Kulfi Collective
At Kulfi Collective, we are a diverse team of storytellers, technologists, and cultural enthusiasts who believe in the power of content to shape minds and inspire change. We are on a mission to create original and branded content that resonates with Gen Y and Gen Z audiences, merging authentic narratives with cutting-edge digital experiences. Lead, Strategy | Kulfi Collective x Meta AI Role Lead, Strategy | Kulfi Collective x Meta AI Reporting to VP - Creative Strategy Type Full-Time Brand Meta AI Location Worli, Mumbai (Hybrid) THE KIND OF WORK YOU'LL SHAPE Meta is one of Kulfi's most complex accounts. It spans SMB, Wearables, Meta AI, and Direct Response campaigns, each with its own brief type, audience, and creative requirements. This role is dedicated ownership of all of it. You're the strategic custodian of the Meta account. Campaign strategy, creator strategy, platform strategy, performance reporting. These aren't separate tracks. They connect, and your job is to see how. THE ROLE You'll lead creative strategy across Meta's business units, translating briefs into clear strategic direction grounded in cultural insight and audience behaviour. You'll be the strategic voice in every client conversation and the connective thread across creative, distribution, analysis, and account management. WHAT YOU'LL DRIVE Build campaigns and always-on frameworks for business marketing, Wearables, Meta AI, and Direct Response Marketing. Translate briefs into strategic direction for creative teams grounded in cultural and audience insight Define the creator approach for each brief: who, why, and what role they play. Build frameworks that are strategically sound, not just talent lists, and track performance over time to sharpen future recommendations Develop platform-specific approaches for Instagram, Facebook, WhatsApp, and YouTube. Stay ahead of format changes and algorithm shifts, and feed that thinking into briefs before creative begins Own the strategic layer of performance reporting: what the numbers mean, what's working, and what changes. Use that data to build an evolving point of view on what good Meta content looks like at Kulfi Hold the strategic thread across all Meta work. When multiple briefs land at once, keep the thinking consistent and the work coherent across all four business units Integrate Kulfi's cultural intelligence tools and KulfiOS workflows into Meta's retainer strategy, and deliver monthly and quarterly reports with clear recommendations WHAT MAKES THIS ROLE DIFFERENT Meta is yours, end to end, across four business units. The work gets deep, not spread thin You move between campaign, creator, and platform thinking simultaneously, and own how they connect Creators are in the strategy from day one, not brought in at the end WHO YOU ARE 3-5 years in creative strategy at an agency, with experience on a large-scale retainer account Strong understanding of Meta's advertising ecosystem and how SMB, brand, and performance briefs operate differently on the same platform Comfortable moving between campaign, creator, and platform thinking without losing the thread between them Can read performance data and extract a strategic recommendation, not just a summary Culturally tuned. You follow what's happening on Meta's platforms because you find it interesting, not because it's in the job description Strong communicator who can present to clients with confidence. Closes work. Meta runs multiple streams simultaneously and you can hold several briefs at once and finish all of them BEFORE YOU APPLY This role is built for someone who has been doing real creative strategy on a retainer account. If that's not quite where you are yet, there'll be other roles that are a better fit. It's a great fit if: You can point to a creator-led campaign you shaped from insight to execution You've worked across multiple brief types simultaneously and kept the thinking sharp across all of them You have a clear point of view on what makes platform strategy work, and you're willing to defend it HOW TO APPLY Send us an email with your portfolio or case studies. We want to see work that required real strategic thinking, not just a strong brief to respond to. More about Kulfi Collective We are committed to building an inclusive and diverse team at Kulfi Collective. We welcome candidates from all backgrounds, and strive to create a culture that values and respects diversity. Want to know more about Kulfi’s incredible work, our culture, the benefits we offer, our journey and everything in between? Here is everything you need to know.