– Creative Lead, Brand Content & Social MediaCompany: Mikelin Nutrition Enterprises

Brand: Clean & Crafted

Location: Mumbai

Role Type: Full-time

Requirement: Immediate

Experience: 3–6 years preferred

Education: Degree/Diploma in Film, Communication, Advertising, Media, Design or related field preferred

Reporting: Founder / CEO

Team: Graphic Designer, Video Editor and Social Media Intern/Executive

About UsClean & Crafted is India’s new-age clean-label food company crafting fresh, nutrition-focused breads using real and thoughtfully selected ingredients.

With no maida, no palm oil and a strong focus on natural ingredients, meaningful nutrition and great taste, we are building a modern food brand around transparency, trust and everyday wellness.

We are looking for someone who can help give this brand its distinctive voice, personality and visual language.

Role OverviewWe are looking for a highly creative and hands-on Creative Lead – Brand Content & Social who will take ownership of how Clean & Crafted communicates with consumers across social media and other marketing touchpoints.

This is not merely a graphic-design or social-posting role.

The Creative Lead will conceive ideas, develop scripts, create content formats, direct shoots, guide visual execution and manage the complete social-content engine of Clean & Crafted.

The person should be equally comfortable writing a 20-second reel, directing a product shoot, developing a carousel concept, briefing a designer and sitting with a video editor to improve the final cut.

The role will work directly with the Founder and closely with Performance Marketing, Sales and Product teams.

Key ResponsibilitiesCreative Strategy &

- Brand Storytelling

- Develop Clean & • Crafted’s creative language, tone and storytelling style.

- Translate brand strategy and product propositions into consumer-friendly communication.
- Generate campaign ideas around products, ingredients, nutrition, occasions and consumer problems.
- Build distinctive recurring content properties for the brand.
- Ensure consistency of tone, visual language and messaging across consumer touchpoints.
- Develop communication that is credible, engaging and differentiated from conventional bread brands.

Social Media Content
- Own the creative direction of Clean & • Crafted’s social-media presence.

- Develop monthly and quarterly content calendars.
- Conceptualise:
- Reels
- Short-form videos
- Carousels
- Static posts
- Stories
- Founder-led content
- Product education
- Nutrition-led content
- Consumer testimonials
- Occasion-based campaigns
- Develop hooks, scripts, captions and storyboards.
- Ensure social content is created for engagement rather than simply maintaining posting frequency.

Reels & • Video Direction
- Develop concepts and scripts for reels and digital video.
- Direct product, consumer and founder-led shoots.
- Guide framing, performances, locations, props and visual treatment.
- Work closely with the Video Editor on pacing, music, graphics and final output.
- Build efficient formats that allow multiple pieces of content to be created from each shoot.




- Track emerging reel and video formats and intelligently adapt them for the brand.

Graphic & • Visual Content
- Brief and guide the Graphic Designer on:
- Social-media posts
- Carousels
- Digital advertisements
- Q-commerce creatives
- Retail communication
- Campaign assets
- Review designs for visual quality, brand consistency and communication effectiveness.
- Ensure creative work is simple, distinctive and immediately understandable.

Team Management
- Manage the day-to-day creative workflow of the Graphic Designer, Video Editor and Social Media Intern/Executive.
- Allocate briefs and timelines.
- Review output and provide clear creative feedback.
- Maintain a content-production calendar.
- Ensure deadlines and content cadence are consistently maintained.
- Build an organised repository of footage, photographs, artwork and master files.

Social Media Ownership
- Guide the Social Media Intern/Executive on publishing, scheduling and community management.
- Review captions, stories and consumer responses.
- Monitor comments, DMs and consumer conversations.
- Identify opportunities for user-generated content.
- Track competitor communication and cultural/social trends.
- Ensure the brand remains responsive and relevant.

