VP - Culture & Influence | Kulfi Collective
Kulfi Collective
Salary undisclosed
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Description
At Kulfi Collective, we are a diverse team of storytellers, technologists, and cultural enthusiasts who believe in the power of content to shape minds and inspire change. We are on a mission to create original and branded content that resonates with Gen Y and Gen Z audiences, merging authentic narratives with cutting-edge digital experiences.
VP - Culture & Influence
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
We are committed to building an inclusive and diverse team at Kulfi Collective. We welcome candidates from all backgrounds, and strive to create a culture that values and respects diversity.
Here is everything you need to know.
About this role
Kulfi Collective is building a distribution and amplification function from scratch, and they're looking for someone to lead it. This role sits at the intersection of creative development, cultural strategy, and growth—you'll be involved from the earliest brief stages, shaping how every piece of work (films, campaigns, IPs, experiences, tech projects) reaches audiences across creators, communities, partnerships, physical spaces, earned media, and unexpected cultural moments. The mandate spans the entire studio, so you'll work across all accounts and have real influence over how creative work actually travels beyond its initial launch.
You'll need 6 to 10 years building distribution, partnerships, or creator ecosystems—whether through PR, growth, experiential marketing, or adjacent fields. What matters most is that you've helped ideas become cultural moments by understanding where they belong and who should encounter them, and that you've built systems or functions before. You should be able to point to recent cultural moments and explain the strategy behind them, not just the spend.
This is explicitly not a role with an inherited playbook or established team structure. If you thrive building something new from the ground up and can operate at the intersection of creativity and strategy, it's worth applying. If you need clear systems and a defined function to step into, it probably isn't the right fit.
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Pay for this role
The employer didn't post a pay range for this role. That usually means pay is set in negotiation, which favors whoever arrives with numbers. Check ranges on comparable VP - Culture & Influence | Kulfi Collective postings in Mumbai, and analyze any offer before you accept it.
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