About the role

This role owns the end to end understanding of the creative production for the Marketing Team. It includes understanding persona, turning pain points/insight into message architecture and copy, and personally producing it using AI-first workflows in place of traditional design/production cycles.

This is not a "use ChatGPT occasionally" role. We're looking for someone who already treats AI-native production as the default way creative gets made, and who keeps pushing that forward as tools improve —

not someone who needs convincing that AI production is the right approach.

What This Person Owns

- Consumer Persona & Insight Mining: Build a deep, evidence-based understanding of the TG/persona (SMB owners, HR/hiring decision-makers in tier 2/3 markets) — pain points, language, objections, and buying triggers — sourced from customer calls, reviews, support tickets, sales/CLM call notes, and competitor research.
- Copywriting: Translate insight into a clear point of view on what WorkIndia says, to whom, and why it's different. Write and direct AI-assisted copy across ad, lifecycle, and website formats so voice stays consistent as production scales.
- Creative production: Personally produce creative end to end using AI tools — copy, banners, video. Output is not handed off to a separate production team; quality checks for message fit and brand/claim safety happen as work is produced, not after.
- Playbook ownership: Maintain a reusable library of prompts, templates, and brand guardrails so quality doesn't depend on memory or tribal knowledge.
- Agency management (Meta UGC/influencer only): Own briefing, output evaluation, budget, and timelines for UGC/influencer partners for Meta — the only creative work that goes external. All other production stays in-house with this person.
- Marketing Communication for Owned-channels: Provide copy and creative direction for email, WhatsApp, and push on request, and website/landing-page copy when asked — without owning those channels' calendar or strategy.

How Success Will Be Measured:





- Creative velocity: assets shipped per week/month (ad copy, banners, video, lifecycle variants) and turnaround time from insight to shipped creative.
- Campaign performance: CTR movement on creative this role owns, tracked jointly with the performance marketing manager.
- Message consistency & brand safety: share of assets passing pre-ship claim/brand checks with zero post-ship escalations.
- AI workflow efficiency: reduction in production time/cost versus traditional design cycles, and adoption of the prompt/template playbook across output.
- Agency/partner performance: Meta UGC output quality and ROAS against budget and timeline commitments.
- Cross-team responsiveness: turnaround time and satisfaction on ad-hoc creative requests from the email/WhatsApp/push and website teams.

Ideal Background:

- 3–6 years in a D2C, quick-commerce, fintech, or growth-stage startup brand/content role — not primarily classic FMCG brand management. Look for people who've shipped the asset themselves, not just briefed an agency and waited.
- Vernacular/Hinglish fluency, given WorkIndia's blue-collar, tier 2/3 audience — English-first D2C portfolios alone are a yellow flag.
- Some exposure to lifecycle/CRM messaging (email, WhatsApp, push) is a solid plus.
- Strong copywriting portfolio with evidence of persona-driven work — ideally a specific "here's the insight, here's the angle, here's what happened" case.
- Daily habit of directing AI tools for production, with a repeatable workflow (prompt library, template system) — not occasional one-off use.
- Working knowledge across the AI creative stack: LLMs for copy (ChatGPT, Claude, Gemini), image generation (Freepik-style tools, Midjourney, DALL·E), and AI video tools (e.g.,Runway) — with a point of view on which tool fits which job.
- Experience managing external UGC/influencer partners specifically — briefing, evaluating, negotiating. Broader agency experience is a plus, not a requirement.
- Understands prompt engineering and build-vs-buy tradeoffs, and can evaluate new AI tools quickly and confidently.

Location : HSR Layout , Bangalore (Onsite - 5 days a week

📌 AI Creative Lead (Bengaluru)
🏢 WorkIndia
📍 Bengaluru