VP - Culture & Influence | Kulfi Collective

Role   VP, Culture & Influence
Type   Full-Time
Location   Worli, Mumbai  (Hybrid)

THE KIND OF WORK YOU'LL SHAPE

Kulfi creates cultural objects like films, campaigns, IPs, experiences and creative technology projects for some of the world’s most interesting brands. The work is only half the equation. The other half is making sure it reaches the right people, in the right places, in ways nobody expected.
A film can become a PR story. A campaign can become a college movement. An installation can become a creator moment. A creative tech experiment can become something people discover in a mall, at a festival, or through a community. We're looking for someone obsessed with this part of the process.

THE ROLE

You'll own how Kulfi's work travels. Your job is to take every piece of work and ask: “Where else can this live?”. Not just online. Not just through creators. But through partnerships, communities, physical spaces, earned media, events, technology, culture, and anything else that gets people talking. You'll work across the entire studio and be involved from the earliest stages of ideation.

WHAT YOU'LL DRIVE

• Build Kulfi's distribution function from ground up , across all accounts and cultural objects
• Be involved from brief stage and shape distribution alongside creative development
• Create  amplification plans across creator ecosystems, communities, PR, media, partnerships and cultural networks and identify unconventional distribution opportunities 
• Build relationships across creators, publishers, communities, platforms, cultural organisations, and brands that will help work travel further
• Build repeatable frameworks for how Kulfi launches and amplifies cultural objects
• Build and eventually lead a team 

WHAT MAKES THIS ROLE DIFFERENT

• The mandate is the entire studio. Every account, every cultural object
• You’ll be in the room before the work exists. Distribution shapes the work here, it doesn't just follow it
• The measure of success is simple: Did this become the thing people were talking about?
  That's the bar!
• You’ll build a function, not inherit one. 
• You’ll sit at the intersection of creativity, culture, growth, partnerships, and strategy

WHO YOU ARE

• 6 to 10 years across distribution, partnerships, creator ecosystems, PR, growth, media, experiential marketing, cultural marketing or adjacent fields 
• You've helped ideas travel, not simply by spending more money, but by knowing where they belong and who should encounter them
• Deep relationships across creators, publishers, brands, communities, and cultural networks 
• You’ve built systems, playbooks, or functions before

BEFORE YOU APPLY

There is no playbook to inherit. If you're looking for a well-defined function with established  systems and a clear team structure, this probably isn't the right fit.
It's a great fit if:

• You can name cultural moments from the last two years that didn't happen by accident, and explain who made them happen
• You've built something from scratch before