Content Strategist

ROLE : CONTENT STRATEGIST

Location: In-office
Experience: 3--7 years
Salary: 8--12 LPA

About the Role

We are looking for a Content & Creative Lead to own everything that goes out in Kasturi Creations name — what gets shot, how it looks, when it goes live, and whether it feels consistent with the brand.

This is a hands-on leadership role and the head of the content function. You will be responsible for planning and executing the brand’s content across Instagram, YouTube, website and paid advertising, while working closely with the Videographer, Graphic Designer, Social Media Growth Manager, Performance Marketer and Founders.

Key Responsibilities

• Build and own the monthly content calendar across Instagram, YouTube, website and paid ads.
• Plan and execute collection launches, festive campaigns and wedding-season content from concept to execution.
• Develop concepts, references, mood boards, shot lists, styling directions and model briefs for shoots.
• Brief and manage the Videographer and Graphic Designer, set deadlines, review their work and approve creatives before publishing.
• Write or approve captions, hooks, scripts and product copy in a consistent brand voice in both English and Hindi.
• Be present on set and direct the visual look, including draping, colour, lighting, framing and presentation of ethnic wear.
• Coordinate with the Social Media Growth Manager on content for collaborations, influencer seeding, trends and campaigns.
• Work with the Performance Marketer to provide ad-ready creative variations, including hooks, thumbnails, UGC-style cuts and multiple formats/sizes.
• Track content performance using metrics such as saves, shares, watch time, reach and CTR, and use these insights to improve future content.
• Maintain an organised content bank and archive to ensure assets are easily accessible and avoid duplicate shoots.
• Plan content around the festive and wedding calendar, including Navratri, Karva Chauth, Diwali and the wedding season.
• Ensure all content maintains Kasturi Creations’ visual identity, quality standards and brand voice.

Must-Have Skills & Experience

• 3+ years of experience in content strategy, brand content, creative direction or a similar role.
• Experience with a fashion, apparel, ethnic wear, lifestyle brand or an agency handling such clients.
• Proven experience independently owning and managing a content calendar.
• Strong understanding of Instagram content formats and trends, including Reels, carousels, Stories, trending audio and hook writing.
• Excellent copywriting skills in both English and Hindi.
• Comfortable directing shoots and managing creative execution on set.
• Hands-on knowledge of Canva and CapCut for quick creative mock-ups and content development.
• Understanding of basic social media analytics and ability to explain why content performs well.
• Portfolio, social media handles or campaign links are mandatory.

Good to Have

• Experience with ethnic wear, sarees, lehengas or Indian fashion.
• Experience managing a small creative/content team.
• YouTube or long-form content experience.
• E-commerce catalogue and product-page content experience.
• Basic knowledge of Adobe Creative Suite.