Associate Creative Director, Social | Spotify X Kulfi Collective

Kulfi Collective; Mumbai; On-site; INR 1,200,000 - 1,500,000; Full time

Job summary

Kulfi Collective is looking for a Creative Lead for Spotify India based in Mumbai. You will set the creative direction for social media and transform music culture into engaging content. This role emphasizes creativity over management and demands a solid understanding of social dynamics.

The ideal candidate has 4 to 6 years of experience, a genuine passion for music and culture, and proficiency in social media strategies. We encourage applicants who are obsessed with social media and can present innovative ideas.

Qualifications

• 4 to 6 years working on brands where social is the main event.
• Genuine passion for music, culture, and social media.
• Expertise in Instagram formats like Reels and Stories.

Responsibilities

• Set the creative direction for Spotify India's social media.
• Originate ideas that resonate with internet culture.
• Write engaging copy that feels personal.

Skills

Copywriting

Social media strategy

Cultural awareness

Creative thinking

Presentation skills

Job description

Spotify India has a fandom, not just an audience. People screenshot it, argue about it in comments, reference it without tagging it. Keeping that alive takes someone who thinks in ideas before they think in posts.

THE ROLE

You're the creative lead on Spotify India's social presence. The person who decides what it stands for and what it says on the internet. Day to day, that means turning music culture and platform moments into ideas worth making. Some of your best ones will come from a meme you saw at 11pm. That's the job.

WHAT YOU'LL DRIVE

• Set the creative direction for Spotify India's social handles
• Originate ideas that feel native to the internet, not adapted for it. Spot what's moving in culture and know when and how Spotify should be part of it
• Write copy that sounds like a person who loves music, not a brand that sells it
• Brief designers and editors with clarity and a point of view
• Present ideas to the client and make them believe in things they haven't seen yet

WHAT MAKES THIS ROLE DIFFERENT

• This is not a campaign-support role. The feed is the product
• You're the creative lead on the account. The work will have your fingerprints on it
• The brand already has cultural equity. Your job is to build on it, not establish it

WHO YOU ARE

• 4 to 6 years working on brands where social is the main event, not a deliverable
• Your ideas travel. Not because they were boosted, but because they were good
• Genuinely plugged in. Music, culture, the internet. You follow it because you want to
• Copy is your sharpest tool. You can write something that sounds effortless and know why it works
• Strong command of Instagram: Reels, Stories, carousels. You know what each format is actually for
• You can hold a room, present an idea, and bring people with you
• Bonus: experience in music, entertainment, or youth culture brands

BEFORE YOU APPLY

This role is built for someone whose instinct is to make something, not manage something. If that's not quite where you are yet, there'll be other roles that are a better match.

It's a great fit if:

• Social media is something you're genuinely obsessed with, not just professionally familiar with
• You can point to cultural moments in social from the last year and explain exactly why they hit
• Your best work found an audience you didn't have to go looking for

HOW TO APPLY

https://job-boards.greenhouse.io/kulficollective/jobs/5137495008

Send us an email with your portfolio. We're looking for work that felt like a real moment to you, projects where the social idea travelled somewhere unexpected.

And if there's a Spotify India post from the last year that you loved, or one you think missed, tell us about that too. We're just curious how you think.

We are committed to building an inclusive and diverse team at Kulfi Collective. We welcome candidates from all backgrounds, and strive to create a culture that values and respects diversity.