D2C Content Marketing Head - Global Markets

About The Ayurveda Experience

The Ayurveda Experience is one of the most recognized and trusted global houses of Ayurvedic brands which offers a thoughtful curation of personal care and wellness products inspired by Ayurveda.

The platform has over 2.3 million customers in more than 30 countries and strives to offer clean, safe and effective beauty and wellness products that carry the goodness of ancient Ayurvedic wisdom in their own unique way.

Every brand reflects a distinct philosophy, aesthetic and ritual, designed to meet evolving consumer needs with time-tested ingredients and consciously developed formulations across personal care and dietary supplements.

Each product is built with care, integrity, and a focus on real everyday impact. The Ayurveda Experience is owned and marketed by Transformative Ventures Private Limited (formerly known as Transformative Learning Solutions Pvt Ltd), and is funded by Fireside Ventures, Jungle Ventures, Anicut Capital, Riverwalk Holdings, Kalpavriksh Fund, Sharrp Ventures, and several other angel investors and family offices. .

Website: https://transformative.in

US Store - https://theayurvedaexperience.com/

UK Store - https://theayurvedaexperience.co.uk/

Singapore Store - https://sg.theayurvedaexperience.com/

Japan Store - https://jp.theayurvedaexperience.com/

India Store - https://tae.in/

TAE in Media - https://transformative.in/#media

We are seeking a D2C Content Marketing Head – 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