Website:
surma.in
Job details:
About Surma - Surma started with the vision of making good designs accessible in July 2024. We cater to modern women who are aspirational and looking for elevated everyday wear.
We have grown rapidly and received tremendous love from our early customers. At Surma, the consumer sits at the heart of every decision, and we constantly strive to improve customer experience at every touchpoint.
We are now entering a new phase of scale – where brand identity, cultural relevance, and creative excellence will be the defining edge.
Who This Role Is For
This is not a content management role. This is a creative leadership position – the person who will own how the brand is perceived, felt, and talked about.
We are looking for someone who has a genuine eye for women's fashion. Not just someone who understands marketing broadly – but someone who lives and breathes the category. Someone who can look at a fabric, a silhouette, or a mood board and instantly know what it says about the woman wearing it.
You likely come from the brand side of a fashion or lifestyle company – not an agency. You understand what it means to build a brand from the inside, to carry its identity across years and touchpoints, and to make creative decisions that serve both the brand's soul and the business's growth.
You should be:
- Deeply immersed in women's fashion – as a consumer, as a creative, as a cultural observer
- A strong creative thinker who can generate ideas across formats, channels, and contexts
- A seasoned brand leader, not just a content executor
- A people leader who can hire well, build teams, and bring out the best in creative talent
- Commercially minded – able to translate business priorities into creative action
- High-ownership and outcome-oriented in how you operate
Our Work Culture
At Surma, we execute fast. We value speed, clarity, experimentation, and ownership.
You will work directly with the founders in a flat structure where brand is treated as the most important business growth lever. Creative decisions matter here, and so does the judgment behind them.
This is a leadership role where your work will define how a generation of modern Indian women discovers, experiences, and falls in love with Surma.
Role Mandate: Be the Custodian of the Surma Brand
You will be Surma's chief brand custodian – the person responsible for how the brand shows up in the world, across every channel, format, and moment. This role goes well beyond content creation. It encompasses creative direction, PR, influencer and celebrity strategy, social media, and the full spectrum of brand communication.
You will lead a team of 10+ people and will be expected to build, scale, and inspire that team as the brand grows.
Key Responsibilities
1. Brand Custodianship and Creative Direction
- Own Surma's brand identity – visual language, tone of voice, aesthetic DNA, and narrative
- Ensure brand coherence and creative quality across every touchpoint, from campaigns to captions
- Evolve the brand as Surma scales, without losing the specificity that makes it distinctive
- Develop and articulate the creative vision in a way the entire team can execute against
2. Content Strategy and Multi-Format Execution
- Build and drive Surma's content calendar across Instagram, Pinterest, website, email, packaging, and emerging platforms
- Think expansively about content – editorials, campaigns, product stories, behind-the-scenes, community content, seasonal arcs, and more
- Develop new content formats and storytelling dimensions that keep the brand creatively fresh
- Balance brand-building content with content that is conversion-oriented and commercially grounded
3. PR and Brand Communication
- Own Surma's PR strategy – media relationships, press coverage, brand narratives, and storytelling moments
- Build the brand's presence in fashion media, digital publications, and cultural conversations
- Manage brand communications proactively and reactively with clarity and consistency
4. Influencer Marketing and Creator Strategy
- Build and lead Surma's influencer and creator ecosystem – from micro-creators to marquee voices
- Identify the right partners who genuinely align with the Surma woman and aesthetic
- Develop structured frameworks for creator briefing, content review, and performance evaluation
- Own relationships with key influencers as a long-term brand-building asset
5. Celebrity Shoots and High-Production Brand Moments
- Conceptualize and manage high-profile shoots – including celebrity collaborations and flagship campaign productions
- Own the full creative workflow: concept development, casting, styling direction, shoot management, and final output
- Ensure every production reflects the Surma aesthetic with uncompromising quality
6. Social Media Management
- Own Surma's social media presence as a brand-building and community-building platform
- Drive a social strategy that grows organic reach, deepens community engagement, and builds cultural relevance
- Stay closely attuned to platform trends, fashion culture moments, and audience behavior
7. Team Building and Leadership
- Lead, manage, and grow a creative team of 10+ members – including videographers, video editors, photographers, stylists, writers, and social media managers
- Hire well and hire for taste – build a team that shares the brand's creative standards
- Create a high-output, high-quality creative operation with clear workflows, briefs, and accountability
- Act as a creative mentor who raises the bar for everyone around you
8. Business-Integrated Brand Planning
- Deeply understand Surma's business priorities and translate them into brand and content action
- Prioritize across multiple workstreams with clarity and commercial judgment
- Partner closely with Performance Marketing, Buying, and Product teams to ensure brand work drives measurable business outcomes
Skills and Requirements
- 10+ years of experience in brand, content, or creative leadership roles
- Mandatory: brand-side experience at a fashion or lifestyle company – agency-only backgrounds will not fit.
- A genuine, demonstrable passion for and understanding of women's fashion
- Proven track record of building and scaling brand identity across channels
- Experience managing high-production shoots and influencer/celebrity partnerships
- Strong instinct for what is culturally relevant and creatively differentiated
- Demonstrated ability to lead, hire, and grow creative teams
- Ability to operate at both strategic and executional levels
- Strong communication and stakeholder management skills
- A portfolio that shows range – across campaigns, content formats, and brand moments
What Success Looks Like
- Surma is instantly recognizable and consistently loved by modern women
- A high-performing, creatively excellent team of 10+ that executes at pace and with taste
- A structured influencer and PR engine that builds brand equity over time
- Content and campaigns that drive both brand affinity and commercial outcomes
- A brand playbook that can scale with the business without losing its soul
Why This Role Is Compelling
- Rare opportunity to be the definitive creative voice of a fast-growing fashion brand
- Real creative authority
- Build a team, a brand, and a playbook from a position of genuine ownership
- Work at the intersection of fashion, culture, and commerce
- High-performance environment that values taste, judgment, and execution in equal measure
If you have read till here and this excites you, please send a short note along with your resume to ankur@surma.in
Click on Apply to know more.