Graphic Designer

Key responsibilities

1. Promotion and campaign creative

• Receive the campaign brief from the Growth Marketing Executive and deliver the full creative set: key visual, social posts, stories, delivery app banners, posters, standees, table tents and POS screens.
• Adapt each key visual into all required sizes and formats for print and digital, in English and local languages where needed.
• Deliver on the agreed timeline so that materials reach stores before the promotion starts.

2. Store opening creative

• Produce the full opening material set for every new store, based on the HappiTea India Store Opening Kit: hoarding, opening banner, flyers, vouchers, social countdown posts and grand opening visuals.
• Customise templates with each store's address, dates and offers, and prepare print-ready files for the partner's local printer.
• Capture or coordinate photos and short videos during soft opening and grand opening for social media use.

3. Social media and content production

• Design and produce monthly content for HappiTea India's Instagram, Facebook and YouTube: static posts, carousels, Instagram Reels, YouTube Shorts and stories, following the content calendar agreed with Growth Marketing.
• Shoot and edit product photos and short-form videos in store. Real drinks and real stores come first, stock and AI images are not a substitute.
• Prepare creative assets for paid ads on Meta and Google, and for food delivery and quick commerce listings on Swiggy, Zomato, Blinkit and Zepto (menu photos, banners, offer tiles).
• Mark every paid or gifted influencer and partnership post with a clear disclosure label such as #ad, following ASCI guidelines.

4. Brand consistency

• Apply HappiTea brand guidelines to every design: logo, colours, typography, mascot, tone and photography style.
• Submit all designs to HQ for approval before they are published or printed. Nothing goes live without HQ sign-off. HQ replies within 48 hours: approved, revise with reasons, or rejected.
• Review marketing materials made by franchise partners and correct anything off-brand.
• Maintain an organised shared library of approved templates, product photos and final files that partners and HQ can access.

5. Menu and in-store materials

• Update menu boards, printed menus, and delivery and quick commerce menus when products or prices change.
• Show the correct FSSAI veg or non-veg symbol next to every item on menu boards, printed menus and online listings.
• Design seasonal and new product launch materials for in-store display.

Key performance indicators

Monthly targets are agreed between Franchise India and HQ. HQ scores these KPIs every month and shares the result with Franchise India as line manager.

KPI

How it is measured

On-time delivery

Share of creative requests delivered by the agreed deadline

First-round approval rate

Share of designs approved by HQ with no more than one revision round

Brand compliance

Number of off-brand materials found in stores or online during HQ review

Store opening readiness

Full opening material set delivered to each new store before soft opening

Content output

Monthly posts, reels and stories published versus the content calendar

Social performance

Reach, engagement rate and follower growth of HappiTea India channels

Campaign contribution

Results of promotions supported, shared with the Growth Marketing Executive

Requirements

Must have

• Indian national with a good sense of what appeals visually to young Indian consumers.
• 2 to 3 years of experience as a graphic designer or creative executive for F&B, QSR, cafe, retail or consumer brands.
• A portfolio showing real campaign work: promotion key visuals, social content and print materials. Applications without a portfolio are not considered.
• Strong skills in Adobe Photoshop and Illustrator. Canva for fast adaptation and partner templates.
• Able to shoot and edit short vertical videos for Instagram Reels and YouTube Shorts (CapCut, Premiere Pro or similar) and take good product photos with a phone or camera.
• Knowledge of print production: sizes, bleed, colour mode and file preparation for local printers.
• Awareness of ASCI disclosure rules for influencer content and FSSAI veg and non-veg labelling on food menus.
• Good English for daily work with the HQ team in Vietnam. Hindi is required.

Good to have

• Experience with bubble tea, beverage or dessert brands.
• Motion graphics skills (After Effects).
• Experience working under a brand guideline from an international head office.
• Basic copywriting for captions and promotion headlines.

Working style

• Disciplined about brand rules, and open to feedback from HQ.
• Fast and reliable: can deliver a full promotion set within a few days.
• Commercial mindset: understands that the design's job is to drive sales in store.
• Organised with files, versions and deadlines across many stores at once.

Working arrangement

The split of work with the Growth Marketing Executive is fixed as follows.

Step

Growth Marketing Executive

Creative Executive

Campaign idea and objective

Owns

Contributes ideas

Mechanic, offer, budget, COGS

Owns

Informed

Creative brief

Writes

Receives and clarifies

Key visual and all adaptations

Gives feedback

Owns

HQ approval

Submits the plan

Submits the designs

Delivery to stores and partners

Coordinates rollout

Provides final files

Result measurement

Owns

Reviews creative learnings