Head of Content and Brand Communication - Surma | D2C Fashion Startup

Job Description Head of Content & Brand Communication

About Surma Surma started with the vision of making good designs accessible in July 2024. We cater to modern women who are aspirational and looking for elevated everyday wear.

We have grown rapidly and received tremendous love from our early customers. At Surma, the consumer sits at the heart of every decision, and we constantly strive to improve customer experience at every touchpoint.

We are now entering a new phase of scale where a sharp, consistent brand voice and high-quality content will define how Surma shows up in the world.

Who This Role Is For

We are looking for a creative leader who thinks in stories and executes with discipline.

This is not a purely creative role it sits at the intersection of brand vision, content strategy, and commercial outcomes. You understand fashion deeply, have a strong aesthetic sensibility, and know how to translate brand identity into content that converts and connects.

You should be:

• A strong creative director with a clear point of view on brand and storytelling
• Deeply familiar with the fashion and lifestyle content landscape
• Equally comfortable building strategy and rolling up your sleeves to execute
• Skilled at managing and inspiring a creative team
• Outcome-oriented you understand that great content drives real business results

Our Work Culture

At Surma, we execute fast. We value speed, clarity, experimentation, and accountability.

You will work directly with the founders in a flat structure where creative decisions are taken seriously and brand is treated as a genuine business lever.

This is a high-ownership role where creative quality and commercial impact go hand in hand.

Role Mandate: Define Surma's Creative Identity and Scale It

You will own how Surma looks, sounds, and feels across every channel and every customer touchpoint. From campaign conceptualization to daily content execution, you will be the creative engine behind the brand.

Key Responsibilities

1. Brand Strategy and Creative Direction

• Define and evolve Surma's visual identity, tone of voice, and brand narrative
• Build a consistent creative language that reflects our positioning elevated, accessible, modern
• Ensure brand coherence across all platforms, formats, and communication types
• Translate seasonal themes and business priorities into compelling creative concepts

2. Content Planning and Execution Across Touchpoints

• Own the content calendar and drive end-to-end execution across:
• Instagram (feed, reels, stories)
• Pinterest
• Website (editorial, banners, landing pages)
• Email and WhatsApp campaigns
• Packaging and offline touchpoints
• Develop content formats that perform both aesthetically and algorithmically
• Balance brand-building content with conversion-driven communication

3. Team Leadership and Creative Management

• Lead and manage the in-house content team including videographers, video editors, photographers, and stylists
• Build a high-output creative workflow with clear briefs, timelines, and quality standards
• Provide creative direction on shoots from concept and mood board to final output
• Identify and manage external creative partners, freelancers, and agencies as needed

4. Fashion and Product Storytelling

• Bring deep fashion category understanding to how products are styled, shot, and narrated
• Create content that helps customers understand the design language, quality, and wear occasions
• Develop series, editorials, and campaigns that build affinity beyond individual products

5. Performance-Integrated Content Strategy

• Work closely with the Performance Marketing team to align creatives with paid acquisition goals
• Build a structured content testing framework formats, hooks, narratives, CTAs
• Use engagement data and performance signals to sharpen creative decisions
• Ensure content assets are optimized for both organic reach and paid deployment

6. Community and Cultural Relevance

• Monitor trends in fashion, culture, and content to keep Surma creatively current
• Identify collaboration and creator partnership opportunities that strengthen brand positioning
• Build Surma's presence as a brand with a genuine aesthetic point of view

Skills and Requirements

• 712 years of experience in content, brand, or creative roles preferably in fashion, lifestyle, or D2C
• Strong portfolio demonstrating brand-building work and visual storytelling
• Proven experience managing creative teams and production workflows
• Deep understanding of Instagram, Pinterest, and email as content channels
• Familiarity with fashion styling, shoot production, and visual direction
• Ability to write sharp briefs and communicate creative vision clearly
• Comfort working with data to inform and iterate on creative decisions
• Hands-on, high-ownership approach with strong attention to detail

What Success Looks Like

• A sharp, consistent brand identity that is immediately recognizable
• High-quality content shipped at pace, without sacrificing aesthetic standards
• Strong organic growth driven by content that resonates with our customer
• A structured, scalable creative operation with clear processes and accountability
• Content assets that meaningfully support paid marketing performance

Why This Role Is Compelling

• Direct influence over how a fast-growing fashion brand presents itself to the world
• Founder-level access and genuine creative ownership
• Opportunity to build the brand playbook from scratch
• Work at the intersection of creativity and commerce
• High-performance environment that values craft and execution equally

If interested, please reach out to ankur@surma.in