Website:
cuminco.com
Job details:
Head of Content
About Cumin Co.
Cumin Co. is a health-first cookware and kitchenware brand built for the modern Indian kitchen — blending design, material science, and innovation.
We are India’s first homegrown enamel-coated cast iron brand, with proprietary coating IPs and a fast-expanding portfolio across cookware, bakeware, serveware, and small appliances.
Funded by Fireside Ventures and Huddle Ventures, we’re on a mission to make “Everyday Healthware” a new standard in Indian homes.
Role Overview
Most brands create content for reach.
We’re building for meaning, recall, and consistency.
This role owns how the brand thinks, creates, and expresses itself — end to end.
From the first idea to the final output, everything is built in-house, with intent.
The Role: 4 Core Pillars
1. Conceptualization (Thinking before creating)
- This is where content actually begins.
- Define a clear, opinionated content strategy (not trend-chasing)
- Build a strong POV on what we say — and what we don’t
- Translate brand, product, and consumer insight into content ideas
- Create formats, series, and IPs that build long-term recall
- Ensure every idea ladders up to brand memory, not short-term engagement
- Move from reactive posting → planned, structured storytelling
2. Photoshoots & Production (Bringing ideas to life)
- Execution is craft.
- Lead end-to-end shoots — photo, video, digital
- Build narratives before execution, not just shot lists
- Direct styling, framing, mood, and visual language
- Work closely with internal design and production teams
- Ensure output feels elevated, cohesive, and unmistakably “us”
- Build a repeatable production system, not one-off shoots
3. Editing & Final Output (Where good becomes great)
- This is where taste shows.
- Oversee video editing, pacing, and storytelling flow
- Ensure consistency across formats — reels, long-form, web
- Maintain a sharp eye for detail, rhythm, and finish
- Push for originality over templates and trends
- Ruthlessly remove anything that feels generic or filler
- Ensure every piece feels intentional and complete
4. Copy & Voice (How the brand speaks)
- Words define memory.
- Own the brand voice across all formats
- Write or supervise sharp, insight-led copy
- Turn everyday moments into clear, compelling narratives
- Ensure consistency across captions, scripts, website, and campaigns
- Build a voice that is distinct, recognizable, and hard to replicate
- Focus on clarity, recall, and emotional depth
Platforms & Distribution
Own content across Instagram, YouTube, and web
Understand platform behavior without becoming platform-led
Ensure content feels native, but still brand-first
Focus on depth and resonance over volume
Team & Execution
Lead an in-house team across content, design, and production
Build ownership, taste, and accountability within the team
Create systems that make quality scalable
Give direction without over-managing
Move fast, without compromising standards
What We’re Looking For
- 8–10+ years in content, brand, or creative roles
- Strong storytelling instincts and editorial judgment
- Experience building content systems, not just output
- Hands-on experience with shoots, editing, and production
- Clear sense of taste and what “good” looks like
- Ability to think strategically and execute deeply
What Will Not Work
- Trend-chasing or meme-first thinking
- Confusing volume with impact
- Inconsistent taste or lack of POV
- Waiting for briefs to operate
- Treating content as output, not as a brand-building function
Success Looks Like
Content feels instantly recognizable
Formats become ownable and repeatable
The brand builds a strong, consistent voice
Output is consistent without feeling repetitive
The audience remembers — not just engages
If you're interested and think you'd be a great match, please share your CV with us at gunjan.gupta@cuminco.com
Click on Apply to know more.