Role Overview
Backgood is looking for a strategic, execution-driven Creative Strategist who will build the brand’s content and communication ecosystem from the ground up. This role focuses on developing a comprehensive content, messaging, and brand strategy aligned with business goals and market demand.
You will define how Backgood communicates across all touchpoints — from digital platforms and marketplaces to offline experiences — with the objective of positioning Backgood as a leading online thought leader in musculoskeletal health solutions through an integrated approach combining products and services.
This role sits at the intersection of brand building, education-led storytelling, performance marketing, and healthcare communication, translating business objectives into high-impact narratives that drive awareness, trust, and growth.
The ideal candidate understands how to build authority in a category, shape consumer perception, and create content ecosystems that drive both engagement and business outcomes.
Key Responsibilities
1. Content & Communication Strategy (Core Responsibility)
- Develop and implement Backgood’s end-to-end content and communication strategy aligned with business objectives and growth plans
- Build the brand narrative to position Backgood as a thought leader in musculoskeletal health and ergonomic wellness solutions
- Define communication pillars across education, awareness, product integration, and service-led storytelling
- Translate business demand, category insights, and customer needs into structured content frameworks
- Create a scalable roadmap for brand visibility, authority building, and customer trust
- Establish content success metrics aligned with business impact (engagement,conversion, authority, retention)
2. Brand Positioning & Thought Leadership Development
- Develop Backgood’s voice, tone, messaging architecture, and communication hierarchy
- Build educational and authority-driven content in the musculoskeletal health and posturecorrection space
- Create knowledge-led campaigns that strengthen brand credibility and categoryleadership
- Establish frameworks for expert-driven content, product education, and serviceintegration
- Ensure consistency across brand language, visual communication, and customerexperience touchpoints
3. Omni-Channel Content Strategy
- Plan platform-first content strategies across:
- Social media
- Performance marketing channels
- Marketplaces (e.g., Amazon, Flipkart)
- Quick commerce (e.g., Blinkit)
- Website and D2C channels
- Offline brand experiences
- Define content formats, messaging hierarchy, and storytelling approaches for each platform
- Align content planning with customer journey stages — awareness, consideration, conversion, and retention
4. Product + Service Integration Communication
- Build communication frameworks that connect Backgood’s products with clinical and service-based outcomes
- Develop benefit-driven messaging that explains functional, medical, and lifestyle value
- Create strategies for communicating product usage, outcomes, and customertransformation journeys
5. Campaign & Growth Strategy
- Conceptualise integrated campaigns for brand building, launches, category education, and growth initiatives
- Work closely with performance, product, and clinical teams to develop high-impact campaigns
- Design scalable content engines for rapid experimentation, learning, and optimisation
6. Cross-Functional Leadership
- Collaborate with design, performance marketing, product, and operations teams
- Guide creative and content teams on execution aligned with strategic direction
- Ensure consistent messaging across all consumer touchpoints
Pay: Up to ₹1,200,000.00 per year
Application Question(s):
- Are you comfortable working 6 days a week?
- What is your current CTC?
- What is your expected CTC?
Work Location: In person
