Company Description

At Cumin Co., we’re on a mission to redefine the modern Indian kitchen. From our enamel-coated cast iron cookware to our sustainable kitchen organisers, we design products that are healthy, beautiful, and built to last. For us, cooking is not just a routine—it's a ritual of love and connection. We craft tools that honour that belief.

Website: www.cuminco.com

Instagram: https://www.instagram.com/cuminco_india/?next=%2F

Role Description The Head of Content & Brand will own Cumin Co.’s brand narrative, content strategy, communication, and creative direction across channels. This is a strategic and hands-on leadership role for someone who can translate business and product objectives into compelling consumer stories, build a solid and differentiated brand identity, and lead a high-performing content and creative team. The role will work closely with the Founder, Marketing, Product, Growth, and Creative teams to build a brand that is relevant, recognisable, and loved by Indian households.

Key Responsibilities

1. Brand Strategy & Positioning

● Define and evolve Cumin Co.’s brand positioning, personality, voice, and narrative.

● Develop brand communication frameworks that ensure consistency across all consumer touchpoints.

● Translate business and category objectives into strong brand campaigns and communication strategies. ● Build distinctive brand codes and storytelling that differentiate Cumin Co. in the cookware and kitchenware category.

● Ensure brand consistency across digital, offline, packaging, retail, and customer communication.

2. Content Strategy & Storytelling

● Own the overall content strategy across social media, website, campaigns, blogs, email, and other consumer touchpoints.

● Build content pillars and storytelling frameworks aligned with brand and business objectives.





● Lead the development of high-quality, engaging, and platform-native content across formats.

● Develop strong narratives around cooking, health, products, lifestyle, and everyday Indian households.

● Drive innovative content formats that increase brand awareness, engagement, and consideration.

3. Creative Direction

● Set the creative vision and direction for brand campaigns, product launches, shoots, videos, and digital content.

● Work closely with designers, copywriters, videographers, photographers, and agencies to deliver high-quality creative output.

● Develop campaign briefs and ensure creative execution remains aligned with the brand strategy.

● Push for fresh, culturally relevant, and distinctive creative ideas.

● Build a consistent visual and verbal identity across all communication.

4. Product & Category Storytelling

● Partner with Product and Category teams to develop compelling communication for new product launches.

● Define product positioning, USPs, messaging, and consumer narratives.

● Translate product features and benefits into simple, relatable consumer communication.

● Own communication across packaging, product pages, instructional content, inserts, and in-box experiences.

● Identify opportunities to build category leadership through content and education.

5. Social Media, Influencers & Community

● Own the brand’s social media strategy and content direction.





● Build meaningful creator and influencer partnerships aligned with the brand.

● Develop creator-led and community-led storytelling initiatives.

● Identify cultural and consumer trends relevant to the brand and translate them into content opportunities.

● Build an engaged community around cooking, health, food, and the Cumin Co. lifestyle.

6. Team & Agency Leadership

● Hire, mentor, and lead a high-performing Content & Brand team.

● Build strong capabilities across content, copy, design, video, social media, and creative production.

● Establish clear processes, workflows, briefs, and quality standards for content creation.

● Manage external creative agencies, production partners, freelancers, and creators.

● Create a culture of high ownership, creativity, experimentation, and execution.

Requirements

● 10+ years of experience in Brand Marketing, Content, Creative, or integrated marketing roles, preferably in D2C, FMCG, consumer tech, lifestyle, food, or consumer brands.

● Strong experience in building brands through content, storytelling, and creative communication.

● Proven ability to develop and execute integrated brand campaigns.

● Strong understanding of digital content, social media, creators, and consumer behaviour.

● Excellent storytelling, copy, and creative thinking capabilities.

● Experience managing multidisciplinary creative/content teams and external agencies.

● Strong understanding of both brand building and business objectives.

● Ability to translate consumer insights and product propositions into compelling narratives.

● Highly collaborative, hands-on, and comfortable working in a fast-paced, founder-led environment.

● Strong ownership, strategic thinking, and attention to creative quality.

📌 Head of Content & Brand (Gurugram)
🏢 Cumin
📍 Gurugram