About the role
You will decide what CITTA says, to whom, where, and why. This role designs the content architecture behind the brand: the pillars, themes, journeys, and frameworks that make everything we publish work together. You will turn consumer insight, search demand, and brand values into a clear strategy, then guide the content, design, and growth teams in executing it.

Key responsibilities
Strategy and architecture
• Define content pillars, audience segments, and messaging hierarchy for each product category and regimen
• Build content journeys mapped to the funnel: awareness, consideration, purchase, retention
• Create the editorial framework and tone-of-voice guidelines, working closely with the brand book
• Develop narrative and content strategy for launches, festive kits, and gifting moments Research and insight
• Conduct consumer, competitor, and category research using reviews, social listening, search data, and surveys
• Identify content gaps and opportunities (topics, formats, platforms, keywords)
• Track beauty trends, ingredient conversations, and shifts in consumer language Planning and governance
• Own the quarterly content roadmap and prioritise by impact
• Write clear content briefs for writers, designers, and creators
• Set content standards, workflows, and review processes, including claim and compliance checks
• Maintain a content audit of existing assets and decide what to update, merge, or retire Measurement and optimisation




• Define content KPIs and build dashboards tied to business goals
• Analyse performance across channels and translate findings into recommendations
• Run testing roadmaps with the content and performance teams to improve hooks, formats, and messaging Collaboration
• Present strategy, plans, and results to founders and cross-functional teams
• Align content with product, R&D;, design, performance, and retail teams Requirements
• 4-7 years in content strategy, brand strategy, or content marketing leadership (D2C or beauty preferred)
• Strong analytical and storytelling skills
• Experience building content frameworks, roadmaps, and briefs
• Proficiency in analytics and research tools (GA4, Search Console, social analytics, SEO tools)
• Excellent writing, presentation, and deck-building skills
• Ability to simplify complex ideas, such as ingredient science, into clear messaging
• Comfort working with ambiguity and shaping direction without heavy hand-holding Good to have
• Experience in skincare, beauty, or personal care
• Understanding of UX writing, information architecture, or website content planning
• Exposure to packaging, retail, or activation content
• Familiarity with Indian craft, art, and cultural storytelling What success looks like (first 6-12 months)
• A documented content strategy with transparent pillars, journeys, and KPIs
• A content roadmap that the whole team follows
• Measurable improvement in engagement, search visibility, and conversion from content •

📌 Content Strategist (Pune)
🏢 CITTA (Lexicon Lifestyle - A Lexicon Group Enterprise)
📍 Pune