GM - Brand and Content

The core responsibilities for the job include the following:

Brand and Content Lead:

• Builds and protects the brand's identity, narrative, tone of voice, and design language across every touchpoint.
• Mines real conversations with Indian men for the language they actually use about health, shaping it into founding content.
• Directs destigmatising health education and long-form editorial across every category the platform serves.

Community Lead:

• Builds the brand's community platform from closed beta to open-scale structured topics, expert moderation, and genuine peer connection.
• Owns the community-to-customer journey, knowing when to hold back monetization and when to switch it on.
• Seeds founding members city by city through the phased Year 1 launch.

PR and Partnerships Lead:

• Leads earned media, a mission-aligned creator network, and press strategy for flagship brand moments.
• Supports institutional partnerships: medical-institution collaborations, an expert doctor panel, and mentor relationships.
• Helps prepare the GM brand for stage, podcast, and media appearances as a recognized face of the brand.

Performance and Analytics Lead:

• Builds the marketing measurement stack from scratch: dashboards, funnel metrics, and attribution across channels.
• Owns Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) as a first-class channel.
• Runs a disciplined optimization rhythm: weekly reviews, experiment pipelines, and evidence-based budget reallocation.

Brand and Movement Building:

• Build the brand's identity, narrative, tone of voice, and design language across every touchpoint: digital, events, packaging, and clinics.
• Lead the phased Year 1 launch: seed founding community members city by city, create the first public proof moments, expand across Tier-1 cities, and take the brand fully public at scale.
• Find the brand's articulation: mine real conversations with Indian men for the language they actually use about health and shape it into the brand's founding narrative and content.

Business and Revenue Accountability:

• Own the commercial contribution of the brand: top-of-funnel demand that converts into revenue across D2C, telehealth, clinics, and trade channels.
• Build and manage the brand P& L view: budgets, CAC/LTV by channel, referral economics, and the sequencing of brand investment against revenue milestones.
• Design the community-to-customer journey so that belief converts to purchase without breaking trust.
• Partner with product, sales, and clinic teams on launch-market selection, demand handoff, and conversion.

Community and Content:

• Build the brand's community platform from closed beta to open scale, a trust function with structured topics, expert moderation, and genuine peer connection among men.
• Direct content strategy: destigmatising health education and long-form editorial that builds authority across every category the platform serves.

PR, Partnerships, and Public Presence:

• Lead earned media, a mission-aligned creator network, and press strategy for flagship brand moments, summits, reports, and community events.
• Represent the brand publicly on stage, on podcasts, and with media as one of its recognized faces.
• Support institutional partnerships: medical-institution collaborations, an expert doctor panel, and mentor/personality relationships that give the brand clinical and cultural authority.

New-Age Digital Marketing (AEO / GEO):

• Own Answer Engine Optimization and Generative Engine Optimization as a first-class channel: make the brand the default answer when Indian men ask AI assistants and search engines about their health.
• Structure content, community threads, and institutional publications for AI extraction and citation, building an organic top-of-funnel that compounds without paid spend.
• Stay ahead of the shift from search to answer engines and evolve the playbook as the channel changes.

Performance Measurement, Analytics, and Team:

• Build the marketing measurement stack from scratch: dashboards, funnel metrics, and attribution across brand, community, content, and paid channels.
• Define the KPIs for each phase of the launch: movement metrics early, commercial metrics as monetization switches on.
• Oversee performance marketing, sequenced correctly for a community-first launch: believers first, customers second, revenue as the compounding result.
• Hire, lead, and develop the brand, content, community, PR, and analytics team; set its operating rhythm, budget, and goals.