Senior Creative Lead

pu prime; Singapore; On-site; SGD 120,000 - 160,000; Full time

Job summary

pu prime is seeking a Senior Creative Lead to elevate the design function across brand, digital, motion and regional creative work. The role demands exceptional visual taste, strong hands-on capability and proven experience managing designers or complex projects.

You will define the global visual direction, raise the creative standard, and build scalable design systems for brand consistency across markets. You will mentor specialists across disciplines, challenge ideas, and stay hands-on to

Qualifications

• 5+ years of relevant design leadership experience.
• Outstanding portfolio demonstrating exceptional visual craft, taste and creative judgement.
• Strong experience in brand identity, visual systems and multi-channel design.
• Demonstrated ability to establish or evolve a brand's visual direction.
• Strong hands-on design capability and ability to guide work at both conceptual and execution levels.
• Strong proficiency in Figma and Adobe Creative Suite.
• Strong project management and prioritisation skills, with experience managing multiple creative workstreams simultaneously.
• Strong communication and stakeholder management skills.

Responsibilities

• Own and elevate the company's visual direction and creative quality across brand and marketing touchpoints.
• Translate brand strategy into distinctive visual concepts, design languages and systems.
• Set a high creative bar across graphic, digital, web, motion and campaign design.
• Lead creative reviews and provide clear, actionable design feedback.
• Mentor designers and guide from concept to execution rather than just approving outputs.
• Identify emerging visual and digital design trends and apply them to the brand.
• Ensure brand consistency as the organization scales globally.

Skills

Design leadership

Portfolio

Brand identity

Design systems

Figma

Adobe Creative Suite

Project management

Stakeholder management

UI/UX

Mentoring

Tools

Figma

Adobe Creative Suite

Job description

We are looking for an experienced Senior Creative Lead to elevate our growing design team across brand, digital, motion and regional creative work.

This role is ideal for a design leader with exceptional visual taste, strong hands-on design capability and proven experience managing designers or complex creative projects.

You will lead a multidisciplinary team covering visual and graphic design, motion and video, web and digital design, as well as regional creative support. Beyond managing day-to-day delivery, you will play a key role in defining and evolving our global visual direction, raising the creative standard of the team and building a scalable design system that strengthens brand consistency across markets and channels.

We are looking for a lead with strong craft and judgement — someone who can challenge ideas, provide meaningful creative direction, mentor specialists across different disciplines and remain close enough to the work to step in when needed.

Responsibilities

• Own and continuously elevate the company's overall visual direction and creative quality across brand and marketing touchpoints.
• Translate brand strategy into distinctive visual concepts, design languages and creative systems.
• Set a high creative bar across graphic, digital, web, motion and campaign design.
• Lead creative reviews and provide clear, actionable and technically informed design feedback.
• Guide designers from concept development through execution, rather than simply approving final outputs.
• Identify emerging visual and digital design trends and determine how they can be meaningfully applied to the brand.
• Ensure creative work remains distinctive, contemporary and recognisable as the organisation scales globally.
• Mentor and develop designers while fostering a culture of strong creative thinking, collaboration and continuous improvement.

Design Systems & Brand Governance

• Build and maintain scalable brand and design systems covering typography, colour, layout, components, imagery, digital applications and other visual principles.
• Develop clear guidelines that allow global and regional teams to create efficiently without compromising brand quality.
• Create effective governance and review processes for regional and global creative work.
• Ensure brand consistency across websites, landing pages, social media, campaigns, events, video, product-related touchpoints and other digital experiences.

Digital & Experience Design

• Provide strong creative direction for websites, landing pages, campaign pages and digital experiences.
• Apply solid understanding of UI/UX principles, information hierarchy, responsive design and interaction patterns.
• Work closely with developers and other stakeholders to ensure design intent is translated accurately into production.
• Contribute hands-on to web or digital design when required.
• Support the evolution of design across mobile, App and H5 experiences where relevant.

AI & Future Design Workflow

• Champion the practical adoption of AI-assisted design workflows across the team.
• Explore and evaluate emerging AI tools for concept development, image generation, storyboarding, prototyping, creative variations and production.
• Identify opportunities to automate repetitive production work and allow designers to spend more time on higher-value creative thinking.

Requirements

• 5+ years of relevant design experience, including significant experience in a senior, lead or creative leadership capacity.
• An outstanding portfolio demonstrating exceptional visual craft, taste and creative judgement.
• Strong experience in brand identity, visual systems and multi-channel design.
• Demonstrated ability to establish or evolve a brand's visual direction.
• Strong hands-on design capability and the ability to guide work at both conceptual and execution levels.
• Strong proficiency in Figma and Adobe Creative Suite.
• Strong project management and prioritisation skills, with experience managing multiple creative workstreams simultaneously.
• Strong communication and stakeholder management skills.