Role Overview We are looking for a strong 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 up-to-date 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 communication, educational content, engagement content and moment marketing.
- Adapt communication by platform, audience and objective rather than replicating the same content across channels.
- Work with social, design and video teams to ensure content is execution-ready and delivered on time.
- Short-form Content - Develop concepts and scripts for Instagram Reels, YouTube Shorts, influencer content, UGC videos, performance ads, product demonstrations, expert-led videos and testimonials.
- Create strong hooks and scripts using a clear structure such as Hook >

Story >

ProductIntegration >

Benefit >

CTA.

- Simplify health, wellness and product benefits into engaging, consumer-friendly communication.
- Long-form Content - Develop and/or manage website content, product pages, blogs, SEO articles, campaign landing pages, brand stories, educational articles and product education.
- Create marketplace A+ content, brochures, catalogues, longer video scripts, leadership/founder communication, thought-leadership content and CRM/WhatsApp/Email communication.




- Maintain factual accuracy while ensuring the language remains simple, relevant and engaging for the intended audience. 5.

Creative

Ideation & Copywriting - Work closely with designers and creative teams to develop campaign key visuals, headlines, taglines, digital ads, performance creatives, marketplace banners, website banners, POSM and BTL communication.

- Contribute to packaging communication and print communication where required.
- Operate as an ideator, not only as a copywriter receiving briefs: originate the idea and then work with design/video teams to bring it alive. 6.

Brand Tonality Management Baidyanath Ayurveda: Trust, heritage, Ayurveda expertise, efficacy, family wellness, preventive healthcare and credibility. The communication should make a legacy Ayurvedic brand feel contemporary and relevant without losing its authority.

Goodcare: Modern, digital-forward, conversational, younger, lifestyle-oriented, benefit-driven and social-first. 7.

Campaign

Development - Partner with the cross-functional team on new product launches, seasonal campaigns, category-building, product education, influencer campaigns, performance campaigns, marketplace campaigns, festive campaigns and brand-building initiatives.

- Translate one central campaign thought into multiple formats across social, video, digital, commerce and offline touchpoints. 8.

Content

Calendar, Governance & Coordination - Develop and manage monthly and quarterly content calendars with visibility of upcoming campaigns, business priorities and product launches.

- Coordinate with activation, social, design, performance, e-commerce, marketplace, product/R&D; and agency teams.
- Maintain consistency in messaging and tonality across touchpoints and keep a repository of approved content, product claims and creative assets.
- Track performance of major content formats and use learnings to improve future communication.
- Performance & Commerce Content - Develop communication for Meta ads, Google/YouTube creatives, marketplace ads, D2C website campaigns, retargeting, problem-solution communication and promotional campaigns.
- Understand the difference between Brand Content, Engagement Content, Performance Content and Commerce Content, and tailor the writing accordingly.
- Trend & Competition Tracking - Regularly study digital-first FMCG, wellness, beauty and D2C brands to identify emerging formats, consumer language, category trends and creative opportunities.
- Bring relevant learnings into Baidyanath and Goodcare without copying competitor communication.

Candidate Profile

Experience - 8-10 years of experience in content, creative strategy, copywriting,



digital content or brand communication.

- Preferably from a digital/creative agency environment handling FMCG, Health & Wellness, Beauty, Personal Care, Nutrition or D2C brands.
- Alternatively, strong brand-side experience with a digitally driven consumer brand.
- Prior experience on social-first and/or D2C brands is strongly preferred. Must-Have Skills - Excellent written English with strong command over headlines, hooks and short-form copy.
- Ability to simplify complex health/product information without diluting the core benefit.
- Strong understanding of Instagram, Facebook, YouTube, LinkedIn and digital-first consumer communication.
- Experience writing short-form video scripts and developing campaign ideas beyond executional copy.
- Strong storytelling, presentation and communication skills.
- Ability to manage multiple brands and projects simultaneously.
- Comfort working closely with designers, editors, agencies, social teams and performance teams.
- Strong attention to detail and brand consistency.

Preferred Skills - Understanding of Ayurveda, wellness, nutrition, beauty or healthcare categories.

- Knowledge of Hindi and/or Bengali will be an advantage.
- Basic understanding of SEO and marketplace content such as Amazon A+.
- Understanding of influencer, UGC and performance content.
- Ability to interpret basic social and content performance metrics.

What We Are Looking For - An ideator first and writer second.

- Naturally curious about brands, consumers, culture and digital trends.
- Comfortable generating multiple creative routes for one brief.
- Able to spot a strong hook, campaign thought or storytelling angle.
- Equally comfortable writing a five-word headline and a long-form article.
- Capable of challenging repetitive or predictable content.
- Commercially aware and understands that content must support brand and business growth. This is not a role for someone whose experience is primarily limited to SEO blogs or generic social-media captions.

The candidate should be able to answer: “What should the brand say, why should the consumer care, and what is the most interesting way to say it?” Key Deliverables / KPIs - Quality and originality of content ideas and campaign thinking.

- Improvement in social engagement and overall content effectiveness.
- Quality of short-form video concepts and scripts.
- Consistency and distinctiveness of Baidyanath and Goodcare brand tonality.
- Timeliness of content planning and delivery.
- Reduction in repetitive/generic communication.
- Contribution to product launches, digital campaigns and commerce requirements.
- Ability to convert marketing briefs into execution-ready creative ideas.

Portfolio Requirement

Candidates should submit a portfolio containing examples of:

- Social media campaigns and content properties
- Reels / short-form video scripts
- Campaign concepts and key creative ideas
- Headlines / digital advertisements
- Long-form writing
- Brand launches or integrated campaigns

📌 Content Writer (Bhatpara)
🏢 Baidyanath
📍 Bhatpara