Creative & Content Head

Company Overview

Softsens Baby is a leading baby care brand committed to providing safe, gentle, and effective products for babies and mothers, using hypoallergenic products tested in Europe and made with pure, natural ingredients. With a focus on natural formulations and scientific innovation, we aim to enhance the well-being of families worldwide.

Position Overview

We are seeking a highly strategic and execution-focused Creative & Content Head to lead the complete content and communication ecosystem for Softsens Baby.

This role is responsible for building a high-performing content engine that drives brand awareness, engagement, consideration, and conversion across all consumer touchpoints. The ideal candidate combines agency-grade creative thinking with performance marketing understanding and can seamlessly move between brand storytelling, content strategy, influencer content, social media, and conversion-focused creative.

The role requires equal strength in strategy, creative leadership, consumer understanding, and execution management.

Department: Marketing Location: Mumbai Experience: 8–10 Years (Agency experience preferred) Reporting To: Head of Marketing

Key Responsibilities

• Brand Communication & Content Strategy
• Own the overall content and communication strategy for the brand.
• Develop annual, quarterly, and monthly content roadmaps aligned with business objectives.
• Translate marketing objectives into compelling communication frameworks across awareness, consideration, and conversion stages.
• Build and maintain a consistent brand voice across all channels.
• Act as the final quality gatekeeper for all outward-facing content.

Deliverables

• Annual Content Strategy
• Quarterly Campaign Communication Frameworks
• Monthly Content Calendar
• Product Launch Communication Plans
• Social Media Content Leadership
• Lead content strategy across Instagram, Facebook, YouTube, Pinterest, LinkedIn and emerging platforms.
• Oversee creation of educational, engagement-led, trend-led and performance-driven content.
• Improve content relevance, engagement, saves, shares and audience retention.
• Build platform-specific content strategies rather than repurposing the same content across channels.

KPIs

• Improve engagement rate by 50% YoY
• Increase saves & shares by 20% QoQ
• Deliver 40–60 content concepts monthly
• Maintain minimum 80% content publishing adherence
• Performance Marketing Creatives
• Own creative strategy for Meta, Google and marketplace advertising.
• Build scalable creative testing frameworks.
• Develop performance-focused hooks, scripts, concepts, ad copies and landing page messaging.
• Work closely with performance marketing teams to improve CTR, CPC, ROAS and conversion rates.

KPIs

• Deliver 20–30 fresh ad concepts monthly
• Run minimum 15 creative tests per month
• Improve creative CTR benchmarks quarterly
• Reduce creative fatigue through continuous iteration
• Influencer & Creator Content Oversight
• Partner with the Influencer Marketing Manager to elevate influencer content quality.
• Approve influencer briefs, content angles and storytelling approaches.
• Ensure influencer content is platform-native, authentic and conversion-focused.
• Build repeatable creator content frameworks that can be repurposed for paid media.

KPIs

• 100% influencer briefs reviewed and approved
• Improve utilization of influencer assets across paid and owned channels
• Build creator content repository for ongoing usage
• Product & Campaign Storytelling
• Lead creative development for product launches, campaigns and seasonal initiatives.
• Create compelling narratives around product benefits, ingredients and consumer needs.
• Develop communication territories for new launches and innovations.
• Work closely with product and marketing teams to identify white-space opportunities.

Deliverables

• Campaign Messaging Frameworks
• Product Communication Playbooks
• Launch and create Storyboards
• Key Visual Narratives
• WhatsApp, CRM & Retention Content
• Oversee content for WhatsApp, email marketing and customer retention programs.
• Develop lifecycle communication journeys.
• Improve customer engagement through content-led retention initiatives.
• Create educational and conversion-focused messaging.

KPIs

• Improve email open rates and CTR
• Improve WhatsApp read rates and engagement
• Increase repeat purchase contribution through CRM campaigns
• Trend Spotting & Consumer Insights
• Establish a structured trend-monitoring process.
• Identify emerging content formats, platform changes, cultural moments and creator trends.
• Translate trends into actionable content opportunities.

Deliverables

• Weekly Trend Reports
• Monthly Consumer Insight Reports
• Quarterly Content Innovation Recommendations
• Creative Leadership & Team Management
• Lead content writers and coordinate with agency partners.
• Create clear briefing processes and quality standards.
• Improve content production efficiency and turnaround times.
• Mentor team members and elevate creative output.

KPIs

• Maintain campaign delivery timelines above 95%
• Improve creative turnaround time by 20%
• Maintain high content quality standards across channels
• AI & Content Operations
• Integrate AI tools into ideation, scripting, content production and creative testing workflows.
• Develop systems that enable faster content generation without compromising quality.
• Build content repositories, prompt libraries and creative frameworks.

KPIs

• Generate 30–50 AI-assisted content variations monthly
• Improve content production efficiency by 30%
• Reduce concept-to-publishing timelines