Creative Director

About the Role

We are looking for a visionary Creative Director, someone who has grown through the copywriting/content track, to lead and elevate the creative expression of Kapiva across digital, product, and CRM channels. This is a strategic + hands-on leadership role where you’ll manage a 15-20 member team (copywriters, designers, content creators) via Creative Leads, and set the tone for high-impact storytelling and campaign design across the brand.

As a member of the marketing leadership team, you’ll directly shape how Kapiva communicates with its audience – from short-form snackable Reels to CRM journeys to large-scale campaigns across wellness categories like Men’s Health, Gym Performance, Daily Wellness, Lifestyle, Packaging, International and Retention.

Key Responsibilities

Creative Vision & Content Strategy

- Define and evolve the brand’s creative tone across platforms.

- Lead the development of engaging, conversion-led content strategies for Instagram

Reels, YouTube Shorts, CRM, and website.

- Guide storytelling across digital-first Ayurveda narratives that simplify wellness for

today’s consumer.

Copy & Storytelling Excellence

- Personally shape long-form and short-form scripts that cut through digital clutter.

- Ensure a consistent, compelling brand voice across copy touchpoints – from CRM to

campaigns to social.

- Be the final eye on important copy deliverables while mentoring copy team members.

Team Leadership & Development

- Lead a 15+ member creative team via Creative Leads; mentor copywriters directly.

- Conduct weekly reviews, ideation sessions, and drive best-in-class execution standards.

- Foster a culture of experimentation, learning, and high-performance creativity.

Cross-Functional Collaboration

- Partner with Growth, Performance Marketing, Product, and Retention teams to co-own

business outcomes.

- Align creative efforts with platform best practices, brand goals, and campaign KPIs.

Performance & Optimization

- Review content effectiveness via metrics (CTR, engagement, conversions).

- Use performance insights to refine future storytelling & formats.

Requirements

- 10 + years in content, copywriting, or creative strategy roles.

- At least 2–3 years in a leadership role managing copy teams.

- Deep experience in digital content creation, particularly Instagram Reels, YouTube

Shorts, CRM communications.

- Ability to balance brand-first storytelling with performance-led outcomes.

- Bonus if you’ve worked in D2C or wellness/FMCG space.

- You’ve written at scale — landing pages, campaigns, CRM journeys, influencer scripts,

and more.

- Experience collaborating with designers, performance marketers & product teams.

Why Join Us?

- Lead the full-stack creative engine of one of India’s fastest-growing wellness brands.

- Own storytelling across product + performance + retention — no silos!

- Opportunity to reimagine Ayurveda for the next-gen audience.

- Fast-paced, founder-led environment with strong marketing DNA.

- Competitive compensation and ownership of outcomes.

If you live and breathe copy, know how to lead from the front, and want to build a brand that

truly impacts lives — we’d love to hear from you.