ABOUT RMX INDUSTRIES

RMX Industries is a 34-year-old, family-owned, industry-leading manufacturing company headquartered in Punjab, India, specialising in high-quality rubber hoses and metal auto-retractable hose reels for industrial, commercial and consumer applications. RMX is the largest manufacturing exporter of general-purpose hoses and reels from India, with a presence across 25+ countries in the Americas, APAC and EMEA. Its portfolio spans multiple brands, including BluBird (its US entity and consumer brand), Zephyr, BluShield, Oil Shield and Avagard.

With a clear vision to become a $100 million enterprise by 2030, RMX is building a structured, performance-driven organisation while preserving its entrepreneurial roots.

POSITION PURPOSE The Creative Lead (Art & Copy) is the creative owner of how RMX and its brands look and speak to customers across India and the United States. The role leads both art direction and copywriting, translating technical product capabilities — pressure ratings, material construction, durability and compatibility — into clear, persuasive, customer-facing communication. Reporting to the Chief Marketing Officer and leading the in-house design team, the Creative Lead develops campaign concepts and product narratives and drives their execution across launches, catalogues, sell sheets, marketplace content, packaging, digital campaigns, video and brand communication, ensuring every output is on-brand, technically accurate and commercially effective.

KEY ROLES & RESPONSIBILITIES

1. Creative Strategy & Concept Development

- Translate marketing, category and sales briefs into campaign platforms, big ideas and creative routes for each brand and market.
- Build brand- and product-level messaging frameworks — positioning lines, key benefits, proof points and tone of voice — for B2B, retail, D2C and marketplace audiences.
- Present creative concepts to the CMO and business stakeholders with a clear rationale linking the idea to the commercial objective.

2. Copywriting & Product Storytelling

- Write and own high-impact copy across formats: headlines, taglines, long-form product narratives, catalogue and website copy, scripts, social and email copy.
- Work closely with BluLABS and category teams to understand product engineering,



and convert technical specifications into benefit-led, customer-relevant language.
- Adapt communication for Indian and US audiences, writing in fluent American English for BluBird and export markets, while ensuring every product claim is accurate and substantiated.

3. Art Direction & Visual Identity

- Define and uphold the visual language of each brand — layout, typography, colour, photography and illustration style — and maintain brand guidelines.
- Direct product photography, lifestyle shoots, 3D renders and illustrations, and review all design output for quality and brand consistency.

4. Product Launch & Campaign Creative

- Lead end-to-end creative for current product launches, from launch concept and naming support to key visuals, launch kits and channel adaptations.
- Deliver integrated campaigns for seasonal peaks, trade shows and exhibitions, and dealer and distributor programmes across India and the US.

5. Sales Enablement & Commerce Content

- Own creative and copy for product catalogues, sell sheets, brochures, spec sheets, dealer collateral and sales presentations.
- Create conversion-focused Amazon A+ / Premium A+ content, marketplace listing imagery and copy, and website product pages in line with platform guidelines.

6. Packaging Communication

- Lead packaging communication — front-of-pack hierarchy, claims, feature call-outs, usage and safety information — across brands and SKUs.
- Coordinate with Quality, Supply Chain and print vendors to ensure artwork accuracy, regulatory and marketplace compliance, and print-ready file delivery.

7. Digital, Social & Video Content

- Conceptualise digital campaigns and social content, and write video concepts, scripts and storyboards for product demonstrations, how-to, explainer and brand films.
- Brief and direct video production partners and review edits through to final delivery.

8.



Team Leadership & Agency Management

- Lead, mentor and review the work of the in-house design team (catalogue, packaging, digital and UI/UX design), allocating work and building creative capability.
- Brief and manage external agencies, freelancers, photographers and production houses on scope, quality, timelines and cost.

9. Creative Operations & Governance

- Establish a structured briefing, review and approval process with defined turnaround standards and a prioritised creative pipeline across brands.
- Maintain a central, version-controlled asset library, and leverage AI-enabled creative tools to improve speed and output volume without compromising quality.
- Track the performance of creative output with the D2C, marketplace and sales teams, and apply learnings to future work.

EDUCATIONAL QUALIFICATION

- Bachelor's degree in Fine Arts, Visual Communication, Communication Design, Advertising, Mass Communication or a related discipline.
- A post-graduate qualification in advertising, communication or design (e.g., MICA, NID or equivalent) will be an advantage.
- A portfolio demonstrating both creative strategy and execution across art and copy is mandatory.

EXPERIENCE & COMPETENCIES

- 5–7 years of experience in an advertising or creative agency or an in-house brand creative team, with at least 2 years leading creative output or a small team.
- Demonstrated strength in both copywriting and art direction, with a track record of leading integrated campaigns from concept to execution.
- Experience in industrial, hardgoods, automotive, consumer durables, home improvement or outdoor/garden categories preferred; the ability to simplify technical products is essential.
- Exposure to US-market communication, Amazon A+ content, packaging and catalogue development strongly preferred.
- Proficiency in Adobe Creative Suite (Photoshop, Illustrator, InDesign; Premiere Pro/After Effects desirable) and Figma, with working familiarity of generative AI creative tools.
- Core competencies: conceptual thinking, persuasive writing, visual judgement, attention to detail, stakeholder management, and the ability to manage multiple brands and deadlines in a fast-paced, lean environment.

📌 Creative Lead (New Delhi)
🏢 RMX Industries
📍 New Delhi