Content Lead

This is a hands-on, builders role. Youre expected to ideate, script, be on camera, and give edit direction to the team and own the final creative outcome.

About the role

Were looking for someone to own all content that sells for Perfora, end-to-end, from the first hook in a video ad to the final render, from our websites product pages to our marketplace listings and A+ content. Youre equally at home reading a ROAS dashboard and writing a script that stops the scroll in the first two seconds, as you are art-directing a listing image that lifts conversion on Amazon. Youve built this muscle before at another D2C brand, and you know exactly what it takes to go from an idea to 300 - 400 performance marketing assets a month, alongside a constant stream of static ads, website and marketplace creative, without the quality falling off.

What youll do

• Own all content that sells for Perfora, end to end: video ads, static ads, website product content, and marketplace listings/A+ content (Amazon, Flipkart, Blinkit and others), with full creative direction and CTR ownership across every format.
  

• Ideate, script, and own the final video ad asset with the goal of creating 300-400 video assets.
  

• Write and test hooks across formats (UGC, testimonials, founder-led, meme-style) and know within days which ones are working and why.
  

• Get on camera yourself when the content calls for it. Youre not anxious about being in front of the lens.
  

• Direct static ads, website product content and marketplace/A+ creative with the same rigor as video,
  

• Track and obsess over CTR, hook rate, thumb-stop rate, conversion and ROAS across every asset and channel, and build a tight feedback loop from performance data back into scripting, design and editing.
  

• Manage and grow the team: the Content Strategist and video editors report to you. Set the weekly output targets and the quality bar.
  

• Collaborate with our performance marketing team to understand whats working in terms of spend, what their requirements are, and translate that into sharp creative briefs.
  

• Keep a constant pulse on whats working for other D2C brands (new hook formats, trends, platforms) and adapt fast.
  

• Build repeatable systems and SOPs across video, static, website and marketplace content so output scales without quality dropping.

What were looking for

• 5 - 7 years of total experience. This is capped intentionally: we want someone still hungry to be hands-on, not managing from a distance.
  

• Has done this before: built and run performance content for another D2C brand, with real CTR/hook rate/ROAS numbers to show for it.
  

• Genuinely data-obsessed: fluent in CTR, hook rate, thumb-stop rate, CPM, and ROAS, and uses the data to make creative calls, not just gut.
  

• Strong creative instinct: knows intuitively what makes someone stop scrolling and keep watching.
  

• Comfortable on camera, and can write and direct a script from scratch.
  

• Has directed static ad creative before too, not just video, and understands what drives CTR on marketplaces and website listings as well as Meta ads.
  

• Has managed a small team before (editors, strategists, freelancers) and can hold a quality bar under volume.
  

• Bonus: has grown a personal or brand social account using organic hooks and understands both sides of the paid/organic split.

Target KPIs:

• CTR: 1%+

• Hook Rate (Video Ads): 25%+

• Hold Rate (Video Ads) (50%): 10%+
  

About Perfora:

Perfora is a Gurugram-based D2C oral care brand building holistic, science-backed oral care solutions for India: Electric Toothbrushes, SLS-free Toothpaste, Teeth Whitening Strips, Purple Serum, Probiotic Mouthwash, Water Flossers, Tongue Cleaners and more, across 35+ SKUs. Were a fast-growing consumer brand, and content is one of our sharpest edges.