Senior Content Writer – Men’s Wellness / Ayurveda

Role Objective

Key Responsibilities

• • Develop daily/weekly content ideas for the Men's Wellness handle.
  • Write Instagram Reels scripts, carousels, static posts, captions and stories.
  • Create educational, informative, relatable and entertaining content around men's wellness.
  • Develop content pillars and recurring content series.
  • Identify trending topics and formats relevant to the target audience.

• • Develop content around Ayurvedic principles, herbs, ingredients, nutrition and lifestyle.
  • Translate complex Ayurvedic/wellness concepts into simple, easy-to-understand language.
  • Research ingredients and traditional Ayurvedic practices and convert them into engaging consumer content.
  • Create content around men's vitality, energy, fitness, nutrition, stress, sleep, ageing and overall wellness.
  • Ensure content remains responsible and does not make inappropriate medical or exaggerated claims.

• • Write short-form scripts for Reels and AI/UGC videos.
  • Develop strong hooks for the first 2–3 seconds.
  • Create different script formats — educational, problem/solution, myth vs fact, expert-led, storytelling, listicles, Q&A etc.
  • Work closely with the Video Editor/AI Video Creator to convert scripts into finished videos.

• • Develop ad copy, hooks, headlines and CTAs for Meta campaigns.
  • Create multiple variations of the same concept for creative testing.
  • Understand what makes content generate attention, engagement and ultimately leads/conversions.
  • Adapt messaging based on campaign performance and feedback.

• • Track men's wellness, Ayurveda, fitness and nutrition trends.
  • Research competitor and category content.
  • Identify new topics and formats that can be used to grow the handle organically.
  • Build a monthly content calendar with clear themes and content formats.

• • Help develop a consistent voice for the Men's Wellness brand.
  • Content should be credible, relatable, modern and Indian, without sounding overly clinical or overly promotional.
  • Ability to write both English and Hinglish is highly preferred.

Ideal Candidate

• • Ayurvedic brands
  • Wellness / healthcare brands
  • Nutrition brands
  • Men's health / fitness brands
  • D2C consumer brands
  • Health-focused digital publishers

Key Skills

• • Excellent writing and editing skills.
  • Strong research ability.
  • Strong understanding of social media content.
  • Excellent headline and hook writing.
  • Ability to write short-form video scripts.
  • Good understanding of Ayurveda/wellness terminology.
  • Ability to write in English and Hinglish.
  • Strong sense of what makes content engaging and shareable.
  • Ability to work quickly and produce high volumes of content.
  • Understanding of AI tools such as ChatGPT/Gemini for research, ideation and content development is a plus.

KRAs

• • Quality and consistency of social media content.
  • Number of usable content concepts/scripts generated.
  • Reel/script output and creative variety.
  • Engagement and performance of organic content.
  • Ability to generate strong hooks and content ideas.
  • Speed of execution and adherence to content calendar.
  • Contribution to performance marketing creatives.
  • Development of a strong and consistent Men's Wellness brand voice.

Important