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, translating its origin sensibility for local audiences without diluting heritage or over-explaining it.
• Own tone of voice across all touchpoints social, campaigns, launches, community and in-store messaging.
• Understand Subko's position within Dubai's specialty coffee, hospitality, design and cultural landscape, and refine the persona as the business evolves.
• Act as the internal guardian of what feels "on-brand."
• Brand Communication & Creative Direction
• Own all Dubai outward-facing brand communication, ensuring consistency in tone, storytelling and quality across product launches, campaigns, community initiatives, events, partnerships, in-store experiences and announcements.
• Lead creative direction from concept to execution: develop concepts, write key brand copy (campaign narratives, product storytelling, launch communication, social captions, editorial content), and direct photo/video shoots.
• Brief and guide photographers, videographers, designers, agencies and vendors to ensure brand alignment; build and maintain a reference library of strong Subko storytelling.
• Create quick-turnaround content independently when needed, and judge when a project needs professional production versus agile in-house execution (Canva, CapCut, Lightroom, Premiere Pro or equivalent).
• Content Strategy
• Develop and maintain Subko UAE's content strategy across Instagram, TikTok and future platforms content pillars, formats, storytelling approach and publishing cadence.
• Build a connected content ecosystem spanning product, craft & provenance, culture, community and behind-the-scenes storytelling.
• Review performance insights and continuously refine content direction.
• Product Drop & Campaign Storytelling
• Turn every Dubai product launch into a full brand moment pre-launch awareness, launch moment, post-launch engagement.
• Connect products back to Subko's wider world of craft, provenance, design and culture.
• Collaborate with operations, community and retail teams for one cohesive customer experience, and mine past campaigns for improvement opportunities.
• Online-Offline Integration
• Build content strategies and reasons that draw audiences into Subko's physical space, and ensure the in-store experience delivers on what's promised online.
• Oversee the team captures genuine moments from the space events, tastings, collaborations, community and translates them into authentic storytelling, prioritizing real moments over overly produced content.
• Track how content initiatives translate into physical brand participation, and vice versa.
• Community & Cross-Functional Integration
• Work closely with the Community team so events, activations, launches and content move as one plan, not in isolation.
• Build shared planning systems across content, community and product teams, spotting storytelling opportunities from the start of every initiative.
• Coordinate and integrate closely with the broader team to keep brand, community, product and retail efforts moving in sync.
• Team Management & Collaboration
• Oversee relevant team members, providing direction, feedback and quality control on brand and content output.
• Work closely with the India team, ensuring UAE execution stays aligned with the wider Subko identity while flagging where Dubai genuinely needs adaptation.
• Share UAE market insights and learnings back with the wider Subko team, and manage day-to-day team workflow, priorities and output quality.
• Collaborate with Subko India's Brand and Design teams to keep UAE storytelling consistent with the core brand philosophy.
• Identify where local adaptation is needed while protecting brand integrity.
• Audience & Cultural Understanding
• Build a strong understanding of Dubai's diverse audience segments locals, expatriates, third-culture communities — and communicate to each without defaulting to a generic "Dubai voice."
• Stay current on trends in specialty coffee, hospitality, food, design and culture, and use audience insight to inform brand 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, Lifestyle.
• 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.