Head of Consumer Psychology, Competitive Intelligence & Conversion Architecture

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 psychology
• Ongoing competitor and market intelligence
• Performance data from ads and funnels

This 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 architect
• A bridge between brand thinking and revenue outcomes
• A guardian of trust while driving performance

This role is NOT:

• A pure copywriting role
• A performance marketing execution role
• A sales closing role
• A junior content or social media position

Key Responsibilities

1. Consumer Psychology & Persona Translation

• Own deep understanding of Zeroharms Indian D2C personas (Researcher, Trust Seeker, Convenience Buyer, Discount Hunter, Word-of-Mouth Buyer, Skeptic)
• Translate persona psychology into:
• Ad angles
• Landing page flows
• WhatsApp message sequencing
• Call centre objection handling
• CTA framing
• Define what each persona needs to hear first, next, and last before converting

2. Competitive Intelligence & Market Scanning

• Own continuous analysis of competitor activity across:
• Meta (Facebook & Instagram) ads
• Google Search & Display ads
• Influencer content
• Marketplace listings
• Track and document:
• Winning hooks and angles
• Offer structures
• Emotional triggers being used
• Claims and risk areas
• Distinguish between:
• Short-term performance tactics
• Sustainable brand-building approaches
• Recommend:
• What Zeroharm should adopt
• What should be adapted
• What must be avoided to protect brand trust

Output: Regular competitor intelligence briefs with actionable insights

3. 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 decay
• Diagnose performance issues through a psychological lens, not just metrics
• Identify ads that:
• Convert but attract wrong-quality customers
• Drive low CAC but high churn
• Perform well short-term but harm brand perception
• Recommend kill / scale / iterate decisions

4. Ad & Messaging Architecture (New Creative Design)

• Design high-level ad architectures:
• Hook emotional trigger credibility cue CTA
• Define persona-specific ad strategies:
• Research-led ads
• Testimonial-led ads
• Value-led ads
• Skeptic-safe ads
• Create detailed briefs for:
• Copywriters
• Designers
• Video editors
• Influencers

Ensure all creatives:

• Align with brand guidelines
• Set realistic expectations
• Support long-term trust

5. Funnel Consistency Across Touchpoints

Ensure absolute consistency between:

• Ads and landing pages
• Website messaging and WhatsApp flows
• WhatsApp promises and call centre conversations
• Digital claims and product label language

Own and continuously improve:

• Landing page narrative flow
• WhatsApp nurturing logic
• Call centre scripts and objection trees
• Offer framing and timing

6. Brand Protection & Governance

• Act as a brand-safety gatekeeper for:
• Ads
• Offers
• Influencer scripts
• Website claims
• Veto:
• Exaggerated claims
• Fear-based messaging
• Pressure-driven tactics
• Short-term hacks that risk long-term brand equity
• Ensure all communication aligns with Zeroharms philosophy:
• Education-led
• Proof over promise
• Long-term health partner

7. Collaboration & Enablement

• Work 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 regularly
• Train teams on persona psychology and messaging frameworks

Success Metrics (KPIs)

This role is not judged only on ROAS.

Primary success indicators:

• Conversion rate improvement (site + assisted sales)
• Funnel drop-off reduction
• Increase in repeat purchase rate
• Increase in customer LTV
• Reduced dependency on heavy discounting
• Improved quality of customers acquired
• Reduction in trust-related complaints or refunds

Ideal Candidate Profile

Experience

• 812+ years in D2C, consumer behavior, growth strategy, or conversion optimization
• Hands-on exposure to Indian consumer markets
• Experience in health, wellness, nutrition, or lifestyle categories preferred
• Proven experience working with performance marketing and sales teams

Skills & Capabilities

• Strong understanding of Indian buying psychology
• Deep familiarity with Meta & Google ads (strategy level)
• Funnel analysis and CRO mindset
• Ability to read data and extract psychological insights
• Excellent written and verbal communication
• Ability to influence without formal authority
• Strong ethical compass in consumer communication

Mindset

• Long-term brand thinker
• Data-informed, not data-blind
• Comfortable challenging marketing and sales teams
• Obsessed with trust, clarity, and consistency
• Curious, analytical, and structured

Why This Role Matters at Zeroharm

This role ensures Zeroharm:

• Scales revenue without eroding trust
• Learns faster than competitors
• Avoids gimmicks common in the supplement industry
• Builds a defensible, respected D2C brand

This is a career-defining role for someone who wants to shape how a serious health brand communicates with India at scale.

Reporting & Authority

• Reports to: Head of Brand Strategy / Founder
• Has authority to:
• Approve or reject messaging approaches
• Recommend creative kill/scale decisions
• Flag brand-risk issues

This role is central to Zeroharms long-term success and is expected to evolve as the company scales.