Creative Director (Brand & Content)

MASH; Singapore; Hybrid; SGD 120,000 - 180,000; Full time

Job summary

MASH in APAC is seeking a Creative Director (Brand & Content) to lead the creative and content direction for a global hospitality leader, working remotely or in a hybrid setup across APAC. You will shape stories, messaging and production approaches across campaigns, always-on content, creators and influencers.

You bring senior experience in creative direction, content strategy and brand storytelling, with a strong portfolio across formats.

Qualifications

• Significant senior experience across creative direction, content strategy and brand storytelling.
• Portfolio demonstrating strong ideas across multiple formats.
• Ability to translate strategic direction into emotionally relatable creative.
• Experience with social, creator/influencer and production workflows.
• Ability to present and sell ideas to senior clients.
• Experience in fashion, sport, luxury, beauty, lifestyle or premium brands preferred.

Responsibilities

• Lead the creative and content vision across APAC.
• Translate strategic direction into distinctive creative territories and messaging.
• Develop APAC-first messaging framework localizable across priority markets.
• Oversee campaigns and production plans with cross-functional teams.
• Guide designers, writers, creators and agency partners to a clear vision.
• Travel as required for key moments.

Skills

Creative direction

Content strategy

Brand storytelling

Art direction

Copywriting

Client presentations

Strategy translation

Job description

Location: APAC / Remote

Engagement: 12-month fixed-term contract

Format: Remote/Hybrid

Travel: Regional travel required

About the Project

We’re looking for a Creative Director (Brand & Content) to lead the creative and content direction of a global hospitality leader with a significant footprint across APAC. You’ll work alongside the Integrated Strategy Director and client team to turn business and brand strategy into stories people actually feel and remember.

The creative ambition is clear: move beyond traditional hospitality marketing and build a brand that behaves more like a modern premium or lifestyle brand. That means thinking beyond individual assets. You’ll shape stories, messaging, content systems and production approaches across always-on content, campaigns, creators and influencers.

We’re particularly interested in talent that brings inspiration from outside hospitality - fashion, sport, luxury, beauty, lifestyle and other categories that understand culture, emotion and distinctive brand building.

About the Role

Creative & Content Direction

• Lead the creative and content vision across the APAC mid and lower funnel.
• Translate strategic direction into distinctive creative territories, stories and messaging.
• Develop an APAC-first messaging framework that can be effectively localised across priority markets.
• Build the creative and content direction for upcoming campaigns based on audience and commercial needs.
• Ensure ideas feel emotionally resonant, culturally relevant and recognisably on-brand.
• Challenge conventional hospitality creatively and bring inspiration from outside the category.

Storytelling & Content Strategy

• Identify the stories the brand should tell based on consumer needs, travel motivations and cultural context.
• Determine the appropriate role for brand-led, creator-led and influencer-led content.
• Connect campaign thinking with always-on content rather than treating them as separate worlds.
• Understand what great content looks like across static, video, social and creator formats.
• Ensure creative ideas have a clear role in moving consumers through the funnel.
• Help create work that people remember, not simply a larger volume of assets.

Creative Leadership & Production

• Turn creative direction into tangible campaign and production plans.
• Guide designers, writers, creators, influencers, producers and agency partners against a clear creative vision.
• Partner closely with strategy, media and performance teams throughout development.
• Maintain strong standards across briefing, concept development, production, feedback and approvals.
• Workshop ideas directly with the client and respond positively and constructively to feedback.
• Travel where required to support key creative, production and client moments.

About You

• You bring significant senior experience across creative direction, content strategy, brand storytelling, art direction, copywriting or integrated creative.
• You have a portfolio demonstrating strong ideas and beautifully executed work across multiple formats.
• You understand the difference between producing content and building a story that creates brand memory and commercial impact.
• You have strong experience across social, content, creators/influencers and static/video production.
• You can take a strategic direction and translate it into emotionally relatable creative.
• You understand how global brand platforms can be regionalised and localised without losing consistency.
• You are confident presenting and selling ideas directly to senior clients.
• You enjoy working closely with strategists and can move easily between strategy, creative development and production.
• Experience within fashion, sport, luxury, beauty, lifestyle, entertainment or premium consumer brands would be particularly interesting.
• Hospitality experience is not required. We actively welcome people who can bring a different creative perspective to the category.

Please Note

Due to the high volume of applications, we unfortunately can’t get back to everyone, and only successful applicants will be contacted. When you share your details with us, we consider this as consent for us to use your data during the application process. We may implement AI in various stages of the recruitment process, but human involvement will always remain as part of our hiring ethos. At the moment, MASH is not in a position to sponsor work visas, so you have to be eligible to legally work in the country where we’re hiring.