Website:
cuminco.com
Job details:
Company Description
At Cumin Co., we’re on a mission to redefine the modern Indian kitchen. From our enamel-coated cast iron cookware to our sustainable kitchen organisers, we design products that are healthy, beautiful, and built to last. For us, cooking is not just a routine—it's a ritual of love and connection. We craft tools that honour that belief.
Website: www.cuminco.com
Instagram: https://www.instagram.com/cuminco_india/?next=%2F
Role Description
The Head of Content & Brand will own Cumin Co.’s brand narrative, content strategy, communication, and creative direction across channels. This is a strategic and hands-on leadership role for someone who can translate business and product objectives into compelling consumer stories, build a strong and differentiated brand identity, and lead a high-performing content and creative team. The role will work closely with the Founder, Marketing, Product, Growth, and Creative teams to build a brand that is relevant, recognisable, and loved by Indian households.
Key Responsibilities
1. Brand Strategy & Positioning
● Define and evolve Cumin Co.’s brand positioning, personality, voice, and narrative.
● Develop brand communication frameworks that ensure consistency across all consumer touchpoints.
● Translate business and category objectives into strong brand campaigns and communication strategies. ● Build distinctive brand codes and storytelling that differentiate Cumin Co. in the cookware and kitchenware category.
● Ensure brand consistency across digital, offline, packaging, retail, and customer communication.
2. Content Strategy & Storytelling
● Own the overall content strategy across social media, website, campaigns, blogs, email, and other consumer touchpoints.
● Build content pillars and storytelling frameworks aligned with brand and business objectives.
● Lead the development of high-quality, engaging, and platform-native content across formats.
● Develop strong narratives around cooking, health, products, lifestyle, and everyday Indian households.
● Drive innovative content formats that increase brand awareness, engagement, and consideration.
3. Creative Direction
● Set the creative vision and direction for brand campaigns, product launches, shoots, videos, and digital content.
● Work closely with designers, copywriters, videographers, photographers, and agencies to deliver high-quality creative output.
● Develop campaign briefs and ensure creative execution remains aligned with the brand strategy.
● Push for fresh, culturally relevant, and distinctive creative ideas.
● Build a consistent visual and verbal identity across all communication.
4. Product & Category Storytelling
● Partner with Product and Category teams to develop compelling communication for new product launches.
● Define product positioning, USPs, messaging, and consumer narratives.
● Translate product features and benefits into simple, relatable consumer communication.
● Own communication across packaging, product pages, instructional content, inserts, and in-box experiences.
● Identify opportunities to build category leadership through content and education.
5. Social Media, Influencers & Community
● Own the brand’s social media strategy and content direction.
● Build meaningful creator and influencer partnerships aligned with the brand.
● Develop creator-led and community-led storytelling initiatives.
● Identify cultural and consumer trends relevant to the brand and translate them into content opportunities.
● Build an engaged community around cooking, health, food, and the Cumin Co. lifestyle.
6. Team & Agency Leadership
● Hire, mentor, and lead a high-performing Content & Brand team.
● Build strong capabilities across content, copy, design, video, social media, and creative production.
● Establish clear processes, workflows, briefs, and quality standards for content creation.
● Manage external creative agencies, production partners, freelancers, and creators.
● Create a culture of high ownership, creativity, experimentation, and execution.
Requirements
● 10+ years of experience in Brand Marketing, Content, Creative, or integrated marketing roles, preferably in D2C, FMCG, consumer tech, lifestyle, food, or consumer brands.
● Strong experience in building brands through content, storytelling, and creative communication.
● Proven ability to develop and execute integrated brand campaigns.
● Strong understanding of digital content, social media, creators, and consumer behaviour.
● Excellent storytelling, copy, and creative thinking capabilities.
● Experience managing multidisciplinary creative/content teams and external agencies.
● Strong understanding of both brand building and business objectives.
● Ability to translate consumer insights and product propositions into compelling narratives.
● Highly collaborative, hands-on, and comfortable working in a fast-paced, founder-led environment.
● Strong ownership, strategic thinking, and attention to creative quality.
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