Creative Director -Retail & F&B

Overview

Creative Leadership & Brand Strategy

• Define and lead the creative vision for all brands within the luxury perfume and F&B portfolio.
• Develop and maintain strong brand identities, ensuring consistency across all channels and customer touchpoints.
• Drive innovative creative concepts that strengthen brand positioning and support business objectives.
• Ensure all creative outputs reflect the premium and luxury standards of the Group.

Marketing & Campaign Development

• Lead the conceptualization and execution of integrated marketing campaigns, product launches, seasonal activations, and promotional initiatives.
• Oversee creative direction for digital, social media, print, outdoor advertising, packaging, and in-store communications.
• Collaborate closely with marketing teams to create impactful customer engagement strategies.
• Review and approve all creative assets before release.

Product & Packaging Innovation

• Direct the creative development of perfume packaging, gifting solutions, product presentation, and visual merchandising.
• Collaborate with product development teams to ensure product concepts align with brand positioning and market trends.
• Drive innovation in packaging design, customer experience, and brand storytelling.

Retail Experience & Visual Merchandising

• Lead creative direction for retail stores, kiosks, pop-ups, and experiential activations.
• Ensure visual merchandising standards are consistently implemented across all locations.
• Partner with design and operations teams to enhance customer journeys and elevate brand experiences.
• Oversee store branding, signage, and retail design concepts.

Content & Storytelling

• Develop compelling brand narratives that resonate with target audiences across luxury fragrance and hospitality sectors.
• Direct creative content production including photography, videography, digital content, and social media campaigns.
• Ensure all content aligns with the brand's tone of voice and aesthetic standards.

Team Leadership & Stakeholder Management

• Build, mentor, and lead a high-performing creative team, including designers, content creators, visual merchandisers, and external agencies.
• Foster a culture of creativity, innovation, and collaboration.
• Work closely with senior leadership, brand managers, operations, and marketing teams to align creative initiatives with business goals.
• Manage relationships with creative agencies, production houses, photographers, and other external partners.

Trend Analysis & Innovation

• Stay abreast of global luxury retail, fragrance, hospitality, design, and consumer trends.
• Identify emerging opportunities and translate market insights into creative strategies.
• Continuously challenge existing approaches to keep brands relevant, distinctive, and competitive.

Qualifications & Experience

• Bachelor's Degree in Design, Creative Arts, Marketing, Branding, Communications, or a related field.
• Minimum 10–15 years of creative leadership experience within luxury retail, fragrances, beauty, fashion, hospitality, or premium consumer brands.
• Proven track record of building and growing luxury brands through innovative creative direction.
• Strong portfolio demonstrating excellence in branding, campaigns, retail experiences, packaging, and content creation.
• Experience managing multidisciplinary creative teams and external agencies.

Key Skills & Competencies

• Creative vision and strategic thinking
• Luxury brand development and management
• Marketing campaign leadership
• Retail and customer experience design
• Visual storytelling and content creation
• Packaging and product design oversight
• Leadership and team development
• Commercial acumen
• Stakeholder management and presentation skills
• Strong understanding of digital and social media platforms

Success Measures

• Strengthened brand equity and market positioning.
• Increased customer engagement and brand loyalty.
• Successful execution of product launches and marketing campaigns.
• Consistent luxury brand experience across all channels.
• Growth in brand awareness, footfall, and commercial performance.