Content Strategist (Founding Team)

About Credfix

Credfix is an AI-first debt management and resolution platform helping distressed borrowers across India take back control of their financial lives. We work with borrowers who are navigating collection pressure, mounting dues, and a system that rarely treats them with dignity. Our products - from AI-powered call management to structured debt resolution journeys - are built around one belief: financial distress is a phase, not an identity.

We're at the steepest part of our growth curve, scaling paid acquisition across Meta and Google while building an organic and AI-search content engine from scratch.

This is not a brand content role. You'll work backwards from performance data: hook rates, cost-per-funnel-entry, conversion by messaging angle. Every script is a hypothesis; every piece of content gets measured. You'll sit at the intersection of media buying, product, and the borrower's lived reality - and you'll write for an audience most marketers never think about: people in genuine financial distress who need hope, clarity, and respect, not jargon.

What You'll Do

Performance Creative (60%)

• Write ad scripts, hooks, and storyboards for Meta and Google App campaigns - video-first, in English, Hindi, and Hinglish
• Develop and test messaging angles across our core emotional territories: relief from harassment, dignity, credit recovery, and fresh starts
• Turn real borrower stories into user narratives and testimonial-style creative (UGC briefs, creator scripts, case studies)
• Analyze creative performance weekly with the GTM lead; kill losing angles fast, double down on winners
• Maintain a creative testing pipeline: 4-6 new concepts per week, each with a clear hypothesis

Organic & AI Search Content (25%)

• Build content designed to rank in AI-powered search and answer engines (AEO) - guides, FAQs, and explainers on debt resolution, borrower rights, and credit repair
• Write content that earns trust in communities where borrowers actually seek help (Reddit, Quora, YouTube)

Product & Lifecycle Content (15%)

• Write UX copy and conversational flows for our WhatsApp-first borrower journeys
• Craft lifecycle messaging (WhatsApp, SMS, notifications) that moves users through onboarding and resolution milestones
• Ensure every touchpoint sounds like Credfix: empathetic, direct, never preachy

What We're Looking For

• 2-5 years writing content for performance marketing, growth, or direct-response - ideally in fintech, lending, insurance, or another trust-sensitive consumer category
• A portfolio of ad scripts or campaigns with performance numbers attached - you can tell us what worked, what didn't, and why
• Fluency in Hindi and English; comfort writing natural Hinglish for Tier 2/3 audiences
• Strong instinct for emotional, story-driven writing paired with genuine comfort reading dashboards (CTR, hook rate, CPI, funnel conversion)
• Understanding of (or willingness to quickly learn) financial services ad compliance on Meta and Google
• Bias for volume and iteration over perfection - you'd rather ship 6 rough concepts and learn than polish one

Bonus points

• Experience writing UGC creator briefs or managing creator content
• Familiarity with AEO/SEO for AI-driven search