Role TL;DR

Lead our in-house creative agency: turn brand and category objectives into distinctive ideas, films, ads, social content, copy and campaigns. Own the creative quality bar, lead the existing creative team, and build a consistent brand across consumer touchpoints while tracking the creative metrics that drive growth.

Function: Brand / Marketing

Reports to: CEO

Works closely with: Category Leader / Marketing Head and Agency Partners / Sales Channels

About The Organisation

Rabitat is a kids and family-focused consumer brand of Merlin Brands. Our brand creates safe, functional and thoughtfully designed foodware, drinkware and everyday products for children and families.

The brand operates at the intersection of parenting, product design, safety and everyday utility. Its products are built around real family routines - from school lunches and hydration to feeding and training - while making those routines easier for parents and more enjoyable for children.

We are already invested in defining our brand strategy and positioning with the help of a leading external branding agency. The next stage is to translate that strategic foundation into excellent, consistent and high-performing communication across every consumer touchpoint.

The company is building the next phase of growth with a stronger brand and marketing foundation, a more deliberate D2C engine and a creative function that can operate with greater ownership, quality and speed.

About The Role

A Creative Director who can translate brand and business objectives into every deliverable, and own and create creative benchmarks across process and output

The brand strategy and positioning are already defined. The core challenge now is execution: translating the brand into campaigns, films, ads, social content, product stories, website experiences, copy and communication that customers can consistently recognise and remember.

This role sits alongside the marketing/category owner. The marketing or category lead will define the business objective, consumer problem, category opportunity and communication direction. The Creative Director will turn that direction into a strong creative idea and carry it through to execution.

You will lead an existing in-house creative pod and determine how it should evolve for the next stage. This includes setting the quality bar, allocating work, coaching talent, identifying capability gaps and recommending any restructuring required.

Role

This is not a writer-only, editor-only or production-only role. The strongest candidate will have proof of work across all three connected disciplines:

- Writing and developing ideas across pre-production domains
- Directing or executing on-set shoots
- Editing, packaging and delivering the final piece

You do not need to personally perform every task on every project. You do need to understand the full production process well enough to shape the idea, direct the execution, review the work and protect the final quality.

You will not own the P&L; directly. You will, however, be accountable for creative quality, brand distinctiveness and the leading indicators that show whether the work is building the channel and the brand - such as watch time, view-through rate, engagement, content performance, channel growth, brand-led IPs and creative contribution to conversion.

Responsibilities And Day-to-day

Translate strategy into creative direction

- Convert Rabitat's positioning, personality and strategic objectives into explicit creative direction.
- Define how Rabitat should look, sound and behave across different consumer touchpoints.
- Build and maintain practical creative principles, content pillars, messaging frameworks and visual systems.
- Translate category and consumer insights into relevant hooks, stories, formats and campaigns.
- Ensure that the brand has a recognisable point of view rather than producing disconnected content.
- Maintain the balance between creativity, clarity, product truth and commercial relevance.

Lead the in-house creative agency

- Lead and organise the existing creative team across design, video and content execution.
- Set the creative quality bar and establish a consistent review process.
- Evaluate the team's current strengths, gaps, roles and output quality.
- Decide what should be handled internally and what should be assigned to agencies, freelancers or production partners.
- Coach team members to improve their thinking, craft, speed and understanding of the brand.
- Recommend changes to team structure, capability or workflow where necessary.
- Build a culture that values strong ideas, high standards, ownership and timely delivery.

Own concepts and content across channels

- Develop campaign ideas, content franchises, social formats, product stories and brand-led IPs.
- Concept and produce static content, short-form video, long-form video, UGC, creator content, product demonstrations and campaign films.
- Write or oversee scripts, hooks,



headlines, captions, product copy, landing-page copy and campaign messaging.
- Build communication for:
- Organic social media
- Meta and other paid media
- Website and landing pages
- Product pages and marketplaces
- Email and CRM
- Influencer and creator partnerships
- Parent communities
- Product launches and seasonal campaigns

- Create work that is useful for both brand building and performance marketing.
- Develop content that gives parents a reason to trust Rabitat and children a reason to enjoy it.

Own end-to-end production

- Take a project from brief and idea through to final delivery.
- Develop treatments, scripts, mood boards, references, shot lists and production plans.
- Plan and direct product, lifestyle, creator and campaign shoots.
- Guide casting, locations, props, styling, production design and on-set decisions.
- Work closely with videographers, photographers, editors, designers, creators and production partners.
- Review rough cuts, edits, sound, motion, design, copy and final exports.
- Ensure that the work holds attention, communicates the product clearly and delivers on the original idea.
- Create platform-specific versions without losing the core creative thought.
- Maintain a high standard of craft across both large campaigns and everyday content.

Partner with marketing and performance teams

- Work with the marketing/category lead to understand business priorities, consumer needs and category opportunities.
- Work with the D2C and performance teams to develop multiple creative routes, hooks and formats for testing.
- Understand the difference between making a creative asset and building a creative system.
- Use data and performance feedback to improve creative decisions without reducing the brand to discount-led communication.
- Track creative leading indicators such as:
- View-through rate
- Watch time and retention
- Engagement and saves
- Creative fatigue
- Channel growth
- Performance by hook, format and message
- Growth of brand-led content franchises or IPs
- Contribution to conversion and customer action

- Build a feedback loop between creative output, consumer response and future production.

Manage agencies and external partners

- Brief and manage creative, production, influencer, social, editing and design partners.
- Communicate the quality bar and creative direction clearly.
- Review external work and ensure that it is aligned with the brand strategy.
- Build a reliable network of specialist partners who can be activated quickly.
- Ensure that external partners are used for leverage, not as a substitute for internal ownership.
- Coordinate with the Creative Producer / Project Manager on timelines, budgets, deliverables and approvals.

