Website:
cuminco.com
Job details:
We are looking for a senior brand leader who can own the entire consumer-facing expression of Cumin Co.
This is not a role limited to campaigns, social media or communications. You will own the brand across consumer insight, positioning, creative, content, product storytelling, launches, creators, PR, partnerships, retail experiences and integrated campaigns.
Importantly, you will also own and build Cumin Co.'s internal content factory and creative studio — including designers, content creators, copy, video, photography and production capabilities — with the ambition of making Cumin Co. one of the fastest and strongest content-producing consumer brands in India.
You should be equally comfortable defining the annual brand strategy, reviewing packaging or a campaign with a designer, building the launch playbook for a new category, directing a product shoot, analysing consumer research, and figuring out what Cumin Co. should be talking about tomorrow morning.
The mandate is simple:
Make Cumin Co. one of the most distinctive, desirable and talked-about kitchenware brands in India — and build the internal creative machine capable of doing that every single day.
What You Will Own
1. Brand Strategy & Positioning
- Own and continuously sharpen Cumin Co.'s brand positioning, consumer proposition and brand architecture.
- Translate business ambitions into a clear annual and quarterly brand strategy.
- Build distinctive brand codes across visual identity, tone of voice, product storytelling and consumer experience.
- Ensure consistency while allowing the brand to evolve as we enter new categories and channels.
- Develop a deep understanding of our core and emerging consumer cohorts through research, focus groups, social listening, customer conversations and first-party data.
2. In-House Content Factory & Creative Studio
You will have end-to-end ownership of Cumin Co.'s internal creative organisation.
This includes building and managing an in-house team across:
- Graphic design
- Brand design
- Social content
- Copywriting
- Photography
- Videography
- Motion graphics
- Editing
- Art direction
- Production
Your responsibility will be to turn this team into a high-output, high-quality content factory capable of supporting a rapidly scaling consumer brand.
You will:
- Build the structure, processes and operating rhythm of the internal creative studio.
- Hire, develop and manage designers, content creators and creative talent.
- Set the creative bar and provide clear art and creative direction.
- Build systems that allow the team to produce significantly more content without making the brand feel templated or generic.
- Create an efficient workflow from brief → concept → production → approval → publishing → learning.
- Develop reusable creative systems, templates and brand assets without compromising originality.
- Own the internal content calendar and production pipeline.
- Ensure teams across D2C, Amazon, quick commerce, retail and product launches receive high-quality creative on time.
- Decide intelligently what should be produced internally versus through specialist external agencies or production partners.
- Build a network of photographers, filmmakers, stylists, food stylists, creators and production partners where required.
- Create a culture where the creative team is constantly experimenting, learning and improving.
The goal is to build an internal creative capability that becomes a competitive advantage for Cumin Co.
3. Content & Social
- Own Cumin Co.'s content strategy across Instagram, YouTube and emerging platforms.
- Develop an identifiable editorial and visual universe around food, kitchens, design, culture and modern Indian living.
- Build recurring content formats and franchises that consumers actively look forward to.
- Balance high-production brand storytelling with fast, culturally relevant content.
- Build the ability to react quickly to cultural conversations and consumer behaviour.
- Create a strong mix of product, educational, entertaining, founder, community and cultural content.
- Continuously experiment with formats and measure what drives attention, engagement, sharing and brand interest.
- Scale both the volume and quality of Cumin Co.'s organic content.
4. Integrated Brand Campaigns
- Build the annual marketing calendar across major brand moments, product launches, cultural moments and festive periods.
- Lead integrated campaigns across digital, social, creators, PR, partnerships, offline and retail.
- Develop campaigns that create both brand salience and commercial impact.
- Own campaign briefs, creative development and execution.
- Partner with the internal creative team and external agencies where required.
- Build repeatable campaign properties rather than treating every launch as a standalone event.
5. Product & Category Launches
- Partner closely with product, design and business teams from the early stages of product development.
- Define the consumer insight, proposition, naming, communication hierarchy and launch narrative for every major launch.
