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.