Lead, Creative Strategy | Kulfi Collective X Meta AI

At Kulfi Collective, we are a diverse team of storytellers, technologists, and cultural enthusiasts who believe in the power of content to shape minds and inspire change. We are on a mission to create original and branded content that resonates with Gen Y and Gen Z audiences, merging authentic narratives with cutting-edge digital experiences.

Lead, Creative Strategy

• Role Lead, Creative Strategy
• Reporting to VP - Creative Strategy
• Type Full-Time
• Brand Meta AI
• Location Worli, Mumbai (Hybrid)

THE KIND OF WORK YOULL SHAPE

Meta is one of Kulfis most complex accounts. It spans SMB, Wearables, Meta AI, and Direct Response campaigns, each with its own brief type, audience, and creative requirements. This role is dedicated ownership of all of it.

Youre the strategic custodian of the Meta account. Campaign strategy, creator strategy, platform strategy, performance reporting. These arent separate tracks. They connect, and your job is to see how.

THE ROLE

Youll lead creative strategy across Metas business units, translating briefs into clear strategic direction grounded in cultural insight and audience behaviour. Youll be the strategic voice in every client conversation and the connective thread across creative, distribution, analysis, and account management.

WHAT YOULL DRIVE

• Build campaigns and always-on frameworks for business marketing, Wearables, Meta AI, and Direct Response Marketing. Translate briefs into strategic direction for creative teams grounded in cultural and audience insight
• Define the creator approach for each brief: who, why, and what role they play. Build frameworks that are strategically sound, not just talent lists, and track performance over time to sharpen future recommendations
• Develop platform-specific approaches for Instagram, Facebook, WhatsApp, and YouTube. Stay ahead of format changes and algorithm shifts, and feed that thinking into briefs before creative begins
• Own the strategic layer of performance reporting: what the numbers mean, whats working, and what changes. Use that data to build an evolving point of view on what good Meta content looks like at Kulfi
• Hold the strategic thread across all Meta work. When multiple briefs land at once, keep the thinking consistent and the work coherent across all four business units
• Integrate Kulfis cultural intelligence tools and KulfiOS workflows into Metas retainer strategy, and deliver monthly and quarterly reports with clear recommendations

• Meta is yours, end to end, across four business units. The work gets deep, not spread thin
• You move between campaign, creator, and platform thinking simultaneously, and own how they connect
• Creators are in the strategy from day one, not brought in at the end

• 3-5 years in creative strategy at an agency, with experience on a large-scale retainer account
• Strong understanding of Metas advertising ecosystem and how SMB, brand, and performance briefs operate differently on the same platform
• Comfortable moving between campaign, creator, and platform thinking without losing the thread between them
• Can read performance data and extract a strategic recommendation, not just a summary
• Culturally tuned. You follow whats happening on Metas platforms because you find it interesting, not because its in the job description
• Strong communicator who can present to clients with confidence. Closes work. Meta runs multiple streams simultaneously and you can hold several briefs at once and finish all of them
  BEFORE YOU APPLY
• This role is built for someone who has been doing real creative strategy on a retainer account. If thats not quite where you are yet, therell be other roles that are a better fit.
• Its a great fit if:

• You can point to a creator-led campaign you shaped from insight to execution
• Youve worked across multiple brief types simultaneously and kept the thinking sharp across all of them
• You have a clear point of view on what makes platform strategy work, and youre willing to defend it

Send us an email with your portfolio or case studies. We want to see work that required real strategic thinking, not just a strong brief to respond to.

More about Kulfi Collective

We are committed to building an inclusive and diverse team at Kulfi Collective. We welcome candidates from all backgrounds, and strive to create a culture that values and respects diversity.

Want to know more about Kulfis incredible work, our culture, the benefits we offer, our journey and everything in between

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