Job Description

Role Overview

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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.

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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.

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Preferred Experience / Brand Exposure

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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.

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Key Responsibilities

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1. Content Strategy & Ideation

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- Develop the content approach for Baidyanath Ayurveda and Goodcare while keeping the identity, audience and communication style of both brands distinct.
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- Generate campaign ideas, content properties, social concepts, creative hooks and communication narratives aligned with brand and business objectives.
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- Translate marketing briefs into strong communication ideas and executable content.
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- Identify relevant consumer trends, cultural moments, health/wellness conversations and occasions that the brands can participate in.
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- Build recurring and ownable content formats rather than relying only on topical or product-led posts.
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- Develop content themes across Ayurveda, health, wellness, beauty, lifestyle, nutrition, FMCG and preventive healthcare.
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2. Social Media Content Management

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- Own ideation and copy development across Instagram, Facebook, YouTube, LinkedIn and other relevant platforms.
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- Develop monthly content calendars, post concepts, captions, carousel stories, Reels/Shorts ideas, product communication, educational content, engagement content and moment marketing.
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- Adapt communication by platform, audience and objective rather than replicating the same content across channels.
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- Work with social, design and video teams to ensure content is execution-ready and delivered on time.
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3. Short-form Content

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- Develop concepts and scripts for Instagram Reels, YouTube Shorts, influencer content, UGC videos, performance ads, product demonstrations, expert-led videos and testimonials.
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- Create strong hooks and scripts using a clear structure such as Hook > Story > Product Integration > Benefit > CTA.
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- Simplify health, wellness and product benefits into engaging, consumer-friendly communication.
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4. Long-form Content

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- Develop and/or manage website content, product pages, blogs, SEO articles, campaign landing pages, brand stories, educational articles and product education.
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- Create marketplace A+ content, brochures, catalogues, longer video scripts, leadership/founder communication, thought-leadership content and CRM/WhatsApp/Email communication.
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- Maintain factual accuracy while ensuring the language remains easy, relevant and engaging for the intended audience.
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5. Creative Ideation & Copywriting

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- 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.
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- Contribute to packaging communication and print communication where required.
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- 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.
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6. Brand Tonality Management

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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.

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

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7. Campaign Development

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

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- Develop and manage monthly and quarterly content calendars with visibility of upcoming campaigns, business priorities and product launches.
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- Coordinate with activation, social, design, performance, e-commerce, marketplace, product/R&D; and agency teams.
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- Maintain consistency in messaging and tonality across touchpoints and keep a repository of approved content, product claims and creative assets.
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- Track performance of major content formats and use learnings to improve future communication.
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9. Performance & Commerce Content

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- Develop communication for Meta ads, Google/YouTube creatives, marketplace ads, D2C website campaigns, retargeting, problem-solution communication and promotional campaigns.
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- Understand the difference between Brand Content, Engagement Content, Performance Content and Commerce Content, and tailor the writing accordingly.
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10. Trend & Competition Tracking

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- Regularly study digital-first FMCG, wellness, beauty and D2C brands to identify emerging formats, consumer language, category trends and creative opportunities.
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- Bring relevant learnings into Baidyanath and Goodcare without copying competitor communication.
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Candidate Profile

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Experience

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- 8-10 years of experience in content, creative strategy, copywriting, digital content or brand communication.




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- Preferably from a digital/creative agency environment handling FMCG, Health & Wellness, Beauty, Personal Care, Nutrition or D2C brands.
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- Alternatively, strong brand-side experience with a digitally driven consumer brand.
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- Prior experience on social-first and/or D2C brands is strongly preferred.
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Must-Have Skills

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- Excellent written English with strong command over headlines, hooks and short-form copy.
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- Ability to simplify complex health/product information without diluting the core benefit.
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- Strong understanding of Instagram, Facebook, YouTube, LinkedIn and digital-first consumer communication.
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- Experience writing short-form video scripts and developing campaign ideas beyond executional copy.
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- Strong storytelling, presentation and communication skills.
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- Ability to manage multiple brands and projects simultaneously.
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- Comfort working closely with designers, editors, agencies, social teams and performance teams.
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- Strong attention to detail and brand consistency.
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Preferred Skills

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- Understanding of Ayurveda, wellness, nutrition, beauty or healthcare categories.
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- Knowledge of Hindi and/or Bengali will be an advantage.
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- Basic understanding of SEO and marketplace content such as Amazon A+.
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- Understanding of influencer, UGC and performance content.
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- Ability to interpret basic social and content performance metrics.
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What We Are Looking For

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

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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?"

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Key Deliverables / KPIs

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

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Candidates should submit a portfolio containing examples of:

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- Social media campaigns and content properties
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- Reels / short-form video scripts
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- Campaign concepts and key creative ideas
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- Headlines / digital advertisements
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- Long-form writing
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- Brand launches or integrated campaigns
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📌 Content Writer (Kolkata)
🏢 Baidyanath
📍 Kolkata