Brand Innovation Director

About Cult

Curefit Healthcare Pvt Ltd, founded in 2016, is India’s largest fitness company and wellness platform. Cult, from the house of Curefit, was established with a mission to make fitness easy, fun and accessible to everyone, and has emerged as a community celebrating the joy of fitness. The brand today offers a range of fitness services ranging from group workouts, gyms and personalized fitness solutions, as well as an expansive selection of quality fitness products for the everyday athlete. The company’s vision is to empower everyone towards an active and healthier lifestyle through innovative fitness solutions, enabled by technology.

Cult.Fit is looking for a dynamic and seasoned Head of Brand to lead brand strategy across our Fitness and Product verticals . This is a senior leadership role responsible for shaping how millions experience and engage with the Cult.Fit brand — both online and offline.

The role leads a 15+ member team spanning Social Media, Community & Events, Brand and PR and works cross-functionally with stakeholders across Product, Growth, Design, and Business.

This is a high-ownership role for someone with a deep understanding of brand building, a strong affinity for fitness and wellness, and the ability to influence through both strategic thinking and creative execution.

Key Responsibilities

• Brand Vision & Architecture : Define and evolve Cult.Fit’s brand strategy, positioning, and playbooks across offerings.
• Campaign Leadership : Drive 360° brand campaigns — across digital, ATL, on-ground, and owned channels.
• Earned Media Strategy : Lead the org’s efforts across social media, PR, influencers, and community events.
• Team & Agency Management : Mentor a large internal brand team and manage creative, media, and PR agency partners.
• Playbook Creation : Build brand systems, toolkits, and scalable execution models for new offerings and city-level activations.
• Stakeholder Management : Work closely with business, product, and growth leaders to integrate brand priorities into company strategy.
• Brand Health Tracking : Define, measure, and report on KPIs such as awareness, preference, sentiment, and NPS.

What we’re looking for?