Job Description

Creative Lead

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Location: South Delhi

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Experience: 3–6 years (ideal: 4–5 years)

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About NikahForever

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NikahForever is a fast-growing online matchmaking platform with close to 5 million registered users across India and international markets.

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We are building a high-velocity creative and growth engine focused on understanding real customer problems, creating compelling performance creatives, testing them rapidly, and using data to continuously improve acquisition and conversion.

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We already have an in-house creative team consisting of scriptwriters, video editors, content creators, AI video creators and graphic designers.

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We are now looking for a Creative Lead who can lead this team and build a systematic creative experimentation engine.

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About the Role

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This is not a traditional Creative Director or Social Media Lead role.

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We are looking for someone who understands the complete journey:

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Customer Insight → Creative Angle → Hook → Script → Production → Launch → Performance Analysis → Iteration

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You will work closely with our Performance Marketing team and lead the creative team responsible for producing paid advertising creatives across Meta, Google, YouTube and other growth channels.

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Your primary responsibility will be to help NikahForever consistently discover and scale winning creatives.

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Key Responsibilities

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- Build and own NikahForever's performance creative strategy..
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- Deeply understand different customer personas, motivations, objections and emotional triggers..
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- Translate customer insights into creative angles, hooks, scripts and advertising concepts..
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- Develop multiple creative hypotheses instead of relying on isolated campaign ideas..
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- Identify new creative opportunities through customer reviews, social media comments, Reddit, competitor advertising, support conversations, sales insights and user research..
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Performance Creative

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- Develop high-performing concepts for Meta, Instagram, YouTube and other paid channels..
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- Create and test different hooks, messaging angles, formats, creators and CTAs..
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- Build structured creative testing frameworks..
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- Work closely with Performance Marketing to understand which creatives are driving registrations, paid customers and revenue..
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- Analyze metrics such as CTR, CPI/CAC, CVR, hook rate, watch time, paid conversion and ROAS..
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- Diagnose why creatives win or lose and convert those learnings into the next set of experiments..
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- Continuously iterate on winning creatives rather than simply producing new content..
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Copywriting & Storytelling

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- Write and improve high-converting hooks, scripts and creative concepts..
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- Ensure advertising feels conversational, authentic and native rather than overly promotional..
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- Guide scriptwriters on tone, storytelling, pacing and messaging..
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- Develop different approaches including UGC, testimonials, POVs, conversations, stories, interviews, founder-led content, problem-led ads and social-proof creatives..
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Creative Production

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Lead and provide creative direction to:

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- Full-time and freelance scriptwriters.
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- Video editors.
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- Content creators.
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- AI video creators.
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- Graphic designers.
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Create clear production briefs including:

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- Target audience.
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- Customer problem.
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- Creative hypothesis.
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- Hook.
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- Script.
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- Visual direction.
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- Creator profile.
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- Editing direction.
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- CTA.
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- Creative variations.
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Review creatives before launch and provide clear, actionable feedback.

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Creative Experimentation

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Build a high-velocity testing culture where every creative has a clear hypothesis.

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Examples may include testing:

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- Different customer problems.
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- Different hooks.
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- Different creators.
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- Male vs female perspectives.
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- UGC vs polished production.
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- Testimonials vs storytelling.
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- Static vs video.
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- Human vs AI-generated content.
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- Different languages.
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- Different markets.
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- Different opening visuals.
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- Different CTAs.
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The goal should be to consistently generate new winning creative concepts—not simply more content.

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What We're Looking For

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- 3–6 years of experience in creative strategy,



performance creative, direct-response advertising or a related field..
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- Ideally 3+ years working closely with paid advertising/performance marketing..
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- Strong understanding of Meta advertising creatives..
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- Experience creating or strategizing short-form video and UGC advertising..
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- Excellent understanding of consumer psychology..
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- Exceptional ability to write hooks and advertising concepts..
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- Strong direct-response copywriting and storytelling ability..
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- Comfortable interpreting creative performance data..
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- Strong understanding of metrics such as CTR, CAC/CPA, CVR and ROAS..
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- Experience building structured creative experiments..
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- Ability to understand why a creative performed rather than simply identifying winners and losers..
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- Strong creative judgment across copy, video, editing, creators and design..
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- Experience managing or mentoring creative professionals..
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- Ability to work closely with performance marketers and use data without losing creative intuition..
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- Strong understanding of current internet, creator and short-form video culture..
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- Comfortable working in a fast-moving workplace with high creative output..
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Excellent English communication is required.

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Strong Hindi/Hinglish understanding is highly preferred.

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Education

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A bachelor's degree in Marketing, Advertising, Mass Communication, Psychology, Design, Business, English or a related field is preferred.

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However, portfolio, thinking ability and demonstrated results matter significantly more to us than educational pedigree or college brand.

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Exceptional candidates from any educational background are encouraged to apply.

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What Success Looks Like

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Within this role, success would mean:

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- More winning creative concepts every month.
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- Improved creative testing velocity.
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- Lower customer acquisition costs.
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- Improved paid conversion and ROAS.
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- Faster iteration of winning concepts.
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- Greater diversity of creative formats and messages.
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- Clear understanding of which customer problems and creative angles work.
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- A structured repository of creative learnings.
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- • A creative team capable of consistently producing high-quality performance advertising.
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📌 Creative Lead (New Delhi)
🏢 NikahForever
📍 New Delhi