Creative Director - Brand & Performance Marketing

Lokal Entrepreneurs Empowerment; Bengaluru; On-site; INR 4,500,000 - 6,500,000; Full time

Job summary

Lokal is seeking a Creative Director in Bengaluru to lead our creative strategy across two high-growth consumer products, GyanTV and Lokal Matrimony. The role involves building scalable workflows, mentoring designers and writers, and aligning creative output with business goals to drive measurable impact.

You will own paid strategy across Meta, YouTube, Google, and influencers, crafting compelling campaigns and brand messaging for social channels and product launches.

Qualifications

• 5–10 years of experience in Creative Strategy, Brand Marketing, Performance Marketing, Advertising, or a related field.
• Proven experience creating high-performing digital campaigns for consumer-facing brands.
• Exceptional copywriting, storytelling, and scriptwriting skills.
• Strong understanding of performance marketing metrics and creative optimization.
• Experience working across Meta, YouTube, Instagram, and other digital advertising platforms.
• Ability to translate business objectives into compelling creative campaigns.
• Strong analytical mindset with the ability to use campaign data to inform creative decisions.
• Experience leading or mentoring creative teams in a fast-paced environment.
• Experience in consumer internet, startups, D2C, Matrimony, Media, or Content platforms.
• Familiarity with AI-powered creative tools and workflow automation.
• Experience building brand identities and scaling creative teams.

Responsibilities

• Build scalable creative workflows and quality assurance processes to ensure consistency and excellence.
• Establish creative review frameworks, documentation, and best practices for the team.
• Conduct regular creative reviews and campaign analysis to identify learnings and improvement opportunities.
• Build and maintain a repository of creative references, market trends, and performance insights.
• Evaluate and adopt emerging creative tools, AI solutions, and automation to improve efficiency.
• Mentor, coach, and develop copywriters, scriptwriters, designers, and other creative team members.
• Partner with leadership to identify hiring needs and build a high-performing creative team.
• Own the creative strategy for paid marketing campaigns across Meta, YouTube, Google, influencer marketing, and other digital platforms.
• Write compelling, high-converting scripts and creative concepts for performance campaigns.
• Develop and optimize ad creatives that improve customer acquisition and campaign performance.
• Continuously experiment with new creative formats, messaging, hooks, and storytelling approaches.
• Analyze campaign performance and leverage insights to improve creative effectiveness.
• Collaborate closely with the Growth and Product teams to ensure creative assets align with business objectives.
• Define and evolve the brand identity for GyanTV and Lokal Matrimony.
• Develop and maintain brand guidelines, including tone of voice, messaging, visual identity, and creative standards.
• Lead the creative strategy for social media platforms, including Instagram, YouTube Shorts, and other relevant channels.
• Ensure consistent brand communication across marketing campaigns, product experiences, and customer touchpoints.
• Provide creative direction for product communication, launches, and branding initiatives.

