Creative Director | Kids Essentials D2C

Tamatar Talent; Delhi; On-site; INR 3,000,000 - 4,500,000; Full time

Job summary

Rabitat in Delhi seeks a Creative Director to translate brand and business objectives into campaigns, films, ads, social content, product stories and copy across platforms. You will own the creative benchmarks, lead the in-house pod, and build a consistent brand voice across consumer touchpoints.

Working alongside the marketing lead and agency partners, you will set the creative direction, review output for quality, and shape the production pipeline from brief to final delivery, ensuring timely,

Qualifications

• Typically 5-7+ years of experience in creative, content, advertising, production, brand or integrated marketing.
• Experience leading creative teams and setting quality standards.
• Strong understanding of cross-channel brand storytelling.

Responsibilities

• Translate strategy into creative direction and ensure a recognisable brand point of view.
• Lead the in‑house creative pod, set the quality bar and review processes.
• Own concepts and content across channels, including campaigns, films and social formats.
• Manage external partners and agencies, ensuring alignment with brand strategy.
• Improve the operating system for briefs, reviews, approvals and production.

Skills

5-7+ years experience in creative

creative leadership

brand marketing

campaign development

video and content production

in-house team management

Job description

Role TL;DR

Lead our in-house creative agency: turn brand and category objectives into distinctive ideas, films, ads, social content, copy and campaigns. Own the creative quality bar, lead the existing creative team, and build a consistent brand across consumer touchpoints while tracking the creative metrics that drive growth.

Role TL;DR

Lead our in-house creative agency: turn brand and category objectives into distinctive ideas, films, ads, social content, copy and campaigns. Own the creative quality bar, lead the existing creative team, and build a consistent brand across consumer touchpoints while tracking the creative metrics that drive growth.

Function

Brand / Marketing

Reports to

CEO

Works closely with

Category Leader / Marketing Head and Agency Partners / Sales Channels

About The Organisation

Rabitat is a kids and family-focused consumer brand of Merlin Brands. Our brand creates safe, functional and thoughtfully designed foodware, drinkware and everyday products for children and families.

The brand operates at the intersection of parenting, product design, safety and everyday utility. Its products are built around real family routines - from school lunches and hydration to feeding and training - while making those routines easier for parents and more enjoyable for children.

We are already invested in defining our brand strategy and positioning with the help of a leading external branding agency. The next stage is to translate that strategic foundation into excellent, consistent and high-performing communication across every consumer touchpoint.

The company is building the next phase of growth with a stronger brand and marketing foundation, a more deliberate D2C engine and a creative function that can operate with greater ownership, quality and speed.

About The Role

A Creative Director who can translate brand and business objectives into every deliverable, and own and create creative benchmarks across process and output.

The brand strategy and positioning are already defined. The core challenge now is execution: translating the brand into campaigns, films, ads, social content, product stories, website experiences, copy and communication that customers can consistently recognise and remember.

This role sits alongside the marketing/category owner. The marketing or category lead will define the business objective, consumer problem, category opportunity and communication direction. The Creative Director will turn that direction into a strong creative idea and carry it through to execution.

You will lead an existing in-house creative pod and determine how it should evolve for the next stage. This includes setting the quality bar, allocating work, coaching talent, identifying capability gaps and recommending any restructuring required.

Responsibilities And Day-to-day

Translate strategy into creative direction

• Convert Rabitat’s positioning, personality and strategic objectives into clear creative direction.
• Define how Rabitat should look, sound and behave across different consumer touchpoints.
• Build and maintain practical creative principles, content pillars, messaging frameworks and visual systems.
• Translate category and consumer insights into relevant hooks, stories, formats and campaigns.
• Ensure that the brand has a recognisable point of view rather than producing disconnected content.
• Maintain the balance between creativity, clarity, product truth and commercial relevance.

Lead the in-house creative agency

• Lead and organise the existing creative team across design, video and content execution.
• Set the creative quality bar and establish a consistent review process.
• Evaluate the team’s current strengths, gaps, roles and output quality.
• Decide what should be handled internally and what should be assigned to agencies, freelancers or production partners.
• Coach team members to improve their thinking, craft, speed and understanding of the brand.
• Recommend changes to team structure, capability or workflow where necessary.
• Build a culture that values strong ideas, high standards, ownership and timely delivery.

Own concepts and content across channels

• Develop campaign ideas, content franchises, social formats, product stories, and brand-led IPs.
• Concept and produce static content, short-form video, long-form video, UGC, creator content, product demonstrations and campaign films.
• Write or oversee scripts, hooks, headlines, captions, product copy, landing-page copy and campaign messaging.
• Build communication for:
  • Organic social media
  • Meta and other paid media
  • Website and landing pages
  • Product pages and marketplaces
  • Email and CRM
  • Influencer and creator partnerships
  • Parent communities
  • Product launches and seasonal campaigns
• Create work that is useful for both brand building and performance marketing.
• Develop content that gives parents a reason to trust Rabitat and children a reason to enjoy it.

