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.
This role is about owning cult's brand end to end. From shaping long-term equity strategy to driving campaign excellence, you will define how 100 million Indians experience and feel about cult. It combines strategic leadership, high-quality brand thinking, a results-oriented mindset, and seamless cross-functional execution to position cult as India's most loved active lifestyle brand.
Roles & Responsibilities
Key Responsibilities
- Brand Strategy & Equity
- Long-Term Ownership: Architect and execute multi-year brand strategies that build cult's equity, deepen consumer love, and advance the mission of making 100 million Indians active.
- Narrative Leadership: Translate consumer insights into sharp brand narratives that fuel big ideas and reinforce cult's role as fitness habit infrastructure - not just a gym company.
- Portfolio Coherence: Define and maintain sharp, differentiated positioning across cult and its sub-brands (Cult Neo)—distinct identities that cohere into one powerful brand architecture.
- Campaign Excellence
- Brand Idea Quality: Raise the bar on brand strategy and communication — originating high-quality brand ideas that are strategically rigorous, creatively ambitious, and built to last beyond a single campaign.
- Integrated Campaigns: Lead high-impact campaigns across ATL, BTL, digital, and social ensuring synergy of idea and message across every channel and every execution.
- Insight-to-Idea: Champion a consumer-first approach to creative development, ensuring every campaign is grounded in real behaviour and sharpened by strong strategic thinking.
- Brand Performance & Media
- Brand Health: Operationalise best practices in brand health measurement—tracking equity, salience, and perception across key audiences and turning data into decisions.
- Media ROI: Define and execute an efficient media strategy and mix, driving maximum impact across traditional and digital platforms along with measurement systems to establish campaign impact (uplift in organic traffic, installs etc)
- Activations & Partnerships
- Consumer Activations: Collaborate with internal teams to design activations that bring cult's positioning to life anchored in community-led moments that make fitness feel accessible, social, and culturally relevant.
- Brand Partnerships: Collaborate with internal teams to execute high-affinity collaborations that amplify cult's reach and reinforce its active lifestyle credentials.
- Cross-Functional Leadership
- Internal Alignment: Serve as the central brand stakeholder on key initiatives — working fluidly with product, performance, partnerships, and retail to embed brand strategy into the broader business.
- Brand Governance: Ensure consistency of voice, identity, and message across all consumer touchpoints.
- This Could Be You, IfBrand Ownership: You have 7–9 years in brand management with a proven track record of building and growing brands in a consumer lifestyle category — fitness, FMCG, apparel, or health & wellness.
- Idea Quality: You set a high bar for brand thinking — you know what a strong brand idea looks like, and you won't settle for work that's merely competent.
- Strategic Sharpness: You can hold a long-term brand vision and translate it into quarterly action without losing the thread.
- Integrated Thinking: You understand how brand ideas travel across channels — and you ensure they arrive intact, not diluted.
- Analytical Rigour: You're comfortable with brand health data, campaign performance metrics, and consumer research — and you use them to sharpen strategy, not just report on it.
- Influence & Collaboration: You inspire confidence with leadership, work fluidly across functions, and communicate with the clarity and conviction that gets great work made.
