A fast-growing D2C beauty brand building clean, salon-grade haircare products intentionally formulated for Indian hair types, weather, and habits.

The brand is deeply rooted in culture and self-expression, with a strong belief in building relevance through organic content, community, and storytelling rather than traditional advertising.

Role overview:

- As Content and Media Lead, you will build and scale the brands media arm focused on organic content and culture-first IPs.

- This role is for someone who lives on the internet, spots cultural shifts before they trend, and is excited by the mandate of creating bingeable, memorable content that people actively choose to engage with.

- The objective is not to explain or sell products, but to integrate the brand into culture through content people watch, discuss, share, and return to, creating associations well beyond functional product benefits.

- Think building content ecosystems and IPs that feel closer to Red Bull than traditional consumer brand playbooks.

Job Requirements:

Organic content strategy and IP creation:

- Shape the overall organic content strategy across platforms

- Create, scale, and evolve multiple short-form and long-form content IPs

- Ensure content is culturally relevant, bingeable, and conversation-worthy

Content production and partnerships:

- Work with production partners across different scales and budgets

- Collaborate with creators, media partners, and platforms to co-create or sponsor IPs

- Manage multiple content experiments simultaneously in a fast-paced environment

Culture integration and brand expression:

- Help the brand integrate authentically into culture through content

- Build properties audiences remember and return to, beyond product storytelling

- Level up brand-owned social pages to reflect a strong, cohesive content POV

Mandatory skills:

- 3 - 5 years of experience in content strategy, media, brand, or culture-first marketing roles

- Proven experience shaping content strategy and building engagement or followership

- Strong track record of creating and scaling organic content IPs

- Background in agencies that create and produce content IPs and culture-first marketing, or in content, media, or marketing roles within consumer companies focused on organic content, community building, and culture-led IPs

- Strong understanding of internet culture, pop trends, and audience behaviour

- Hands-on experience across both short-form and long-form content

- Experience working with production partners across varying budgets and formats

- Comfortable owning ideas end-to-end from concept to execution

- Thrives in fast-paced, high-ownership environments

- Tier 1 colleges or universities preferred such as MICA, Ashoka, DU colleges, etc.

- Creative chops, cultural understanding, and hands-on experience matter more than formal pedigree.

What success looks like:

- A credible, culture-led content engine is built with multiple active IPs

- Content is bingeable, remembered, and repeatedly engaged with

- Owned platforms reflect a clear, distinctive content POV

- Strong cultural associations are created beyond functional product benefits

Why this role:

- Opportunity to build a media and content engine from the ground up

- High creative ownership with real influence on brand perception

- Ability to shape culture-first storytelling at scale

- A fast-moving environment that values experimentation, initiative, and execution excellence

About WinnerBrands

At WinnerBrands, we are on a mission to create a community of the brightest marketing minds to deliver impactful, rewarding, and purposeful work by collaborating, contributing & co-learning with smart peers.

Backed by Busybeebrands.com, a pioneering brand-building firm that has helped some of the most disruptive new-age brands in the country craft their brand and marketing strategy, we find opportunities with progressives startups and brands in the domain of marketing with multiple engagement models for our talent partners, freelance / part-time or full-time.