About the Role
We are looking for a highly creative, strategic, and hands-on Content & Personal Brand Lead to lead the digital content ecosystem for Preeti Rao and Weljii.
This is not a conventional Social Media Manager role.
The role involves transforming the expertise, experience, and intellectual property of:
Preeti Rao – Founder, CEO, Health & Wellness Expert, and Thought Leader
and
Weljii – Health & Wellness Coaching Education and Professional Development Brand
into compelling, credible, differentiated, and high-performing digital content.
The role combines:
Content Strategy + Storytelling + Content Production + Analytics + Execution
About the Role
1. Personal Brand – Preeti Rao
Develop and build content around:
- Preventive Health
- Integrative Health
- Wellness
- Healthy Ageing
- Health & Wellness Coaching
- Leadership
- Entrepreneurship
- Personal Experiences
- Strong Opinions & Perspectives
- Speaking & Media
- Founder Journey
Objective
The objective is to establish Preeti Rao as a recognised voice, expert, and thought leader in the health and wellness space — not simply to increase follower count.
2. Weljii
Build and strengthen Weljii's digital presence through content around:
- Health & Wellness Coaching
- Coach Education
- Career Opportunities
- Student & Alumni Stories
- Programmes
- Faculty
- Industry Developments
- Corporate Wellness
- Healthcare Partnerships
- Educational Content
- Institutional Credibility
The objective is to build authority, trust, awareness, engagement, and qualified business opportunities for Weljii.
Key Responsibilities
1. Content Strategy
- Develop monthly and quarterly content strategies.
- Define content pillars, themes, and recurring content series.
- Develop platform-specific strategies for Instagram, YouTube, and LinkedIn.
- Maintain a structured and actionable content calendar.
- Identify emerging content opportunities and trends.
- Develop campaigns aligned with key business priorities.
- Ensure consistency in brand voice, messaging, and positioning.
2. Content-Market Fit
Continuously test and optimise:
- Topics
- Hooks
- Formats
- Storytelling approaches
- Content lengths
- Distribution channels
- Posting strategies
Analyse content performance to understand what works, what does not, and why.
Translate these insights into actionable changes in the content strategy.
3. Content Production & Execution
Work directly with:
- Preeti Rao
- Content Researcher / Scriptwriter
- Senior Video Editor
- Other internal and external content resources
Take ideas from concept to publish-ready content.
The candidate will be expected to actively participate in:
Ideation → Research → Planning → Content Development → Execution → Publishing → Analysis → Optimisation
4. Personal Brand Development
Build a consistent and differentiated personal brand for Preeti Rao by:
- Identifying unique perspectives and opinions
- Developing thought-leadership themes
- Mining founder stories and experiences
- Creating expert-led content
- Building authority through educational content
- Identifying speaking and media opportunities
- Developing content around industry trends and conversations
5. Analytics & Performance
Track and analyse:
- Reach
- Engagement
- Saves
- Shares
- Watch Time
- Audience Retention
- Audience Growth
- YouTube Performance
- Content-Market Fit
- Qualified Enquiries
- Brand Visibility
- Content Conversion
Use data and audience insights to continuously improve content strategy, storytelling, formats, and distribution.
Ideal Candidate
The ideal candidate should have experience working with:
- Founders
- CEOs
- Doctors
- Experts
- Coaches
- Educators
- Thought Leaders
- Personal Brands
We Value
- Strong strategic thinking
- Excellent storytelling ability
- Strong understanding of Instagram, YouTube, and LinkedIn
- Data-driven decision-making
- Strong writing and communication skills
- Understanding of personal branding
- Ability to work directly with a founder/CEO
- Strong ownership and accountability
- Curiosity and creative thinking
- Ability to identify trends and content opportunities
- Ability to execute, not just recommend
Strong understanding of audience psychology and content performance
Important: Hands-On Role
This is a hands-on leadership role.
We are not looking for someone who only creates a content calendar and delegates execution.
You will be expected to:
Think → Plan → Create → Execute → Analyse → Improve
The candidate should be comfortable getting into the details of content, working directly with the team, reviewing scripts and edits, analysing performance, and making improvements.
Mandatory Portfolio
Portfolio is mandatory.
Candidates must provide examples of personal brands, founder brands, expert brands, or thought leaders they have worked with.
For each relevant project, candidates should ideally demonstrate:
Starting Point → Strategy → Execution → Results
Portfolio submissions should clearly explain:
- What was the initial challenge?
- What strategy was developed?
- What content was created?
- Which platforms were used?
- What was the candidate's specific role?
- What results were achieved?
- What learnings were derived?
Follower growth alone will not be considered sufficient.
We are particularly interested in candidates who can demonstrate their ability to build authority, engagement, brand visibility, audience trust, and qualified business outcomes through content.
Key Skills
Content Strategy | Personal Branding | Founder Branding | Storytelling | Social Media Strategy | Content Marketing | Instagram | YouTube | LinkedIn | Analytics | Audience Growth | Thought Leadership | Content Production | Performance Optimisation
How to Apply
To apply for a position at Weljii, please send us your resume and a cover letter, which clearly states the position you are seeking to:
