Digital Creative Content Senior Executive

To lead the development of innovative digital and creative content across all business units while maintaining consistent brand identity. This role requires an experienced creative talent who passionately crafts out-of-the-box concepts aligned with each brand’s core DNA, avoiding routine task execution. You will drive strategic commercial campaigns, capture compelling visuals, and leverage AI tools to transform marketing into a business driver.

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Key Responsibilities

Creative Leadership & Direction

• Demonstrate creative conviction and articulate design rationale confidently while remaining open to constructive feedback.
• Proactively challenge traditional brand conventions to pitch innovative creative directions, concepts, and inspirations.
• Mentor and guide junior team members to elevate their technical proficiency, execution quality, and alignment with emerging market trends.
• Design high-impact marketing materials for integrated online and offline campaigns.
• Develop campaign key visuals, promotional assets, POSM, website banners, and digital advertising.

Digital Content Creation & Brand Strategy

• Produce engaging content for social media, websites, digital channels, and e-commerce platforms.
• Create short-form videos, motion graphics, reels, and visual storytelling content.
• Capture and edit professional product photography, lifestyle photography, and event visuals.
• Oversee creative consistency and brand integrity across a portfolio of multiple brands.

Commercial Campaign Execution

• Translate campaign objectives into effective creative executions.
• Support seasonal campaigns, product launches, and promotional activities.
• Adapt creative assets to suit different platforms and target audiences.

Innovation & Digital Capability

• Apply AI-assisted creative tools to improve productivity and creative quality.
• Explore emerging digital trends and recommend new content formats.
• Continuously improve creative processes and workflow efficiency.

Cross-Functional Collaboration

• Work closely with Marketing, Merchandise, Operations, and Business Heads.
• Coordinate with external agencies, printers, photographers, and suppliers when required.

Technical Skills

• Adobe Photoshop, Illustrator, After Effects (basic advantage)
• Canva Pro
• CapCut or equivalent video editing software
• Photography and studio lighting set-up
• Videography
• Microsoft 365

Digital & Commercial Skills

• Digital content planning
• Social media content development
• Visual storytelling
• Customer engagement
• Brands consistency
• Campaign execution
• Basic digital marketing understanding
• AI-assisted content creation (e.g. ChatGPT/Gemini/Claude/Canva AI)
• Trend observation and competitor benchmarking

Soft Skills

• Creative thinking & strategic vision
• Strong verbal and visual communication
• Commercial awareness
• Positive attitude and adaptability
• Time management
• Attention to detail
• Team collaboration & talent development
• Project coordination
• Problem-solving mindset
• Continuous learning and self-improvement

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Key Performance Indicators (KPIs)

• Creative Excellence: Deliver creative assets in accordance with approved campaign timelines. Maintain consistent brand identity across all assigned brands.

• Campaign Support: Support all assigned campaigns with complete creative deliverables. Ensure creative outputs align with campaign objectives and business priorities.

• Digital Content: Produce quality visual content for multiple digital platforms. Deliver engaging photography, videography, and social media content according to the agreed content calendar.

• Productivity & Efficiency: Meet agreed turnaround times for standard marketing requests. Improve workflow efficiency through effective planning and AI-assisted tools.

• Innovation: Introduce at least two creative or process improvement initiatives annually. Actively adopt new creative technologies and digital trends.

• Collaboration: Maintain effective communication with internal stakeholders and external partners. Demonstrate a proactive and solution-oriented approach in supporting business units.

• Professional Development: Complete a minimum of two relevant professional development programmes annually (e.g. AI, digital content, photography, motion graphics).

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Preferred Qualifications

• Diploma or Bachelor's Degree in Graphic Design, Multimedia Design, Visual Communication, Digital Media, Marketing, or related disciplines.
• 3+ years of relevant experience in creative design, digital marketing, or multimedia production, with proven experience managing creative direction across multiple brands.
• Relevant working experience in online-store UI/UX management (Shopify/EasyStore) is an advantage.