Content Marketing Lead (Mental Health)

[Please do not use EasyApply see How to apply instructions at the end]

About Elfina

Elfina Health exists because finding the right therapist shouldn't feel like trial and error. Our founding team lived this problem spending months cycling through therapists, sitting through sessions that didn't work, and wondering if therapy itself was the problem. It wasn't. The system was.

We're building a platform that fixes India's therapy experience from the ground up. We combine a proprietary matching algorithm with Therapy Experience Managers who manage the full client journey from finding the right therapist to making sure the therapy actually works. We're not just matching people to therapists; we're building the infrastructure for better therapy outcomes.

We're a 1-year old startup, currently a team of 6 growing to 15 by end of 2026. This is early. You'd be amongst the first hires in our content and growth team.

Why This Role Matters

Improving therapy in India is as much about changing the conversation as it is about building a better product. How people think about therapy, what they expect from it, whether they even consider it that narrative is still being written. You'd be a big part of writing it.

This role is about talking to our prospective clients and to the broader public creating awareness about mental health, about what good therapy looks like, and about the work we're doing at Elfina. The content you create will be a mix of storytelling, product communication, cultural commentary through the lens of mental health, and education.

A note on our philosophy: We don't believe in creating awareness through memes or content that trivializes mental health. If that's your idea of mental health content, we're not the right fit. We believe you can create content that is engaging, entertaining, and educational all without dumbing things down or turning someone's struggles into a punchline.

What You'll Do

• Own content creation and execution across all our channels: currently Instagram, LinkedIn, email marketing and WhatsApp.
• Create both written content and visual design direction you'll work with an external visual designer, video editor, and other collaborators, so managing stakeholders, timelines, and deliverables is a core part of the job.
• Plan, post, and analyze content performance across channels. Understand what's working, what's not, and iterate quickly.
• Help us find and solidify our brand voice. We're roughly halfway there you'll have a significant say in where it goes from here.
• Experiment with channels and formats. Being a startup in its second year, we're still figuring out what works best. This is a highly experimental role, and you should be excited by that, not daunted.
• Eventually, if you demonstrate the capability, build out and manage a small team under you.

Who You Are

• You have 25 years of experience creating quality content, ideally with some exposure to mental health, wellness, or adjacent spaces.
• You're a strong writer who can shift between storytelling, analytical commentary, and product-led content with ease.
• You think about content as a craft. You care about the quality of every caption, every visual, every subject line.
• You're comfortable managing external collaboratorsdesigners, editors, freelancersand keeping projects on track.
• Non-negotiable: You're curious about AI tools and new technology. We're an organization that constantly adopts new tools and workflows, and we need someone who genuinely enjoys experimenting with them rather than treating it as a burden.
• You have strong opinions about mental health communication what's responsible, what's lazy, what actually moves people. You don't need to be a psychologist, but you do need to deeply respect the subject.
• You're comfortable with ambiguity and ownership. This isn't a role where someone tells you what to post every week. You'll own the entire content function.

Work Culture & Logistics

This is a work-from-office role based in HSR Layout, Bengaluru. We work five days a week from the office and half days on Saturdays.

We're a small, close-knit team. A lot of context and learning happens through osmosis being around the team, overhearing conversations, picking up on how we talk to clients and therapists. As a content person especially, this kind of ambient awareness is invaluable. It's a big reason why we believe this role needs to be in-office.

Everyone here is deeply passionate about mental health and about the work they do. It's a fun, young team where each person operates in a high-ownership, high-accountability role. Culture matters a lot to us if this way of working energises you, you'll fit right in.

How to Apply

Send me (Tanvi Agrawal, Founder) an email to [Confidential Information] with the following:

1. Your resume and portfolio

2. Share 2-3 mental health content references that you resonate with (any format/ platform)

3. Pick a Mental Health concept (such as attachment styles, or inner child work) Write 50-100 words explaining it for someone who doesn't know its meaning) Use ChatGPT to understand it yourself but originality of thought is required. Extra points for using a storytelling approach.

4. Your current location, when you can start and current/ expected