Eloelo - Associate Director - Brand

Description:
What will you own:
The Story TV brand, end to end. This means the strategy behind it, the work that expresses it, the partners who amplify it, and the numbers that prove its working. Specifically:
- Brand strategy and positioning. The argument for who StoryTV is, who it is not, and what it stands for. Tagline, visual identity, and brand architecture as we scale beyond a single app.
- Campaigns, both digital and physical. Always-on brand work, tentpole moments around show launches, and the spectacle-driven activations we increasingly lean into (Pink Auto fleets, truck convoys, cultural takeovers).
- IP and show marketing. Launching our biggest titles the way a studio launches films. Turning shows into cultural moments, not just content drops.
- Talent and creator partnerships. Building the roster, Celebrity signings, creator tie-ups, and ambassador programs.
- PR, communications, and editorial. Earned media, spokesperson narratives, crisis response, and founder and leadership voice.
- Agency ecosystem. Creative, PR, experiential, and production. You are the person they call, the person who briefs them, and the person who holds them to craft.

- Brand team and budget. Hiring, structuring, and running the brand org and its spend.
KRAs:
- Define and codify the Story TV brand platform (positioning, tagline, identity system, tone) and get it adopted across product, marketing, and content.
- Deliver an annual brand calendar of campaigns and activations, with clear tentpoles tied to show launches, category moments, and cultural events.
- Build a talent and partnerships roster that extends the Chahal playbook across sports, film, and digital creators.
- Run the PR and comms function so StoryTV is the default name journalists reach for when they write about microdrama in India.
- Operationalize brand measurement through brand health studies, share of voice tracking, and a clear read on how brand investment moves business metrics.
- Manage the brand P&L with discipline, and make the case internally for what brand spend is buying.
KPIs:

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- Brand health, tracked quarterly via a dip study: unaided awareness, aided awareness, consideration, and preference vs. the competitive set in our priority markets.
- Share of voice in the microdrama and short-form entertainment category across earned media, social conversation, and paid.
- Organic and branded search volume for StoryTV and our top IPs.
- Direct and organic install share as a percentage of total installs, the cleanest proxy for brand pull vs. paid pull.
- Show launch performance: first-week viewership, social traction, and earned media for every tentpole title.
- Talent and partnership impact: reach, engagement, and attributable installs from each signing.
- PR output: tier-1 coverage volume, sentiment, and share of quotes in category stories.
- Campaign efficiency: cost per reach and cost per engaged user for brand campaigns, benchmarked against category norms.
- Brand budget discipline: spend vs. plan, and brand-driven contribution to blended CAC over time.