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About Yell
Est. 2010. Handcrafted linen for people who choose ease over noise. Comfort, craft & calm living — in every piece.
Role Overview
We’re looking for a Content & Creative Manager who will own the content universe of Yell end-to-end.
This is a core team role where you will lead the storytelling, creative direction, and brand expression across:
- Social Media
- Paid Advertising (Meta + Google)
- Website copy & UX content
- Email & WhatsApp communication
- Brand films, founder-led videos, campaigns
- Lookbooks, banners, and editorial shoots
- Creative strategy for performance marketing
- Brand identity, tone, and visual language
Your work will shape how the brand
This role demands intuition, aesthetic sensitivity, an understanding of luxury, and the ability to translate emotion into visuals and words.
Key Responsibilities
1. Brand Storytelling & Creative Direction
- Build and evolve the brand’s visual and verbal identity
- Craft the overarching creative narrative for Yell across campaigns
- Create founder-led storytelling scripts and concepts
- Develop moodboards, shoot concepts, and campaign ideas
- Maintain consistency across all content and touchpoints
2. Social Media Strategy & Management
- Own the monthly content calendar (Reels, Stories, Carousels, Founder videos)
- Create aspirational content rooted in craft, design, and quiet luxury
- Work closely with the founder to bring out her voice and authenticity
- Track insights, refine strategy, and ensure high engagement quality
3. Paid Ads Creative Strategy
- Build creative frameworks for Meta & Google campaigns
- Write thumb-stopping ad copy and creative hooks
- Create ad concepts rooted in luxury psychology and high-ticket buying behavior
- Collaborate with media buyers to optimize creatives for performance
4. Website & CRO Content
- Lead all website copy — homepage, product pages, banners, category descriptions
- Write human, luxury-oriented microcopy for a seamless user journey
- Work with the CRO strategist to improve clarity, trust, and conversion
- Own brand pages like About, Craft, Philosophy, FAQs, etc.
5. Retention Content (Email + WhatsApp)
- Craft storytelling-based emails and WhatsApp campaigns
- Build content flows for new customers, repeat customers, and VIPs
- Create nurturing content that increases repeat purchases and LTV
6. Creative Production Oversight
- Take ownership of shoot direction — in-store, editorial, lifestyle
- Work with photographers, videographers, editors, stylists
- Ensure every asset aligns with the brand mood and luxury feel
- Oversee post-production and ensure brand consistency
7. Cross-Functional Collaboration
- Work closely with the founder, performance marketer, and design team
- Support retail store marketing (in-store displays, visual storytelling)
- Align brand and performance goals into one unified creative ecosystem
What We’re Looking For
Must-Have Skills & Experience
- 3–5 years of experience in content, creative, or brand strategy
- Background in luxury, premium fashion, high-ticket D2C
- Strong storytelling ability — turning emotion into content
- Exceptional taste — sensitivity to aesthetics, tone, visual minimalism
- Experience building content for both brand and performance
- Ability to write high-quality copy across formats
- Understanding of consumer behavior for premium purchases
- Experience managing creative teams, freelancers, or production partners
Nice-to-Haves
- Experience with Nicobar, Andaman, Jaypore, Nappa Dori, or similar brands
- Experience working with founders or building personal brands
- Experience with shoots, styling direction, or set design
- Understanding of quiet luxury and minimal design philosophies
- Ability to think conceptually and execute operationally
Who You Are (Personality Match)
You’re someone who -
- Thinks in stories, not just posts
- Appreciates subtlety, calm, craftsmanship
- Knows how luxury brands sound, feel, and behave
- Understands that great content comes from intuition + insight
- Can turn a simple linen crease into a visual story
- Loves long-term brand building
- Believes in quality, not quantity
This is a role for someone who wants to own the creative world of a brand, not just “make content.”
What You’ll Love About This Role
- You’ll work directly with the founder
- You’ll shape the core identity of a fast-growing premium brand
- You’ll have full creative freedom to experiment and build
- Your work will influence everything people experience about Yell
- You’ll create meaningful, timeless luxury content — not clutter
How to Apply
Send us:
- Your resume, portfolio or links to your best work
- A short note on why you are the best fit for the role
- Anything you’ve created that shows your creative taste
Email: care@yellwithus.com
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