Creative Brand Strategy & Content Lead

Role purpose

Brand, content, and partnerships strategy

• Adapt Subko’s positioning for the UAE by translating South Asian craft and origin stories for Dubai audiences without diluting the brand identity.
• Define and maintain the UAE multi-platform content strategy across Instagram, TikTok, and emerging channels.
• Build content pillars around product, craft and provenance, culture, and behind-the-scenes stories.
• Identify and shape partnerships, co-branding, and cultural collaborations in Dubai across design, lifestyle, art, and hospitality.
• Coordinate with Subko India’s Brand and Design headquarters to maintain global narrative consistency while tailoring GCC content.

Storytelling and execution

• Own outward-facing copy for campaigns, product launches, social channels, and in-store collateral in line with brand voice and guidelines.
• Develop multi-phase product-drop narratives connecting coffee origins, bakery items, and design drops to the broader brand.
• Lead visual and narrative direction for shoots, write photographer and videographer briefs, and build aesthetic reference boards.
• Capture and edit high-craft digital content quickly for time-sensitive moments using mobile creative tools.
• Capture authentic venue moments and turn them into compelling online stories without managing physical events or community operations.

Experience and capabilities

• 10–12 years in brand strategy, content strategy, creative direction, editorial writing, or brand communications in specialty coffee, F&B, design, luxury, or culture-led brands.
• Exceptional written English and a demonstrated ability to create nuanced brand copy and cohesive storytelling campaigns.
• Proven track record developing multi-channel content ecosystems and directing photo or video creative teams.
• Deep familiarity with Dubai’s culture, design, and F&B landscape.
• Proficiency in quick-turnaround content capture and editing using CapCut, Lightroom, Canva, or similar platforms.
• Use management systems such as Notion and Google Workspace for process flow.

Work context

• The role is associated with Subko’s UAE presence at Al Serkal Avenue in Dubai and involves capturing venue moments and producing in-store collateral.