Creative Director

Aqua Excel · Coimbatore, India

Key Responsibilities

1. Creative Direction

* Develop campaign ideas for Aqua Excel across social media, influence marketing, plumber communication and advertising.

* Convert marketing objectives into creative concepts, hooks, stories, scripts and visual directions.

* Continuously generate new content and campaign ideas rather than waiting for briefs.

* Understand Tamil Nadu audiences, culture, humour, trends and regional communication styles.

* Maintain a strong and recognisable Aqua Excel brand identity.

2. Campaign Development

Work closely with the founder to develop campaigns such as:

* Product-led campaigns

* Aqua Excel Brass Thread campaign

* Plumber stories and testimonials

* Trending and culturally relevant content

* Influencer campaigns

* Family/homeowner-oriented campaigns

* Dealer and plumber communication campaigns

* Paid advertising creatives

The Creative Director should also identify opportunities where different parts of the marketing system can work together.

For example:

Influencer video → Aqua Excel social content → paid ad → plumber/consumer response → testimonial → WhatsApp communication → follow-up content

Rather than treating every marketing activity independently, the Creative Director should help build interconnected campaigns.

3. Shoot Direction

The Creative Director must be comfortable being physically present during important shoots.

Responsibilities include:

* Planning the creative approach before shoots

* Helping decide locations, people, framing and storytelling

* Directing creators/talent during shoots

* Ensuring enough usable footage is captured

* Identifying problems immediately rather than discovering them during editing

* Getting additional shots when necessary

* Protecting the overall quality of production

4. Content Quality Control

Nothing important should go live simply because it has been completed.

The Creative Director will review:

* Scripts

* Hooks

* Video edits

* Thumbnails

* Posters

* Influencer content

* Ads

* Campaign messaging

* Brand communication

The responsibility is not just to identify mistakes.

The Creative Director should ask:

“Is this actually good enough for Aqua Excel?”

Content should be rejected or improved when the creative quality is below the expected standard.

5. Work With Editors & Creative Team

* Brief editors clearly on the intended outcome of every important video.

* Give specific feedback on pacing, storytelling, music, typography, visuals and structure.

* Help editors understand why changes are required.

* Build references and examples before major campaigns.

* Gradually create repeatable Aqua Excel creative standards.

The objective is to raise the quality of the entire team rather than personally fixing everything forever.

Both roles are expected to work closely together.

7. Trend & Idea Research

The Creative Director should continuously track:

* Instagram and YouTube trends

* Tamil content trends

* Advertising campaigns

* Competitor marketing

* Home/interior brands

* Plumbing and construction content

* Regional creators

* Meme/cultural opportunities

* New creative formats

However, Aqua Excel should not blindly copy trends.

The Creative Director must understand which trends can be adapted to the brand and which should be ignored.

8. Influencer Creative Direction

Work with influencers and creators on:

* Concepts

* Briefs

* Hooks

* Product integration

* Storytelling

* Brand messaging

* Reviewing drafts before publication

Influencer content should feel native to the creator while still achieving the campaign objective.

9. Advertising Creative

Work with the ad team/agency to continuously create and improve advertising creatives.

The Creative Director should help develop multiple:

* Hooks

* Formats

* Scripts

* Visual approaches

* CTAs

* Consumer angles

Performance data from advertisements should then influence future creative decisions.

What We Expect From the Person

We are looking for somebody who:

* Has extremely strong creative instincts.

* Understands social-first content.

* Can identify within seconds when a video feels boring or weak.

* Understands storytelling and hooks.

* Is comfortable giving direct creative feedback.

* Can work closely with editors, creators and production teams.

* Can communicate ideas clearly.

* Is comfortable being on shoots.

* Takes ownership instead of waiting for instructions.

* Understands Tamil Nadu audiences.

* Can think both creatively and commercially.

* Cares deeply about execution quality.

The person does not need to personally edit every video or design every poster.

However, they must understand creative production well enough to direct the people who do.

Ideal Background

Potential candidates may come from:

* Advertising agencies

* Creative agencies

* Social media agencies

* Production houses

* Strong consumer brands

* Content studios

* Creator/influencer teams

Approximately 3–7 years of relevant experience would be ideal, although portfolio and creative ability matter more than years of experience.

Success in This Role

Success is not measured simply by the number of posts published.

We will evaluate the Creative Director based on:

* Quality of ideas generated

* Quality of final content

* Consistency of brand communication

* Improvement in Aqua Excel’s content standard

* Ability to create repeatable campaigns

* Ability to connect campaigns across channels

* Performance of major creative campaigns

* Ability to improve other creative team members

* Ability to execute quickly without compromising quality