Company Description Vitalpro Consumer Pvt Ltd is an emerging leader in India’s hospitality sector, focused on reshaping the food and beverage landscape through innovative, experience-driven brands. As the creator of Saffron & Mishri and 224 Craftery, the company blends Indian culinary heritage with contemporary tastes and global craftsmanship. Vitalpro emphasizes quality, creativity, and excellence, using data-driven insights, precision marketing, and hyper-personalized engagement to transform how consumers experience food. The culture is purpose-led and innovation-focused, offering team members the opportunity to contribute to a movement that elevates India’s food culture. Joining Vitalpro means being part of a growth-oriented environment where professional development and meaningful impact go hand in hand.

Content Strategist Lead

Location: Mumbai

Function: Marketing & Brand

Reporting to: Founder / Marketing Head

Experience: 5–10 years

Role Overview

We are looking for a creative, digitally savvy and strategically minded Content Strategist Lead to drive the content strategy and storytelling for our brands – Saffron & Mishri and Wholicious.

The role will be responsible for developing compelling content narratives, building distinctive brand voices and creating engaging content across digital and social media platforms. The candidate will lead content planning, conceptualisation, creation and execution, ensuring that every consumer interaction strengthens brand identity, drives engagement and contributes to business growth.

The ideal candidate should combine strong storytelling abilities with an understanding of consumer behaviour, digital trends, social media platforms and content-led brand building.

Key Responsibilities

1. Content Strategy & Planning

- Develop and own the overall content strategy for Saffron & Mishri and Wholicious.
- Translate brand positioning and marketing objectives into compelling content narratives.
- Develop monthly and quarterly content calendars across social media, website, digital platforms and other consumer touchpoints.
- Identify relevant cultural trends, consumer conversations and content opportunities.
- Establish distinctive brand voices and ensure consistency across communication channels.
- Build content pillars that strengthen brand awareness, engagement and consideration.

2. Content Creation & Storytelling

- Conceptualise and develop engaging content across formats, including reels, videos, carousels, static posts,



blogs and digital campaigns.
- Create compelling brand stories, product narratives and campaign communication.
- Develop scripts, storyboards, captions, headlines and creative briefs.
- Translate product features, ingredients and craftsmanship into engaging consumer stories.
- Drive cutting-edge storytelling around festivals, celebrations, gifting, food culture and lifestyle.
- Ensure high standards of content quality, originality and visual appeal.

3. Social Media & Digital Content Management

- Lead content strategy and execution across Instagram, Facebook, YouTube and other relevant platforms.
- Drive platform-specific content strategies to improve reach, engagement and audience growth.
- Develop ideas for reels, influencer collaborations, creator-led content and user-generated content.
- Identify emerging formats, trends and platform algorithms to improve content effectiveness.
- Work closely with the performance marketing team to develop conversion-oriented content.
- Monitor content performance and continuously optimise the content approach.

4. Content Production & Team Management

- Lead end-to-end content production, from ideation and scripting to shoot planning and final delivery.
- Coordinate with photographers, videographers, designers, editors, agencies and influencers.
- Manage content shoots, production schedules and creative execution.
- Build and manage a network of content creators and external creative partners.
- Ensure timely delivery of content while maintaining quality and brand consistency.
- Guide and mentor content writers, creators and other team members.

5. Brand Campaigns & Consumer Engagement

- Develop content-led campaigns for current product launches, festive occasions and seasonal initiatives.
- Create distinctive content platforms that build brand recall and consumer affinity.
- Develop influencer and creator collaboration strategies.
- Explore opportunities for collaborations with chefs, food experts, artists and cultural communities.
- Drive storytelling around product innovation, ingredients, craftsmanship and brand philosophy.

6.



Content Analytics & Performance

- Track content performance across platforms.
- Monitor key metrics such as reach, engagement, views, shares, saves, follower growth and conversions.
- Identify high-performing content formats and themes.
- Use consumer insights and performance data to refine content strategies.
- Develop periodic content performance reports and recommendations.

Desired Candidate Profile

- Graduate / Postgraduate in Mass Communication, Journalism, Marketing, Advertising or related disciplines.
- 5–10 years of experience in content strategy, digital content, social media or brand communication.
- Experience in building content strategies for consumer brands, lifestyle, food, fashion or premium brands.
- Excellent writing, storytelling, conceptualisation and communication skills.
- Solid understanding of Instagram, YouTube and other digital platforms.
- Experience in managing content shoots, production teams, agencies and creators.
- Strong visual sensibility and understanding of contemporary content formats.
- Familiarity with AI-enabled content creation and editing tools.
- Ability to manage multiple projects in a fast-paced entrepreneurial environment.

Key Competencies

- Exceptional storytelling and content conceptualisation.
- Strong understanding of consumer behaviour and digital culture.
- Creative thinking with a strong execution orientation.
- Excellent writing and communication skills.
- Strong visual and aesthetic sensibility.
- Data-driven approach to content optimisation.
- Team leadership and stakeholder management.
- Ownership, agility and attention to detail.

Key Success Measures (KPIs)

- Consistency and quality of content output.
- Organic reach and audience growth.
- Engagement rates, shares and saves.
- Video views and content completion rates.
- Content contribution to brand awareness and consideration.
- Traffic and conversions generated through content.
- Timely execution of content calendars and campaigns.

What the Role Offers

- Opportunity to shape the content and storytelling direction of two differentiated consumer brands.
- Work across luxury Indian mithai, premium gifting and contemporary better-for-you foods.
- Opportunity to experiment with new content formats, creator collaborations and digital storytelling.
- Direct exposure to the Founder and leadership team.
- Opportunity to build distinctive content platforms as the brands scale.

📌 Content Strategist Lead (Mumbai)
🏢 Vitalpro Consumer
📍 Mumbai