Role purpose

Own creative development, art direction and visual consistency across Jockey, Mitchdowd and Russell Athletic, translating approved commercial and marketing objectives into distinctive campaigns that build brand equity and support sales.

As the Marketing Manager’s key creative partner, bring original thinking, develop campaign ideas and take ownership of creative delivery. Establish a clear creative vision for each campaign within the agreed brand strategy, brief and budget.

Key accountabilities

Creative concepts and campaign development

- Partner with the Marketing Manager to translate brand strategy, customer insights and commercial priorities into compelling campaign ideas.

- Develop concepts for brand, lifestyle, product, packaging, e-commerce and retail campaigns.

- Define visual narratives, brand storytelling and art direction, preserving the distinct personality of each brand.

- Present concepts through mood boards, treatments, layouts and mock-ups that clearly communicate the idea and its application across channels.

- Develop master campaign concepts and key visual assets for Marketing Manager approval, then approve creative adaptations within the agreed direction.

Art direction and shoot execution

- Lead creative planning and art direction for campaign, lifestyle and product photoshoots.

- Define talent requirements, styling, locations, photography, composition and the overall visual treatment.

- Brief photographers, videographers, stylists and other creative partners, working within approved budgets.

- Direct shoots and oversee image selection, retouching and post-production to deliver the approved creative vision.

Brand identity and visual consistency

- Maintain and evolve brand guidelines, templates and visual standards within the agreed brand positioning.

- Ensure consistency across digital advertising, email, social, websites, packaging,



retail windows and point of sale.

- Review creative outputs for quality, accuracy and alignment with each brand’s identity.

- Provide clear creative guidance to internal teams and external partners.

E-commerce and digital creative

- Set creative direction for e-commerce imagery, campaign landing pages and digital brand presentation.

- Collaborate with e-commerce and channel owners to support product launches, promotional activity and commercial priorities.

- Ensure campaign ideas translate effectively across digital formats, balancing brand expression, product clarity and customer experience.

- Use performance insights to refine creative approaches and develop new asset variations.

Creative production and delivery

- Brief, guide and review design and production outputs, remaining hands-on with concept development, design and key assets.

- Coordinate creative timelines, feedback and delivery requirements with the Marketing Manager and relevant teams.

- Manage external creative resources and production costs within approved budgets.

- Use AI tools for ideation, visual development and concept exploration, applying sound creative judgement and quality control.

- Identify opportunities to improve creative workflows, asset reuse and development efficiency.

Working relationships and decision-making The Marketing Manager owns brand strategy, marketing objectives, campaign priorities, budgets and final approval of master campaign concepts.

The Creative Lead owns creative recommendations,



concept development, art direction and visual quality within those approved parameters. Once the master direction is approved, the role guides execution and approves adaptations, escalating material changes to concept, scope or budget.

The role works closely with design, social, e-commerce, product and sales teams. Channel owners retain responsibility for channel planning, publishing, optimization and performance.

Experience and capabilities

- Strong experience as a Senior Designer, Art Director or Creative Lead within apparel, retail, consumer brands or a relevant agency.

- A portfolio demonstrating original campaign thinking, strong art direction and high-quality execution across multiple channels.

- Experience directing photography and video, from creative planning through to post-production.

- Robust hands-on design skills, including proficiency in Adobe Creative Suite.

- An understanding of digital, e-commerce, packaging, print and retail production.

- The ability to present ideas clearly, guide creative partners and turn feedback into effective solutions.

- Commercial awareness, strong organization and the confidence to progress work independently within an approved brief.

Measures of success

- Creative quality: Distinctive, relevant and well-executed work that meets the brief.

- Brand consistency: Clear and recognizable visual identities across customer touchpoints.

- Campaign delivery: Approved master concepts and key visual assets delivered to agreed timelines and budgets.

- Effectiveness in market: Creative contributes to brand engagement and commercial objectives, assessed with the Marketing Manager and channel owners.

- Creative development efficiency: Clear briefs, timely decisions, effective production processes and reduced avoidable rework.

📌 Creative Lead (Brand & Campaigns) (Ashwood)
🏢 MITCH DOWD
📍 Ashwood