Role Overview
We are looking for a solid Content & Creative Ideation professional to lead content development and communication across Baidyanath Ayurveda and Goodcare. This is not a traditional content-writing role. The person will be expected to develop ideas, campaign concepts, brand narratives and platform-specific content across social media, creative, video, digital campaigns, performance marketing, websites, marketplaces and other consumer touchpoints.
The ideal candidate should understand how modern consumer brands communicate digitally and should be able to balance brand storytelling with content that drives engagement, consideration and conversion.
Preferred Experience / Brand Exposure
Preferred candidates will have worked with a leading creative or digital agency handling FMCG, Health & Wellness, Beauty, Personal Care, Nutrition or D2C brands, or have direct brand-side experience with digitally forward consumer brands.

Key Responsibilities
1. Content Strategy & Ideation
Develop the content approach for Baidyanath Ayurveda and Goodcare while keeping the identity,



audience and communication style of both brands distinct.
Generate campaign ideas, content properties, social concepts, creative hooks and communication narratives aligned with brand and business objectives.
Translate marketing briefs into strong communication ideas and executable content.
Identify relevant consumer trends, cultural moments, health/wellness conversations and occasions that the brands can participate in.
Build recurring and ownable content formats rather than relying only on topical or product-led posts.
Develop content themes across Ayurveda, health, wellness, beauty, lifestyle, nutrition, FMCG and preventive healthcare.
2. Social Media Content Management
Own ideation and copy development across Instagram, Facebook, YouTube, LinkedIn and other relevant platforms.
Develop monthly content calendars, post concepts, captions, carousel stories, Reels/Shorts ideas, product communicati

📌 Content Writer (Kolkata)
🏢 Baidyanath
📍 Kolkata