Location: Mumbai (in-office)

Function: Marketing / Growth

Reports to: Founders

Earthful is a clean-label, plant-based nutraceutical and wellness brand built for womens health, backed by Fireside Ventures and V3 Ventures. We sell primarily online, which means performance creative isnt a support function here - its core to how the business grows. This role sits at the centre of that engine, turning whats working (and whats failing) in our ads into a steady, high-volume stream of creative that moves ROAS in the right direction.

Role Overview

The Performance Marketing Creative Lead owns Earthfuls entire performance creative output - pieces live every month across video, hook variations, and statics - and leads a team of 5-8 people (writers, editors, and coordinators) who produce it. Youll work closely with the Growth Manager to translate platform data (Meta, Google, ROAS by product) into a monthly creative plan, then run that plan through concept development, scripting, and production, whether the work is produced in-house or by an agency. This is fundamentally a copywriting-and-strategy-led role, not a visual design or art direction one - youll be judged on how well your scripts and hooks convert, not on a portfolios visual polish. Youre accountable for both the ROAS the creative drives and the team and pipeline that produce it.

What You'll Own

Monthly Creative Planning ROAS Ownership

- Build the monthly creative plan in discussion with the Growth Manager, drawing on performance data from Meta, Google, and product-level ROAS
- Decide which creator personas, products, and USPs get priority for the month, and roughly how much of the plan runs in-house versus through agencies
- Build the plan backward from the ROAS target for creative output - volume (pieces/month) is a function of that target, not the goal itself

Team Leadership

- Lead and manage a team of 5-8 people - writers, video editors,



and creative coordinators - who execute the monthly plan
- Allocate work across the team based on individual strengths and the months priority products/personas
- Build the teams capability in direct-response scriptwriting and hook development through hands-on review and feedback

Concept Development Scriptwriting

- Personally write and/or closely edit ad scripts and hook variations - this role is hands-on with the writing, not just directing others output
- Develop concepts that mix winning ideas replicated or iterated from previous months performance with new ideas built for experimentation
- Ground concepts in competitor insight, current trends, and persona fit, prioritising what performs over whats simply creatively compelling
- Map every concept to the persona product USP matrix set in the monthly plan

In-House Script Execution

- Brief writers on approved concepts and run scripts through up to two rounds of feedback before theyre shoot-ready
- Personally write hook variations for high-priority concepts

Video Static Production Oversight

- Hold a weekly check-in with the senior video editor (or directly with editors where needed) to give feedback and keep output on pace for the monthly target
- Run a monthly plan for static creatives, mapped to product, USP, and persona the same way video is
- Review all static content before it goes live

Agency-Executed Creatives

- Discuss concepts and scripts jointly with agency partners, with the agency owning shoot and edit execution




- Review agency output against the same persona product USP matrix and ROAS logic used for in-house work

What Were Looking For

- 8 years in performance marketing, with a background rooted in copywriting, content writing, or scriptwriting - this is not a visual design or art direction role, and candidates from a primarily design/art-direction background are not a fit
- Direct, hands-on experience running or closely supporting performance marketing ad campaigns (Meta, Google) - not just producing creative disconnected from the media side
- Experience managing a high-volume creative pipeline (video and/or static), ideally 100 assets/month, across multiple people or teams
- Proven experience directly managing a team of 5 people - hiring, developing, and holding them to a quality and output bar
- A portfolio or work sample showing direct-response ad scripts and hooks you personally wrote, not just creative you directed or approved
- Experience working with external creative or production agencies, including holding their output to a defined standard
- Working fluency with AI tools for creative drafting and iteration (scripts, concepts, copy) - Earthful expects AI-assisted drafting across the pipeline, with the judgment to revise AI output before it ships, not use it raw

Disclaimer: This job posting has been aggregated from external source. Role details, content, and availability are subject to change. Applicants are advised to confirm the latest information directly on the company website before applying.

Role: Performance Marketing Manager, Industry Type: Sports / Leisure & Recreation, Department: Marketing & Communication, Employment Type: Full Time, Permanent Role Category: Digital Marketing Education UG: Any Graduate PG: Any Postgraduate Key Skills Content writingFMCGWellnessBrand buildingVisual DesignConcept developmentCreative LeadScript writingSenior Video EditorCopy writing

📌 Performance Marketing Creative Lead (Mumbai)
🏢 Earthful
📍 Mumbai