Content Manager

About Traya:

Traya is an direct-to-consumer hair care brand platform provides a holistic treatment for

consumers dealing with hair loss. The Company provides personalized consultations that help

determine the root cause of hair fall among individuals, along with a range of hair care products that are curated from a combination of Ayurveda, Allopathy, and Nutrition. Traya's secret lies in the

power of diagnosis. Our unique platform diagnoses the patient's hair & health history, to identify the root cause behind hair fall and delivers customized hair kits to them right at their doorstep. We have a strong adherence system in place via medically-trained hair coaches and proprietary tech, where we guide the customer across their hair growth journey, and help them stay on track.

Our Vision:

Traya was created with a global vision to create awareness around hair loss, de-stigmatise it while

empathizing with the customers that it has an emotional and psychological impact. Most

importantly, to combine 3 different sciences (Ayurveda, Allopathy and Nutrition) to create the

perfect holistic solution for hair loss patients.

The Founders:

Founded by Saloni Anand, a techie-turned-marketeer and Altaf Saiyed, a Stanford Business School

alumnus.

Content Creation & Conceptulisation:

• Write high-performing ad scripts, captions, headlines, and body copy in Malayalam for Meta (Facebook & Instagram), YouTube, and Google Ads.

• Conceptulise content ideas rooted in Kerala consumer culture, language nuances, regional trends, and local insights.

• Adapt campaign briefs and brand messaging into culturally relevant Malayalam content — not just translate, but transcreate.

• Develop scripts for short-form video content (Reels, Shorts) that feel relevant to Malayalam-speaking audiences.

Performance Content & Data Understanding

• Collaborate with the performance marketing team to understand ad performance metrics (CTR, CPC, ROAS, hook rates, thumb-stop ratios) and use these to iterate on content.

• Analyse what's working and what's not — identify patterns in winning creatives and replicate success.

• Write multiple ad variations (hooks, CTAs, body copy) for A/B testing and performance optimisation.

• Maintain a content performance tracker and contribute to weekly/monthly performance reviews with data-backed content recommendations.

Consumer Insight Integration

• Translate consumer research, survey data, and qualitative insights into compelling content angles.

• Stay deeply connected with Kerala consumer sentiment — what they say on social media, forums, and in reviews — and bring those real voices into content.

• Identify regional barriers, triggers, and emotional hooks specific to the Kerala audience and weave them into every piece of content.

Content Management & Process

• Own the end-to-end Kerala content calendar — from ideation to publishing to performance review.

• Manage content pipelines, ensure timely delivery of assets, and coordinate with designers and video editors.

• Maintain a library of top-performing Kerala content for reference and pattern identification.

• Stay updated on Malayalam content trends, regional competitors, and cultural moments worth leveraging.

Requirements

Must-Have

• fluency in Malayalam (reading, writing, and speaking). This is non-negotiable.

• 1–3 years of experience in content writing, with exposure to performance marketing or paid media content.

• Demonstrated ability to write ad copy that drives action — not just brand copy, but conversion-focused content.

• Comfort with performance data — should understand what CTR, ROAS, and hook rate mean and how your content impacts them.

• Strong understanding of Kerala consumer behaviour, cultural references, and colloquial Malayalam (not textbook Malayalam).

Good-to-Have

• Experience in D2C, health & wellness, or beauty/personal care brands.

• Familiarity with Meta Ads Manager or any ad platform's creative reporting.

• Experience working with creators or influencers for regional content.

• Basic understanding of SEO for regional language content.

• Experience with consumer research or comfort reading and interpreting survey/qualitative data.