Content Specialist
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Reach the decision-maker — $5About the role
**Experience:** 3\-4 Years (Experience in luxury, rugs, textiles, interiors, editorial or premium lifestyle segments required)
**Target Market:** Australia (B2C \& B2B)
**CTC:** 5 to 6LPA
**Type:** Full Time (Hyderabad, India)
**Reports To:** Brand Head
**About Elan \& Earth**
Founded in 2024, Elan \& Earth (www.elanandearth.com.au) is an Australian\-based high\-growth, entirely boot\-strapped premium lifestyle brand that offers hand\-woven Rugs \& Runners for Australian spaces. Operating under an agile international framework, the company is headquartered in Melbourne, Australia, with its core operational \& marketing hub located in Hyderabad, India.
We design, manufacture, and distribute architectural\-grade handknotted, handloomed, and flatwoven rugs made from sustainably sourced premium New Zealand wool, bamboo silk, and natural fibers catering B2C ecommerce, and B2B trade partnership.
**About the role**
To own, write, and manage end\-to\-end copywriting and content generation across all consumer (B2C) and business (B2B) touchpoints. This role requires an agile writer who can seamlessly switch between sensory luxury storytelling and high\-impact commercial pitches to elevate brand strength and drive conversions in the Australian market.
**Core Deliverables \& Expectations**
1\. Digital Content \& Direct Marketing
* **eDMs \& Lifecycle Marketing:** Write high\-converting consumer newsletters, automated email flows and B2B cold outreach emails. *Must comply with Australian anti\-spam laws.* * **Social Media \& Video Copy:** Craft platform\-specific copy (Instagram, LinkedIn, Pinterest) including hooks, captions, and narrative concepts/storyboards for video formats (Reels/TikTok). * **Website Content \& UI/UX Text:** Write and refresh copy for core web pages and high\-intent landing pages. Collaborate with designers to fit copy seamlessly into wireframes. * **Product Descriptions:** Write detailed, evocative, yet accurate product descriptions highlighting raw materials (e.g., premium wool, silk, construction types), craftsmanship, and heritage value. * **Blogs \& SEO Articles:** Research and produce long\-form editorial content and SEO\-optimized blogs aligned with Australian interior design, architecture, and premium lifestyle trends.
2\. Campaign, Advertising \& Mainline Media
* **Campaign Taglines \& Concepts:** Develop overarching concepts, main taglines, and messaging matrices for seasonal product launches and brand campaigns. * **Performance Marketing Ads:** Write punchy, benefit\-driven, high\-CTR copy for paid advertising channels (Meta, Google, Pinterest Ads). * **ATL (Above\-The\-Line) \& Print:** Write copy for print advertisements, premium lifestyle magazine features, lookbooks, and high\-impact outdoor media. * **BTL (Below\-The\-Line) \& Print Collaterals:** Craft copy for physical brochures, trade catalogs, point\-of\-sale displays, premium packaging inserts, and product care labels.
3\. B2B \& Corporate Communication (Australian Market Focus)
* **Pitches \& Decks:** Write persuasive, structured, and value\-focused copy for sales presentations, corporate profiles, and strategic partnership decks targeting retail buyers, interior designers, and architects. * **B2B Thought Leadership:** Draft case studies, whitepapers, and professional LinkedIn content tailored to the sophisticated, direct tone expected by Australian corporate clients.
Requirements \& Competencies
* **Australian Market Literacy:** Deep understanding of Australian English spelling (UK/AU style), localised idioms, and geographic/seasonal layout nuances (e.g., aligning product launches with Southern Hemisphere seasons). * **Dual\-Engine Writing Portfolio:** A mandatory portfolio proving equal capability in evocative, high\-end lifestyle storytelling (B2C) and clear, structured, commercial business communication (B2B). * **Cross\-Functional Technical Comfort:** Ability to interpret SEO keyword data, integrate keywords naturally into prose, and work with collaborative tools (e.g., Google Workspace, Figma text layers, or project management systems). * **Material Knowledge (Plus):** Basic understanding of textiles, weaving techniques, sustainable materials, or premium interior design terminology is highly advantageous.
Pay: ₹500,000\.00 \- ₹600,000\.00 per year
Benefits:
* Leave encashment
Work Location: In person
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