Own end-to-end production

• Take a project from brief and idea through to final delivery.
• Develop treatments, scripts, mood boards, references, shot lists and production plans.
• Plan and direct product, lifestyle, creator and campaign shoots.
• Guide casting, locations, props, styling, production design and on-set decisions.
• Work closely with videographers, photographers, editors, designers, creators and production partners.
• Review rough cuts, edits, sound, motion, design, copy and final exports.
• Ensure that the work holds attention, communicates the product clearly and delivers on the original idea.
• Create platform-specific versions without losing the core creative thought.
• Maintain a high standard of craft across both large campaigns and everyday content.

Partner with marketing and performance teams

• Work with the marketing/category lead to understand business priorities, consumer needs and category opportunities.
• Work with the D2C and performance teams to develop multiple creative routes, hooks and formats for testing.
• Understand the difference between making a creative asset and building a creative system.
• Use data and performance feedback to improve creative decisions without reducing the brand to discount-led communication.
• Track creative leading indicators such as:
  • View-through rate
  • Watch time and retention
  • Engagement and saves
  • Creative fatigue
  • Channel growth
  • Performance by hook, format and message
  • Growth of brand-led content franchises or IPs
  • Contribution to conversion and customer action
• Build a feedback loop between creative output, consumer response and future production.

Manage agencies and external partners

• Brief and manage creative, production, influencer, social, editing and design partners.
• Communicate the quality bar and creative direction clearly.
• Review external work and ensure that it is aligned with the brand strategy.
• Build a reliable network of specialist partners who can be activated quickly.
• Ensure that external partners are used for leverage, not as a substitute for internal ownership.
• Coordinate with the Creative Producer / Project Manager on timelines, budgets, deliverables and approvals.

Improve the operating system

• Create a clear process for briefs, ideation, reviews, approvals, production and delivery.
• Establish a central tracker for all active creative work.
• Improve turnaround time without compromising quality.
• Create reusable templates, formats and production systems for recurring content.
• Build an organised asset library with clear naming, versions, masters and usage rights.
• Create a regular creative review and learning rhythm with the marketing and performance teams.

Typical day-to-day

• Review the creative pipeline and prioritise work against business objectives.
• Develop or review concepts, scripts, copy and creative briefs.
• Direct or review shoots and post-production.
• Give precise feedback on agency, team and freelancer work.
• Work with performance marketing on creative tests and learnings.
• Review social, website, product and campaign communication for consistency.
• Guide the in-house team and unblock delivery.
• Coordinate with the producer on upcoming shoots, deadlines and dependencies.
• Identify opportunities to build Rabitat-owned formats, franchises and IPs.
• Decide what Rabitat should say, how it should say it and where it should show up next.

30-60-90 day plan

First 30 days: Understand, audit and establish trust

• Build a clear understanding of Rabitat’s products, consumers, category and growth priorities.
• Study the existing brand strategy, positioning, rebrand work and strategic recommendations.
• Understand the relationship between the marketing/category lead, D2C team, performance team and creative pod.
• Audit current work across social, paid media, website, marketplaces, content and product communication.
• Review creative output, existing KPIs, production processes and team capabilities.
• Meet the current creative team and key agency or freelancer partners.
• Identify immediate quality gaps and high-impact opportunities.
• Create a prioritised creative backlog and initial content roadmap.

Expected outcome

A clear diagnosis of the current creative function, its team, its output and the first set of improvements required.

Days 31-60: Set the bar and deliver visible work

• Translate the brand strategy into practical creative principles and executional guidance.
• Define the creative review, briefing and approval process.
• Establish roles, ownership and ways of working within the creative pod.
• Deliver quick-win improvements across social, performance content, website and product communication.
• Lead at least one meaningful content or product shoot from concept to final delivery.
• Develop new creative routes, hooks and formats for performance testing.
• Create or improve recurring content formats and brand-led content franchises.
• Set up a reliable system for managing agencies, freelancers, budgets, files and timelines.
• Begin tracking creative leading indicators consistently.

Expected outcome

Rabitat’s work becomes visibly more consistent, distinctive and effective, with a stronger operating system behind it.

Days 61-90: Build the creative engine

• Own the next quarter’s brand, content and campaign roadmap.
• Scale the formats, hooks and content territories that are showing promise.
• Build a repeatable in-house production system for both brand and performance content.
• Recommend any changes required to the existing team structure, roles or capabilities.
• Establish a regular creative and performance review with marketing, category and D2C stakeholders.
• Build a pipeline of Rabitat-led IPs, content franchises and high-quality brand films.
• Improve production speed, asset reuse and cross-channel adaptation.
• Define the long-term partner, agency and talent requirements for the creative function.
• Present a clear plan for how Rabitat can operate like a high-quality in-house creative agency.

Expected outcome

Rabitat has a stronger creative identity, a capable internal team and a repeatable system for producing work that builds the brand and supports growth.

Past Experience And Candidate Requirements

Must-haves

• Typically 5-7+ years of experience in creative, content, advertising, production, brand or integrated marketing