Creative and brand identity backbone of Ethniq. Owns packaging redesign across all products, ATL/BTL campaign design and
execution, brand identity guardianship across every consumer touchpoint, and creative direction of the AI marketing
platform.
KEY RESPONSIBILITIES
Packaging Redesign
–Lead full packaging redesign across all products — new visual identity, tagline lockup, brand colour, design language
across all health categories
–Ensure all packaging meets AYUSH and FSSAI mandatory label requirements
–Brief and manage the packaging printer — select vendor, manage proofs, approve colour matching
–Brief and art-direct product photography shoot for D2C website, Amazon A+ content, and ad creatives
–Maintain brand design system — fonts, colour palette, iconography, photography style
ATL / BTL Campaigns
–Plan and execute BTL activations — pharmacy standees, in-store displays, sampling kits, health fair presence,
collaterals, CMEs
–Design and manage the per-store collateral kit
–Plan ATL campaigns as the brand scales — OOH, print, radio aligned to seasonal calendar
–Brief and manage external agencies, studios, and freelancers
Creative Direction
–Own the creative direction — brief the AI platform, review all generated content for brand voice compliance and
AYUSH regulatory safety
–Build and maintain the AI Knowledge Base — product details, brand guidelines, audience personas, AYUSH claim
rules
–Maintain compliance review stage for all AI-generated health claims
–Generate and manage monthly social content calendar — five content pillars across Instagram and Facebook
Brand Identity
–Own the Ethniq brand voice document — written and visual tone, language rules across all channels
–Review and approve all creative output before it goes to the Performance Marketer
–Lead quarterly brand health reviews
REQUIREMENTS
–6–8 years of brand management with mandatory FMCG or health & wellness packaging design and production
experience — must have personally taken a product from brief to shelf
–Packaging production knowledge — understands print specifications, bleed and trim, CMYK vs RGB, colour proofing,
and regulatory label requirements for AYUSH or FSSAI-regulated products
–Strong design sensibility and art direction ability
–AYUSH, FSSAI, or pharma advertising compliance experience
ethniq.com
Page 6Ethniq | Phase 1 Job Descriptions + HR Screening Questions
Confidential | March 2026
–ATL and BTL campaign planning experience — has planned in-store activations, sampling programmes, and
print/OOH campaigns
–Experience briefing and managing external agencies, studios, print vendors, and photographers
–AI marketing platform experience is a strong advantage
–Based in Mumbai — packaging vendor meetings, photography shoots, and BTL production require in-person
presence
GOOD TO HAVE
–Experience redesigning packaging for a D2C or FMCG health brand
–Working knowledge of Figma, Adobe Illustrator, or InDesign
–Hindi copywriting ability for vernacular BTL materials
–Experience with Amazon A+ content and marketplace product imagery
–Familiarity with traditional medicine ingredient visuals and Ayurvedic brand aesthetics