Skills

Creative strategy

Brand marketing

Performance marketing

Copywriting

Scriptwriting

Team mentoring

Growth collaboration

AI-powered tools

Tools

AI-powered creative tools

Job description

Creative Director About Lokal : In 2018, we began with a WhatsApp group with a simple hypothesis: people in tier-2/3 towns weren’t really using the internet meaningfully yet. We believed that if we started with local content in their own language, they’d come back every day; once there was a habit and trust, that same space could naturally grow into classifieds and, eventually, something they used for almost everything online. This spark became Lokal. Our first instinct was to put everything in one place & one app - local updates, classifieds, jobs, matrimony and more. It worked, till it stopped working. Users gave us the insight - when one use case outweighs the others, everything else seems like noise. We listened. Like how Craigslist quietly seeded a generation of focused companies & marketplaces, we began unbundling and verticalising. Today, Lokal is a house of focused apps , many products, one mission: to connect Tier-2/3+ India to the Knowledge, opportunities, tools and experts they’ve always deserved. We now operate dozens of live apps across categories like: Edutainment & Skill Learning – practical skills and learning in regional languages ( GyanTV ) Matrimonial Matchmaking – hyperlocal, compatibility-first partner search ( Lokal Matrimony ) Agri Consulting – farmer-first advisory in local languages ( AgriLokal ) Lokal Jobs – blue- and grey-collar opportunities close to home ( Loka l Jobs ) Social & Community – Place to find & post social updates ( Lokal app ) Emotional Well-being & Peer Support – safe spaces to talk and feel heard ( Dostt & Eaze ) Astrology & Guidance – instant access to trusted Astrologers via chat and voice ( AstroLokal ) Advisory Services – early bets in legal help, financial guidance, career counselling, and more Under the hood, Lokal is a discovery and access platform : local-language internet + deep India insight+ AI. When someone opens a product we’ve built, they don’t wade through clutter; they get a straight line to what they came for. This is the story new teammates walk into: a company that started as a whatsapp group, became a family of focused apps, and kept one belief at the centre — access changes lives. We ship fast. We learn fast. And we're now carrying that same belief beyond India, beginning with our first international, locally-sourced market in the Philippines. We are backed by leading global and domestic investors including Y Combinator, Sony, Global Brain, India Quotient, and 3one4 Capital.

Requirements About the Role

You'll be responsible for creating high-performing ad creatives, building strong brand identities, scaling social presence, and developing a creative team capable of consistently producing winning campaigns.

Key Responsibilities

• Build scalable creative workflows and quality assurance processes to ensure consistency and excellence.
• Establish creative review frameworks, documentation, and best practices for the team.
• Conduct regular creative reviews and campaign analysis to identify learnings and improvement opportunities.
• Build and maintain a repository of creative references, market trends, and performance insights.
• Evaluate and adopt emerging creative tools, AI solutions, and automation to improve efficiency.
• Mentor, coach, and develop copywriters, scriptwriters, designers, and other creative team members.
• Partner with leadership to identify hiring needs and build a high-performing creative team.

Performance Marketing

• Own the creative strategy for paid marketing campaigns across Meta, YouTube, Google, influencer marketing, and other digital platforms.
• Write compelling, high-converting scripts and creative concepts for performance campaigns.
• Develop and optimize ad creatives that improve customer acquisition and campaign performance.
• Continuously experiment with new creative formats, messaging, hooks, and storytelling approaches.
• Analyze campaign performance and leverage insights to improve creative effectiveness.
• Collaborate closely with the Growth and Product teams to ensure creative assets align with business objectives.

Brand & Social Media

• Define and evolve the brand identity for GyanTV and Lokal Matrimony.
• Develop and maintain brand guidelines, including tone of voice, messaging, visual identity, and creative standards.
• Lead the creative strategy for social media platforms, including Instagram, YouTube Shorts, and other relevant channels.
• Ensure consistent brand communication across marketing campaigns, product experiences, and customer touchpoints.
• Provide creative direction for product communication, launches, and branding initiatives.

Benefits

• 5–10years of experience in Creative Strategy, Brand Marketing, Performance Marketing, Advertising, or a related field.
• Proven experience creating high-performing digital campaigns for consumer-facing brands.
• Exceptional copywriting, storytelling, and scriptwriting skills.
• Strong understanding of performance marketing metrics and creative optimization.
• Experience working across Meta, YouTube, Instagram, and other digital advertising platforms.
• Ability to translate business objectives into compelling creative campaigns.
• Strong analytical mindset with the ability to use campaign data to inform creative decisions.
• Experience leading or mentoring creative teams in a fast-paced environment.
• Experience in consumer internet, startups, D2C, Matrimony, Media, or Content platforms.
• Familiarity with AI-powered creative tools and workflow automation.
• Experience building brand identities and scaling creative teams.

Why Join Lokal?

• Lead creative strategy across two high-growth consumer products.
• Build brands that reach millions of users across India.
• Work closely with Product, Growth, and Business leaders.
• Drive experimentation with end-to-end ownership and measurable business impact.
• Build and scale a world-class creative function within a fast-growing startup.

Experience Level Executive Level