Role Overview

This role owns creative strategy and content direction across Earthful's three biggest content engines — influencer marketing, the nano-creator community, and brand campaigns. You'll translate brand strategy into scripts and shoot-day direction, working closely with the Influencer Marketing Manager, editors, and external agencies to make sure every piece of content is built to perform and stays true to Earthful's voice.

What You'll Own

Project A: Influencer Marketing (15 content pieces/month)

- Concept and script 10 branding-led scripts (awareness/trust-building) and 5 performance-led scripts (paid amplification, conversion-driven) per month
- Define the influencer persona mix for the month — the creator types/archetypes needed
- Structure every script around a hook, storytelling body, and CTA
- Build 3–4 hook variations per branding script (relatability, curiosity, myth-bust, doctor/nutritionist credibility); 6 per performance script (adds product-integrated and urgency angles)
- Define visual direction that shifts every 4–5 seconds; performance scripts also need a re-hook every 10 seconds
- Lead creative direction on shoot day — live, on-ground or remote calls to keep the shoot aligned to script intent
- Direct costume, location, and prop choices for each script
- Give creative feedback through the shoot and edit process
- Build rough budgets — talent fee band plus production/prop/location costs
- Review each influencer's existing content and profile to match tone and visual direction
- Give video editing direction and feedback on every script

Project B:



Digital Creator Community (4 competitions/month)

- Set the theme, brief, and rules for monthly content challenges for the 100 nano-creator community
- Write briefs covering theme, prop/hook guidance, submission format, and judging criteria
- Add a research-backed note wherever health or product claims are involved
- Set the timeline and PM checkpoints per cycle — launch, mid-point, close, winners
- Flag standout entries for potential repurposing

Project C: Brand Campaigns PR Amplification (1 campaign / 2 months)

- Define the campaign USP and core narrative
- Build the content and PR plan — 1 offline event, 2–3 reels, 2–3 influencer collabs, PR/media outreach (celebrity or doctor-association angle)
- Budget across content, influencer, event, and PR
- Write campaign scripts using the same hook/body/CTA and visual direction standard
- Give detailed shoot direction for every campaign asset
- Write agency coordination briefs to align PR, event, and production agencies on deliverables and timelines
- Give editing feedback on every asset before final cut

Recurring Across All 3 Projects

- Own project management across all three projects — script tracker, shoot calendar, status
- Draft with AI tools,



then revamp and localize into Earthful's voice — never ship raw AI output

What We're Looking For

- Proven experience writing and directing content for influencer or creator marketing, ideally at a D2C or creator-economy brand
- Strong scriptwriting craft — can structure hooks, storytelling, and CTAs, and can shift tone between branding and performance content
- On-ground creative direction experience — comfortable giving live creative calls on a shoot day
- Basic budgeting skills — can size talent fees and production costs realistically
- Comfortable using AI tools for first drafts, then rewriting into a distinct brand voice
- Strong project management instincts — can run three parallel workstreams without anything slipping
- Based in or willing to work in-office in Mumbai

Be a part of Earthful's Family!

@www.instagram.com/earthful.me/ @www.linkedin.com/company/earthfulme/

About Earthful

Earthful is a VC-funded FMCG brand building India's most trusted clean-label wellness products. We were recently featured on Shark Tank India and have raised a Pre-Series A round led by V3 Ventures and Fireside Ventures.

The founders (Sudha Gogineni and Veda Gogineni) are graduates from IIT Kharagpur and ISB with a multitude of experience across multinational companies & startups, such as Uber, Meesho, Deutsche Bank, ITC.

Earthful is a quick-growing startup, offering high ownership and the opportunity to work closely with the founders. We are looking for a candidate who is passionate about scaling a startup!

📌 Creative Strategist (Mumbai)
🏢 Earthful.me
📍 Mumbai