Description:
You'll own malt-aye's creative strategy from end to end. That means one consistent brand voice and visual language across paid ads, organic reels, our website, and the new physical store. You'll decide what we make, why we make it, and how we know it's working.
Creative strategy
- Build and maintain the overall creative roadmap, tied to the fruit season calendar, launches, and business goals
- Develop messaging angles, hooks, and audience insights for each product and season
- Protect and evolve the brand's raw, authentic, desi visual and verbal identity
Paid media creative
- Plan, brief, and test creative for Meta and other paid channels (static, video, UGC-style)
- Run structured creative testing: hypotheses, iterations, and clear learnings
- Work closely with the media buyer to analyze performance and turn data into the next round of concepts
Organic content and reels
- Own the Instagram, TikTok, and other social content strategy, with a heavy focus on short-form video
- Plan the content calendar and write scripts, shot lists, and captions
- Direct shoots, from farm and harvest footage to packing, delivery, and customer moments
Physical shop launch
- Shape the creative side of our first retail location: brand look and feel, signage, packaging, in-store materials, and opening campaign
- Plan launch content and promotions that connect the shop with our online audience
Team and execution
- Brief and manage videographers, editors, designers, and freelancers
- Review creative for quality and brand consistency before it goes live
- Report on creative performance and recommendations to leadership
What we are looking for
Required
- 2–3 years of experience in creative strategy, content strategy, or performance creative, ideally for a DTC, e-commerce, food, or consumer brand
- Hands-on experience creating and testing paid social creative (Meta preferred) and reading the results
- A strong grasp of short-form video: what makes a reel stop the scroll and convert
- Fluency in Urdu and English. Comfort writing in Roman Urdu is a big plus
- Strong writing skills: hooks, scripts, ad copy
- Ability to brief, direct, and give clear feedback to creators, editors, and designers
- A portfolio or examples of work you've strategized or created