Creative Group Head

About Etapath

Etapath builds staff transportation and workforce mobility software for businesses across South Africa. Every day our platform gets thousands of people to and from work safely and on time, connecting the companies that employ them, the fleet partners who move them and the drivers behind the wheel.

B2B is our core, and next we’re taking Etapath directly to passengers. This role will play a big part in getting us there.

What we do is unique, and our brand should say so. We are looking for a Creative Group Head to make sure it does.

The role

You will own how Etapath looks, sounds and shows up in the market. You’ll work closely with our co-CEOs and our Design and Marketing team to lead a dual mission: win the C-suite decision makers who choose us, and build genuine trust and love with the passengers and drivers who use us every day.

This is a hands-on role. You will set the creative direction and you will also make the work. AI is central to how we want you to work, but nothing you produce should ever look or feel AI-made. Taste is the job.

What you will do Brand and creative direction

• Evolve Etapath’s brand identity, voice and visual language so it reflects how distinctive our service is
• Set the creative standard for everything we publish and hold the line on quality
• Give creative direction and feedback to the existing Design and Marketing team

Winning the C-suite

• Concept and produce campaigns aimed at CEOs, HR leaders and operations executives, focused on the business impact Etapath delivers
• Create sales collateral, pitch materials, case studies and event assets that help close deals

Building passenger and driver brand love

• Tell the human stories behind our service: our drivers, why they love what they do and the people they move
• Develop passenger-facing content and campaigns that build trust and loyalty
• Work with the product team on passenger engagement and reward initiatives, such as rewarding passengers who rate trips and drivers

Paid media

• Plan, run and optimise paid media, with LinkedIn as our primary channel
• Manage campaign budgets and report on performance and lead quality

AI-powered creative workflow

• Build and run an AI-assisted creative process that increases output without lowering the bar
• Define guardrails so everything we ship feels crafted, human and on brand

What we are looking for Must have

• Fluent in modern AI creative tools, with a portfolio that proves it: AI-assisted work that never reads as AI-made. This is the most important part of your application.
• 6+ years in creative roles, with an art direction or design background
• Experience owning a brand’s creative output end to end, in-house or at an agency
• B2B SaaS experience
• An understanding of the transport and logistics industries
• Experience running paid media campaigns, ideally on LinkedIn
• Excellent taste and the confidence to defend it

Nice to have

• Copywriting experience
• Experience marketing to both business and consumer audiences
• Video and motion production experience

How we will measure success

• Growth in qualified inbound leads
• Paid media performance, including cost per lead and lead quality
• Positive brand sentiment and people talking about Etapath favourably
• Passenger engagement, such as trip and driver rating participation

Why join us

• Shape a brand at a turning point, as we grow our B2B base and launch directly to passengers
• Work directly with our co-CEOs, with real ownership and no layers of approval
• Build an AI-first creative function from the ground up
• Tell stories that matter: the drivers and passengers who keep businesses moving

Salary

R55 000 to R65 000 per month (cost to company), depending on experience and portfolio.

How to apply

Apply via LinkedIn with a link to your portfolio. Point us to two or three pieces where you used AI, and tell us briefly how you made them feel human.

Etapath is an equal opportunity employer and is committed to Employment Equity.