Key Responsibilities Develop and implement overall creative and visual strategy, ensuring consistency with the brand identity, positioning, and business objectives. Develop compelling visual concepts and engaging storytelling that elevate brand awareness, deepen customer engagement, drive consideration, and ultimately convert audiences. Create impactful creative experiences across campaigns, digital touchpoints, local activations, and retailtainment, ensuring every execution is culturally relevant, visually distinctive, and aligned with the brand’s strategic objectives. Lead the creative direction and execution of brand campaigns, product launches, photoshoots, videos, social media, website, e-commerce, and other customer-facing content. Develop compelling visual concepts and storytelling that strengthen brand awareness, customer engagement, consideration, and conversion. Lead the Visual Merchandising strategy, including store windows, product displays, campaign installations, launch areas, POS materials, and in-store communication. Establish and maintain VM guidelines and visual standards to ensure consistent and premium execution across all stores and markets. Work closely with Marketing, Digital, NPD, Retail, E-commerce, and Commercial teams to ensure creative and VM initiatives support business and sales objectives. Capture and apply consumer insights, market intelligence, cultural trends, and beauty/fashion trends. Ensure the consistent application and protection of the brand identity and visual standards across internal teams, agencies, and external partners. Lead and inspire the creative team, agencies, and external creative partners, ensuring high-quality and timely delivery of projects. Monitor the effectiveness of creative campaigns and VM initiatives and use performance insights to continuously improve customer engagement and commercial impact. Qualifications & Experience Bachelor’s degree in design, Visual Communication, Marketing, Fine Arts, Fashion, or a related field.8–12+ years of experience in creative leadership, preferably within cosmetics, fashion, luxury, retail, or FMCG. Proven experience in creative direction, brand development, campaign development, digital content, and visual merchandising. Strong portfolio demonstrating creative concepts, campaigns, photography, digital content, and retail/VM execution. Strong understanding of consumer trends, digital platforms, social media, and e-commerce. Strong leadership, communication, collaboration, and project management skills. Commercially minded with the ability to connect creative ideas to customer engagement and business results.