Creative Director (Copy)

Encompass; Mumbai; On-site; INR 4,000,000 - 6,000,000; Full time

Job summary

Encompass is seeking a Creative Director to own the brands in its growing portfolio, including Stoa Paris, SmallBatch, and Blisshome, driving both volume and quality with a performance-driven mindset.

You will lead the in-house studio, shape visual and verbal identity, and partner with product and marketing to turn creative into commercial outcomes across paid, owned, and earned channels. This ownership role demands high-velocity outputs and strong leadership.

Qualifications

• 10+ years of creative and branding experience with substantial in-house brand ownership
• Experience leading large production teams and high-volume creative operations
• Proven multi-brand or multi-category creative leadership
• Fluency with performance creative and fast testing loops for paid media metrics
• Strong track record of building process and hiring and developing creative leads
• Genuine, hands-on comfort with AI tooling in a production context
• D2C/e-commerce/startup experience strongly preferred
• Experience developing and maintaining visual identity systems, tone of voice, and brand guidelines

Responsibilities

• Own brand identities across the portfolio, ensuring distinct voices per brand.
• Drive creative strategy for product launches with product and marketing.
• Lead in-house studio to deliver high-volume, high-quality assets on time.
• Build briefs, systems, and pipelines for scalable production.
• Develop a performance-led testing loop tying creatives to CAC and CTR.
• Direct external partners for tentpole campaigns and maintain output quality.
• Establish repeatable briefing, review, and delivery processes.
• Leverage AI as a production multiplier to expand output and reduce costs.

Skills

Creative leadership

Brand management

High-volume production

Performance creative

Team building

AI tooling

D2C/ecommerce

Visual identity

Job description

Owns: Creative across the full brand portfolio - Stoa Paris, SmallBatch, Blisshome, and brands added in future - spanning the in-house studio, agency and partner relationships, and all creative output across paid, owned, and earned channels.

About Encompass

Encompass is a publicly listed House of Brands building high-impact, premium D2C brands across home, lifestyle, and gourmet food. The current portfolio includes Stoa Paris (French-inspired premium home and lifestyle - bedsheets, comforters, décor), SmallBatch (chef-crafted, small-batch gourmet sauces and condiments), and Blisshome (smart, stylish everyday bedding for aspirational Indian consumers). We are scaling aggressively, and creative is a core commercial lever in that growth.

The Role

We are looking for a Creative Director who runs creative like an operator, not a portfolio. You will own the brands, drive both the volume and the quality that performance-led growth demands, and treat creative as a driver of commercial outcomes - conversion, cost, and brand equity - not as a cost centre. This is an ownership role. You will set and defend the creative vision for each brand while being directly accountable for how that creative performs in market. You will own the people, the process, and the output that turns three (and soon more) distinct brands into worlds customers want to buy into.

What You'll Own

Brand Ownership & Strategy

• Own the visual and verbal identity of every brand in the portfolio as distinct worlds. A premium French-inspired home brand, a chef-led gourmet food brand, and an aspirational mass bedding brand are not the same voice, and you will resist flattening them into one house style.
• Own brand consistency and standards across every channel and touchpoint, for current brands and any brand added to the portfolio.
• Drive creative strategy for new product launches in partnership with product and marketing.
• Set and drive the creative approach for influencer marketing across all brands.
• Lead cultural translation - building a premium, globally credible aesthetic that still resonates and converts with the Indian consumer.

Creative Production at Scale

• Own the full creative asset engine: studio output (stills, video, motion), website and PDP creative, performance marketing creative, and CRM and lifecycle creative.
• Run the in-house studio as a high-throughput operation - accountable for output velocity, cost per asset, and turnaround time, not craft alone. Studio efficiency and cost discipline are explicit KPIs of this role.
• Build the briefs, systems, and pipelines that let a large production team ship high volume without quality drift.
• Own creative asset governance and the DAM.

Performance & Commercial Accountability

• Own a creative testing and iteration loop tied directly to performance - hook rates, thumb-stop, CTR, and creative-driven CAC. Kill what doesn't work fast, and scale what does.
• Be measured on creatives contribution to media efficiency and business outcomes, not on awards.
• Build the reporting and feedback rhythm that connects creative decisions to in-market results, in partnership with the performance team.

Social, Campaigns & Partners

• Own and drive social media strategy and the content engine that feeds it.
• Generate the ideas that feed the studio, social, and events calendar.
• Direct external creative partners and agencies for tentpole campaigns - brief them, hold the creative bar, and hold them accountable to output and timelines.

Team & Process

• Build the creative org - hire and develop next-in-line leads so the function does not depend on you for every decision.
• Establish repeatable process across briefing, review, and delivery.
• Foster a collaborative, high-ownership environment that rewards creative risk-taking grounded in commercial sense.

Tools, AI & Innovation

• Use AI as a production multiplier - variation generation, product imagery, video, and localization - to expand output and reduce studio and production cost. Comfort with AI here means using it to change the speed and economics of the function, not familiarity in the abstract.
• Stay ahead of trends, tools, and cultural shifts, and bring the ones that earn their place into the creative process.

Requirements

• 10+ years of creative and branding experience, including substantial in-house brand ownership on the product side - you have owned brand outcomes, not only serviced clients.
• Demonstrated experience running large production teams and high-volume creative operations.
• Proven multi-brand or multi-category creative leadership.
• Fluency with performance creative - you understand how creative moves paid media metrics and can run a fast testing loop against them.
• Strong track record of building process and hiring and developing creative leads.
• Genuine, hands-on comfort with AI tooling in a production context.
• D2C, e-commerce, and/or startup experience strongly preferred.
• Experience developing and maintaining visual identity systems, tone of voice, and brand guidelines.

Skills: management of creative teams, creative campaign development, storytelling, creative executions, copywriting