Creative Strategist

malt-aye is a fresh seasonal fruit brand delivering directly from source to customers in Lahore, Islamabad, and Karachi. The brand embraces a raw, candid, and distinctly desi identity, using phone-shot visuals and Urdu/Roman Urdu storytelling to highlight the fruit and its origins. As malt-aye prepares to expand offline with its first physical store while scaling paid media and organic content, it seeks a creative strategist to lead and unify the brand’s creative vision across all channels.

Key Responsibilities

- Develop and maintain a comprehensive creative roadmap aligned with the fruit season calendar, product launches, and overall business goals.
- Craft messaging angles, hooks, and audience insights tailored to each product and season, ensuring the brand’s authentic desi voice and visual identity are preserved and evolved.
- Plan, brief, and test creative assets for paid media channels such as Meta, including static images, videos, and user-generated content styles.
- Conduct structured creative testing with clear hypotheses, iterations, and actionable learnings, collaborating closely with media buyers to analyze performance data and inform future concepts.
- Own the organic social content strategy for platforms like Instagram and TikTok, focusing heavily on short-form video content.
- Manage the content calendar, write scripts, shot lists, and captions, and direct shoots covering everything from farm and harvest footage to packing, delivery, and customer moments.
- Lead the creative direction for the launch of the physical shop, including brand look and feel, signage, packaging, in-store materials, and the opening campaign.
- Plan launch content and promotions that seamlessly connect the physical store experience with the online audience.
- Brief and manage videographers, editors, designers, and freelancers to ensure quality and brand consistency.
- Review all creative outputs before release and report on creative performance with recommendations to leadership.

Required Qualifications

- 2 to 3 years of experience in creative strategy, content strategy, or performance creative, preferably within DTC, e-commerce, food, or consumer brands.
- Hands-on experience creating and testing paid social creative, especially on Meta platforms, with the ability to interpret and act on performance data.
- Strong understanding of short-form video content, including what makes reels engaging and conversion-driven.
- Fluency in both Urdu and English, with comfort writing in Roman Urdu considered a significant advantage.
- Excellent writing skills for hooks, scripts, and ad copy.
- Proven ability to brief, direct, and provide constructive feedback to creative teams including creators, editors, and designers.
- A portfolio or examples showcasing strategic or creative work.

Preferred Qualifications and Benefits

- Experience with brand launches, retail openings, or campaigns bridging offline and online channels.
- Comfort with shooting and editing video content on mobile devices using tools like CapCut or Premiere.
- Familiarity with Shopify-based e-commerce platforms.
- Experience marketing seasonal or perishable products.
- Basic design skills using Canva, Figma, or Adobe Creative Suite.

What We Offer

- A base salary of PKR 200,000 per month.
- Genuine ownership of the brand’s creative direction during a pivotal growth phase.
- Direct access to the founder and the opportunity to shape the first physical store from inception.
- Room for professional growth as the brand and team expand.

Candidates interested in this opportunity are encouraged to submit their CV, a portfolio or examples of creative work (including ads, reels, or campaigns), along with a brief note outlining their approach to the first 90 days of malt-aye’s shop launch.