Creative Director (Brand & Content)

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

Job summary

MASH is seeking a Creative Director, Brand & Social to lead social-first creative within an embedded APAC team for a leading global hospitality brand. You will transform cultural signals into visually rich, native social content that resonates across markets.

You’ll collaborate with strategy and production partners to turn ideas into market-ready work, balancing craft with pace and staying culturally relevant across fashion, luxury and lifestyle contexts.

Qualifications

• 10+ years of experience in creative direction, social-first content strategy, brand storytelling, art direction, copywriting or integrated creative.
• Portfolio showing strong ideas and executed work across formats, especially social.

Responsibilities

• Turn culture, audience insight and travel behaviour into social-first creative ideas.
• Develop social films, short-form video, creator-led storytelling, visual comedy and culturally responsive content.
• Shape ideas for creator and influencer content for APAC markets while retaining each creator's voice.
• Take ideas from concept through to market-ready production and maintain high craft standards while staying relevant.

Skills

Creative direction

Social-first strategy

Brand storytelling

Art direction

Copywriting

Integrated creative

Stakeholder upselling

Job description

Location: Singapore / or remote across APAC (+/- 2hrs from SG)
Engagement: 12-month fixed-term contract
Format: Hybrid or remote, depending on your location
Travel: Regional travel required

About the Project

We’re looking for a Creative Director, Brand & Social to become the social-first creative partner within an embedded APAC team for a leading global hospitality brand.

This is not a traditional campaign Creative Director role. You’ll turn cultural signals, audience insight and everyday travel behaviour into visual stories and social-first content that make people stop, feel something and recognise themselves in the brand. You’ll live close to social culture, spotting emerging behaviours, humour and creative references before they become marketing trends. The work should feel boldly human, visually beautiful, culturally sharp and genuinely relatable.

You’ll bring a clear creative point of view, while working collaboratively with the client and Integrated Strategy Director to shape ideas quickly and take them into market. Strong producer instincts matter: there will not always be a large production house behind you. Success means creating a living portfolio of brand content that feels native to social, culturally relevant and premium – with enough craft to build the brand and enough agility to keep it current.

About the Role

Social-First Creative Direction

• Turn culture, audience insight and travel behaviour into social-first creative ideas.
• Stay close to the most interesting social content, formats and behaviours shaping culture.
• Find unexpected ways to place the brand within the story rather than making the brand the story.
• Create work that feels premium and distinctive without becoming overly polished, gimmicky or trend-led.
• Use humour and relatability with intelligence and restraint.

Storytelling & Content

• Build stories around relatable human moments and the emotional side of travel.
• Develop social films, short-form video, creator-led storytelling, visual comedy and culturally responsive content.
• Create a living portfolio of always-on content, destination storytelling and regional moments
• Tell stories visually, not just through messaging.
• Ensure content feels native to the platform and market it appears in.

Creator, Influencer & Regional Creative

• Shape creative ideas for creator and influencer content while allowing creators to retain their own voice.
• Develop ideas that can flex across priority APAC markets without losing the central creative thought.
• Bring fresh references from lifestyle, fashion, beauty, sport, entertainment and culture.
• Help regional teams translate strong central ideas into locally relevant content.

Hands-on Creative & Production

• Take ideas from concept through to market-ready execution.
• Work directly with writers, designers, creators, producers and specialist makers.
• Move quickly from idea to prototype to production.
• Know when an idea needs full production and when it can be made more simply and intelligently.
• Maintain strong craft standards while recognising that polish cannot substitute for relevance.
• Use AI and emerging creative tools where they improve speed, quality or creative possibility.

About You

• You bring 10+ years of experience in creative direction, social-first content strategy, brand storytelling, art direction, copywriting or integrated creative and senior stakeholder upselling experience.
• You have a portfolio demonstrating strong ideas and beautifully executed work across multiple formats, most importantly, across social.
• 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.