Key Responsibilities:
- Run continuous consumer research (qualitative and quantitative): surveys, interviews, social listening on Reddit/Quora/health forums, and review mining, to map pain points and concern areas by age cohort.
- Own the age-cohort concern map (e.g. anaemia and mental health in teens; diabetes, hypertension and cardiovascular risk building through the 30s50s) and translate it into targeting, messaging and funnel design.
- Define ICPs, segmentation and the new-user acquisition strategy across channels.
- Own top-of-funnel outcomes: new-user acquisition, CAC by cohort and channel, and funnel conversion; surface the highest-intent concern-based audiences.
- Run competitive, category, pricing and offer research.
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