Senior Manager – Creative

Pickup Coffee; Makati; On-site; PHP 1,200,000 - 2,400,000; Full time

Job summary

PICKUP COFFEE is seeking a Senior Creative Lead for Global Brand in Manila, Philippines. You will guide and elevate the creative development across markets, ensuring consistency with the approved strategy, KV, and brand identity.

You will mentor Creative Leads, oversee adaptation across markets, and drive elevated, market-relevant creative that strengthens the brand globally.

Qualifications

• 5–8 years of experience in Creative Direction or related roles.
• Experience developing and executing integrated campaign concepts across multiple consumer touchpoints.
• Strong leadership and communicational skills with ability to mentor across markets.

Responsibilities

• Lead creative development and execution of PICKUP COFFEE campaigns across markets.
• Provide direction, mentorship, and hands-on support to Creative Leads and teams.
• Ensure alignment with One Key Message, campaign strategy, and brand identity across markets.

Skills

Creative Leadership

Art Direction

Storytelling

Communication Skills

Mentorship

Job description

Job Title: Senior Creative Lead, Global Brand

Department: Global Brand

Location: Manila, Philippines

Reports to: Chief Brand Officer

Role Overview

As the Senior Creative Lead – Global Brand , you will lead the creative development and execution of the PICKUP COFFEE brand across markets, providing overall creative leadership and direction to the Creative Leads and creative teams of each market.

You will lead and guide the creative development process across markets, helping teams strengthen and elevate their ideas while ensuring that creative work remains aligned with the approved campaign strategy, brand direction, and PICKUP COFFEE identity.

Once the overarching creative direction and KV are approved by the Chief Brand Officer , you will oversee their cascade, adaptation, and execution across markets, working closely with Creative Leads to ensure the approved direction is carried through consistently and effectively.

Beyond individual campaigns, you will serve as the senior creative leader for PICKUP COFFEE across markets , providing direction, mentorship, and support to the Creative Leads and their respective teams. You will inspire and challenge creative teams to continuously elevate the quality, originality, and ambition of PICKUP COFFEE’s creative work while fostering a collaborative creative culture across markets.

You will work alongside the Sr. Manager – Global Brand in reviewing market campaign calendars and identifying opportunities for shared creative development, production, and asset utilization across markets.

Key Responsibilities

Responsibilities include, but is not limited to:

Creative Direction & Campaign Development

• Work closely with the Creative Leads of each market to translate the CBO-approved One Key Message and campaign strategy into compelling creative concepts, campaign messaging, and key visuals (KVs).
• Provide guidance throughout the creative development process, helping teams strengthen and elevate creative ideas, storytelling, messaging, and visual execution.
• Ensure proposed creative directions and KVs remain aligned with the approved One Key Message, campaign strategy, and PICKUP COFFEE brand before they are presented to the Chief Brand Officer for approval.
• Following approval by the Chief Brand Officer, oversee the cascade and execution of the approved creative direction across markets.

Cross-Market Creative Leadership

• Serve as the senior creative leader and key point of guidance for Creative Leads across markets, providing direction, mentorship, and support when needed.
• Inspire and motivate creative teams to continuously elevate the quality, originality, and ambition of PICKUP COFFEE’s creative work.
• Guide Creative Leads in translating approved campaign strategies and One Key Messages into strong, market-relevant creative executions.
• Regularly review work with Creative Leads, providing constructive feedback, creative guidance, and hands‑on support when needed to help teams overcome challenges and strengthen their output.
• Foster a collaborative and inspiring creative culture across markets, encouraging the sharing of ideas, references, learnings, and best practices between teams.
• Empower Creative Leads to confidently lead their respective local teams while ensuring alignment with PICKUP COFFEE’s overall brand and creative direction.

Cross-Market Creative Alignment & Synergies

• Join the Sr. Manager – Global Brand in regular cross-market alignment meetings to review upcoming campaigns, launches, initiatives, and the campaign calendars of each market.
• Maintain visibility over upcoming creative and production requirements across markets to proactively identify opportunities for shared execution.
• Identify opportunities where campaigns across markets can utilize the same production, photography, video, key visuals, templates, or other creative assets.
• Facilitate asset sharing across markets to maximize the use of existing creative materials, reduce duplication of work, and improve production efficiency.
• Identify Philippines-developed creative assets that can be adapted across other markets, as well as locally developed assets with potential for broader use.

Creative Execution & Oversight

• Oversee the execution and adaptation of Chief Brand Officer‑approved creative directions and KVs across markets.
• Ensure market‑level executions remain faithful to the approved One Key Message, campaign strategy, and creative direction, while allowing appropriate localisation based on market requirements.
• Conduct regular creative execution reviews with market Creative Leads, including reviews of campaign copy and messaging, shot lists, storyboards, production plans, layouts, adaptations, and other materials required to execute the approved campaign.
• Provide clear creative guidance and constructive feedback throughout execution to ensure consistency and quality across markets.
• Support Creative Leads in resolving creative challenges and strengthening executions where needed.
• Elevate material changes, deviations, or new directions from the approved creative direction or KV to the Chief Brand Officer for approval.

Production & Asset Management

• Oversee creative production requirements for major campaigns and identify opportunities to consolidate production across markets where appropriate.
• Work with market Creative Leads and relevant internal or external production partners to ensure approved creative directions are executed accurately and efficiently.
• Ensure campaign assets are properly organized and shared across markets to enable efficient adaptation and reuse.
• Proactively identify opportunities for shared shoots, content production, and asset development based on the campaign needs and calendars of each market.

Merchandise, Partnerships & Special Brand Initiatives

• Work alongside the Sr. Manager – Global Brand in the creative development and execution of merchandise, collaborations, partnerships, and special brand initiatives.
• Provide creative direction and oversight for merchandise and partnership executions developed centrally in the Philippines or proposed by individual markets.
• Ensure creative executions across merchandise, collaborations, store initiatives, packaging, and other special projects remain aligned with PICKUP COFFEE’s overall brand identity.

Global Creative Standards

• Uphold and strengthen PICKUP COFFEE’s creative identity, tone of voice, and visual standards across markets.
• Provide ongoing creative guidance and support to in‑market Creative Leads to enable consistent and high‑quality execution of the brand.
• Share creative best practices, references, and learnings across markets to continuously strengthen the quality of PICKUP COFFEE’s creative output.

Qualifications

• At least 5–8 years of experience in Creative Direction, Art Direction, Design, or related creative roles, preferably within F&B, CPG, Retail, Beauty/Fashion, lifestyle brands, or creative agencies.
• Strong experience developing and executing integrated campaign concepts, key messages, key visuals, and creative systems across multiple consumer touchpoints.
• Strong creative judgment, visual taste, storytelling ability, and understanding of creative production across photography, video, digital, social, retail, and other brand applications.
• Excellent communication and presentation skills, with the ability to clearly articulate, convey, and champion creative ideas and direction to creative teams, cross‑functional stakeholders, and senior leadership.
• Strong leadership and people‑development skills, with the ability to inspire, mentor, support, and bring out the best in creative teams across different markets.
• Highly organized, UPlifting and collaborative, with the ability to manage multiple creative workstreams, work effectively across markets, and provide clear direction throughout development and execution.