Content Strategist Lead

Content Strategist Lead – Video & Storytelling
Company: PERCH Brands Pvt. Ltd.
Experience: 2–5 Years
Location: West Delhi
Work Mode: On-site
Employment Type: Full-time
About PERCH
PERCH Brands Pvt. Ltd. is a rapidly growing homegrown D2C menswear brand, founded in 2023. We focus on premium-quality smart-casual apparel for the contemporary Indian man, combining refined everyday aesthetics, sharp silhouettes, premium fabrics and modern design.
We are looking for a Content Strategist Lead who is deeply focused on video, storytelling and culture-led content to shape how PERCH shows up across social media.
This is not a conventional copywriting role. We are looking for someone who can think in stories, formats, visual narratives and video concepts.
What You'll Do
Develop the overall video content strategy for PERCH across Instagram, YouTube and other relevant platforms
Build content pillars, recurring formats and series that strengthen the brand's identity
Develop story-led Reels that have a clear idea, narrative and visual direction
Turn fashion, culture, lifestyle and everyday observations into engaging video concepts
Develop concepts that are entertaining, culturally relevant, visually interesting and brand-aligned
Move beyond conventional product showcases and create content where the story comes first and the product fits naturally into it
Ideate concepts for Reels, campaigns, brand films, social series and product launches
Develop detailed briefs for shoots, including concept, hook, narrative, references, shot direction and desired outcome
Work closely with creators, influencers, stylists, photographers, videographers and the internal marketing team
Identify emerging social formats, cultural trends and content opportunities and translate them into relevant PERCH content
Build a strong content calendar with a mix of brand storytelling, entertainment, fashion, culture, product and creator-led content
Review content performance and use insights to improve formats, hooks, retention and engagement
Experiment with new formats, storytelling structures and visual treatments
Maintain a consistent premium and contemporary brand identity across video content
The Kind of Content We Want
We are looking for story-led, idea-driven content.
Think:
Strong hooks and narratives
Fashion integrated naturally into the story
Character-driven or situation-driven content
Cultural observations and relatable insights
Smart humour and contemporary storytelling
Editorial and cinematic visual references
Recurring content formats and series
Creator-led storytelling
Content that people would want to watch even when they are not actively looking to buy a product
No forced trends just because they are trending.
No repetitive product shots with music.
No boring catalogue-style content.
The objective is to create distinctive, watchable and memorable content that builds the PERCH brand.
What We're Looking For
2–5 years of experience in content strategy, social media, creative strategy or video content
Strong experience in video-first social content
Proven ability to develop concepts from idea → script/structure → shoot → final content
Strong understanding of Instagram Reels and contemporary social video formats
Strong storytelling and conceptual thinking
Good understanding of fashion, lifestyle, youth culture and digital trends
Ability to identify what makes a video watchable and shareable
Experience working with creators, production teams or influencers is preferred
Fashion, lifestyle, D2C, media, entertainment or consumer-brand experience preferred

Work arrangement
No