Content Strategist for Marketing

Part 1 — Upwork Job Post Content Strategist & Shoot Planner — ARNA (Mindset Coaching Brand) Retainer | Remote About ARNA ARNA is a mindset and emotional resilience coaching brand based in Hyderabad, India. We help high-achieving women in corporate and tech overcome burnout and emotional exhaustion through a structured 90-day 1:1 coaching programme called The Overwhelm Reset™. The brand voice is calm, direct, and deeply personal — think Sadhguru, not a motivational speaker. What This Role Is We are looking for a content strategist who can own the short-form content system across Instagram Reels and YouTube Shorts — from monthly strategy and scripting to shoot planning, calendar management, and Meta ad copy. You will work closely with the founder, who is the face of the brand and will be on camera for all content. The editor is already in place. This is a retainer role. We need someone reliable, creatively sharp, and able to work within a very specific brand voice. What You'll Own Monthly content strategy across Instagram Reels and YouTube Shorts — themes, content pillars, post types Script writing for Reels and Shorts in the founder's voice (teleprompter format, one idea per line) Meta ad scripts — hook variations, pain angle testing, CTA framing, and new creative concepts for paid campaigns Organic content written with repurposing in mind — hooks that work both as organic Reels and paid ad creatives Monthly shoot plan — what to shoot, in what order, what setups are needed Weekly content calendar — what goes live when, on which platform Briefing the editor on each piece of content including platform-specific requirements Ensuring posting stays consistent and on schedule across both platforms What We're Looking For Experience running short-form content for a personal brand or coaching brand across Instagram and YouTube Strong script writing ability — you must be able to write in someone else's voice naturally Experience writing Meta ad copy — specifically hooks, pain-angle scripts, and CTA variations for testing Understanding of what performs differently on Instagram Reels vs YouTube Shorts Organised and proactive — this role requires you to drive the calendar, not wait to be told Bonus: experience in the wellness, mindset, or women's coaching space What This Is Not This is not a graphic design role. This is not a video editing role. This is strategy, scripting, ad copy, and planning only. To Apply Share two examples of short-form content or ad scripts you have written for a personal brand across Instagram or YouTube. If you have written Meta ad hooks or run creative testing for a coaching or wellness brand, mention it specifically. Tell us briefly how you would approach building a monthly content calendar and ad creative pipeline from scratch.