Creative Director

Job Purpose:

The Creative Director leads the Content Studio, the Group's in-house creative function, and is the guardian of the visual identity and tone of voice of every brand. The role holds final creative approval, sets brand guidelines, leads campaign key visuals, writes and approves copy in English and Arabic, and manages the Studio's capacity, intake and standards so that Brand Marketing Managers, Digital \& CRM, VIP and PR \& Creators receive creative work of consistent quality, on time and within budget. The role is hands-on, combining creative leadership with direct production.

Key Accountabilities:

1- Brand identity and creative standards

• Own, document and maintain the brand guidelines for each brand: logo use, typography, color, photography style, layout and tone of voice in English and Arabic.
• Hold final approval on all creative output before publication or production; ensure every asset is consistent with the brand it serves.

• Set the Group's standards for the use of generative AI in creative work, including the rule that food is photographed and never generated. 2- Creative direction and production

• Lead concept development and key visuals for campaigns, launches, seasonal periods and menus, from brief to final artwork.

• Direct photography and video shoots; approve shot lists, styling and edits.

• Write campaign lines, menu descriptions, VIP communications and other priority copy; approve captions and copy drafted by other functions against the tone-of-voice guide; commission Arabic proofreading for menus and print. 3- Studio management

• Operate a single intake for all creative requests; accept work only against a written brief and confirm delivery dates on receipt.

• Plan Studio capacity against the fixed monthly allocation by brand (Sasso, Noir family, VIP and PR); arbitrate conflicting requests and escalate to the Chief Executive Officer only where allocation cannot resolve them.
• Maintain the monthly shoot plan per brand and a content bank of at least four weeks of ready material per brand.

• Manage the freelance roster and production suppliers; commission external resources for peak periods within budget. 4- Team leadership

• Set objectives, allocate work and develop the Designers, AI Designer and Photographer / Videographer; conduct regular reviews of work quality and turnaround.

• Build capability in the team, including the adoption of AI tools by all designers within the Group's standards. 5- Performance and budget

• Manage the content production budget and print and collateral budget; report expenditure monthly.

• Review content performance data supplied by Digital \& CRM each month and apply findings to future creative.
• Participate in the weekly content meeting and the monthly cross-channel review; present Studio delivery and performance at the monthly marketing review. Requirements

• Bachelor's degree in Graphic Design, Visual Communication, Fine Arts or a related discipline. • Minimum seven years in design or creative roles, including at least two years directing a team or studio, with a portfolio demonstrating premium brand work.

• Hospitality, food and beverage, luxury or lifestyle brand experience with a strong record in food photography and video direction. • Proven copywriting ability; fluency in English is required and professional written Arabic is strongly preferred. • Advanced proficiency in Adobe Creative Cloud; working knowledge of generative AI design tools and their appropriate use. • Experience managing production budgets, freelancers and print suppliers.