Creative Director
2 days ago
Purpose of the Role:
The Creative Director will own and unify the brand’s visual identity, voice, and overall creative strategy. Reporting directly to senior leadership, this role ensures that every customer-facing touchpoint looks, feels, and speaks like a cohesive, premium brand—elevating our perception without alienating our core younger audience.
Big Picture:
You will be the champion of “brand consistency” and “cool girl factor,” guiding our transition from a predominantly teenage demographic to a slightly older, college-aged market. Your mission is to foster a creative environment that delivers strategic, on-brand, and profitable campaigns, while collaborating with cross-functional teams (Product Development, Marketing, Social Media, and Leadership) to achieve our growth objectives.
Outcomes:
Below are the key measurable outcomes that define success for the Creative Director. We expect the selected candidate to achieve these within their first 12–18 months:
Elevate Brand Consistency
- Develop, roll out, and enforce new brand guidelines (visual, voice, and messaging) across all channels—website, email, social media, packaging, etc.
- Ensure a unified look and feel, with consistent use of fonts, color palettes, and tone, resulting in a +20% increase in brand perception metrics (survey or NPS) within 12 months.
Enhance Perceived Value
- Oversee the execution of polished, high-quality campaign assets (photoshoots, product imagery, influencer collaborations) that increase average order value (AOV) by at least 10%.
- Introduce creative elements (photography style, design layouts) that visually communicate higher perceived value, fueling a shift from predominantly teenage customers to more college-aged and beyond.
Collaborate to Drive Growth
- Align with the Product Development team to ensure new lines, seasonal collections, and potential apparel/merch expansions are concepted and presented in a cohesive manner, contributing to a 15%+ growth in monthly SKU sales.
- Work hand-in-hand with Marketing to concept 2–3 major campaigns per quarter, each generating at least a 20% lift in engagement (social media interactions, email CTR, etc.).
Build & Lead a High-Performing Creative Team
- Coach and mentor junior designers, social media coordinators, and external creative partners (agencies, freelancers).
- Reduce “revision rounds” on design projects by 25%, by clearly communicating brand standards and creative direction upfront.
Advance Our Social Media Footprint
- Oversee social media content strategy, ensuring brand voice, creative assets, and posting cadence align with our brand pillars.
- Increase social media engagement (likes, comments, shares) by 30% on key platforms (TikTok, Instagram) through strategic, on-brand content.
Competencies:
The ideal Creative Director will embody these core competencies that align with our team culture and growth aspirations:
Brand Strategy & Vision
- Demonstrated ability to define and maintain cohesive brand identity across multiple channels.
- Proven track record of elevating brand perception and shifting target demographics without alienating existing customers.
Creative Execution & Aesthetic Judgment
- Expertise in art direction, editorial design, photo/video shoots, and digital marketing campaigns.
- Strong portfolio showcasing attention to detail, sophisticated design sense, and the ability to adapt creativity to business objectives.
Collaborative Leadership
- Skilled at partnering with cross-functional teams (Product Development, Marketing, etc.) to ensure all projects align with brand standards.
- Natural team-builder who can mentor junior creatives and offer constructive, actionable feedback.
Project & Process Management
- Organized approach to planning, delegating, and overseeing multiple simultaneous projects.
- Experience working in fast-paced, high-growth environments, with the ability to prioritize competing demands.
Customer & Trend Insight
- Deep awareness of youth and college-aged culture, social media trends, and competitor activities, with a keen sense of “what’s next.”
- Ability to integrate real-time data, analytics, and feedback into ongoing creative strategy.
Communication & Influence
- Confident and clear in articulating brand vision, project goals, and critiques, both verbally and in writing.
- Capable of presenting to leadership and stakeholders, rallying teams around a common creative direction.
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