Creative Lead

About Kapiva

Kapiva is building the next generation of Ayurveda and wellness — combining the wisdom of traditional Indian health systems with modern science, contemporary formats, and a deep understanding of todays consumer. Were looking for a Creative Lead — Mens Health to own the creative engine for one of our most important and high-potential categories.

This is a role for someone who understands that great performance creative isnt just about making things look good. Its about understanding the consumer, identifying powerful insights, developing strong hooks, and creating content that drives business outcomes.

About the Role

As the Creative Lead — Mens Health, you will own the creative strategy, output, and performance for the category. You will lead a team of copywriters, designers, and video editors, setting the creative direction while building a high-volume, high-quality creative engine that continuously tests, learns, and scales. You will work closely with the Head of Creative and Business Category Head to translate business objectives, consumer insights, and category opportunities into creative strategies that improve metrics such as Hook Rate, Hold Rate, VTR, CTR, and ultimately conversion.

Key Responsibilities

1. Own the Creative Strategy for Mens Health

• Own the creative pipeline and output across the Mens Health portfolio.
• Translate business and category priorities into clear creative briefs and directions.
• Develop creative territories across products, consumer problems, audiences, and funnel stages.
• Build a deep understanding of the Mens Health consumer — their aspirations, anxieties, motivations, habits, and barriers.
• Ensure creative output is delivered on time and at a consistently high standard.

2. Build & Scale Winning Performance Creative

• Develop performance-first creatives across video, static, UGC, advertorials, carousels, and emerging formats.
• Develop multiple creative routes around the same consumer insight.
• Continuously test hooks, narratives, visual treatments, talent, formats, claims, CTAs, and storytelling structures.
• Analyse creative performance data to understand what is working and why.
• Translate performance learnings into new creative hypotheses and iterations.
• Build repeatable frameworks that help the category consistently produce winning creatives.

3. Lead & Develop the Creative Team

• Manage and mentor a team of writers, designers, and video editors.
• Set a high creative bar across copy, design, storytelling, and execution.
• Provide clear briefs, feedback, and creative direction.
• Build a culture of experimentation, speed, and continuous learning.
• Balance creative quality, production volume, and turnaround time.

4. Drive AI-led Creative Velocity

• Stay current with emerging AI tools and workflows across research, ideation, copy, image generation, video creation, editing, storyboarding, and iteration.
• Identify opportunities to use AI to improve creative speed, scale, and efficiency.
• Experiment with AI-assisted workflows to generate more creative variations and accelerate testing.
• Enable the team to adopt relevant AI tools and workflows without compromising creative quality.
• Continuously explore new technologies that can improve the creative production process.

5. Improve Creative Quality & Diversity

• Push the team beyond repetitive formats, templates, and familiar executions.
• Build a diverse creative mix for different consumer cohorts, mindsets, use cases, and funnel stages.
• Bring fresh formats, cultural references, trends, and storytelling approaches into the creative system.
• Ensure communication is contemporary, culturally relevant, and native to the target audience.
• Continuously raise the bar on creative craft across copy, visual storytelling, design, and editing.

6. Partner Cross-Functionally

• Work closely with the Business Category Head, Performance Marketing, Product, Brand, and other relevant teams.
• Translate business and growth priorities into creative priorities.
• Use performance data, consumer feedback, and market trends to identify creative opportunities.
• Ensure creative output balances brand principles with performance objectives.

What Were Looking For

• 4+ years of experience in creative, advertising, D2C, performance marketing, content, or a related field.
• Experience managing and developing creative teams across copy, design, and video.
• Strong understanding of performance marketing and direct-response creative.
• Proven ability to create and scale creative that drives business performance.
• Strong understanding of hooks, storytelling, retention, VTR, CTR, and creative testing.
• Ability to interpret performance data and translate insights into creative decisions.
• Excellent creative judgment with a strong eye for copy, visual communication, and storytelling.
• Ability to generate high-volume, high-quality, and diverse creative ideas.
• Familiarity with AI tools and AI-assisted creative workflows.
• Strong project and stakeholder management skills.
• Excellent communication, collaboration, and feedback skills.
• Comfortable working in a fast-paced, highly iterative environment with a strong bias toward experimentation.

Good to Have

• Experience in health, wellness, nutrition, supplements, Ayurveda, fitness, or consumer health.
• Experience working with D2C brands and performance marketing teams.
• Experience in categories such as Mens Health, sexual wellness, vitality, fitness, metabolic health, or healthy ageing.
• Strong understanding of Indian consumers and culturally relevant communication.
• Passion for health, wellness, and understanding the science behind supplements.
• Hands-on experience with AI tools for image, video, copy, or creative production.

What Success Looks Like

Success in this role is not just about the number of assets produced. You will be successful if you:

• Consistently increase the number of winning performance creatives coming out of the category.
• Improve creative metrics such as Hook Rate, Hold Rate, VTR, and CTR.
• Build a diverse creative portfolio that resonates with different consumer segments.
• Raise the overall quality and creative craft of Kapivas performance assets.
• Increase creative production speed and efficiency through better systems, workflows, and AI adoption.
• Build and develop a high-performing creative team.
• Establish repeatable creative frameworks that allow the category to produce winners at scale.
• Develop deep expertise in the Mens Health consumer, category, and competitive landscape.

The Ideal Candidate

The ideal candidate is equal parts creative thinker, performance marketer, people leader, AI-enabled problem solver, and consumer enthusiast — someone who can combine creative instinct with data, speed, experimentation, and a strong understanding of what makes people act.