Head of Consumer Marketing, India

Location: India. Delhi NCR preferred; Bengaluru, Mumbai or remote considered
Engagement: Full-time, contract
Experience: 5 to 8 years in consumer marketing, across brand and growth
Reports to: GTM Lead, India (dotted line to the founders on brand and positioning)
Compensation: ₹26 to 32 LPA, plus a performance bonus and a long-term incentive plan
ABOUT FYXLIFE
People today have more information about their bodies than ever, and less idea what to do with it. A tracker says one thing, a blood report another, and Google and ChatGPT a third. Nobody connects it, and nobody tells you the next right thing to do. So looking after your health becomes anxiety, guilt and a growing to-do list.
We're changing that. At the centre is Fiya, your personal health manager on WhatsApp. She understands your reports, your habits, your goals and the life you actually live, turns it into one clear picture and a plan, and works on it with you every day in small steps that fit around work, travel and family. Behind Fiya is an expert panel of doctors, nutritionists, fitness experts and health coaches, and a doctor reviews every report before it reaches you.
What we really want to change is how looking after your health feels: from anxiety to awareness, from fear to joy.
Our ambition: add 100 million healthy, well-lived years to people's lives.
What we stand for:
We never market on fear, guilt or shame.
We sell you nothing else. No supplements, no commissions.
Your data is never sold.
We guide people to the right care. We never diagnose or treat.
We are early. Our first users come back every week. India is our first market.
WHY THIS ROLE, WHY NOW
Fiya is working for the people who use it. The next step is to learn exactly who it makes the biggest difference for, and reach many more people like them. You will be our first dedicated marketer, owning online and consumer brand marketing end to end. We are not looking for the cheapest users or a quick spike. We want health-aware people who stay. Grow fast, with the right people.
WHO FIYA IS FOR
Health-aware professionals, mostly 35 to 50, who care about their health but refuse to make it a second job. They don't ignore their health, and they don't obsess over it either. Often something nudges them to act: a blood report they don't fully understand, a comment from their doctor, a parent's diagnosis, or simply not feeling as good as they used to.
Part of your job is to sharpen this picture with real evidence.
WHAT YOU'LL OWN
1. Consumer insight and brand
Talk to users regularly, both our most engaged and those who left. Learn who stays and why, what made them start, and the words they use.
Work with our product team and what our behavioural engine learns to define our core user. Turn that into the brief behind every campaign.
Own how Fiya is positioned and how she sounds, across every channel, agency and creator.
Feed what you learn back into the product and into Fiya.
2. Social media, organic and paid
Run Instagram, YouTube, Facebook and FYXLife's LinkedIn page in-house, with a steady rhythm of short-form video and posts in Hinglish and English.
Plan and run paid social on Meta with our agency, including click-to-WhatsApp ads.
3. Search, organic and paid
Make FYXLife easy to find when people search for health questions Fiya can help with.
Run Google Search ads.
4. Knowledge centre
Build the FYXLife knowledge centre: articles, a newsletter and webinars with our expert panel, all expert-reviewed before it goes out.
Grow our subscriber base, and turn readers into Fiya users through email and opt-in WhatsApp messages.
5. Creators and influencers, organic and paid
Find and work with micro-creators whose audience is our core user and whose values match ours. Health advice comes only from qualified creators. Never from creators who sell miracle fixes.
Run partnership ads, and judge every creator on the users they bring who stay, not on views.
6. Testimonials, referrals and word of mouth
Collect real user stories, with consent.
Build referral with the product team, so happy users bring in people like them.
7. Website, conversion and measurement
Own the landing pages and the journey from first click to first conversation with Fiya.
Set up tracking so we know which channels bring users who stay.
You own the strategy and results across all of this, delivered through agencies, freelancers, creators and AI tools. As we grow, you will hire and lead your own team.
Not part of this role: offline events, talks, conferences, B2B and partnerships (a separate partnerships role under the GTM Lead covers these), and onboarding and retention journeys (which the GTM Lead owns). You will share one funnel, one set of numbers and a weekly review with the GTM Lead.
HOW WE'LL MEASURE SUCCESS
Main measure: cost per retained user, by channel. A retained user is someone still actively using Fiya four weeks after they start.
Quality: the share of new users who become retained users.
Slower channels: SEO, the knowledge centre, the newsletter and word of mouth take time. While they build, we judge them on early signals: organic traffic, subscribers, branded search and referrals.
What we won't count: sign-ups, leads, followers or views.
YOUR FIRST 90 DAYS
We'll set broad focus areas, and you'll shape the plan.
Get to know our users: who stays, and what brings them in.
Understand our positioning. Make it your own, and challenge it where the evidence says so.
Build your strategy. Decide which channels to focus on, in what order, and why.
Keep current work moving: our social channels, our two agencies and live campaigns. Review the agencies along the way.
Get the basics of measurement in place, so we can see retained users by channel.
WHO YOU ARE
You take your own health seriously but won't let it become a second job. You've probably had a "now what?" moment with a blood report or a fitness tracker yourself. You think the way health is sold in India, through fear, miracle claims and discounts, is broken, and you want to prove there's a better way. You're as comfortable spending an afternoon talking to users as you are in Ads Manager.
You start with the customer. You've run user research yourself, and can show a campaign or positioning that changed because of what you learned.
You build brands people trust. You've worked where people need to trust you before they buy: health, wellness, fintech, insurance or education.
You make content, not just briefs. You write sharp copy in Hinglish and English, and can produce or direct short-form video.
You have run paid yourself. You've managed Meta and Google budgets personally, with results tied to retention or revenue, not only installs or leads.
You have worked with creators. You can find the right micro-creators, negotiate fairly, and run partnership ads.
You have built from zero. At least one stint at an early-stage startup or new business with no playbook.
You are numbers-driven. Comfortable with funnels, cohorts and attribution, and you change course when the data says so.
You have taste and restraint. You'll turn down a fear-based ad even if it would convert, and can explain why.
5 to 8 years in consumer marketing across both brand and growth, ideally with subscription or relationship-led products.
Bonus: a health, fitness or wellness brand in India; behavioural science or habit design; SEO, content-led growth or newsletters; WhatsApp marketing or lifecycle journeys; content in Hindi or another Indian language; taking a product from free to paid; AI tools for creative production and analysis.
THINGS YOU'LL NEED TO GET RIGHT
Health marketing in India has rules, and we follow them:
No claims to prevent, cure or reverse conditions such as diabetes, heart disease, high blood pressure or obesity (Drugs and Magic Remedies Act).
ASCI: clear #ad disclosure, health advice only from qualified creators, genuine testimonials with no treatment claims.
NMC: no doctors in ads, no payments to doctors for referrals. Telling people a doctor reviews every report, within these rules, is part of the job.
DPDP Act: explicit opt-in for every marketing message, and consent for every user story we share.
WhatsApp Business policy: no cold messages, no bought lists. Fiya lives on WhatsApp, so protecting that channel comes first.
Meta's health and wellness ad policies.
Our own rules go further: no fear, guilt or shame. We lead with Fiya and what she does for people, not with "AI-powered". No discount-le

Work arrangement
Yes