Job Description Key Responsibilities
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n 1. Creative Direction
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n * Develop campaign ideas for Aqua Excel across social media, influence marketing, plumber communication and advertising.
n * Convert marketing objectives into creative concepts, hooks, stories, scripts and visual directions.
n * Continuously generate recent content and campaign ideas rather than waiting for briefs.
n * Understand Tamil Nadu audiences, culture, humour, trends and regional communication styles.
n * Maintain a strong and recognisable Aqua Excel brand identity.
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n 2. Campaign Development
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n Work closely with the founder to develop campaigns such as:
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n * Product-led campaigns
n * Aqua Excel Brass Thread campaign
n * Plumber stories and testimonials
n * Trending and culturally relevant content
n * Influencer campaigns
n * Family/homeowner-oriented campaigns
n * Dealer and plumber communication campaigns
n * Paid advertising creatives
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n The Creative Director should also identify opportunities where different parts of the marketing system can work together.
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n For example:
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n Influencer video → Aqua Excel social content → paid ad → plumber/consumer response → testimonial → WhatsApp communication → follow-up content
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n Rather than treating every marketing activity independently, the Creative Director should help build interconnected campaigns.
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n 3. Shoot Direction
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n The Creative Director must be comfortable being physically present during important shoots.
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n Responsibilities include:
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n * Planning the creative approach before shoots
n * Helping decide locations, people, framing and storytelling
n * Directing creators/talent during shoots
n * Ensuring enough usable footage is captured
n * Identifying problems immediately rather than discovering them during editing
n * Getting additional shots when necessary
n * Protecting the overall quality of production
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n 4. Content Quality Control
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n Nothing important should go live simply because it has been completed.
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n The Creative Director will review:
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n * Scripts
n * Hooks
n * Video edits
n * Thumbnails
n * Posters
n * Influencer content
n * Ads




n * Campaign messaging
n * Brand communication
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n The responsibility is not just to identify mistakes.
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n The Creative Director should ask:
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n “Is this actually good enough for Aqua Excel?”
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n Content should be rejected or improved when the creative quality is below the expected standard.
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n 5. Work With Editors & Creative Team
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n * Brief editors clearly on the intended outcome of every important video.
n * Give specific feedback on pacing, storytelling, music, typography, visuals and structure.
n * Help editors understand why changes are required.
n * Build references and examples before major campaigns.
n * Gradually create repeatable Aqua Excel creative standards.
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n The objective is to raise the quality of the entire team rather than personally fixing everything forever.
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n Both roles are expected to work closely together.
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n 7. Trend & Idea Research
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n The Creative Director should continuously track:
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n * Instagram and YouTube trends
n * Tamil content trends
n * Advertising campaigns
n * Competitor marketing
n * Home/interior brands
n * Plumbing and construction content
n * Regional creators
n * Meme/cultural opportunities
n * New creative formats
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n However, Aqua Excel should not blindly copy trends.
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n The Creative Director must understand which trends can be adapted to the brand and which should be ignored.
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n 8. Influencer Creative Direction
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n Work with influencers and creators on:
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n * Concepts
n * Briefs
n * Hooks
n * Product integration
n * Storytelling
n * Brand messaging
n * Reviewing drafts before publication
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n Influencer content should feel native to the creator while still achieving the campaign objective.
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n 9. Advertising Creative
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n Work with the ad team/agency to continuously create and improve advertising creatives.
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n The Creative Director should help develop multiple:
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n * Hooks
n * Formats
n * Scripts
n * Visual approaches
n * CTAs
n * Consumer angles
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n Performance data from advertisements should then influence future creative decisions.
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n What We Expect From the Person
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n We are looking for somebody who:
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n * Has extremely strong creative instincts.
n * Understands social-first content.
n * Can identify within seconds when a video feels boring or weak.
n * Understands storytelling and hooks.
n * Is comfortable giving direct creative feedback.
n * Can work closely with editors, creators and production teams.
n * Can communicate ideas clearly.
n * Is comfortable being on shoots.
n * Takes ownership instead of waiting for instructions.
n * Understands Tamil Nadu audiences.
n * Can think both creatively and commercially.
n * Cares deeply about execution quality.
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n The person does not need to personally edit every video or design every poster.
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n However, they must understand creative production well enough to direct the people who do.
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n Ideal Background
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n Potential candidates may come from:
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n * Advertising agencies
n * Creative agencies
n * Social media agencies
n * Production houses
n * Strong consumer brands
n * Content studios
n * Creator/influencer teams
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n Approximately 3–7 years of relevant experience would be ideal, although portfolio and creative ability matter more than years of experience.
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n Success in This Role
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n Success is not measured simply by the number of posts published.
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n We will evaluate the Creative Director based on:
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n * Quality of ideas generated
n * Quality of final content
n * Consistency of brand communication
n * Improvement in Aqua Excel’s content standard
n * Ability to create repeatable campaigns
n * Ability to connect campaigns across channels
n * Performance of major creative campaigns
n * Ability to improve other creative team members
n * Ability to execute quickly without compromising quality
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📌 Creative Director (Coimbatore)
🏢 AQUA EXCEL
📍 Coimbatore