Job Role: Creative Director
Location: Mumbai (In-office)
Experience: 8+ years
Intro
Most healthcare brands in India either sound the same, or play it so safe, no one remembers them. We don't have that luxury.
Truemeds is building a category most people don't fully understand yet:
branded substitute medicines, same effectiveness, far lower cost, about 51% less!
We've already helped 1.1 crore people reduce their medicine bills by up to 51%.
Backed by $85M (Accel, Peak XV), growing 3.6x in 2 years, and now pushing toward becoming a household name.
But here's the real problem: People don't switch just because it's cheaper. They switch when they trust it.
That's the job.
We're looking for a Creative Director who can build trust at scale, not just campaigns. Someone who can make India rethink how it buys medicines.
Key Responsibilities
Creative Vision & Strategy
- Define & execute a creative brand strategy, people remember, trust, and talk about & become a India's household name as a wise choice to buy medicines
- Define and drive the creative direction and brand identity of Truemeds
- Build a distinctive brand voice and visual language that resonates with Indian consumer, to turn a complex proposition into something so easy that your parents [Senior citizens] instantly understand it
- Translate business problems into clear, high-impact creative directions across functions & channels, viz. Performance, CRM, Brand Awareness
- Co-own the brand narrative + annual roadmap with the Brand Lead
Campaign Ideation & Execution
- Conceptualize and lead pan-India campaigns across ATL, BTL, and digital channels
- Oversee creation of brand films, ad films, and performance video & static creatives
- Drive storytelling from idea script shoot final output
- Ensure campaigns balance brand-building with measurable performance outcomes
- Test multiple creative narratives to drive brand messaging, core value proposition & create brand love for Truemeds, in tandem with the core brand strategy
- Create & own the creative narrative across social media channels which is YT, IG & Linkedin to execute the core social media strategy
- Co-own & plan the yearly brand & creative calendar with the Brand Lead
- Think & able to create highly impactful brand narratives with right agency & partners
Performance & Growth
- Build a high performing creative engine & testing/ experimentation frameworks across Meta, Google & other performance channels
- Drive high-volume output without killing quality
Obsess over:
- Hooks
- Drop-offs
- Scroll-stopping moments
- Continuously test and evolve formats, storytelling, and messaging
- Turn winning patterns into repeatable playbooks
- Improve hit rate, not just output
Team Leadership & Collaboration
- Build and lead a team that doesn't need hand-holding
- Push for better work even when it's uncomfortable
- Work directly with CXOs to align on big bets
- Collaborate deeply with marketing, product, and growth
- Create systems that enable speed + sharp thinking
Quality & Brand Excellence
- Set a bar where this is good enough doesn't exist
- Ensure consistency across ads, product, and social
- Stay ahead of culture, content formats, and platform behavior
- Kill anything that feels generic, safe, or forgettable
What Makes This Role Impactful
- You're not inheriting a legacy brand, you're shaping one
- You'll define how India understands paying smarter for medicines
- Your work will reach millions of households
- You'll influence trust, behavior, and revenue
- Real ownership. Real stakes. No passengers.
Requirements
- 8+ years in agency / brand / startup ecosystems
- B2C or Healthcare E-Comm App experience is a plus
- Strong body of work that shows thinking, not just execution
- Work closely & manage agencies for day to day execution as well as own all cost & deliverable negotiations
- Experience leading teams and big campaigns
- Ability to simplify complex ideas into mass communication
- Deep understanding of consumer behavior + digital platforms
- Someone who balances instinct with data
- Proven ability to experiment, iterate, and scale creatives
- Institutionalise the smart use of AI, to drive faster experimentation cycles and speed up & improve creative output
Good to Have
- You're a creator yourself (not just a reviewer)
- Experience in D2C / consumer internet / app businesses
- Exposure to trust-heavy categories (health, fintech, etc.)
- Have built or scaled a brand from scratch or through hyper-growth
- Comfortable using AI for ideation, scripting, and testing
A Quick Reality Check
If you're looking for:
- Safe briefs
- Polished but predictable work
- Or just doing campaigns
This role will frustrate you.
If you want to:
- Build a brand people actually trust
- Solve a real behavioral problem at scale
- Create work that is both effective AND remembered
- And love to experiment & fail
Then this is perfect for you!
