Content Strategist

About Us

Let's talk spine — because most of India doesn't.

Founded at a time when surgery was often considered the only solution for back pain, QI Spine was built on a simple belief: non-surgical recovery should be the first option, not the last resort.

Today, QI Spine has developed India's only spine-focused medical system, combining the expertise of 250+ specialists with advanced AI-driven technology, including Doctor QI — our proprietary diagnostic engine.

With 22 clinics across major cities in India, we have:

• Consulted over 2.5 lakh patients

• Prevented 15,000+ unnecessary spine surgeries

• Achieved a 93% recovery rate — among the best globally

Our mission is to help people recover from back, neck, and joint pain through accurate diagnosis, advanced technology, and evidence-based non-surgical care — keeping surgery as the last option, not the first.

Key Responsibilities

1. Content & Communication Strategy (Core Responsibility)

• Develop and implement Backgood's end-to-end content and communication strategy aligned with business objectives and growth plans
• Build the brand narrative to position Backgood as a thought leader in musculoskeletal health and ergonomic wellness solutions
• Define communication pillars across education, awareness, product integration, and service-led storytelling
• Translate business demand, category insights, and customer needs into structured content frameworks
• Create a scalable roadmap for brand visibility, authority building, and customer trust
• Establish content success metrics aligned with business impact (engagement, conversion, authority, retention)

2. Brand Positioning & Thought Leadership Development

• Develop Backgood's voice, tone, messaging architecture, and communication hierarchy
• Build educational and authority-driven content in the musculoskeletal health and posture correction space
• Create knowledge-led campaigns that strengthen brand credibility and category leadership
• Establish frameworks for expert-driven content, product education, and service integration
• Ensure consistency across brand language, visual communication, and customer experience touchpoints

3. Omni-Channel Content Strategy

• Plan platform-first content strategies across:
• Social media
• Performance marketing channels
• Marketplaces (e.g., Amazon, Flipkart)
• Quick commerce (e.g., Blinkit)
• Website and D2C channels
• Offline brand experiences
• Define content formats, messaging hierarchy, and storytelling approaches for each platform
• Align content planning with customer journey stages — awareness, consideration, conversion, and retention

4. Product + Service Integration Communication

• Build communication frameworks that connect Backgood's products with clinical and service-based outcomes
• Develop benefit-driven messaging that explains functional, medical, and lifestyle value
• Create strategies for communicating product usage, outcomes, and customer transformation journeys

5. Campaign & Growth Strategy

• Conceptualise integrated campaigns for brand building, launches, category education, and growth initiatives
• Work closely with performance, product, and clinical teams to develop high-impact campaigns
• Design scalable content engines for rapid experimentation, learning, and optimisation

6. Cross-Functional Leadership

• Collaborate with design, performance marketing, product, and operations teams
• Guide creative and content teams on execution aligned with strategic direction
• Ensure consistent messaging across all consumer touchpoints

Skill Requirements

• 4–7 years of experience in brand strategy, content strategy, or creative strategy roles
• Experience working with D2C, healthcare, wellness, or consumer product brands
• Strong understanding of brand positioning, storytelling, and category building
• Experience developing end-to-end communication strategies
• Exposure to integrated brand campaigns and growth strategy
• Understanding of performance marketing and A/B testing frameworks
• Ability to translate business goals into actionable content frameworks
• Strong understanding of digital platforms, performance marketing, and marketplace ecosystems
• Excellent communication and strategic thinking skills
• Execution-focused mindset with ability to operate in fast-paced environments

Looking for immediate joiners!!

Happy to connect further!