Content Manager

Company overview:

PEP is a dynamic personal care company that proudly houses two innovative brands mCaffeine & Hyphen. With a passion for creating high-performance, conscious, and consumer-loved products, we are redefining the way personal care is experienced. While mCaffeine is Indias first caffeinated personal care brand, loved for its energizing and playful approach, Hyphen is built on the philosophy of simplifying skincare through science-backed formulations. Together, our brands reflect PEPs mission to deliver quality, creativity, and care to millions of consumers. We believe in Confidence over all skin & body biases.

Come, join the pack!

Role Overview

Were looking for a performance-first storyteller for mCaffeine who can own end-to-end ad communication across Body, Face & Hair Care categories. This role sits at the intersection of content, consumer insight, and paid media, driving how the brand shows up in ads and how that translates into revenue.

Key Responsibilities:

1. Paid Media Content & Communication Strategy

• Own end-to-end communication strategy across Meta, YouTube & emerging platforms
• Craft high-converting hooks, scripts, and messaging angles across formats (UGC, statics, videos)
• Translate product benefits into clear, scroll-stopping narratives
• Build content frameworks & messaging playbooks for each category
• Continuously test, iterate, and evolve communication based on performance

2. Team Management - Influencer & Design Team

• Manage influencer-led ad content pipeline (selection, briefing, output quality)
• Drive budget allocation & content ROI for influencer ads
• Lead Meta content vertical with strong cross-team collaboration

3. Content & Communication Excellence

• Own category-wise communication with sharp differentiation
• Define what to say, how to say, and where to say it across:

1. Ads (Meta/YouTube)
2. Website (PDPs, banners)
3. CRM (WhatsApp, Email)

• Ensure platform-first content adaptation (same idea, different execution per channel)
• Drive consistency in brand voice while optimizing for performance
• Deep-dive into competitor communication, trends & content formats
• Build content hypothesis testing learning loops

4. Creative Production & Execution

• Write clear, insight-led briefs for designers, editors & video teams
• Lead creation of UGC, influencer-led, and in-house content
• Ensure fast-paced content production for continuous testing
• Maintain high creative quality with performance intent

5. Team Management - Influencer & Design Team

• Manage influencer-led ad content pipeline (selection, briefing, output quality)
• Drive budget allocation & content ROI for influencer ads
• Lead Meta content vertical with strong cross-team collaboration

6. Performance-Driven Optimization

• Work closely with performance team on: CTR, CAC, ROAS, Hook Rate, Hold Rate
• Identify winning communication angles and scale them
• Rapidly kill, tweak, and refresh creatives on a weekly basis
• Build a repeatable system for winning ad creatives

7. Consumer & Market Insights

• Deeply understand consumer behavior, triggers & barriers
• Leverage reviews, comments, DMs & UGC for authentic messaging
• Track competitor ads, formats & emerging trends

8. Funnel Communication

• Align messaging across Ads Landing Pages Retargeting CRM
• Ensure cohesive storytelling across the funnel
• Balance acquisition-focused + retention-driven communication

Requirements:

• 2-3 years of experience in: Paid media content / performance marketing / D2C marketing
• Strong understanding of: Content, Meta Ads ecosystem (hooks, creatives, scaling), Consumer psychology & direct response writing
• Proven ability to create or guide high-performing ad creatives
• Data-driven mindset with strong analytical thinking
• Experience working with creative teams / UGC creators

Good to Have:

• Experience in beauty, personal care, or lifestyle D2C brands
• Hands-on experience in ad platforms (Meta Ads Manager, Google Ads)
• Familiarity with tools like: Motion / video editing workflows & Creative analytics tools

Why Join Us?

• Fast-growing D2C brand with high ownership & impact
• Work directly on revenue-driving functions
• Freedom to experiment, test, and scale bold ideas