Mandatory: D2C experience, Worked with New Age Lifestyle Brands

Target Industries: Would avoid to hire a pure advertising creative director. Would prefer someone who has worked with new age and lifestyle brands.

1. Creative Vision & Excellence:

- Establish and continuously raise the creative bar across the organization, ensuring work is distinctive, contemporary, culturally relevant and aligned with brand strategy.

- Partner with Brand Managers to translate consumer and brand strategies into powerful creative platforms, ideas and executions.

- Ensure consistency and evolution of the organization's visual language, distinctive brand assets and overall creative expression.

- Bring external cultural, creative and consumer perspectives into the organization and keep the brand ahead of changing consumer behavior.

2. Creative Partnership with Brand:

- Work closely with Brand Managers at the brief, idea and creative development stages of major campaigns.

- Participate in evaluation and selection of creative agencies and partners where relevant.

- Review and challenge agency creative work to ensure it meets the desired strategic and creative standards.

- Provide creative supervision through the development and finalization of major campaigns.

- Help Brand teams make stronger creative choices without taking away their accountability for the brand, agency or campaign delivery.

- Build a strong partnership model between Brand teams, agencies and the in-house creative team.

3. In-house Creative & Content Capability:

- Build, lead and develop the organization's in-house creative and content team.

- Establish a scalable content production model capable of delivering high-quality content at speed across multiple categories and platforms.

- Develop capabilities across design, video, motion, social content, digital content and emerging formats as relevant.

- Determine what creative capabilities should be built internally versus sourced from external agencies and partners.

- Create efficient workflows that enable rapid development, adaptation and localization of content.

- Build a culture of experimentation, craft and continuous improvement within the creative organization.

4. Digital, Social & Content:

- Partner with Digital teams to develop digital-first and social-first creative thinking and formats.

- Provide creative direction and supervision for content developed by Digital Marketing teams.

- Ensure social and digital content remains culturally relevant, distinctive and consistent with the brand.

- Partner with Digital and Brand teams to develop content systems that can work across organic, paid, e-commerce and D2C environments.

- Develop approaches to create greater volumes of relevant content without diluting creative quality.

5. AI & Creative Transformation:

- Work closely with the Digital Head, who will be the broader Marketing AI champion, to identify and implement AI-led transformation of the creative and content function.

- Establish AI-enabled workflows for ideation, visualisation, production, adaptation, versioning and localisation of content.

- Use AI to significantly increase creative experimentation and speed while maintaining human creative judgement and brand quality.

- Explore emerging generative AI tools and technologies to expand creative possibilities and reduce production time and cost.

- Build the organisation's capability to move from a traditional campaign-production model towards a continuous content engine.

- Establish appropriate guardrails for AI-generated creative, including brand consistency, IP, authenticity and quality.

6. Creative Effectiveness:

- Establish mechanisms to evaluate the quality and effectiveness of creative work.

- Use consumer response, campaign performance and market feedback to continuously improve creative.

- Partner with Brand, Digital and Media teams to understand the relationship between creative quality, consumer engagement and business outcomes.

- Ensuring creativity is not viewed independently of effectiveness and commercial impact.

Ideal Candidate Profile:

- 12 - 18+ years of experience in creative leadership, advertising, brand communication, content, design or related fields.

- Proven track record of developing strong, distinctive brand platforms and creative work, ideally across multiple consumer categories.

- Experience working with and managing creative agencies as well as leading an in-house creative/content team.

- Strong understanding of traditional, digital, social, e-commerce and emerging content ecosystems.

- Demonstrated ability to build and lead creative talent and create high-performing creative organisations.

- Comfortable challenging senior stakeholders and agencies while building collaborative relationships.

- Demonstrated curiosity and willingness to experiment with AI and emerging creative technologies.