Buyer Persona @ Nemah

Nemah is a fast-growing DTC brand rooted in clean, high-performing personal care for moms and babies. But motherhood doesn’t stop at postpartum, and neither do we.

We’re evolving beyond perinatal care and launching evergreen body care products for all women, starting with a firming body serum and expanding into adult body wash and lotion. Our current brand guide was built during our first year and is deeply centered around pregnancy and postpartum.

We’re looking for a thoughtful, sharp brand strategist or designer with a solid grasp of storytelling, visual identity, and customer psychology to:
- Conduct a light audit of our existing brand guidelines (tone, voice, positioning, visual elements).
- Make strategic recommendations to evolve the brand expression to encompass a wider phase of womanhood without losing the emotional equity we’ve built with moms.
- Expand the brand guide to include this broader consumer while maintaining coherence across our current touchpoints.
- Ensure the updated guide still resonates with our existing core audience but welcomes and attracts women beyond the perinatal chapter.

This is not a full rebrand. Think of it as a brand maturation but refining and expanding without reinventing the wheel.

- 5+ years of experience in brand strategy, copy, or buyer persona (especially in beauty, wellness, or lifestyle)
- Proven experience helping brands transition audiences or expand into adjacent markets.
- A deep understanding of female consumer psychology and life stages.
- Portfolio showcasing tone/voice development and brand evolution.
- Bonus: Experience with brands that grew from a niche (e.g., perinatal) into a broader market (e.g., wellness or body care).