Creative Head

The
Creative Head
is responsible for leading the creative vision, brand strategy, and design execution across a diverse portfolio of coffee shop and restaurant brands. This leadership role ensures brand consistency and innovation across all customer touchpoints—from in-store experience and packaging to digital marketing and campaigns—while aligning with business goals and market trends. Working closely with cross-functional teams, the Creative Head drives compelling storytelling, customer engagement, and differentiation in both domestic and international markets.

The ideal candidate is a visionary leader with strong design sensibility, strategic thinking, and a deep understanding of the F&B retail landscape..

Core Creative & Brand Skills

Brand Strategy & Architecture

• Ability to define and evolve brand identities across multiple brands.
• Experience in managing brand consistency while allowing for localized or market-specific adaptations.

Visual Communication & Design Direction

• Strong understanding of design systems, typography, photography, packaging, and digital assets.
• Ability to guide in-house and agency teams to execute creative that aligns with brand values.

Campaign Development

• Lead ideation and development of 360° marketing campaigns (social, digital, OOH, in-store, etc.).
• Ensure storytelling aligns with each brand's tone and customer experience.

Retail & Environmental Design

• Familiarity with spatial design, customer journey mapping in physical locations (store layout, signage, brand cues).
• Collaborate with architects/interior designers on the branded environment.

Strategic & Analytical Thinking:

Consumer Insight & Trend Awareness

• Understand target audiences across markets and adapt creative strategies to meet their expectations.
• Stay on top of F&B, lifestyle, and retail trends.

Data-Driven Creative Decision Making

• Leverage customer data, campaign analytics, and feedback to refine creative output.

Multi-Brand Portfolio Management

• Navigate and lead creative efforts across different brand tiers and identities without dilution.

Leadership & Collaboration:

Team Leadership

• Inspire, manage, and mentor multidisciplinary creative teams (designers, copywriters, videographers).
• Foster a collaborative and high-performance culture.

Cross-Functional Collaboration

• Partner with marketing, operations, product, R&D, and digital teams to ensure alignment and execution.

Vendor & Agency Management

• Source and direct creative agencies, freelancers, and production vendors to scale creative output efficiently.

Digital & Innovation Focus

Digital & Social Media Understanding

• Strong grasp of social media trends, formats, and storytelling that drive engagement.
• Oversee content creation tailored to various platforms (TikTok, Instagram, YouTube, etc.).

Innovation & New Concepts

• Propose new brand concepts, seasonal campaigns, or customer experiences that differentiate the group in a crowded market.

Job Requirements:

Education/ Training Qualifications

Bachelor's degree
in one of the following fields (or equivalent experience):

• Graphic Design
• Marketing
• Brand Management
• Fine Arts
• Multimedia Design

Work

Experience

• 10+ years of relevant experience in creative roles within branding, design, or marketing, preferably in the F&B, retail, hospitality, or lifestyle sectors.
• 5+ years in a leadership or Senior Manager/Head-level position, managing multidisciplinary creative teams (e.g., design, content, video, digital).
• Proven experience building and evolving brand identity systems across multiple consumer-facing brands, including launching new concepts or rebranding initiatives.
• Strong portfolio demonstrating successful 360° campaigns, packaging, retail design, digital content, and brand storytelling.
• Experience collaborating with cross-functional teams such as marketing, product, operations, and development, especially in a fast-paced, multi-brand, or franchise environment.
• Hands-on experience with international markets or regional brand adaptation is highly valued (especially Southeast Asia, Asia-Pacific, or global F&B markets).
• Demonstrated success managing external creative agencies, freelancers, and production vendors.

For more details, please contact Mr. Emmanuel L'Henoret (TA Manager - COE, email: ) for further information.