Creative Lead

Confidential Company; Dubai; On-site; AED 260,000 - 520,000; Full time

Job summary

Confidential Company in Dubai seeks a strategic Brand Creative Lead to own visual identity, voice and AI-driven production across paid, social, CRM and web. You will design and produce assets and set direction, while steering AI workflows to brand quality at pace.

You will lead storytelling, storyboard video and multi-format content, building a scalable creative system with a library of prompts, assets and guidelines.

Qualifications

• 6–8+ years in creative roles with leadership experience.
• Proven experience producing AI-driven creative at scale.
• Experience building or evolving a brand identity.
• Track record shipping integrated campaigns across paid, social, CRM and web.
• Experience directing video production from storyboard through final delivery.
• Experience managing a creative team and/or agency partners.
• Portfolio showing AI-produced work and measurable results.

Responsibilities

• Own and evolve the brand's visual identity, tone of voice and creative platform across all channels.
• Translate brand strategy into creative territories, campaign concepts and executional guardrails.
• Maintain and enforce brand guidelines and act as the final quality gate before anything goes live.
• Build and manage the brand asset system – logo usage, typography, colour, photography and illustration direction.
• Define what on-brand means in an AI context and set the quality bar for AI output.
• Produce roughly 90% of brand content using AI image, video, motion, copy and voice tools.
• Build and own the brand's prompt library and reusable prompt systems.
• Post-produce AI output to a finished standard: retouching, compositing, upscaling and layout.
• Set creative direction for organic social and paid campaigns across Meta, TikTok, YouTube, etc.
• Design and build CRM lifecycle creatives and modular email templates.
• Lead website creative direction and publish campaign landing pages in CMS.
• Collaborate with UX, Product and Web Development to balance brand with usability.

Skills

AI tools

Image generation

Video editing

Motion design

Typography

Brand identity

Creative direction

Storyboarding

Tools

Adobe Creative Suite

Job description

The Creative Lead owns how the brand looks, sounds and feels across every touchpoint from a paid social thumb-stop to a CRM welcome flow to the homepage above-the-fold. This is a hands‑on maker role. You will personally design and produce the assets paid ad creative, website pages, CRM emails and social content as well as set the direction for them. Roughly 60–70% of your time is spent creating; the rest is direction and review. This is also an AI‑first creative role. Approximately 90% of our content is produced using AI tools – image generation, video generation, motion, copy, voice and asset versioning. You are not expected to draw every frame; you are expected to direct, prompt, curate and finish AI output to a brand‑quality standard at a volume and speed traditional production cannot match.

Brand Creative Direction

• Own and evolve the brand's visual identity, tone of voice and creative platform across all channels.
• Translate brand strategy into creative territories, campaign concepts and executional guardrails.
• Maintain and enforce brand guidelines and act as the final quality gate before anything goes live.
• Build and manage the brand asset system – logo usage, typography, colour, photography and illustration direction, motion principles, sonic identity where relevant.
• Define what on‑brand means in an AI context: reference libraries, style locks, character and product consistency and the quality bar below which AI output does not ship.

AI‑Led Creative Production

• Produce roughly 90% of brand content using AI image, video, motion, copy and voice tools.
• Build and own the brand's prompt library and reusable prompt systems so output is repeatable, not lucky.
• Maintain brand consistency across AI output – trained styles, reference sets, seed and style locking, character and product fidelity.
• Post‑produce AI output to a finished standard: retouching, compositing, upscaling, colour, motion cleanup, typography and layout in Figma or Adobe.
• Use AI to scale versioning – sizes, ratios, languages, audience variants so campaigns launch with enough creative volume to test properly.
• Continuously evaluate new AI tools and models, run structured tests and adopt what raises quality or speed.

Storyboarding & Concept Development

• Produce storyboards and animatics for video, social‑first content and product films.
• Build modular storyboards designed for multi‑format cut‑downs (16:9, 9:16, 1:1, 4:5) and multi‑market versioning.
• Use AI to move from concept to animatic quickly so ideas are pressure‑tested visually before production spend.

Paid Media Campaigns

• Concept design and produce creative for full‑funnel paid campaigns across Meta, TikTok, Google, YouTube, Snapchat and programmatic display.
• Build out the full asset matrix yourself – every size, ratio, language and audience variant a campaign needs to launch.
• Build creative testing frameworks – hook variants, formats, messaging angles, UGC vs polished, static vs motion.
• Use AI to generate high‑volume test variants so creative testing is limited by strategy, not production capacity.
• Work with the Performance team to read creative performance data (CTR, thumb‑stop rate, hold rate, CPA, ROAS) and turn insight into the next creative iteration.
• Ensure every asset meets platform specs, safe zones and best practice while still feeling like the brand.

Social Media

• Set the creative direction for organic social: the visual system, content pillars and voice per platform.
• Shoot, edit, design and generate always‑on content – short‑form video, carousels, stories, editorial, community and reactive content.
• Balance brand‑led craft with platform‑native fast‑turnaround content that feels current.
• Use AI to turn reactive and cultural moments around in hours, not weeks.
• Direct creator and influencer content so it stays on‑brand without losing authenticity.
• Keep the team ahead of platform format and cultural trends and decide which are worth acting on.

CRM Lifecycle

• Design and build creative for email.
• Design and maintain a modular email template and component system for speed and consistency.
• Direct creative across the lifecycle – welcome, onboarding, nurture, abandoned cart, win‑back, loyalty, VIP, re‑engagement.
• Use AI to produce personalised and segmented creative variants at scale.
• Ensure creative is accessible and renders correctly across clients and devices – dark mode, image‑off, mobile‑first.

Website Digital Experience

• Lead creative direction for the website – art direction, layout, hierarchy, motion and imagery.
• Design and build campaign landing pages, PDPs and always‑on brand pages, including building and publishing in the CMS.
• Generate and art‑direct AI product, lifestyle and background imagery for web at the volume the catalogue requires.
• Work with UX, Product and Web Development to balance brand expression against usability, accessibility and page speed.

Experience

• 6–8+ years in creative roles, with at least 2 in a lead, art director, or creative director capacity.
• Demonstrable experience producing commercial creative with AI tools at scale – this is a hard requirement, not a nice‑to‑have.
• Proven experience building or evolving a brand identity, not just executing within one.
• Track record of shipping integrated campaigns that ran across paid, social, CRM and web simultaneously.
• Experience directing video production from storyboard through final delivery.
• Experience managing and developing a creative team and/or agency partners.
• Demonstrable experience as a high‑volume producer of assets across paid, web, CRM and social – you must be able to show work you made with your own hands, not only work you directed.
• Portfolio required – must show campaign thinking, storyboards or motion work, AI‑produced work, and evidence of results, not just finished pretty assets.

Craft & Technical Skills

• AI tools – required.
• Image generation.
• Video and motion: Editing and post.
• Voice and audio.
• Copy and concepting: Advanced practice.
• Design & art direction – strong typographic, layout, and colour craft.
• Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects, Premiere).
• Motion design and editing fundamentals; ability to storyboard and cut a rough.
• Photography and video art direction; understanding of lighting, composition, and post‑production.
• Channel‑specific, platform‑native creative literacy across Meta, TikTok, YouTube, Snapchat, and Pinterest.
• Commercial & analytical – comfortable reading performance dashboards and creative reporting.
• Understands the funnel and how creative intent changes from awareness to conversion to retention.
• Can design and interpret creative A/B tests.
• Budget and production cost management.