Company Description
AasaanWill is India's leading online Will writing platform, backed by Tim Draper, Techstars, The Times Group, and several renowned angels. We provide legally vetted, valid, easy, and affordable online Will writing solutions. Our mission is to solve succession planning for India while educating a largely unorganized and unaware market. With the rise in nuclear families, a Will becomes the single most important legal document to ensure loved ones are taken care of in unforeseen circumstances.
Job Description: Head of Content
Company: AasaanWill
Experience: 5+ Years (Startup/BFSI preferred)
Location: [Specify: Remote/Bangalore/Hybrid]
Role Overview
As the Head of Content at AasaanWill, you are the architect of our voice and the face of our mission. Your goal is to demystify Wills and Succession a topic often seen as taboo or complex and turn it into engaging, viral, and educational content. You will own the end-to-end content engine, from high-level strategy to on-the-street execution, making AasaanWill the undisputed leader in wealth transfer content for Indians globally.
Core Responsibilities
- Omnichannel Strategy: Design and execute a 360-degree content roadmap across Instagram, LinkedIn, YouTube, Twitter, and emerging platforms.
- On-Camera Leadership: Conduct street interviews and man-on-the-street segments to capture real-life perspectives on inheritance and planning, making the brand relatable.
- Global Authority: Position AasaanWill as the go-to resource for succession planning, not just in India, but for the Global NRI community (US, UK, UAE, etc.).
- Engagement & Community: Move beyond posting to interacting. Own the comments section, spark debates, and build a community around financial legacy.
- Growth Hacking: Take full accountability for follower growth, reach, and engagement metrics. Use data to pivot strategies weekly based on what the algorithm rewards.
- Content Production: Oversee (and initially execute) the creation of reels, long-form videos, newsletters, and blogs that simplify legal jargon into Aasaan (easy) insights.
Additional Key Requirements
- Experience: 5+ years in content leadership, ideally within a BFSI or Fintech startup where you've simplified complex financial products.
- The Street Factor: You must be high-energy and fearless in approaching strangers for interviews and content pieces.
- Visual Storytelling: Proficiency in (or ability to manage) video editing, thumbnail design, and short-form video hooks.
- SEO & Algorithm Knowledge: A deep understanding of how YouTube SEO and Instagram/LinkedIn algorithms work to ensure organic virality.
- Narrative Psychology: Ability to talk about death and inheritance with empathy, humor, and urgency without being morbid.
- Crisis/Sensitive Communication: Skill in handling sensitive topics (family disputes, legal battles) with maturity and brand-aligned ethics.
Key Performance Indicators (KPIs)
- Follower Growth: Quarterly % increase in total social media following.
- Viral Reach: Number of pieces reaching >5x our follower count.
- Inbound Leads: Traffic driven from social content to the AasaanWill platform.
- Brand Sentiment: Quality of engagement and Share of Voice in the succession planning niche.
Why Join Us
You aren't just making posts. You are solving a trillion-dollar problem: the unorganized transfer of wealth in India. You will have the creative freedom to build a media powerhouse from the ground up in a category that is ripe for disruption.
Recommended Bonus Requirements
- Newsletter Experience: Experience building or scaling a Substack/email newsletter (crucial for Wealth Transfer education).
- Legal/Fintech Literacy: While you don't need a law degree, the ability to read a legal document and extract a hook is a massive advantage.
- AI Content Tools: Proficiency in using AI tools (Midjourney, ChatGPT, Descript) to 10x content output.
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