OWNERSHIP AREAS

1. Brand Architecture & Positioning:

Define and protect what FoodStories stands for at the company level and at the sub-brand level (Café, Retail, Kitchen Studio, Private Label).

- Own the master brand strategy: positioning, purpose, values, and voice and ensure these are not just on paper but operationally embedded across every function.

- Build a coherent sub-brand architecture that allows FoodStories to expand into new categories (food tourism, corporate gifting, D2C, private label) without diluting the core brand equity.

- Define brand guardrails what we will and will not do so that decisions at every level of the organisation stay true to the brand.

- Regularly audit brand expression across all touchpoints: physical stores, packaging, digital, events, press, partnerships. Close the gap between brand intent and brand reality.

Every brand decision should pass a single test: does this make FoodStories harder to replicate?

2. Strategic Planning & Business Alignment:

Brand strategy without business strategy is fiction. You will work at the intersection of both.

- Partner with the CEO and founders on annual and long-range brand planning ensuring brand investments are tied to measurable business outcomes.

- Own the brand P&L lens: which brand initiatives drive trial, which drive loyalty, which drive media value, and which build long-term equity. Be able to argue for brand spend in the language of the CFO and the founder.

- Lead category expansion strategy identifying adjacencies where FoodStories can play with credibility (e.g., food experiences, curation-as-a-service, private label, B2B gifting) and building entry strategies for these.

- Build a market intelligence practice: understand the competitive landscape, track consumer sentiment, and bring outside-in perspective to the leadership table on a regular cadence.

- Own the annual brand calendar translating business priorities into brand moments that ladder up to both revenue and equity goals.

3. Communication, Content & Storytelling:

FoodStories is a brand built on stories of producers, ingredients, seasons, and cultures. Your job is to ensure those stories are told with the craft and consistency the brand deserves.

- Own the content and communication strategy across all channels: digital, in-store, print, PR, and events.

- Define the editorial voice of FoodStories the tone, cadence, and aesthetic that makes our content instantly recognisable. This is not a job for templates; it requires a genuine point of view on food culture.

- Build and manage a content engine that produces stories at scale without sacrificing quality producer profiles, seasonal narratives, recipe-led content, behind-the-scenes brand journalism.

- Own the brand's digital presence: website, Instagram, email, and emerging channels. Set the creative brief and quality bar; work with internal and external teams to execute.

- Lead PR and media strategy positioning FoodStories as a thought leader in India's food culture conversation, not just a brand seeking coverage.

- Commission and oversee all brand creative production: photography, film, design, and events. Ensure every piece of brand output has the same editorial rigour we apply to our product curation.

4. Consumer Understanding & Cultural Relevance:

The FoodStories consumer is not a demographic they are a mindset. Knowing them deeply, and staying ahead of how they are evolving, is a core part of this role.

- Build a deep, ongoing understanding of the FoodStories consumer: who they are, what they care about, how they discover brands, and what loyalty looks like for them.

- Track food culture in India and globally what chefs, producers, food writers, and tastemakers are talking about, and how FoodStories can be part of those conversations authentically.

- Identify and develop brand partnerships that build cultural credibility: culinary institutions, hospitality brands, media titles, artist collaborations, and food-adjacent lifestyle brands.

- Own influencer and community strategy not transactional influencer marketing, but building genuine relationships with India's food community that make FoodStories a brand insiders champion.

5. Brand Identity & Design Stewardship:

The FoodStories visual identity is a brand asset. You are its custodian.

- Own the evolution of the FoodStories visual identity typography, colour palette, packaging design language, photography style, and in-store visual communication.

- Work closely with internal design resources and external agencies to ensure every visual output is consistent with brand standards and pushes the creative quality forward.

- Own packaging design strategy across all private label and in-store brand touchpoints ensuring packaging is simultaneously beautiful, functional, and communicates the brand story.

- Build and maintain a comprehensive brand guidelines document that is genuinely useful not a PDF that lives in a folder, but an actively used tool for every team that creates on behalf of FoodStories.

6. Team Leadership & Agency Management:

- Build and lead the brand and strategy team at FoodStories including brand managers, content leads, and designers.

- Own the brief-to-output process for all agency partnerships: creative agencies, PR firms, digital studios, and production houses. Set expectations, manage deliverables, and hold quality.

- Act as the internal brand consultant to all functions ensuring that retail, café, buying, and operations teams are building in alignment with the brand.