Social Creative Lead

Purplle.com; Mumbai; On-site; INR 1,800,000 - 2,400,000; Full time

Job summary

Purplle.com in Mumbai is seeking a seasoned creative leader to own social content for three brands, including two beauty brands and a premium upcoming launch. This role is on-site and full-time.

You will craft monthly and weekly content directions, write briefs, and hands-on produce visuals using generative AI, ensuring each brand keeps its unique voice while maintaining overall brand coherence.

Qualifications

• 5-8 years in creative, art direction, design, content, or brand.
• Demonstrable taste and strong judgement in what to kill or pursue.
• Hands-on fluency with generative AI image and video tooling.
• Ability to hold multiple distinct brand voices without collapsing them into one house style.
• Copywriting ability to write as well as direct.
• Comfortable making quick calls and being accountable for them.

Responsibilities

• Define the monthly and weekly content direction for three brands, aligned with Brand Books.
• Personally create pieces that establish each brand’s visual and verbal language on social.
• Generate content directly using AI tooling; prompt, iterate and art-direct output.
• Own brand reference and prompt systems with in-house AI team.
• Give final approval on everything published to ensure on-brand quality.
• Review three feeds monthly to correct drift or convergence.
• Write briefs Producers can execute without further explanation.
• Direct quarterly live capture days for texture, hands and product footage.

Skills

Creative leadership

Art direction

Brand storytelling

Copywriting

Generative AI tooling

Social media strategy

Brand voice management

Tools

Generative AI tools

Video editing tools

Job description

About The Role

You will lead social creative across two high performing beauty brands and one unannounced premium brand launching later this year.

Location: Mumbai (on-site)

Type: Full-time

Responsibilities

• Concept the monthly and weekly content direction for all three brands, working to each brand’s Brand Book.
• Personally create the pieces that establish each brand’s visual and verbal language on social, the ones that define what everything else follows.
• Generate directly using AI tooling. You will prompt, iterate and art‑direct output yourself, not brief it out and wait.
• Own each brand’s reference and prompt system in partnership with our in‑house AI team, and keep it current as the identity develops.
• Give final approval on everything published. You are the last check on whether a piece is on‑brand.
• Run a monthly side‑by‑side review of the three feeds and correct for drift or convergence.
• Write briefs Producers can execute without further explanation.
• Direct quarterly live capture days for texture, hands and product footage.

Requirements

• 5-8 years in creative, art direction, design, content, or brand, with work you can point to and defend.
• Demonstrable taste. You will be assessed on judgement as much as output: what you would kill, what you have been looking at, and why.
• Hands‑on fluency with generative AI image and video tooling. Not conceptual familiarity, you use it daily and can show what you have made with it.
• Ability to hold multiple distinct brand voices without collapsing them into a single house style.
• Copywriting ability. You will write as well as direct.
• Comfortable making the call quickly and being accountable for it.

Preferred

• Beauty, skincare or personal care experience.
• Experience building a brand’s social presence from zero.
• Motion or editing skills.
• Experience with talent- or celebrity‑led brands.