AGM - Creative Lead

Job description

**Role Overview** The Creative Lead will be responsible for leading the creative and communication strategy for a cluster of Phoenix 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 Phoenix's in-house creative capability**, developing a high-performing creative team, and establishing best-in-class creative processes that strengthen the Phoenix brand across all assets. **Key Responsibilities** **Brand Strategy & Brand Custodianship** - Act as the **Brand Custodian for Phoenix 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 Phoenix'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 Phoenix brand. - Continuously identify opportunities to strengthen the distinctiveness and desirability of the Phoenix brand. **Creative Strategy & Campaign Development** - Lead the planning and execution of integrated marketing campaigns across Phoenix 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 Phoenix'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.