Creative Lead - Copy

Outlet Mall Of India; Mumbai; On-site; INR 1,800,000 - 3,000,000; Full time

Job summary

Outlet Mall of India (OMI) is seeking a seasoned Creative Lead to own the creative direction and brand expression. You will shape strong campaign ideas and lead the internal creative team across digital, social, retail, OOH and experiential communication.

The role requires turning business objectives into distinctive, consumer-relevant creative ideas, with a focus on evolving OMI’s visual language and maintaining brand standards across touchpoints.

Qualifications

• 5–7 years of experience in Creative Direction, Art Direction, Advertising, Brand Communication, Design or a related field.
• Proven experience conceptualising and executing integrated campaigns across multiple channels.
• Strong portfolio demonstrating campaign thinking, brand work and creative execution.

Responsibilities

• Lead creative direction for major brand, marketing and consumer campaigns.
• Translate business and marketing objectives into strong creative concepts.
• Develop campaign thoughts, creative territories, key visuals and communication directions.
• Lead creative development across festive, seasonal, shopping, store launches, events, F&B, tenant and brand-building campaigns.
• Ensure campaigns can be effectively adapted across social, digital, OOH, events, influencer marketing and on-ground experiences.
• Own and evolve OMI’s creative identity and visual language.
• Ensure consistency across digital and physical consumer touchpoints.
• Maintain high standards across typography, imagery, composition, storytelling and overall brand expression.
• Keep the brand fresh, contemporary and differentiated.
• Lead and mentor the internal creative team across graphic design, video, CGI and AI content.
• Set creative direction, allocate work and provide clear, constructive feedback.
• Build a culture of strong conceptual thinking, experimentation and quality execution.
• Ensure the team can independently manage day-to-day creative requirements while maintaining strong oversight of key campaigns.
• Act as the creative quality gate for major consumer-facing communication.
• Review concepts and final output across social, digital, video, OOH, retail branding, events and tenant campaigns.
• Challenge generic, repetitive or outdated creative and push the team towards stronger solutions.
• Partner with the Social Media & Influencer Marketing teams to establish a strong creative direction for OMI’s digital ecosystem.
• Guide social-first content including Reels, short-form videos, carousels, static content and stories.
• Encourage trend-led, culture-led and platform-native ideas while maintaining brand consistency.
• Provide creative direction for brand films, campaign films, social videos and event content.
• Work with creative and production teams on scripts, treatments, storyboards and visual references.
• Explore CGI, 3D, AI, motion and emerging technologies to create differentiated communication.
• Encourage experimentation with relevant new creative tools and formats.
• Oversee creative direction across mall branding, OOH, signage, retail messaging, store launches and events.
• Develop creative themes and visual identities for major consumer experiences and activations.
• Ensure the physical brand experience is consistent with OMI’s digital identity.
• Develop creative frameworks for tenant campaigns, store launches and co-branded initiatives.
• Work with creative agencies, production houses, photographers, filmmakers, freelancers and other external partners.
• Create clear briefs, review creative routes and ensure external partners deliver against OMI’s creative standards.
• Stay connected to advertising, retail, fashion, entertainment, social media and digital culture.
• Identify relevant cultural trends and emerging formats that can create opportunities for the brand.
• Continuously bring fresh references, ideas and creative inspiration to the marketing team.
• Work closely with the Marketing Head, Senior Brand Manager and wider marketing team to plan upcoming creative requirements.
• Collaborate with Social Media, Influencer Marketing, Performance Marketing, SEO, PR, Events and Tenant Marketing teams.
• Manage multiple creative projects from briefing through to final execution while ensuring timelines and quality standards are met.

Skills

Creative Direction

Art Direction

Brand Communication

Campaign Concepts

Adobe Photoshop

Illustrator

InDesign

After Effects

Premiere Pro

Figma

Tools

Adobe Photoshop

Illustrator

InDesign

After Effects

Premiere Pro

Figma

Motion Design

CGI

Job description

We are looking for a Creative Lead to own the creative direction and brand expression for Outlet Mall of India (OMI).

The role will be responsible for developing strong campaign ideas, shaping the brand’s visual and creative language, and leading the internal creative team across digital, social, retail, OOH, events and experiential communication.

