Director, Brand and Creative

About us 

Launched in 2017, WeWork India is one of India’s leading premium flexible workspace operators - GPTW certified (Nov 2024 – Nov 2025, Dec 2025 – Dec 2026). WeWork India has been the largest operator by total revenue for the past three fiscal years. Since its inception, WeWork India has expanded across 8 cities in Chennai, New Delhi, Gurugram, Noida, Mumbai, Bengaluru, Pune, and Hyderabad, with 76 operational centres spanning 8.2 million square feet (as of December 2025). WeWork India has played a significant role in the growth of the flexible workspace sector and contributed to the evolution of its products and services, providing customized and curated solutions for various office space needs.

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The Brand Director is responsible for defining, building, and safeguarding the WeWork India and Rivet (Design and Build brand under WeWork India umbrella) across all markets, member touchpoints, and communication channels. This role owns brand strategy, identity, positioning, and voice, ensuring consistency and distinctiveness across a fast-growing flexible workspace portfolio. Reporting to the CMO, the Brand Director translates the company's business strategy into a compelling brand narrative that strengthens member acquisition, loyalty, and WeWork India's position as the leading flexible workspace provider in the country. 

Brand Strategy & Positioning

• Own and evolve WeWork India's brand strategy, architecture, and positioning in alignment with global brand guidelines and local market context.

• Translate business and growth objectives into a clear, differentiated brand narrative for enterprise, SME, and individual member segments.

• Conduct and act on brand health tracking, competitive benchmarking, and market/consumer research to guide brand decisions.

• Define and evolve brand guidelines, tone of voice, and visual identity standards, ensuring alignment with WeWork's global brand while reflecting local market nuances.

Brand Building & Campaigns

• Lead end-to-end development and execution of brand campaigns across digital, print, out-of-home, experiential, and partnership channels.

• Partner with performance marketing, PR/communications, and growth teams to ensure brand campaigns support pipeline, occupancy, and revenue goals.

• Champion integrated marketing communications that build brand salience, consideration, and preference in target markets.

• Oversee brand elements across physical locations (space design, signage, member collateral) in partnership with the Design and Community teams.

Creative & Content Leadership

• Set the creative vision and quality bar for all brand-led content, campaigns, and creative assets, working closely with in-house creative teams and external agencies.

• Guide storytelling across member testimonials, thought leadership, sponsorships, and flagship brand moments/events.

• Ensure brand consistency across owned, earned, and paid channels, including website, social media, sales collateral, and community touchpoints.

• Build Social media strategy for LinkedIn, Instagram and Youtube

Stakeholder & Agency Management

• Manage relationships with creative, media, PR, and research agencies, ensuring high-quality output, cost efficiency, and timely delivery.

• Collaborate closely with Sales, Community, Product, Design, and Communications teams to embed brand thinking across the member journey.

• Act as a key brand advisor to the CMO and leadership team, presenting brand performance, insights, and recommendations.

• Partner with WeWork Global brand teams to ensure India market activity is aligned with and contributes to global brand strategy.

Team Leadership & Governance

• Build, mentor, and lead a high-performing brand team, fostering a culture of creativity, rigor, and accountability.

• Own the brand marketing budget, ensuring efficient allocation and measurable return on brand investment.

• Establish brand governance processes and approval workflows to protect brand integrity across a distributed, multi-city organization.

Key Performance Indicators

• Brand health metrics: awareness, consideration, favorability, and Net Promoter Score (NPS) among target audiences.

• Share of voice and share of market versus key competitors in the flexible workspace category.

• Contribution of brand campaigns to lead generation, funnel velocity, and member retention.

• Brand consistency and compliance scores across markets, channels, and physical locations.

• Marketing ROI and efficient management of the brand and creative budget.

• Successful delivery of flagship brand campaigns, partnerships, and sponsorships within timeline and budget.

• MBA or Postgraduate degree in Marketing, Brand Management, or a related field from a recognized institute; Bachelor's degree in a relevant discipline required.

• 12–16 years of progressive experience in brand management, marketing, or brand strategy roles, including at least 4–5 years in a senior/leadership capacity.

• Prior experience in hospitality , retail, or other high-touch consumer and B2B/ B2C brands is strongly preferred.

• Demonstrated experience building and scaling brands across multiple markets or geographies.

• Track record of managing large creative and media agency relationships and multi-crore brand marketing budgets.

• Experience partnering with global or matrixed marketing organizations is an advantage.

• Strategic thinking: ability to connect brand strategy to business outcomes and translate it into actionable plans.

• Creative judgment: strong eye for design, storytelling, and content quality, with the ability to give clear, constructive creative direction.

• Data and insight orientation: comfort using brand tracking, market research, and analytics to inform decisions.

• Stakeholder management: ability to influence and align senior leaders, cross-functional teams, and external partners.

• People leadership: experience building and developing high-performing marketing/brand teams.

• Communication: excellent written and verbal communication skills, with executive presence to represent the brand internally and externally.

• Agility: comfortable operating in a fast-paced, high-growth environment with evolving priorities.

• Maintain key relations with the Internal and external teams: 

  Internal: Chief Marketing Officer, Sales & Growth leadership, Community teams, Design & Real Estate, Communications & PR, Global WeWork Brand team, Finance. External: Creative, media, and research agencies; PR partners; brand and event sponsors; media outlets.

WeWork India is an Equal Opportunity and Affirmative Action Employer. We celebrate diversity and are committed to creating an inclusive environment for our employees and members. Employment decisions are made without regard to race, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, veteran status or other characteristics protected by law.

We expect all employees to embody our values and all aspects of employment including the decisions to hire and promote, are based on merit, competence, performance and business needs.

Our total rewards philosophy is aimed at providing competitive compensation, performance linked and helps us attract and retain the talent we need to drive our business forward and serve our members. As part of WeWork India, our commitment to you is that  you’ll be surrounded by career opportunities in a culture that fosters collaboration, flexibility and inclusion.