Head of Creative

Purpose of the Role

The Head of Creative at PNJ is a strategic leadership role responsible for defining, executing, and driving breakthrough creative ideas across both communication and product development. This position requires a visionary mindset at a corporate level, blending creativity and strategic planning to develop customer-centric creative solutions that elevate PNJ and its sub-brands to new heights.

Beyond leading a high-performing creative team, the Creative Director is accountable for optimizing executional processes and maintaining high performance under pressure. This role works closely with Strategy & Branding, OMNI, Retail (RTL), and Manufacturing departments to ensure seamless alignment from ideation to execution.

Responsibilities

1. Creative Strategy Development

Strategic Vision

• Collaborate with the Strategy & Branding team to analyze market trends, develop long-term creative strategies for PNJ and its sub-brands.
• Propose disruptive creative ideas that align with the company’s overall strategy, enhancing brand differentiation and value.

Customer-Centric Approach

• Leverage consumer insights and behavioral research to tailor creative strategies for different customer segments.
• Ensure all creative solutions enhance customer experience, from product design to communication.

Innovation & Technology Integration

• Monitor global creative trends and integrate emerging technologies—especially AI—to enhance creative efficiency and quality.
• Continuously drive innovation in creative processes and production.

2. Creative Communication Management

Creative Communication Strategy

• Develop and oversee integrated marketing campaigns (ATL, BTL, Digital, Social Media) to enhance brand awareness and positioning.
• Ensure consistency in brand messaging and visual identity across all communication channels.

Content Production Oversight

• Lead high-quality production of visual and video content, ensuring alignment with brand identity.
• Possess in-depth knowledge of production processes, from concept development and scripting to post-production, optimizing efficiency and budget.

Cross-functional Collaboration

• Effectively collaborate with internal teams across Marketing (Digital, PR, Media, Trade Marketing) and other departments like OMNI and RTL to ensure seamless execution.

3. Product Innovation & Design Management

Product Design Direction

• Propose ideals for new collections aligned with brand strategy and market trends.
• Ensure originality, aesthetic value, and competitive positioning of PNJ’s product lines.

Product Production Management

• Collaborate with manufacturing teams to transform design concepts into tangible products with optimal quality and feasibility.
• Integrate cutting-edge technologies (AI, advanced production techniques) to enhance design and manufacturing processes.

4. Creative Team Development & Performance Optimization

Leadership & Inspiration

• Inspire and lead the creative teams (communication and product design) to achieve the highest creative standards.
• Foster a culture of innovation, encouraging continuous creative breakthroughs.

Performance Optimization

• Establish structured plans and frameworks to enhance team efficiency, even under high-pressure conditions.
• Create a dynamic yet effective work environment that ensures project deadlines and quality standards are met.

5. Reporting & Performance Evaluation

• Assess the effectiveness of communication campaigns and new product lines based on predefined KPIs.
• Provide regular reports to the Board of Directors, presenting progress, results, and innovative creative proposals.

Requirements

1. Qualifications & Experience

• Bachelor's degree in Design, Communication, Marketing, or related fields.
• At least 7-10 years of experience in creative leadership (Art-based or Copy-based), product design, or brand communication, with at least 3 years in a senior creative leadership role.

Proven track record in:

• Developing and executing creative strategies for major brands, including brand positioning, concept development, and marketing budget management.
• Leading creative teams, providing mentorship, training, and performance evaluations.
• Working cross-functionally with different teams and managing external partners (agencies, production houses, service providers).
• Creating an outstanding portfolio showcasing high-impact creative campaigns and product innovations.
• Experience in luxury goods, fashion, or beauty industries is a plus.
• International work experience or market knowledge is preferred.

2. Skills & Competencies

• Creative Expertise: Candidates may come from a Copy-based or Art-based background but must possess logical thinking, data analysis skills, and a deep understanding of customer behavior, always prioritizing a customer-centric approach in all creative decisions.
• Strategic & Creative Thinking: Ability to balance disruptive creativity with structured planning to ensure originality, effectiveness, and alignment with business objectives.
• Performance Management: Beyond leading the team to creative excellence, the candidate must be adept at planning, structuring, and optimizing workflows to enhance efficiency, especially under high-pressure environments.
• Leadership Excellence: Capable of leading and motivating large creative teams while fostering cross-departmental collaboration.
• Technology & Innovation Savvy: Passionate about integrating AI and new digital tools into the creative process.
• Communication Mastery: Outstanding ability to present ideas clearly and persuasively to executives, partners, and teams.

3. Tools & Software Proficiency

• Expert in design software (Adobe Creative Suite: Illustrator, Photoshop, InDesign).
• Knowledge of digital content production processes, 3D design tools, and AI-driven creative applications is a plus.