Consumer Manager

Job Description

Head of Consumer Psychology, Competitive Intelligence

& Conversion Architecture

Location: Hyderabad

Function: Brand Strategy / Growth Enablement

Role Purpose (Why this role exists)

What This Role Is (and Is Not)

This role IS:

• A psychology-led conversion architect

• A bridge between brand thinking and revenue outcomes

• A guardian of trust while driving performance

This role is NOT:

• A pure copywriting role

• A performance marketing execution role

• A sales closing role

• A junior content or social media position

Key Responsibilities

1. Consumer Psychology & Persona Translation

• Translate persona psychology into:

o Ad angles

o Landing page flows

o WhatsApp message sequencing

o Call centre objection handling

o CTA framing

• Define what each persona needs to hear first, next, and last before converting

2. Competitive Intelligence & Market Scanning

• Own continuous analysis of competitor activity across:

o Meta (Facebook & Instagram) ads

o Google Search & Display ads

o Influencer content

o Marketplace listings

• Track and document:

o Winning hooks and angles

o Offer structures

o Emotional triggers being used

o Claims and risk areas

• Distinguish between:

o Short-term performance tactics

o Sustainable brand-building approaches

Output: Regular competitor intelligence briefs with actionable insights

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

• Partner with performance marketing team to review:

o Ad-level performance (CTR, CVR, CPA)

o Funnel drop-offs (ad → website → WhatsApp → call)

o Creative fatigue and decay

• Diagnose performance issues through a psychological lens, not just metrics

• Identify ads that:

o Convert but attract wrong-quality customers

o Drive low CAC but high churn

o Perform well short-term but harm brand perception

• Recommend kill / scale / iterate decisions

4. Ad & Messaging Architecture (New Creative Design)

• Design high-level ad architectures:

o Hook → emotional trigger → credibility cue → CTA

• Define persona-specific ad strategies:

o Research-led ads

o Testimonial-led ads

o Value-led ads

o Skeptic-safe ads

• Create detailed briefs for:

o Copywriters

o Designers

o Video editors

o Influencers

Ensure all creatives:

• Align with brand guidelines

• Set realistic expectations

• Support long-term trust

5. Funnel Consistency Across Touchpoints

Ensure absolute consistency between:

• Ads and landing pages

• Website messaging and WhatsApp flows

• WhatsApp promises and call centre conversations

• Digital claims and product label language

Own and continuously improve:

• Landing page narrative flow

• WhatsApp nurturing logic

• Call centre scripts and objection trees

• Offer framing and timing

6. Brand Protection & Governance

• Act as a brand-safety gatekeeper for:

o Ads

o Offers

o Influencer scripts

o Website claims

• Veto:

o Exaggerated claims

o Fear-based messaging

o Pressure-driven tactics

o Short-term hacks that risk long-term brand equity

7. Collaboration & Enablement

• Work closely with:

o Brand team (positioning & tone)

o Marketing team (ads, website, CRM)

o Sales & CX team (calls, WhatsApp, retention)

o Product team (labeling, claims, FAQs)

• Review call recordings and chat transcripts regularly

• Train teams on persona psychology and messaging frameworks

Success Metrics (KPIs)

This role is not judged only on ROAS.

Primary success indicators:

• Conversion rate improvement (site + assisted sales)

• Funnel drop-off reduction

• Increase in repeat purchase rate

• Increase in customer LTV

• Reduced dependency on heavy discounting

• Improved quality of customers acquired

• Reduction in trust-related complaints or refunds

Ideal Candidate Profile

Experience

• 8–12+ years in D2C, consumer behavior, growth strategy, or conversion optimization

• Hands-on exposure to Indian consumer markets

• Experience in health, wellness, nutrition, or lifestyle categories preferred

• Proven experience working with performance marketing and sales teams

Skills & Capabilities

• Strong understanding of Indian buying psychology

• Deep familiarity with Meta & Google ads (strategy level)

• Funnel analysis and CRO mindset

• Ability to read data and extract psychological insights

• Excellent written and verbal communication

• Ability to influence without formal authority

• Strong ethical compass in consumer communication

Mindset

• Long-term brand thinker

• Data-informed, not data-blind

• Comfortable challenging marketing and sales teams