About the Role
Subko is building more than cafés. We build culture through coffee, craft, chocolate, baking, design and storytelling.
We're looking for a Brand Strategist & Creative Producer who will elaborate Subko’s narrative in the UAE in a global context. Responsible for Brand communication framework development to deploy execution on all touch points. Build an online-offline-online loop, content that pulls people into the space that feeds back to the story.
Key Responsibilities:
Brand Strategy
Define and maintain Subko's brand persona for the UAE market.
- Establish how Subko communicates, behaves and presents itself specifically in Dubai while remaining aligned with the larger brand identity.
- Translate Subko's origin sensibility for the UAE audience without diluting the brand's heritage or over-explaining it.
- Own the brand's tone of voice across all touchpoints including social media, campaigns, product launches, community communication and in-store messaging.
- Understand Subko's position within Dubai's specialty coffee, hospitality, design and cultural landscape.
- Continuously refine the brand persona as the business evolves.
- Act as the internal guardian of what feels aligned with the Subko identity.
Brand Communication Ownership
- Own all outward-facing brand communication across platforms.
- Ensure every communication piece reflects consistency in tone, storytelling and quality.
- Develop communication for, Product launches, Campaigns, Community initiatives, Events, Partnerships, In-store experiences, Brand announcements
- Review and guide communication created by partners, agencies and vendors to ensure brand alignment.
- Maintain the brand narrative during both major launches and everyday moments.
Content Strategy & Direction
- Develop and maintain Subko UAE's content strategy across Instagram, TikTok and future platforms.
- Define content pillars, formats, storytelling approach and publishing cadence.
- Build a connected content ecosystem across,Product, Craft & provenance, Culture, Community, Behind-the-scenes storytelling.
- Ensure content is intentional, relevant and aligned with brand objectives.
- Review performance insights and continuously improve content direction.
Creative Direction & Content Creation
- Lead the creative direction of brand content from concept to execution.
- Develop creative concepts and storytelling approaches for campaigns and launches.
- Write key brand copy including: Campaign narratives, Product storytelling, Launch communication, Social captions, Editorial content.
- Direct photoshoots, video shoots and creative collaborations.
- Provide clear briefs to photographers, videographers, designers and external partners.
- Build and maintain references for what represents strong Subko storytelling.
Creative Production & Execution
- Create quick-turnaround content independently when required.
- Capture and edit content for time-sensitive brand moments.
- Support basic design requirements without relying on external resources for every asset.
- Understand when projects require professional production versus agile in-house execution.
- Maintain working knowledge of creative tools such as Canva, CapCut, Lightroom, Premiere Pro or equivalent platforms.
Product Drop & Campaign Storytelling
- Transform every product launch into a complete brand moment rather than a standalone announcement.
- Develop storytelling journeys across:Pre-launch awareness, Launch moment, Post-launch engagement
- Connect products back to Subko's larger world of craft, provenance, design and culture.
- Collaborate with operations, community and retail teams to ensure one cohesive customer experience.
- Analyse previous campaigns and identify opportunities for improvement.
Online to Offline Brand Building
- Create content strategies that encourage audiences to visit Subko's physical space.
- Build meaningful reasons for customers and communities to engage with Subko beyond transactions.
- Connect digital storytelling with in-store experiences.
- Work with the team to ensure the physical experience delivers on the promise created online.
- Track engagement between content initiatives and physical brand participation.
Offline to Online Storytelling
- Capture meaningful moments from the Subko space and translate them into authentic storytelling.
- Ensure events, tastings, collaborations and community moments become part of the wider brand narrative.
- Prioritise genuine moments over overly produced content.
- Create multiple content opportunities from meaningful offline experiences.
Community & Brand Integration
- Work closely with the Community team to ensure events, activations, launches and content work together.
- Build shared planning systems between content, community and product teams.
- Identify storytelling opportunities from the beginning of every initiative.
- Ensure no campaign, event or communication exists in isolation.
Cross-Market Brand Alignment
- Collaborate closely with Subko India's Brand and Design teams.
- Ensure UAE storytelling remains consistent with the larger Subko identity.
- Identify where Dubai requires adaptation while protecting the core brand philosophy.
- Share UAE market insights and learnings with the wider Subko team.
Audience & Cultural Understanding
- Develop a strong understanding of Dubai's diverse audience segments including locals, expatriates and third-culture communities.
- Create communication that speaks appropriately to different audiences without adopting a generic Dubai voice.
- Stay informed about trends in specialty coffee, hospitality, food, design and culture.
- Use audience insights to influence brand strategy and creative decisions.
Requirements
- 4–7 years of experience in brand strategy, creative direction, content strategy, integrated marketing or communications.
- Proven experience building and evolving brands, preferably within specialty coffee, hospitality, food & beverage, luxury, fashion, design, lifestyle or culture-led businesses.
- Experience working on brands where storytelling, community and customer experience are central to growth.
- Strong understanding of the UAE market, particularly Dubai's hospitality, lifestyle and cultural landscape.
- Experience working with creative teams, photographers, videographers, designers, agencies or external collaborators.