Company Description

Armaara Innoventures Pvt. Ltd., through its brand Maiva, offers a pioneering range of plant-based products designed for health-conscious individuals. Crafted with compassion and wholesome ingredients like almonds, oats, and cashews, Maiva inspires consumers to make informed decisions about their health and wellbeing. As part of the Mahaveera & SMMP Business Group, established in 1983, Armaara Innoventures benefits from the group's extensive experience across diverse sectors, including logistics, real estate, and financial services. With a presence in over 50 locations and a workforce of 1,000+ employees, the group remains committed to delivering innovation and quality across all its ventures.

Role Description

This is a full-time, on-site role for a Brand Content Strategist & Copywriter based in Mumbai. The role involves developing and executing content strategies, managing content across multiple platforms, creating compelling web content and marketing materials, and ensuring brand alignment in all written communication. The role requires collaboration with cross-functional teams to craft impactful narratives that elevate the brand's voice and engage the target audience effectively.

This role lives at the intersection of brand and performance

Brand side

• Brand voice & tone of voice
• Content strategy & calendar
• Trust & authority-building content
• Product & ingredient storytelling
• Influencer briefs & brand alignment
• Briefing designers & video editors

Performance side

• UGC ad scripts with strong hooks
• Performance copy for Meta & YouTube ads
• Hook writing — fear, aspiration, curiosity angles
• Script direction for UGC creators
• Paid creative briefs for performance team
• A/B copy variations for ad creatives

The profile we're looking for

You probably started in copywriting — agency copy, brand copy, or content for consumer brands. Over time you developed strong instincts for brand positioning AND learned how performance-driven copy works: hooks, retention, scroll-stopping openings, benefit-led scripts.

You may call yourself a Content Strategist, Brand Strategist, Creative Strategist, or Senior Copywriter. You've written for campaigns and for ads. You know the difference between content that builds a brand over 6 months and content that needs to work in 3 seconds — and you're good at both.

Qualifications

• Proficiency in Content Strategy, Content Management, and Content Development
• Strong skills in Web Content Writing and general Writing
• Proven ability to create targeted, impactful, and engaging content for digital platforms
• Experience working with branding, tone-of-voice development, and storytelling
• Strong research skills and a solid grasp of market trends
• Excellent organizational and project management abilities
• Familiarity with consumer behavior and marketing principles, particularly in the food or wellness industry, is a plus
• Bachelor's degree in Marketing, Communications, Creative Writing, or a related field

You're a strong fit if

• 5–9 years experience, with at least 3–4 years in copy, content strategy, or brand strategy
• You've written copy for FMCG, wellness, health, beauty, or D2C consumer brands
• You use AI tools actively in your copy and content workflow
• You're based in Mumbai and comfortable working from office