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)
- Solid 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 clear pillars, journeys, and KPIs
- A content roadmap that the whole team follows
- Measurable improvement in engagement, search visibility, and conversion from content

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