Unfound - Brand Head

About Company -

Unfound is building India's first science-backed personalised nutrition brand for individuals. We don't sell supplements we decode your biology. Using deep blood marker analysis and gene profiling, we design nutrition protocols that are derived from each individual's unique physiology, not generalised wellness trends.

We are in the early stages of building a world-class product and brand. We are targeting Mass Premium who expect clinical rigour, white-glove service, and outcomes they can measure. We have no margin for mediocrity.

Role & responsibilities

We are looking for a Head of Brand who will define and own how Unfound looks, sounds, and feels across every touchpoint from our Instagram grid to our test kit unboxing to the language in our nutrition reports.

This is a founding brand hire. You will build the visual identity system, the tone of voice, the content strategy, and the advertising output with support from in-house designers, freelancers, studios, and production partners you will handpick and manage. You will not have a large in-house team on day one. You will need to get extraordinary output from a small, well-directed network.

You will be expected to have and defend strong brand opinions. We are not looking for someone who executes briefs. We are looking for someone who writes them.

Brand strategy & identity

- Own the brand architecture: positioning, personality, visual identity system, and tone of voice either building from our existing foundations or evolving them with clear rationale.

- Be the internal guardian of brand standards every piece of communication that goes out

should pass through your lens before it reaches the world.

- Define how the Unfound brand should feel different at every stage of the customer journey: discovery, consideration, onboarding, ongoing relationship.

- Develop brand guidelines that external partners - agencies, photographers, designers, copywriters - can work from without losing our voice.

Social media

- Own our presence on Instagram and LinkedIn as the two primary channels for this audience. Define the content strategy, visual language, and posting cadence for each.

- Write or closely direct all copy - captions, stories, long-form posts. Our voice on social must feel like a brilliant, informed friend, not a wellness brand account.

- Identify and manage relationships with a small number of highly credible voices - scientists, physicians, thoughtful lifestyle figures - whose association adds to our legitimacy, not our follower count.

- Track what works with rigor: content performance, follower quality, share of voice among our target segment. Not vanity metrics.

Advertising & campaigns

- Brief, commission, and manage the production of advertising - digital, print, OOH, and experiential - working with external creative agencies or independent directors and photographers.

- Own campaign strategy: what we are saying, to whom, in what context, and with what creative approach. Every campaign must have a clear brief and a measurable hypothesis.

- Manage the brand content and advertising budget - allocate across channels and production with discipline and accountability.

- Build a small, trusted roster of creative production partners in India who understand premium and can execute at that level consistently.

Tone of voice & content

- Write and own the Unfound tone of voice guide - how we write, what we never say, the cadence and register for different contexts.

- Apply and defend the tone across all customer-facing copy: website, reports, packaging, emails, onboarding materials, and social.

- Commission long-form content - essays, scientific explainers, founder points of view - that builds intellectual credibility in the space.

- Ensure science is translated into language our customers find compelling, not condescending.

This is one of the hardest things we do. You should relish it.

Preferred candidate profile

Non-negotiables

- 7-12 years of brand experience, with significant time spent on D2C consumer brands - either in-house or at an agency working on accounts at that level.

- A portfolio that demonstrates taste. We will look at it carefully. It should show range - strategy and craft, digital and physical, writing and visual direction.

- Strong writing ability. You do not need to be the only writer, but you need to be the best writer in the room when it comes to brand voice.

- Experience briefing and managing creative agencies, photographers, directors, and production studios - getting great work out of external partners is a core skill for this role.

- Proven ability to build or significantly evolve a brand from an early stage - not just manage an established one.

- Deep understanding of the mass Premium consumer segment in India - how they discover things, what signals trust, what triggers scepticism.

Strong signals

- Experience in health, wellness, diagnostics, or science-adjacent categories - you understand how to make rigour feel desirable, not intimidating.

- Previous experience as the sole brand lead at a startup, where you had to balance strategy with hands-on execution daily.

- A genuine point of view on what is wrong with health and wellness brand communication in India - and what better looks like.

- Relationships with premium creative talent in India: photographers, directors, studios, stylists who work at the level we want to operate at.

- Comfort working across both English and Hindi brand contexts, understanding where each serves our audience differently.

THE KIND OF PERSON WHO WILL THRIVE HERE

- You are uncomfortable with mediocre brand work - even when it performs. You believe that how a brand communicates is inseparable from what it is, and you find it genuinely difficult to let something go out that does not meet your standard.

- You have a point of view before you are asked for one. You can walk into a founder meeting and say: this direction is wrong, and here is why, and here is what we should do instead. You are persuasive because you have done the thinking, not because you are loud.

- You understand that building a brand in India requires restraint as much as creativity. The instinct to over-explain, over-design, and over-claim is the enemy. The best brand work for this audience will feel inevitable - like it could not have been any other way.