Creative Direction and Content Leadership | Bath & Body Works India
 

Led creative direction for the Bath & Body Works India social media presence, working within a global brand ecosystem while making the content locally relevant for the Indian audience. While the brand provided a majority of global assets, shaped the India page through thoughtful curation and original content creation.

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Managed the internal creative team to develop store-led content, UGC-style formats, and India-centric storytelling that complemented global visuals without breaking brand consistency. Focused on showcasing in-store experiences, product discovery, and everyday usage moments that resonated with Indian consumers.

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Ensured a balanced content mix by blending global assets with locally produced shoots, influencer content, and user-generated formats. Directed tone, visual styling, and content flow to maintain the premium Bath & Body Works aesthetic while adding warmth, familiarity, and cultural relevance.

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Oversaw content planning, creative reviews, and execution across formats, ensuring the India page felt cohesive, engaging, and aligned with both global brand standards and local market sensibilities.