Creative Brand Strategy and Content Lead

About the role

Subko is looking for a concept-forward Brand Strategist and storyteller to build and safeguard its brand presence in the UAE. The role combines big-picture brand strategy with high-craft written narrative and agile content creation, covering tone of voice, copywriting, campaign storytelling and content production. Offline community events and venue management are handled by separate teams.

Key responsibilities

• Adapt Subko's core positioning for the UAE market, translating South Asian craft and origin stories for Dubai's audience without over-explaining or diluting the brand.
• Define and maintain a multi-platform content strategy (Instagram, TikTok, emerging channels) built around Product, Craft & Provenance, Culture and Behind-the-Scenes pillars.
• Identify and shape brand partnerships, co-branding and cultural collaborations in Dubai (design, lifestyle, art and hospitality).
• Work with Subko India's Brand and Design HQ to keep the global narrative consistent while tailoring GCC-specific content.
• Own all outward-facing copy across campaigns, product launches, social channels and in-store materials, following the brand voice and writing guidelines.
• Turn each launch into a multi-phase narrative (pre-launch, launch, post-launch) linking coffee origins, bakery items and design drops to the broader brand.
• Lead visual and narrative direction for shoots, write creative briefs for photographers and videographers and build aesthetic reference boards.
• Capture and edit quick-turnaround digital content with mobile tools such as CapCut, Lightroom, Canva or Premiere.

Required profile

• 10-12 years in brand strategy, content strategy, creative direction, editorial writing or brand communications within specialty coffee, F&B, design, luxury or culture-led brands.
• Exceptional written English and proven ability to write nuanced brand copy and run cohesive storytelling campaigns.
• Proven track record building multi-channel content ecosystems and directing photo/video creative teams.
• Deep familiarity with Dubai's culture, design and F&B landscape.

Required skills

• Quick-turnaround content capture and editing with CapCut, Lightroom, Canva or similar.
• Process management with Notion and Google Workspace.