Job Title

Role Purpose (Why this role exists)Zeroharm is building a long-term, trust-led D2C supplement brand in a category known for hype, exaggerated claims, and low consumer trust. This role exists to ensure that everything the consumer sees, reads, hears, or experiences is psychologically aligned, brand-safe, and conversion-effective.The Head of Consumer Psychology, Competitive Intelligence & Conversion Architecture is responsible for designing and continuously improving how Zeroharm communicates across ads, website, WhatsApp, call center, product labels, and post-purchase journeys, using:Deep understanding of Indian consumer psychologyOngoing competitor and market intelligencePerformance data from ads and funnelsThis is a strategic role that sits between Brand, Marketing, and Sales and ensures Zeroharm scales without losing trust.What This Role Is (and Is Not)This role IS:A psychology-led conversion architectA bridge between brand thinking and revenue outcomesA guardian of trust while driving performanceThis role is NOT:A pure copywriting roleA performance marketing execution roleA sales closing roleA junior content or social media positionKey Responsibilities1. Consumer Psychology & Persona TranslationOwn deep understanding of Zeroharm’s Indian D2C personas (Researcher, Trust Seeker, Convenience Buyer, Discount Hunter, Word-of-Mouth Buyer, Skeptic)Translate persona psychology into:Ad anglesLanding page flowsWhatsApp message sequencingCall centre objection handlingCTA framingDefine what each persona needs to hear first, next, and last before converting2. Competitive Intelligence & Market ScanningOwn continuous analysis of competitor activity across:Meta (Facebook & Instagram) adsGoogle Search & Display adsInfluencer contentMarketplace listingsTrack and document:Winning hooks and anglesOffer structuresEmotional triggers being usedClaims and risk areasDistinguish between:Short-term performance tacticsSustainable brand-building approachesRecommend:What Zeroharm should adoptWhat should be adaptedWhat must be avoided to protect brand trustOutput: Regular competitor intelligence briefs with actionable insights3. Ad & Creative Performance Review (Psychology + Data)Partner with performance marketing team to review:Ad-level performance (CTR, CVR, CPA)Funnel drop-offs (ad → website → WhatsApp → call)Creative fatigue and decayDiagnose performance issues through a psychological lens, not just metricsIdentify ads that:Convert but attract wrong-quality customersDrive low CAC but high churnPerform well short-term but harm brand perceptionRecommend kill / scale / iterate decisions4. Ad & Messaging Architecture (New Creative Design)Design high-level ad architectures:Hook → emotional trigger → credibility cue → CTADefine persona-specific ad strategies:Research-led adsTestimonial-led adsValue-led adsSkeptic-safe adsCreate detailed briefs for:CopywritersDesignersVideo editorsInfluencersEnsure all creatives:Align with brand guidelinesSet realistic expectationsSupport long-term trust5. Funnel Consistency Across TouchpointsEnsure absolute consistency between:Ads and landing pagesWebsite messaging and WhatsApp flowsWhatsApp promises and call centre conversationsDigital claims and product label languageOwn and continuously improve:Landing page narrative flowWhatsApp nurturing logicCall centre scripts and objection treesOffer framing and timing6. Brand Protection & GovernanceAct as a brand-safety gatekeeper for:AdsOffersInfluencer scriptsWebsite claimsVeto:Exaggerated claimsFear-based messagingPressure-driven tacticsShort-term hacks that risk long-term brand equityEnsure all communication aligns with Zeroharm’s philosophy:Education-ledProof over promiseLong-term health partner7. Collaboration & EnablementWork closely with:Brand team (positioning & tone)Marketing team (ads, website, CRM)Sales & CX team (calls, WhatsApp, retention)Product team (labeling, claims, FAQs)Review call recordings and chat transcripts regularlyTrain teams on persona psychology and messaging frameworksSuccess Metrics (KPIs)This role is not judged only on ROAS.Primary success indicators:Conversion rate improvement (site + assisted sales)Funnel drop-off reductionIncrease in repeat purchase rateIncrease in customer LTVReduced dependency on heavy discountingImproved quality of customers acquiredReduction in trust-related complaints or refundsIdeal Candidate ProfileExperience8–12+ years in D2C, consumer behavior, growth strategy, or conversion optimizationHands-on exposure to Indian consumer marketsExperience in health, wellness, nutrition, or lifestyle categories preferredProven experience working with performance marketing and sales teamsSkills & CapabilitiesStrong understanding of Indian buying psychologyDeep familiarity with Meta & Google ads (strategy level)Funnel analysis and CRO mindsetAbility to read data and extract psychological insightsExcellent written and verbal communicationAbility to influence without formal authorityStrong ethical compass in consumer communicationMindsetLong-term brand thinkerData-informed, not data-blindComfortable challenging marketing and sales teamsObsessed with trust, clarity, and consistencyCurious, analytical, and structuredWhy This Role Matters at ZeroharmThis role ensures Zeroharm:Scales revenue without eroding trustLearns faster than competitorsAvoids gimmicks common in the supplement industryBuilds a defensible, respected D2C brandThis is a career-defining role for someone who wants to shape how a serious health brand communicates with India at scale.Reporting & AuthorityReports to: Head of Brand Strategy / FounderHas authority to:Approve or reject messaging approachesRecommend creative kill/scale decisionsFlag brand-risk issuesThis role is central to Zeroharm’s long-term success and is expected to evolve as the company scales.