Performance Creative
- Work closely with the Performance Marketing Manager to develop advertising creatives.
- Develop multiple creative variations for testing.
- Understand which hooks, claims, products and formats convert best.
- Use advertising performance data to improve future creative.
- Participate in regular creative-performance reviews.

Campaigns & • Product Launches
- Develop creative communication for:
- New-product launches
- Q-commerce launches
- Retail activations
- Sampling campaigns
- Seasonal occasions
- Nutrition and education initiatives
- Create integrated campaign ideas rather than isolated pieces of content.
- Coordinate production with photographers, creators or external specialists where required.

Consumer Understanding
- Develop an understanding of C&C;’s target consumers and their motivations.
- Regularly review comments, reviews, feedback and social conversations.
- Translate consumer insights into content ideas.
- Ensure creative output communicates benefits in language consumers understand rather than technical jargon.

Must-Have AttributesCreative Capability
- Strong storytelling and conceptual ability.
- Excellent scriptwriting capability, particularly for short-form video.
- Strong understanding of visual storytelling.
- Ability to develop ideas from concept through execution.
- Experience directing video or digital content.
- Strong understanding of Instagram, reels and contemporary social-media formats.
- Ability to guide graphic design and video editing even if not personally executing every asset.

Execution Capability




- Hands-on and comfortable working in a lean team.
- Ability to produce high-quality content with practical budgets.
- Able to simultaneously manage multiple pieces of content and deadlines.
- Strong attention to detail.
- Comfortable giving clear briefs and feedback to designers and editors.

Consumer & • Brand Orientation
- Ability to think like a consumer, not merely a filmmaker or creator.
- Understands the difference between attractive content and effective brand communication.
- Ability to simplify product and nutritional information.
- Curious about consumer behaviour, food, culture and digital trends.

Soft Skills
- Highly creative and curious.
- Strong communicator.
- Open to feedback and experimentation.
- High ownership and accountability.
- Comfortable working directly with the Founder.
- Fast-moving and solution-oriented.
- Cooperative and able to lead a small creative team.

Technology & • Tools
- Working understanding of modern video-production and editing workflows.
- Familiarity with Adobe Creative Suite / Premiere Pro / Final Cut / Canva or equivalent tools.
- Comfortable using Instagram and Meta platforms.
- Familiarity with AI tools such as ChatGPT for ideation, scripting and research.
- Comfortable using Google Docs, Sheets and project-management tools.

Good-to-Have Attributes
- Experience in FMCG, food, nutrition, wellness or consumer brands.
- Experience working with a startup or founder-led company.
- Experience developing content for a high-growth social-media brand.
- Ability to personally shoot basic mobile-first content.
- Exposure to influencer/creator collaborations.
- Experience directing founder-led content.
- Basic understanding of performance marketing and creative analytics.
- Experience building a social-media presence from an early stage.
- Interest in food, nutrition and consumer health.

Key Performance IndicatorsThe role will be measured on:
1. Quality and originality of creative ideas
2. Consistency of content output
3. Reel/video performance
4. Organic reach and engagement
5. Shares and saves
6. Content production turnaround time
7. Performance of paid-media creatives
8. Brand consistency
9. Ability to build distinctive content properties
10. Team productivity and creative quality
11. Improvement in consumer engagement and brand recall

What Success Looks LikeClean & Crafted should develop a social and creative identity where consumers can recognise a piece of C&C; content even before seeing the logo. The Creative Lead should make the brand:

Interesting enough to watch. Useful enough to save. Distinctive enough to remember. Credible enough to trust.

The objective is not to create more content. It is to create content that builds the brand and helps grow the business.

Remuneration & Growth

- Competitive compensation based on experience and capability.
- Direct access to and interaction with the Founder.
- Opportunity to build the creative identity of a new consumer-food brand from the ground up.
- High creative ownership and freedom.
- Opportunity to build and lead an internal creative team.
- Rapid role expansion as Clean & Crafted scales.

📌 Creative Lead (Mumbai)
🏢 Clean u0026 Crafted Foods
📍 Mumbai