The ideal candidate is a strong conceptual thinker with excellent visual judgement, a sharp understanding of brands and culture, and the ability to turn business objectives into distinctive, consumer-relevant creative ideas.

Key Responsibilities

1. Creative Strategy & Campaigns

• Lead creative direction for major brand, marketing and consumer campaigns.
• Translate business and marketing objectives into strong creative concepts.
• Develop campaign thoughts, creative territories, key visuals and communication directions.
• Lead creative development across festive, seasonal, shopping, store launches, events, F&B, tenant and brand-building campaigns.
• Ensure campaigns can be effectively adapted across social, digital, OOH, events, influencer marketing and on-ground experiences.

2. Brand & Creative Direction

• Own and evolve OMI’s creative identity and visual language.
• Ensure consistency across digital and physical consumer touchpoints.
• Maintain high standards across typography, imagery, composition, storytelling and overall brand expression.
• Keep the brand fresh, contemporary and differentiated.

3. Creative Team Leadership

• Lead and mentor the internal creative team across graphic design, video, CGI and AI content.
• Set creative direction, allocate work and provide clear, constructive feedback.
• Build a culture of strong conceptual thinking, experimentation and quality execution.
• Ensure the team can independently manage day-to-day creative requirements while maintaining strong oversight of key campaigns.

4. Creative Quality & Review

• Act as the creative quality gate for major consumer-facing communication.
• Review concepts and final output across social, digital, video, OOH, retail branding, events and tenant campaigns.
• Challenge generic, repetitive or outdated creative and push the team towards stronger solutions.

5. Digital, Social & Content

• Partner with the Social Media & Influencer Marketing teams to establish a strong creative direction for OMI’s digital ecosystem.
• Guide social-first content including Reels, short-form videos, carousels, static content and stories.
• Encourage trend-led, culture-led and platform-native ideas while maintaining brand consistency.

6. Video, CGI & A I

• Provide creative direction for brand films, campaign films, social videos and event content.
• Work with creative and production teams on scripts, treatments, storyboards and visual references.
• Explore CGI, 3D, AI, motion and emerging technologies to create differentiated communication.
• Encourage experimentation with relevant new creative tools and formats.

7. Retail, OOH & Experiential

• Oversee creative direction across mall branding, OOH, signage, retail communication, store launches and events.
• Develop creative themes and visual identities for major consumer experiences and activations.
• Ensure the physical brand experience is consistent with OMI’s digital identity.

8. Tenant & Agency Collaboration

• Develop creative frameworks for tenant campaigns, store launches and co-branded initiatives.
• Work with creative agencies, production houses, photographers, filmmakers, freelancers and other external partners.
• Create clear briefs, review creative routes and ensure external partners deliver against OMI’s creative standards.

9. Trends & Innovation

• Stay connected to advertising, retail, fashion, entertainment, social media and digital culture.
• Identify relevant cultural trends and emerging formats that can create opportunities for the brand.
• Continuously bring fresh references, ideas and creative inspiration to the marketing team.

10. Creative Planning & Stakeholder Management

• Work closely with the Marketing Head, Senior Brand Manager and wider marketing team to plan upcoming creative requirements.
• Collaborate with Social Media, Influencer Marketing, Performance Marketing, SEO, PR, Events and Tenant Marketing teams.
• Manage multiple creative projects from briefing through to final execution while ensuring timelines and quality standards are met.

Required Experience & Skills

• 5–7 years of experience in Creative Direction, Art Direction, Advertising, Brand Communication, Design or a related field.
• Proven experience conceptualising and executing integrated campaigns across multiple channels.
• Strong conceptual thinking, visual judgement and understanding of brand communication.
• Experience leading, mentoring or managing creative teams.
• Strong portfolio demonstrating campaign thinking, brand work and creative execution.
• Strong working knowledge of Adobe Photoshop, Illustrator and InDesign.
• Experience with After Effects, Premiere Pro, Figma, Motion Design, CGI and AI creative tools will be an advantage.
• Excellent presentation, communication and stakeholder management skills.
• Strong project management skills with the ability to manage multiple priorities and deadlines.
• Comfortable working with senior leadership, cross-functional teams and external creative partners.

What We’re Looking For

Someone who can think beyond execution — a creative leader who can spot the big idea, build a strong creative direction around it, inspire a team and ensure that the final output is both strategically relevant and creatively distinctive.