Role Description:

Are you the brain behind the content everyone saves, shares, and talks about?

We’re not just selling spices—we’re building a world of stories around farms, flavours, and everyday meals. As our Content Strategist, you’ll shape how Tulua shows up, speaks, and connects across platforms.

The Role:

Big-Picture Storytelling

● Build a content strategy that positions Tulua as the go-to brand for Indian flavours & everyday cooking.

● Define content pillars: sourcing stories, home cooking, chef collabs, product education, regional cuisines.

● Plan monthly and quarterly content calendars across Instagram, YouTube, email, and website.

Content Architecture & Formats

● Develop repeatable content series and formats—recipes, “how-to” content, behind-the-scenes, myth-busting, etc.

● Create detailed briefs for designers, editors, and writers so execution is sharp and on-brand.

● Ensure content across all channels feels cohesive, intentional, and Tulua-coded.

Cross-Functional Collaboration

● Work closely with performance marketing to create content that not only looks good but performs.

● Partner with product, ops, and founder to spotlight new launches, seasonal campaigns, and brand milestones.

● Align content with key business goals: traffic, conversions, retention, and community building.

Content + Commerce

● Strategise landing page flows, PDP content, and storytelling that helps users decide and buy.

● Integrate content into email, WhatsApp, and loyalty journeys to drive repeat orders.

● Support creator and influencer campaigns with strong narrative direction.

Data-Driven Iteration





● Use analytics to understand what’s working: saves, shares, watch time, click-throughs, conversions.

● Refine formats, topics, and channels based on performance insights.

● Keep an eye on cultural trends, food trends, and content shifts to keep Tulua fresh and relevant.

What You Bring to the Table:

Strategic Mind – You can zoom out to see the big picture and zoom in to shape individual pieces.

Content Native – You understand hooks, narrative flow, and what makes people genuinely care.

Food Story Lover – You enjoy stories around sourcing, recipes, culture, and everyday cooking.

Collaborative – You love working with designers, editors, creators, and growth teams.

Experience – 3+ years in content strategy for D2C, media, or consumer brands.

Perks of the Job:

- A chance to shape the voice and story of a fast-growing Indian food brand.
- A creative playground with space for experimentation and new ideas.
- Work that impacts real customers, not just vanity metrics.
- Tulua goodies to keep your kitchen stocked and inspired.

Pay: ₹35,000.00 - ₹50,000.00 per month

Advantages:

- Paid sick time
- Provident Fund

Application Question(s):

- Bachelor's degree in Marketing, Communications, or a related field , Prior experience in the food and beverage or FMCG industry is a plus

Education:

- Bachelor's (Required)

Experience:

- content Strategy for D2C, Media 0r consumer brands: 3 years (Required)
- Strategise landing page flows, PDP content & Storytelling: 3 years (Required)
- Food storylover/Content Native/Strategic Mind, Collaborative: 1 year (Required)

Work Location: In person

📌 Content Strategist (Mumbai)
🏢 Caliber Connect
📍 Mumbai