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.