Job Description – Creative Lead, Brand Content & Social Media Company: Mikelin Nutrition Enterprises Brand: Clean & Crafted
Role Type: Full-time
Immediate
Experience: 3–6 years preferred
Degree/Diploma in Film, Communication, Advertising, Media, Design or related field preferred
Team: Graphic Designer, Video Editor and Social Media Intern/Executive
About Us Clean & 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 robust 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 Overview We 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.
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.
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.
Short-form videos
Founder-led content
Nutrition-led content




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.
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
Digital advertisements
Q-commerce creatives
Campaign assets
Review designs for visual quality, brand consistency and communication effectiveness.
Ensure creative work is simple, distinctive and immediately understandable.
Manage the day-to-day creative workflow of the Graphic Designer, Video Editor and Social Media Intern/Executive.
Review output and provide clear creative feedback.
Maintain a content-production calendar.
Ensure deadlines and content cadence are consistently maintained.
Guide the Social Media Intern/Executive on publishing, scheduling and community management.
Identify opportunities for user-generated content.
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.
Develop creative communication for:
Seasonal occasions
Create integrated campaign ideas rather than isolated pieces of content.
Translate consumer insights into content ideas.
Ensure creative output communicates benefits in language consumers understand rather than technical jargon.
Excellent scriptwriting capability, particularly for short-form video.
Experience directing video or digital content.




Ability to guide graphic design and video editing even if not personally executing every asset.
Ability to produce high-quality content with practical budgets.
Able to simultaneously manage multiple pieces of content and deadlines.
Consumer & Brand Orientation
Understands the difference between attractive content and effective brand communication.
Curious about consumer behaviour, food, culture and digital trends.
Highly creative and curious.
Collaborative and able to lead a small creative team.
Working understanding of modern video-production and editing workflows.
Familiarity with Adobe Creative Suite / Premiere Pro / Final Cut / Canva or equivalent tools.
Comfortable using Google Docs, Sheets and project-management tools.
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.
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 Indicators The role will be measured on:

- Quality and originality of creative ideas
- Consistency of content output
- Reel/video performance
- Content production turnaround time
- Performance of paid-media creatives
- Brand consistency
- Ability to build distinctive content properties
- Team productivity and creative quality
- Improvement in consumer engagement and brand recall

What Success Looks Like Clean & 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:
The objective is not to create more content. It is to create content that builds the brand and helps grow the business.
Competitive compensation based on experience and capability.
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.

📌 Social Media Creative Lead (Mumbai)
🏢 clean & crafted foods
📍 Mumbai