Creative Lead

Role Overview

The Creative Lead will be responsible for leading the creative and communication strategy for a cluster of Malls across all customer touchpoints while ensuring consistency in brand identity, creative excellence, and execution.

The role requires a strong understanding of brand strategy, creative development, integrated marketing campaigns, and agency management.

In addition, the role will be instrumental in building company's in-house creative capability, developing a high-performing creative team, and establishing best-in-class creative processes that strengthen the company brand across all assets.

Key Responsibilities

Brand Strategy & Brand Custodianship

• Act as the Brand Custodian for Malls, ensuring consistency of the brand identity, tone of voice, visual language, and customer experience across all marketing and communication touchpoints.
• Drive the evolution and implementation of company's brand guidelines across all malls and business verticals.
• Develop communication strategies aligned with business priorities and long-term brand objectives.
• Review and approve creative concepts, messaging, copy, visual identity, and campaign narratives to ensure they reflect the premium positioning of the company brand.
• Continuously identify opportunities to strengthen the distinctiveness and desirability of the company brand.

Creative Strategy & Campaign Development

• Lead the planning and execution of integrated marketing campaigns across company malls in the cluster
• Drive campaign ideation and storytelling that enhances customer engagement and supports business objectives.
• Ensure every campaign delivers high creative standards while remaining commercially relevant.
• Oversee the conceptualization and production of print, digital, outdoor, video, experiential, retail branding and content assets.

Creative & Agency Management

• Lead end-to-end coordination with creative agencies, design studios, digital agencies, production houses, photographers, filmmakers and content creators.
• Prepare creative briefs and ensure timely delivery of campaign assets.
• Provide strategic direction and constructive creative feedback to agency partners.
• Evaluate agency performance and continuously improve creative quality and operational efficiency.

Build In-House Creative Capability

• Build and lead company's in-house creative function with the objective of creating a centre of excellence for design, communication and brand development.
• Recruit, mentor and develop a high-performing team comprising Graphic Designers, Art Directors, Copywriters and Creative Specialists.
• Establish internal creative processes, design systems and quality benchmarks that improve speed, consistency and cost efficiency.
• Increase the organization's ability to conceptualize, design and execute creative assets internally while leveraging external partners for specialized requirements.
• Foster a culture of creativity, innovation and continuous learning within the creative team.

Campaign Execution

• Manage annual campaign calendars and ensure seamless execution across channels.
• Coordinate with internal stakeholders to deliver campaigns within timelines and budgets.
• Monitor quality control across all creative outputs.
• Ensure timely delivery of campaign assets for business, leasing, retail and corporate requirements.

Stakeholder Management

• Collaborate closely with Business, Leasing, Digital, PR, Retail, Operations and Mall Marketing teams to execute integrated campaigns.
• Partner with senior leadership on strategic brand initiatives, B2B and national campaigns.
• Manage multiple agencies, production partners and vendors while maintaining the highest standards of execution.

Desired Skills

• Strong understanding of brand strategy and integrated marketing communications.
• Exceptional creative judgment with the ability to evaluate concepts from both strategic and aesthetic perspectives.
• Strong storytelling and campaign development capabilities.
• Deep understanding of print, digital, outdoor, social media, retail branding and content marketing.
• Experience in developing brand guidelines and maintaining brand consistency.
• Strong project management and multitasking skills.
• Excellent presentation and stakeholder management skills.
• Strong people management and leadership capabilities.
• Experience building and managing high-performing creative teams.
• Passion for design, creativity, innovation and consumer experience.
• High attention to detail with uncompromising standards for creative excellence.