Content Writer

Earthful is a plant-based nutrition brand for women's health, backed by Fireside Ventures and V3 Ventures. Words are where every video, ad, and campaign starts — and we're looking for a writer who can build scripts that are structured to perform, adapt tone across formats, and use AI as a tool to work faster without writing generic copy.

Role Overview

This role owns end-to-end scriptwriting for Earthful's content engine — performance marketing ad scripts, organic social media content, and WhatsApp campaign copy. You'll work closely with the video editing and performance marketing teams to make sure every script is built with a clear hook, story, and CTA, and is ready to go straight into production.

What You'll Own

Performance Marketing Ad Scripts (50+ scripts/month)

• Write full scripts structured around a scroll-stopping hook, a clear storytelling body, and a click-driven, relatable CTA

• Develop 6 hooks per script, each built around a different angle — relatability, curiosity, myth-busting, doctor/nutritionist credibility, product-integrated, etc.

• Define creative visual direction for every script, shifting the frame or direction every 4–5 seconds to keep viewers engaged

• Build in re-hook moments through content and visual direction every 10 seconds to sustain watch time

• Write separate Google and Meta ad copies for each hook that goes live — typically 3 of the 6 hooks per script, so 3 ad copies per platform per script

• Study each creator's profile closely so scripts and visual direction feel native to their individual persona

Social Media Branding Content (15+ scripts/month)

• Brainstorm with the team on content ideas built around what performs on Instagram's algorithm

• Structure each script with a hook, body, and CTA — same framework as ad scripts — optimized for organic reach and brand affinity rather than direct response

• Write 1 strong hook per script (no variants needed for organic content)

• Define creative visual direction for each part of the content — for example, prop or setting choices

WhatsApp Campaign Content (4+ messages/month)

• Write 2 short, crisp content options for each message

• Write 3 ad copy options per message, designed to sit on the campaign image

What We're Looking For

• Strong scriptwriting or copywriting experience, ideally in D2C, performance marketing, or social content

• Comfortable using AI tools for prompting, and skilled at revamping AI-generated scripts into sharp, on-brand copy — not just accepting the raw output

• Understands how to structure attention — hooks, pacing, re-engagement — not just how to write well

• Can write for both paid and organic content, and understands how the goals for each differ

• Detail-oriented enough to tailor scripts and visual direction to an individual creator's tone and persona

• Comfortable working at high volume — 50+ scripts a month — without compromising on structure or quality

Be a part of Earthful’s Family!

@ www.instagram.com/earthful.me/

@www.linkedin.com/company/earthfulme/

About Earthful

Earthful is a VC-funded FMCG brand building India’s most trusted clean-label wellness products. We were recently featured on Shark Tank India and have raised a Pre-Series A round led by V3 Ventures and Fireside Ventures.

The founders (Sudha Gogineni and Veda Gogineni) are graduates from IIT Kharagpur and ISB with a multitude of experience across multinational companies & startups, such as Uber, Meesho, Deutsche Bank, ITC.

Earthful is a fast-growing startup, offering high ownership and the opportunity to work closely with the founders. We are looking for a candidate who is passionate about scaling a startup!