Content Strategist

Company Overview

Gladful is a brand dedicated to providing clean-label food for kids, including breakfast mixes, spreads, tiffin snacks, and milk mixes. Their products are free from maida, palm oil, maltodextrin, artificial colours, and preservatives. The brand operates on platforms like Zepto, Blinkit, Instamart, and various online marketplaces. Founded by an FMCG insider with 15 years at Mondelēz, Gladful offers a calm, honest voice rooted in expertise and transparency, setting it apart from fear-based marketing prevalent in the kids' food industry.

Job Summary

The Content Strategist will be responsible for developing and executing the brand’s social media and content strategy across multiple platforms. This role involves crafting a compelling voice, managing end-to-end campaigns, and building a creator pipeline to engage urban parents effectively. The strategist will ensure content resonates with the target audience, aligns with brand values, and drives engagement and conversions.

Responsibilities

• Develop and implement social and content strategies for Instagram, YouTube Shorts, and the founder’s LinkedIn, focusing on authentic engagement rather than filler content.
• Rewrite agency scripts into the brand’s honest, insider voice using Hinglish/Einglish, ensuring tone consistency.
• Lead end-to-end campaign execution, including briefing, storyboarding, food styling, shoot management, editing, and delivery across product, founder-to-camera, recipe, and UGC formats.
• Create launch content that integrates seamlessly into product listings, Q-commerce assets, and organic marketing efforts, emphasizing the narrative of the product fitting into a child's tiffin.
• Build and manage a creator pipeline of parent creators and nano-influencers, ensuring quality control and alignment with brand messaging.
• Analyze content performance metrics, such as saves and watch-through rates, and adapt strategies accordingly.
• Collaborate with cross-functional teams to ensure content aligns with product launches, brand campaigns, and overall marketing goals.

Qualifications

• Minimum 3 years of experience in social media or content creation, preferably within a digitally native consumer brand (D2C or Q-commerce experience preferred).
• Strong fluency in English and Hindi, with the ability to adapt tone and language based on context.
• Excellent writing skills, capable of creating both short hooks and long-form articles.
• Comfort with analytics and data interpretation to optimize content performance.
• Experience in content creation, editing, and storytelling.
• Knowledge of food styling and shoot management is a plus.
• Educational qualifications: Bachelor’s degree in Marketing, Communications, Journalism, or related fields.

Preferred Skills

• Personal experience as a creator with a strong social media presence.
• Proficiency in video editing and reels creation.
• Understanding of platform-specific content trends and algorithms.
• Ability to work independently and manage multiple projects simultaneously.

Experience

• At least 3 years in social media, content marketing, or digital brand communication.
• Experience working with D2C brands, Q-commerce platforms, or FMCG is highly desirable.

Environment

• The role is based onsite in Gurgaon with a requirement for relocation if not already based there.
• The work environment involves collaborative team interactions, content production shoots, and strategic planning sessions.
• The role may involve some physical activity related to food styling and shoot management.

Salary

Not specified.

GrowthOpportunities

Not specified.

Benefits

Not specified.