Interiors by DeX | ChennaiDepartment: Marketing & Brand

Reporting to: Founder

Location: Chennai | Full-time

Experience: 3-6 years in content strategy, brand, digital marketing or a similar role

Interiors by DeX is a premium residential interiors brand built around a simple promise: making the interior experience more predictable, transparent and customer-centric.

We are building a differentiated brand in a highly competitive interiors market, and content is a critical part of how we communicate that difference, build trust and attract the right customers.

We are looking for a Content Strategist who can take ownership of the entire digital content ecosystem of DeX - from what we communicate to how it is executed across every digital touchpoint.

This is not a social media posting role.

As our Content Strategist, you will own the content direction and digital communication of DeX across:

- Website
- Instagram
- YouTube
- LinkedIn
- Facebook
- Google/SEO content

- WhatsApp and other customer-facing digital communication
- Campaigns and promotional communication
- Founder/personal-brand content

You will work closely with the Founder, internal teams and external agencies to ensure that everything DeX communicates is consistent, differentiated, relevant and commercially effective. Your job is to answer:

What should DeX say, why should the customer care, and how do we communicate it consistently across every digital touchpoint?

Key Responsibilities:1. Brand & Value Proposition

Own and continuously sharpen how DeX is positioned in the customer's mind.

- Develop and refine DeX's value proposition.
- Clearly articulate why a customer should choose DeX over competitors.
- Define key brand messages, proof points and differentiators.
- Translate USPs into compelling customer-facing communication.
- Develop messaging frameworks for different customer segments.
- Ensure consistency of messaging across website, social media, campaigns, brochures and digital communication.
- Identify gaps where our actual customer experience, products or services need stronger communication.

You will be responsible for ensuring that DeX doesn't just look valuable online - it communicates a strong reason to choose us. 2. Content StrategyBuild the overall content strategy for DeX rather than simply creating a posting calendar.

- Define content pillars and themes.
- Develop monthly and quarterly content plans.
- Identify content opportunities based on customer questions, market trends and business priorities.
- Balance brand-building, education, trust-building, entertainment and lead-generation content.
- Develop content for campaigns around offers, launches, products and business initiatives.
- Identify content formats that are most effective for each platform.
- Continuously test and refine content based on performance.

3. Social MediaOwn the strategic direction across:

Instagram | YouTube | LinkedIn | Facebook

Responsibilities include

- Content planning
- Content ideation
- Reel/video concepts
- Carousel and static concepts
- Captions and copy
- Hooks and CTAs
- Platform-specific adaptations
- Trend identification
- Community/content opportunities
- Performance analysis




- Content experimentation

You will work with the external social media agency for execution and ensure the agency is working against a clear strategic direction. 4. Website & SEO ContentOwn the content and communication of the DeX website.

- Develop and maintain website copy.
- Improve value proposition and messaging across key pages.
- Identify pages/content gaps affecting customer understanding or conversion.
- Develop landing pages for campaigns.
- Create customer-focused educational content.
- Work with SEO partners/agencies on content requirements.
- Identify SEO topics relevant to residential interiors and Chennai customers.
- Ensure website content is aligned with current products, pricing propositions, USPs and campaigns.
- Continuously improve website content based on customer behaviour and business priorities.

5. YouTube & Video ContentBuild YouTube as a long-term brand and discovery channel.

- Develop YouTube content strategy.
- Identify recurring content formats/series.
- Develop video topics and concepts.
- Create video briefs and scripts.
- Develop hooks, titles and thumbnail directions.
- Identify opportunities for long-form and short-form content.
- Repurpose strong content across platforms.
- Track performance and continuously improve the content strategy.

6. Founder & Thought Leadership ContentWork closely with the Founder to build a strong founder-led digital presence.

- Develop Founder content themes and positioning.
- Convert the Founder's ideas, experiences and opinions into content.
- Ideate LinkedIn posts and thought-leadership topics for content.
- Identify industry conversations where the Founder should participate.
- Build a consistent Founder voice.
- Connect Founder content with the larger DeX brand narrative.

The objective is to establish the Founder as a credible voice in the interiors and home-improvement space, while strengthening DeX simultaneously. 7. Campaigns & Commercial ContentTake ownership of the content strategy behind business campaigns.

For every major campaign

- Define the communication idea.
- Define the target audience.
- Develop the campaign messaging.
- Establish the key hook/value proposition.
- Build the content rollout.
- Brief creative/video teams.
- Coordinate execution with agencies.
- Ensure consistency across all channels.
- Analyse campaign performance.

Campaigns should not simply communicate an offer; they should communicate why the offer matters to the customer. 8. Customer & Market InsightsStay deeply connected to what customers actually care about.

- Track customer questions and objections.
- Identify recurring sales objections that can be solved through content.
- Work with Sales, Design and Customer Relationship teams to identify content opportunities.
- Monitor competitor communication.




- Study emerging content formats and trends.
- Identify gaps in the interiors category that DeX can own.
- Convert customer insights into content and messaging opportunities.

9. Content Performance & AnalyticsContent decisions should be data-informed.

Track and analyse

- Reach
- Engagement
- Saves
- Shares
- Video views
- Watch time
- Follower growth
- Profile visits
- Website traffic
- Enquiries/leads from digital channels
- Campaign performance

Every month, identify: What worked → Why it worked → What didn't → What we should change → What we should test next.

10. Agency & Vendor ManagementDeX currently works with external agencies and creative partners.

You will act as the internal content owner and work with these partners to ensure execution matches the strategy.

Responsibilities include

- Creating clear briefs.
- Reviewing and approving content.
- Giving strategic feedback.
- Maintaining content calendars.
- Coordinating with agencies.
- Ensuring deadlines are met.
- Maintaining brand consistency.
- Avoiding duplication across channels.
- Ensuring agencies are working towards business objectives rather than simply producing content.

11. Content Systems & Brand LibraryBuild a scalable content system for DeX.

- Maintain brand messaging guidelines.
- Maintain content pillars.
- Maintain approved USPs and value propositions.
- Build a content idea bank.
- Maintain campaign communication templates.
- Create reusable content frameworks.
- Build a library of customer FAQs, objections and proof points.
- Ensure all teams and agencies have access to the latest brand communication.

What Success Looks LikeAfter 6 months, we should be able to see:

- A much sharper and more differentiated DeX value proposition.
- Consistent messaging across every digital touchpoint.
- Stronger brand recognition among the right audience.
- A clearly defined content identity.
- Higher-quality and more strategic content.
- Stronger organic reach and engagement.
- Growing Founder visibility.
- Better-performing campaigns.
- Increased website discovery and engagement.
- More content contributing directly to enquiries and business goals.
- A content system that does not depend entirely on the Founder.

Ideal CandidateWe are looking for someone who:

- Thinks strategically but is comfortable executing.
- Understands both brand and performance marketing.
- Has strong writing and storytelling skills.
- Understands social media deeply.
- Can think in videos, reels, carousels, websites and campaigns - not just Instagram posts.
- Has strong consumer understanding.
- Can translate business objectives into content.
- Is comfortable working with founders and agencies.
- Can manage external agencies confidently.
- Is highly curious about consumer psychology and digital behaviour.
- Uses data to improve creative decisions.
- Has strong ownership and doesn't wait for instructions.

BonusExperience in any of the following will be an advantage:

- D2C brands
- Premium/luxury brands
- Interiors/home improvement
- Real estate
- Consumer brands
- Founder-led brands
- Performance marketing
- SEO/content marketing

📌 Content Strategist (Chennai)
🏢 Interiors By Dex
📍 Chennai