Brand Manager

About the Company:

Founded in 2019, Traya is one of India’s largest digital health-tech platforms for haircare and hair loss. Our mission is to use technology to scale healthcare solutions to 520M+ Indians that are suffering from hair loss with a holistic 360-degree solution, which includes clinically proven, doctor-backed medicines, access to Traya doctors, personal hair coach, customized diet plans, and more!

Founded by Saloni Anand, a techie-turned-marketeer and Altaf Saiyed, a Stanford Business School alumnus, Traya sits at the forefront of the multi-billion-dollar hair care solutions category.

Having raised institutional capital from marquee VCs like Fireside Ventures, Kae Capital, Whiteboard Capital, Traya has more than 2.5L+ customers, with a 93% success rate and 30% MoM growth over the past year.

Brand Vision & Philosophy:

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.

We want to be synonymous with the term hair fall and hair care. We are building a brand that does not compromise on efficacy and is loved by customers.

The Traya Model:

Our 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.

Responsibilities

• Develop and execute platform level Brand Vision, identity and rollout in the entire organization
• Be the custodian of the consumer, and lead entire function of generating insights centrally for the org and learning from consumers and professionals; Monitors global and local market trends and analyses existing consumer/shopper studies
• Identify and act on customer insights to shape communication and product decisions.
• Lead and analyze integrated marketing campaigns (online & offline) from conceptualization to execution.
• Owner and go-to-person for defining and tracking brand health metrics.
• Develops and executes brand toolkit with excellence across all touch points
• Work with the Creative and Media buying agencies to conceptualize innovative and memorable marketing campaigns to grow Brand Health Metrics
• Develop and execute large ATL campaigns to drive brand awareness, equity and other brand health metrics

Required Experience

• MBA from Tier-1 B School with 2 to 5 years’ experience in FMCG, CPG and consumer internet Brand Marketing.
• Demonstrated excellence in creating and leading Brand Strategy including Brand Positioning, Brand Visual Identity and guidelines.
• Strong experience in designing Brand Communication Message strategy and bringing it to life across touchpoints.
• Experienced in defining and owning Brand Health Scorecard.
• Agency management experience handling both creative & media agencies is critical
• Must have ability to drive revenue for the business especially with channels which are ATL.