Assistant Manager - Website Content

Traya · Mumbai, India

Assistant Manager - Website Content

at Traya Health

Location : Mumbai (On-site)

Experience : 6-9 years

About Us :

Traya is an Indian direct-to-consumer hair care brand platform provides a holistic

treatment for consumers dealing with hairloss. The Company provides personalized consultations

that help determine the root cause of hair fall among individuals, along with a range of hair care

products that are curated from a combination of Ayurveda, Allopathy, and Nutrition. Traya's 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. Traya is founded by Saloni Anand, a techie-turned-marketeer and Altaf Saiyed, a Stanford Business School alumnus.

Our Vision :

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.

About the Role:

We are looking for an experienced Assistant Manager - Website Content to lead the planning, creation, improvement, and governance of content across Traya’s websites. This role is not limited to writing and editing articles. The person will be responsible for building content systems that improve organic visibility, establish subject-matter authority, answer real customer questions, and contribute to measurable business growth. The ideal candidate should combine strong editorial judgment with an understanding of SEO, audience behaviour, LLMs, and modern search platforms. They should be comfortable managing writers, working with subject-matter experts, interpreting performance data, and maintaining high standards across a large content ecosystem.

Key Responsibilities

Content Strategy and Planning

● Develop and execute the website content strategy in alignment with organic growth, brand, product, and business objectives.

● Build content calendars based on search demand, customer questions, category trends, competitor gaps, and emerging opportunities.

● Identify high-potential content themes across informational, educational, commercial, and product-led journeys.

● Translate keyword research, audience insights, and business priorities into clear content briefs and execution plans.

● Ensure that website content supports the complete customer journey, from discovery and education to evaluation and conversion.

Editorial Ownership

● Own the quality, accuracy, structure, tone, and usefulness of all website content.

● Review and edit articles, landing pages, category pages, product content, guides, FAQs, and other website assets.

● Ensure every piece of content has a clear purpose, differentiated point of view, and appropriate depth.

● Improve existing content through consolidation, restructuring, expansion, pruning, and periodic updates.

● Maintain consistency in language, formatting, brand voice, and editorial standards across the website.

● Create and maintain editorial guidelines, content templates, review checklists, and quality-control processes.

SEO and Organic Discovery

● Work closely with the SEO and AI Visibility teams to create content that performs across traditional search engines, AI Overviews, answer engines, and large language model platforms.

● Understand search intent and ensure that content satisfies the underlying question rather than merely targeting keywords.

● Apply on-page SEO principles, including heading structures, internal linking, metadata, information hierarchy, content depth, and topical relevance.

● Build and strengthen topic clusters that improve the website’s authority across priority categories.

● Evaluate search performance and identify content-level opportunities using platforms such as Google Search Console, Google Analytics, Ahrefs, Semrush, or similar tools.

● Stay updated on changes in search behaviour, content formats, generative AI, and multimodal discovery.

Team and Stakeholder Management

● Manage internal writers, agencies, and other content contributors.

● Assign work, communicate expectations, review output, provide actionable feedback, and ensure timely delivery.

● Help writers improve their research, structure, storytelling, and understanding of search intent.

● Collaborate with SEO, Design, Product, Medical, Brand, Social Media, Video, and Technology teams.

● Manage multiple content workstreams without compromising quality or timelines.

● Build efficient workflows for briefing, creation, review, medical validation, publishing, and updating.

Content Performance and Optimisation

● Track the performance of published content across traffic, rankings, engagement, conversions, assisted revenue, citations, and other relevant metrics.

● Conduct regular content audits to identify outdated, underperforming, overlapping, or low-quality pages.

● Create improvement plans based on performance data rather than relying solely on publishing volume.

● Run structured content experiments involving formats, page structures, titles, introductions, CTAs, internal links, and content depth.

● Prepare regular reports highlighting progress, insights, challenges, and opportunities.

Required Skills and Experience

● At least 6 years of professional experience in website content, editorial strategy, digital publishing, content marketing, or a related field.

● Demonstrated experience managing content for a high-traffic website, consumer brand, digital publication, healthcare company, or content-led business.

● Strong writing, editing, proofreading, and content-structuring skills.

● Experience managing writers, freelancers, agencies, or junior content team members.

● Sound understanding of SEO, search intent, keyword research, internal linking, and on-page optimisation.

● Ability to interpret content-performance data and convert insights into editorial actions.

● Strong research skills and the ability to understand complex subjects quickly.

● Excellent project-management and stakeholder-management capabilities.

● Ability to maintain quality while operating across a large volume of content.

● High attention to detail and a strong sense of ownership.

The Kind of Person We Are Looking For

You will be a strong fit for this role if you :

● Think like an editor but understand business outcomes.

● Care more about useful, credible content than merely increasing publishing volume.

● Can identify the difference between content that is technically correct and content that is genuinely valuable.

● Are comfortable questioning weak briefs, unsupported claims, generic writing, and unnecessary content.

● Can provide clear and constructive feedback to writers.

● Take ownership of outcomes rather than waiting for detailed instructions.

● Are curious about how search, AI, video, social platforms, and consumer behaviour are changing content discovery.

● Can operate with speed while maintaining editorial discipline and attention to detail.