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

1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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