Brand Strategist And Creative Producer

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.
  
  

• 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.
  
  

• 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.
  
  

• 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.
  
  

• 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.
  
  

• 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.
  
  

• 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.
  
  

• 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.
  
  

• 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.
  
  

• 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.
  
  

• 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.
  
  

• 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.