Growth Marketing, Brand

Job Description Growth Marketing, Brand & Consumer Journey Lead (B2C) About MyYogaTeacher MyYogaTeacher is a fast-growing health tech startup with a mission to improve the physical and mental well-being of the entire planet. We are the first online marketplace to connect qualified Fitness and Yoga coaches from India with consumers worldwide to provide personalized 1-on-1 sessions via live video conference (app, web). We started in 2019 and have been showing tremendous traction with rave customer reviews. - Over 200,000 happy customers - Over 335,000 5 star reviews - Over 150 Highly qualified coaches on the platform - 95% of sessions are being completed with 5-star rating Headquartered in California, with development and operations based in Bangalore, we are dedicated to providing exceptional service and promoting the benefits of yoga and fitness coaching worldwide. To learn more about us, visit https://myyogateacher.com/aboutus We're looking for a Brand & Consumer Journey Lead who can build a differentiated brand narrative and orchestrate the full consumer journey from discovery to membership, habit, belonging, re-engagement, and advocacy. Role Summary You will own growth marketing outcomes + brand strategy + consumer journey performance across the lifecycle. This role blends brand storytelling, lifecycle/journey design, retention and winback programs, and cross-functional execution. Your job is to: 1. Build and evolve a trust-led, differentiated brand that resonates emotionally and clearly. 2. Drive full-funnel growth by shaping consumer journeys that improve acquisition quality, trial experience, membership conversion, retention, and winbacks. 3. Ensure end-to-end lifecycle communication is aligned, effective, and consistently brand-true. 4. You'll work closely with Paid Ads, Sales/Care, Organic/Social, Teacher Ops, Products, Engineering, and Creative teams. Key Responsibilities 1) Brand Narrative & Positioning - Own and evolve our brand positioning, message pillars, and tone of voice. - Tell the brand story in a clear, concise and meaningful way that resonate with persona - Craft a clear why MyYogaTeacher narrative vs free yoga options and competitors. - Ensure brand consistency across ads, website/app, onboarding, teacher communication, and retention journeys. - Develop campaign themes and storytelling that build trust and emotional connection. 2) Full Consumer Journey Ownership - Map and manage the end-to-end consumer journey: - Discovery Signup Trial Booking Trial Attendance Membership Habit Renewal Advocacy - Identify friction points and collaborate with teams to smooth them. - Own journey communication across touchpoints (landing, WhatsApp/email/push, in-app, sales/care follow-ups). - Make sure each stage has: - a clear promise - a strong emotional hook - a simple next step 3) Trial & Membership Conversion Programs - Drive high-quality trial inflow by aligning messaging to real user goals. - Build trial preparation and reminder journeys to improve attendance. - Own post-trial journeys to increase membership conversion: - follow-up sequences - plan/goal guidance - teacher-fit reassurance - Partner with Sales/Care to ensure scripts and follow-ups reflect the brand and user intent. 4) Retention & Habit-Building Journeys - Build lifecycle journeys that help users form a yoga habit. - Lead weekly/monthly membership engagement programs: - progress check-ins - milestone celebrations - teacher-led motivation - Collaborate with Product + Teacher Ops on content and service moments that reduce churn. - Drive renewal narratives that reinforce value, identity, and outcomes. 5) Re-engagement & Winback - Own re-engagement journeys for: - trial no-shows - trial takers who didn't convert - inactive members - churned users - Design winback communication that is empathetic, helpful, and brand-consistent. - Coordinate retargeting messages with paid/organic teams to bring users back into the journey. 