We are seeking a Content Lead Global Markets to drive the development and execution of our content strategy across the company's two most strategic growth levers: paid social acquisition and CRM-led retention. The successful candidate will shape the content vision, lead a high-performing team, and remain closely involved in editorial output.

The mandate is twofold: improve customer acquisition efficiency through high-performing creative and increase customer lifetime value through sophisticated lifecycle content. All other content surfaces landing pages, advertorials, brand storytelling will be developed in service of these objectives.

This is a lead role suited to a candidate who combines strategic thinking with hands-on craft, and who is equally comfortable shaping a quarterly roadmap and reviewing a creative brief before launch.

Key Responsibilities:

Paid Social Creative (Primary Focus):

- Lead the end-to-end creative pipeline across Meta, TikTok, YouTube, and emerging platforms, including concept development, scripting, briefing, iteration, and scaling

- Establish a structured creative testing framework covering hooks, narrative angles, formats, claim variants, and benchmark comparisons

- Partner closely with the performance media team to align creative output with acquisition objectives, holding accountability for metrics including CAC and CTR

- Direct UGC, creator, and founder-led content programmes, and manage relationships with external creators, editors, and production partners

- Oversee the development of advertorials, listicles, and long-form landing pages designed to convert cold audiences on Ayurvedic propositions

CRM and Retention Content (Primary Focus):

- Own all lifecycle content across email and SMS, including welcome, abandoned cart, post-purchase, replenishment, winback, VIP, cross-sell, and customer education programmes

- Develop retention-led content strategies that build product expertise and ritual, with measurable impact on repeat purchase rate, average order value, and subscription performance

- Collaborate with the CRM and lifecycle teams on audience segmentation and triggered flows, ensuring copy is calibrated to the customer's stage in their journey

- Maintain a campaign editorial calendar that balances promotional, educational, and brand-led communications

Cross-Channel and Brand Stewardship:

- Ensure consistent brand voice across all consumer-facing surfaces premium, informed, and culturally respectful across every market we operate in

- Translate Ayurvedic principles into accessible, credible language that resonates with modern global audiences

- Oversee website and editorial content in support of acquisition and retention priorities

Team and Operations:

- Lead and manage the existing content team, setting output targets and ensuring editorial quality

- Establish feedback mechanisms and ways of working with performance and CRM stakeholders

- Implement the systems, briefing standards, and asset infrastructure required to scale content production

Qualifications:

- 5+ years of content or creative experience, with meaningful tenure in D2C eCommerce, ideally within beauty, skincare, or wellness

- Prior experience leading or managing a content team

- A demonstrable track record of producing paid social creative that has materially improved acquisition performance, supported by examples or case studies

- Hands-on experience in CRM and lifecycle content, with proven proficiency in Klaviyo, Attentive, or comparable platforms, and measurable impact on retention or LTV

- Native-level English with strong editorial instincts and persuasive, conversion-oriented writing

- Sound understanding of consumer psychology within the wellness and beauty categories, including claims, objection handling, and trust-building

- Demonstrated ability to operate effectively in a fast-paced, high-growth environment with distributed teams