- Translate functional product innovation into simple, powerful consumer communication.
- Develop differentiated launch playbooks depending on whether a product is a hero innovation, category builder, seasonal drop, gifting product or assortment extension.
- Own all launch content and creative requirements across website, marketplaces, social, creators, PR and retail.
- Create excitement and anticipation around product launches rather than simply announcing availability.
6. Influencers, Creators & Community
- Build Cumin Co.'s creator strategy across chefs, food creators, design voices, lifestyle creators and culturally relevant personalities.
- Move beyond transactional influencer marketing toward long-term relationships and brand advocacy.
- Integrate creator content into the larger content factory rather than treating influencer marketing as a separate channel.
- Build a strong community of customers and creators who organically talk about and recommend the brand.
- Identify opportunities for collaborations, limited editions and creator-led product stories capable of generating cultural buzz.
7. PR, Partnerships & Cultural Relevance
- Own the earned-media strategy for the brand and its founders.
- Build relationships across food, design, lifestyle, business and consumer media.
- Identify partnerships with brands, chefs, designers, restaurants, hotels and cultural properties that meaningfully expand Cumin Co.'s reach.
- Create moments that allow Cumin Co. to enter conversations beyond kitchenware.
8. Offline & Retail Brand Experience
- Define how Cumin Co. should appear and behave in physical retail environments.
- Partner with sales and retail teams on launches, shop-in-shops, activations, pop-ups and events.
- Ensure every physical consumer touchpoint reinforces the premium nature of the brand.
- Own the creative direction for retail communication, merchandising and consumer-facing brand assets.
- Develop experiential concepts that allow consumers to discover and experience Cumin Co. beyond a shelf.
9. Brand Measurement
Build a clear measurement system across:
- Unaided and aided awareness
- Brand consideration
- Search interest
- Share of voice
- Organic social growth
- Engagement and community health
- Content output and content effectiveness
- Earned media
- Creator effectiveness
- Campaign reach and effectiveness
- New-customer acquisition influenced by brand activity
- Direct and branded traffic
- Product-launch performance
Build a culture where creative judgement remains critical, but content and campaigns continuously get better because the team learns from data.
What We're Looking For
- 8–12+ years of experience in brand marketing, ideally within a high-growth consumer, lifestyle, food, beauty, fashion, home or D2C brand.
- Experience owning a meaningful consumer brand or category rather than only executing individual marketing channels.
- Experience managing in-house designers, creative teams or content studios is strongly preferred.
- Demonstrated ability to build both the strategy and operating machinery behind a modern content-led brand.
- Strong understanding of the Indian premium consumer.
- Strong creative judgement and visual sensibility.
- Ability to give clear, actionable feedback to designers, copywriters, photographers and filmmakers.
- Deep understanding of social media, creators and contemporary culture.
- Demonstrated ability to build memorable campaigns and launch products at scale.
- Comfortable working with creative, media, PR and production agencies while maintaining a strong internal point of view.
- Strong commercial orientation and the ability to connect brand activity with business outcomes.
- Excellent written and verbal communication.
- Ability to move rapidly between strategic thinking and hands-on execution.
- Experience hiring, developing and managing high-performing creative and marketing teams.
You Will Thrive Here If
You are someone who:
- Is obsessed with understanding consumers.
- Has extremely high taste and creative standards.
- Can look at a piece of creative and immediately identify what is working and what needs to change.
- Believes a great brand needs to behave more like a media company than an advertising department.
- Loves building teams and creative systems, not just commissioning work.
- Thinks brands are built through hundreds of consistent decisions, not just big campaigns.
- Loves products and enjoys getting involved before they are launched.
- Can recognise a culturally powerful idea before the data proves it.
- Is comfortable challenging agencies, founders and internal teams when the work isn't good enough.
- Moves fast without allowing speed to become an excuse for mediocre work.
- Thinks equally about desirability, distinctiveness, output and commercial outcomes.
Click on Apply to know more.
