Creative Lead for a major tourism brand at Maker Lab. Setting creative direction and mentoring the team on social - first campaigns.
About the role
- Creative Lead translating global brand concepts into engaging retail experiences for a leading technology company. Collaborating with clients to ensure consistent execution in retail environments.
Responsibilities
- Concept translation: Adapt global creative campaigns into compelling offline formats, including large-format print, window displays, and point-of-sale (POS) materials.
- Integrated campaign: Ensures consistent brand messaging and visual identity across all platforms (website, social media, app, in-store screens, etc.) Provides strategic input and art direction for integrated campaigns that have both physical and digital components. Ability to plan and direct content that is appropriate for different channels and audience segments (e.g., video, static imagery, interactive content).
- Fixture & Environmental Design: Direct the creative vision for Shop-in-Shops (SIS) and fixtures. Ensure 2D graphics, 3D structures and digital components (Digital screens, interactive surfaces) work in harmony to optimise product discoverability.
- Experiential Design: Conceptualise and direct the design of bespoke retail activations, pop-ups, and event spaces that function as tangible, high-impact manifestations of the brand narrative. Map and optimise the spatial customer flow—defining traffic patterns, dwell zones, and interaction nodes—to balance immersive storytelling with frictionless conversion. Direct the use of lighting, soundscaping, and material finishes to construct multi-sensory environments that evoke specific emotional responses and reinforce premium brand positioning.
- Visual Merchandising Strategy: Develop planograms and lead fixture planogram refreshes for 3P retail partners based on global merchandising strategy and visual hierarchy for product tables.
- Vendor Guidance: Provide precise creative direction to external agencies, 3D renderers, and print vendors to ensure the final output matches the design intent.
- Retail Audits: Review prototypes and first-off-production samples to ensure colour accuracy and material quality meet brand standards.
- Regional Retail Playbook & Guidelines: Help build and enhance the regional retail creative playbook and guidelines, and propose new innovative CX ideas that fit regional needs.
- Creative Brand Guardian: Safeguard our retail brand by reviewing local markets and partners’ creative execution; providing guidance on improving creatives based on global brand standards.
- AI & Innovation leadership: Pioneer the use of AI tools for creative strategy. Use AI for predictive visual analytics (testing concepts before production), automated asset variation, and personalised content generation to increase relevance at scale.
Requirements
- BA/BS degree or equivalent experience
- Experience: 10-12 years in a hybrid creative role (e.g., Retail Design + Digital, or Integrated Agency background).
- Strategic Mindset: Proven ability to translate business goals into creative solutions. You understand the entire customer journey and how different channels serve different objectives.
- Portfolio: A strong body of work demonstrating integrated campaigns that live across both offline (fixtures, print) and online (web, social, marketplaces) channels.
- Tools: Mastery of Adobe Creative Suite. Proficiency in 3D visualisation tools (SketchUp/Rhino) and modern UI tools (Figma).
- AI Proficiency: Strong ability to use Generative AI tools for rapid concepting and cross-channel asset adaptation.
- Thought leadership: Proven confidence in providing creative feedback to partners and agencies. You are comfortable saying "no" when work does not meet brand standards.
- Analytical and strategic mindset: Understanding of how creative impacts physical and digital marketing performance (e.g., A/B testing, conversion optimisation, etc)
- Exceptional verbal and written English communication and presentation skills.
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