1. Role Purpose
The Creative Lead – Brand & Campaign is responsible for translating brand strategy and commercial objectives into scalable, premium creative direction.
This role focuses on strategic thinking, system-based execution, and creative governance — not just aesthetics. It ensures creative consistency, feasibility, and quality across campaigns and markets.
2. Key Responsibilities
A. Strategic Creative Thinking
- Translate brand positioning into clear creative direction.
- Connect campaigns to long-term brand narrative.
- Develop ideas aligned with business objectives.
- Think beyond one-off campaigns toward sustainable brand building.
B. Systems & Scalability Mindset
- Design campaigns that adapt across channels and markets.
- Develop templates, guidelines, and adaptation logic.
- Ensure creative consistency across platforms.
- Reduce fragmentation and creative chaos.
C. Executability & Practical Judgment
- Develop production-aware and cost-conscious concepts.
- Balance creative ambition with operational feasibility.
- Collaborate with production and suppliers early in development.
- Avoid unrealistic or inefficient creative executions.
D. Creative Concept & Visual Quality
- Build strong campaign concepts and premium visual worlds.
- Develop structured mood boards with clear narrative logic.
- Ensure strong visual hierarchy and storytelling.
- Maintain high standards of aesthetic judgment.
E. Creative Governance & Quality Control
- Review creative outputs objectively.
- Provide structured, actionable feedback.
- Ensure final executions match approved direction.
- Maintain professionalism without ego-driven decisions.
F. Cross-Functional Collaboration
- Work closely with Marketing, Copy, Science, Production, and Factory teams.
- Align visuals with claims and product realities.
- Operate as part of an integrated system, not a silo.
3. Qualifications & Experience
- Bachelor's degree in Design, Creative Direction, Marketing, or related field.
- 7+ years of experience in brand or campaign creative roles.
- Strong portfolio demonstrating strategic thinking and scalable systems.
- Experience managing cross-functional creative workflows.
