Content Lead - Global Market

About The Ayurveda Experience

The Ayurveda Experience is America's largest online Ayurvedic house of brands, marketing natural, herbal skincare, bodycare, haircare products and wellness supplements. Rooted in Ayurveda — the ancient Indian science of beauty and wellness — we have helped over 1.75 million customers across 26+ countries in 4 continents embrace a holistic approach to health and well-being. Operating across the US, UK, Canada, Australia, New Zealand, Germany, France, Italy, Spain, Asia and more, we are backed by marquee investors including Jungle Ventures, Fireside Ventures, Anicut Capital, SIDBI, Sharrp Ventures, Riverwalk Ventures, and 40+ angel investors and family offices. Our 300+ member global team is united by a shared mission: making Ayurveda accessible to the world.

Website: https://transformative.in

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