6) Cross-functional Journey Leadership - Lead a weekly Consumer Journey Review with Marketing, Retention/CRM, Product, Sales/Care, and Teacher Ops. - Keep everyone aligned to one shared journey narrative and stage-wise priorities. - Ensure insights from users flow back into messaging, community themes, and product/service improvements. Success Metrics (KPIs) You will own or strongly influence: Brand - Brand recall and preference (survey or proxy signals) - Trust indicators (trial feedback, social sentiment, reviews) - Message clarity & consistency across touchpoints Consumer Journey - Visitor signup conversion - Trial booking rate - Trial attendance rate - Trial paid membership conversion - Activation (sessions in first 7/30 days) - Retention (1 month/3 month), churn, renewal rate - Re-engagement / winback rate - Referrals/recommendation signals Required Skills & Experience - 4-8 years in B2C growth marketing, brand, lifecycle/CRM, or consumer journey roles. - An MBA is a preferred qualification, given the strategic, cross-functional and lifecycle ownership this role demands. - Strong brand thinking: positioning, narrative building, consumer psychology. - Experience owning or shaping lifecycle journeys (WhatsApp/email/push + in-app). - Excellent writing and messaging instincts for consumer products. - Proven ability to work cross-functionally and drive outcomes end-to-end. - Comfort with data to read funnel/retention patterns and prioritize journey actions. - High ownership mindset; can operate in ambiguity and move fast. Nice to Have - Experience in wellness / health / education / subscription products. - Strong creative direction skills for ads, landing pages, and lifecycle storytelling. - Prior startup or fast-paced product environment exposure. Working Style / Traits We Value - High ownership: you take problems from start to finish and care about post-launch outcomes. - Highly organized & execution-oriented: you can run multiple journeys/campaigns in parallel with great follow-through. - Creative-oriented: you bring fresh narrative ideas and translate them into high-quality consumer communication. - Consumer-obsessed: you understand emotions, barriers, and motivations deeply. - Time-respecting operator: you prioritize impact over busywork and avoid unnecessary complexity. - Startup mindset: comfortable with ambiguity, speed, and wide responsibility. First 90 Days (What Success Looks Like) Month 1 - Audit brand perception + full consumer journey end-to-end. - Refresh key message pillars and unify journey tone across touchpoints. - Ship priority lifecycle and re-engagement journeys (trial + early membership). - Align with Sales/Care on scripts and follow-up tone to reflect brand narrative. Month 2 Operationalize the consumer journey: Build and document stage-wise journeys with clear owners, cadence, and messaging goals for: - trial booking attendance - post-trial follow-ups membership conversion - first 714 day member habit-building Strengthen trial readiness & attendance: - Create a structured trial prep communication flow (what to expect, how to prepare, reassurance on teacher fit). - Improve reminder rhythm (48 hrs, 24 hrs, 2 hrs) with consistent brand voice. Upgrade post-trial conversion journeys: - Build a clear multi-touch follow-up sequence aligned to key user intents (weight loss, stress, therapy, flexibility, lifestyle). - Add plan guidance and teacher-fit reassurance in a simple, non-salesy narrative. Improve retention foundations: - Launch a First Month Success Journey including progress check-ins, motivation nudges, milestone celebration moments, and teacher support cues. - Coordinate with Product/Teacher Ops to ensure experience moments match the narrative (e.g., teacher follow-up notes, consistency reinforcement). Align creative + channel consistency: - Ensure landing pages, ads, WhatsApp/email/push and sales scripts all tell one coherent story. - Provide a lightweight brand/journey playbook to internal teams. Month 3 Drive measurable journey lifts: Show meaningful improvement in 23 core journey KPIs such as: - trial attendance rate - trial paid conversion - first 1430 day activation/retention - winback / reactivation rate Create a repeatable journey calendar: Establish a monthly/quarterly rhythm for: - trial & conversion comms - retention/habit journeys - renewal and reactivation flows - seasonal or goal-based narrative themes Build scalable cross-functional operating model: - Run a stable weekly Consumer Journey Review cadence. - Ensure user insights loop back into messaging and service/product priorities. Deliver a Consumer Insight & Narrative Report: Summarize what you've learned from journey performance and user responses, including: - top drop-off reasons across stages - most resonant message themes - highest-impact friction areas - recommended narrative and journey priorities for the next quarter Establish long-term roadmap: Deliver a clear, prioritized roadmap of lifecycle and brand-jouney initiatives for the next 23 quarters, tied to growth outcomes. Reporting & Team - Reports to: CEO - Works closely with: Product, Paid ads, Sales/Care, Retention/CRM, SEO/Organic, Social, Creative, Teacher Ops, Data and Engineering teams.