Improve the operating system

- Create a clear process for briefs, ideation, reviews, approvals, production and delivery.
- Establish a central tracker for all active creative work.
- Improve turnaround time without compromising quality.
- Create reusable templates, formats and production systems for recurring content.
- Build an organised asset library with clear naming, versions, masters and usage rights.
- Create a regular creative review and learning rhythm with the marketing and performance teams.

Typical day-to-day

- Review the creative pipeline and prioritise work against business objectives.
- Develop or review concepts, scripts, copy and creative briefs.
- Direct or review shoots and post-production.
- Give precise feedback on agency, team and freelancer work.
- Work with performance marketing on creative tests and learnings.
- Review social, website, product and campaign communication for consistency.
- Guide the in-house team and unblock delivery.
- Coordinate with the producer on upcoming shoots, deadlines and dependencies.
- Identify opportunities to build Rabitat-owned formats, franchises and IPs.
- Decide what Rabitat should say, how it should say it and where it should show up next.

30-60-90 day plan

First 30 days: Understand, audit and establish trust

- Build a clear understanding of Rabitat's products, consumers, category and growth priorities.
- Study the existing brand strategy, positioning, rebrand work and strategic recommendations.
- Understand the relationship between the marketing/category lead, D2C team, performance team and creative pod.
- Audit current work across social, paid media, website, marketplaces, content and product communication.
- Review creative output, existing KPIs, production processes and team capabilities.
- Meet the current creative team and key agency or freelancer partners.




- Identify immediate quality gaps and high-impact opportunities.
- Create a prioritised creative backlog and initial content roadmap.

Expected outcome: A explicit diagnosis of the current creative function, its team, its output and the first set of improvements required.

Days 31-60: Set the bar and deliver visible work

- Translate the brand strategy into practical creative principles and executional guidance.
- Define the creative review, briefing and approval process.
- Establish roles, ownership and ways of working within the creative pod.
- Deliver quick-win improvements across social, performance content, website and product communication.
- Lead at least one meaningful content or product shoot from concept to final delivery.
- Develop new creative routes, hooks and formats for performance testing.
- Create or improve recurring content formats and brand-led content franchises.
- Set up a reliable system for managing agencies, freelancers, budgets, files and timelines.
- Begin tracking creative leading indicators consistently.

Expected outcome: Rabitat's work becomes visibly more consistent, distinctive and effective, with a stronger operating system behind it.

Days 61-90: Build the creative engine

- Own the next quarter's brand, content and campaign roadmap.
- Scale the formats, hooks and content territories that are showing promise.
- Build a repeatable in-house production system for both brand and performance content.
- Recommend any changes required to the existing team structure, roles or capabilities.
- Establish a regular creative and performance review with marketing, category and D2C stakeholders.
- Build a pipeline of Rabitat-led IPs, content franchises and high-quality brand films.
- Improve production speed, asset reuse and cross-channel adaptation.
- Define the long-term partner, agency and talent requirements for the creative function.
- Present a explicit plan for how Rabitat can operate like a high-quality in-house creative agency.

Expected outcome: Rabitat has a stronger creative identity, a capable internal team and a repeatable system for producing work that builds the brand and supports growth.

Past Experience And Candidate Requirements

Must-haves

- Typically 5-7+ years of experience in creative, content, advertising, production, brand or integrated marketing roles.
- Experience leading creative work from idea to final execution with an in-house creative team, agency team, freelancer, creators, production partners or creative pod.
- A portfolio that demonstrates all three of the following:
- Strong writing and concept development
- On-set direction or production experience
- Editing, packaging and final delivery

- Experience developing and directing video, social-first content, advertising or brand campaigns and performance marketing creatives
- Strong creative judgement and the ability to recognise what makes an idea distinctive across both brand and conversion contexts.
- Ability to evaluate talent, improve output quality and make clear decisions on team structure.
- Strong writing skills across scripts, hooks, headlines, captions and product communication.
- Comfort working with creative metrics and using performance feedback to improve the work.
- Ability to present and defend a creative point of view while remaining open to useful feedback.

Good-to-haves

- Experience building a brand or creative function from an early or transitional stage D2C, consumer, kids, parenting, lifestyle, foodware, FMCG or e-commerce brand.
- Experience creating brand-led IPs, recurring content franchises or creator ecosystems.
- Experience with parent communities, influencer marketing or UGC.
- Experience working with products where safety, quality, utility and trust are important purchase drivers.
- Experience writing or directing content in Hinglish or Indian languages.
- Familiarity with website, marketplace, CRM and product-page content.
- Basic understanding of motion design, sound, colour, cinematography or post-production.
- Experience creating high-quality, film-led brand work with limited resources.
- Experience managing a creative budget or production budget.
- Background as a creator, director, writer-editor, creative producer or content lead.

Non-negotiables

- You must have proof of work across writing, shoots and edits.
- You are a hands-on creative leader who can still get into the work.
- You understand that Rabitat is building a brand, not operating a factory for producing disconnected creatives.
- You are comfortable using metrics such as watch time, view-through rate, engagement and channel growth to learn and improve.
- You can work with ambiguity and create structure where none exists.
- You are comfortable leading an existing team and making difficult calls about quality, capability and accountability.
- You can work productively with founders, marketing leaders, category owners, agencies and junior team members.
- You care about building something distinctive, not just completing a brief.

📌 Creative Director | Kids EssentialsC (Delhi)
🏢 Tamatar Talent
📍 Delhi