Head of Marketing

Role: Head of Content & Social – Sirohi

Location: Office Based in Delhi NCR.Gurgaon

Sirohi is a sustainable basketry brand working with Indian artisans to create handwoven,

low-waste, luxury products and alternate packaging for conscious luxury brands and

retailers.

We're building India's first basketry brand using craft techniques to handcraft sustainable packaging for luxury brands across India and globally. Our women artisans are bosses and our impact has been game changing and we want brands across the world to be part of India's craft narrative using our voice to talk about it.

We are looking for a Head of Content & Social who will be the custodian of Sirohi's voice

– someone who can build an editorial universe around our artisans, materials, and

circular design philosophy, and lead our marketing initiatives across social media and

owned channels.

About the role

You will own how Sirohi shows up in the world: from the big narrative (why we exist,

what we stand for) to the smallest caption. Think of this role as editor-in-chief meets

head of social. You will:

● Shape and protect Sirohi's editorial voice

● Create a differentiated storytelling for alternate packaging, artisan stories and

craft processes.

● Lead always-on content across Instagram, LinkedIn, email, website, marketplaces

and PR assets.

● Build a small, high-calibre content pod (writers, designers, video creators +

freelancers) over time.

You will work closely with the founder, design, sales, and operations teams across India

Key responsibilities

1. Custodian of Sirohi's voice

● Define and document Sirohi's editorial voice, vocabulary, and visual tone across

platforms.

● Ensure all content feels essential, contemporary, warm and rooted in craft – an

editorial extension of the brand, not just marketing.

● Edit and approve key pieces: brand films, campaign narratives, founder notes,

press notes, and impact stories.

2. Editorial storytelling: artisans, craft, alternate packaging

● Build a Sirohi Journal concept: recurring editorial series on artisans, materials,

process, and client stories.

● Create in-depth stories on:

● Artisan journeys and communities.

● The making-of: weaving, upcycling, and craft techniques.

● Alternate packaging projects for brands, from brief to finished hamper.

● Translate complex ideas like sustainability and impact into human, relatable,

story-led content.

3. Social media & community

● Own the content strategy and calendar for Instagram, LinkedIn, and other chosen

platforms.

● Design a mix of formats: reels, carousels, photo essays, founder POV posts,

case-study-style breakdowns, and UGC/community features.

● Build and nurture a community of craft lovers, designers, founders, gifting

managers, and conscious consumers.

● Track performance and iterate: understand what moves engagement, saves,

shares, website traffic, and enquiries.

4. Brand campaigns & launches

● Partner with the founder and design team to shape campaigns for festive

collections, collabs, B2B launches, and key seasons.

● Develop campaign narratives, taglines, hero stories, and content toolkits for the

team (post templates, scripts, talking points).

● Ensure consistency across all assets – social, email, website, marketplaces,

lookbooks, catalogues.

5. Content operations & leadership

● Build and manage a small content team (in-house + freelancers: writers,

designers, photographers, videographers).

● Set up lightweight but clear processes: briefs, timelines, approvals, asset libraries,

documentation.

● Work with performance/marketing partners (if any) so organic content and paid

campaigns feel cohesive.

6. Business & impact lens

● Align content with business priorities: retail, corporate gifting, packaging projects,

new geographies and categories.

● Create strong case studies and decks that help B2B sales: before/after, impact

numbers, behind-the-scenes stories.

● Make sure our impact on artisans and the planet is consistently and credibly

communicated.

What success looks like in 12 months

● A clear, recognisable Sirohi editorial voice and visual language across all channels.

● A living Sirohi Journal (on site / blog / social) with regular artisan, process, and

packaging stories that people look forward to.

● Strong, consistent presence on Instagram and LinkedIn that drives:

● Higher engagement and saves.

● Quality B2B and D2C leads.

● Growing community of fans and collaborators.

● A small but mighty content team and freelance network functioning smoothly.

● Founders and team feel this sounds like us every time they see new content.

Ideal profile

● 8–12 years of experience in content: editorial, brand storytelling, or content

marketing.

● Background in magazines, digital publications, or editorial-led brands is a big plus.

● Demonstrated ability to build and uphold a brand voice (links to past work/journals/campaigns are important).

● Deep comfort with social media (especially Instagram and LinkedIn) as storytelling, not just posting.

● Strong writing and editing skills; visual taste for photography, layouts, and video.

● Interest in sustainability, craft, design, fashion, or lifestyle brands.

● Comfortable working across Indian and global audiences; experience with early-stage/startup environments is helpful.

● Collaborative, self-driven, and excited to build something long-term with artisans and a mission-driven brand.