VP - Culture & Influence | Kulfi Collective

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.

VP - Culture & Influence

• Role VP, Culture & Influence
• Type Full-Time
• Location Worli, Mumbai (Hybrid)

THE KIND OF WORK YOULL SHAPE

Kulfi creates cultural objects like films, campaigns, IPs, experiences and creative technology projects for some of the worlds most interesting brands. The work is only half the equation. The other half is making sure it reaches the right people, in the right places, in ways nobody expected.

A film can become a PR story. A campaign can become a college movement. An installation can become a creator moment. A creative tech experiment can become something people discover in a mall, at a festival, or through a community. Were looking for someone obsessed with this part of the process.

THE ROLE

Youll own how Kulfis work travels. Your job is to take every piece of work and ask: Where else can this live. Not just online. Not just through creators. But through partnerships, communities, physical spaces, earned media, events, technology, culture, and anything else that gets people talking. Youll work across the entire studio and be involved from the earliest stages of ideation.

WHAT YOULL DRIVE

• Build Kulfis distribution function from ground up , across all accounts and cultural objects
• Be involved from brief stage and shape distribution alongside creative development
• Create amplification plans across creator ecosystems, communities, PR, media, partnerships and cultural networks and identify unconventional distribution opportunities
• Build relationships across creators, publishers, communities, platforms, cultural organisations, and brands that will help work travel further
• Build repeatable frameworks for how Kulfi launches and amplifies cultural objects
• Build and eventually lead a team

• The mandate is the entire studio. Every account, every cultural object
• Youll be in the room before the work exists. Distribution shapes the work here, it doesnt just follow it
• The measure of success is simple: Did this become the thing people were talking about Thats the bar!
• Youll build a function, not inherit one.
• Youll sit at the intersection of creativity, culture, growth, partnerships, and strategy

• 6 to 10 years across distribution, partnerships, creator ecosystems, PR, growth, media, experiential marketing, cultural marketing or adjacent fields
• Youve helped ideas travel, not simply by spending more money, but by knowing where they belong and who should encounter them
• Deep relationships across creators, publishers, brands, communities, and cultural networks
• Youve built systems, playbooks, or functions before
  BEFORE YOU APPLY
• There is no playbook to inherit. If youre looking for a well-defined function with established systems and a clear team structure, this probably isnt the right fit.
• Its a great fit if:

• You can name cultural moments from the last two years that didnt happen by accident, and explain who made them happen
• Youve built something from scratch before

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

Here is everything you need to know.