Head of Content & Brand

Company Description At Cumin Co., were 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 routineit'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 brands 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 .