Website:
valeriegroup.com
Job details:
Division: Centre of Excellence (COE)
Purpose
The Brand Lead owns both brand strategy and performance creative execution across Valerie’s brand portfolio. This role sits at the intersection of brand vision, consumer psychology, and hands-on creative production, ensuring every customer touchpoint—from paid ads and landing pages to emails and product storytelling—reflects a clear brand position while driving measurable business outcomes.
Key Ownership Areas
- Own end-to-end brand strategy: positioning, messaging pillars, tone of voice, and visual narrative
- Lead creative across paid acquisition, lifecycle, and retention channels
- Set creative quality standards and performance benchmarks across the portfolio
- Establish structured experimentation and creative testing systems
- Drive AI-assisted creative workflows and rapid prototyping
- Initially help execute creatives & content directly while building scalable frameworks for future team expansion
Key Responsibilities
1) Brand Strategy & Stakeholder Leadership
- Translate founder vision + business goals into a clear brand north star
- Ensure alignment across ads, websites, CRM/lifecycle, and content
- Lead founder/stakeholder strategy conversations with confident recommendations and trade-offs
- Challenge assumptions when needed using data, customer insight, and brand principles
2) Creative Direction, Quality & Performance
- Define, uphold, and evolve creative standards across the portfolio
- Set creative direction for paid campaigns while balancing speed, experimentation, and excellence
- Partner with Performance teams to iterate based on testing and results (creative fatigue, winners/losers, learnings)
3) Hands-On Creative Execution (Early Stage “Maker” Mode)
You will directly produce:
- Paid social creatives (Meta, TikTok, YouTube) – static + motion
- Short-form video / animation ads
- EDM/lifecycle creatives and templates
- Landing page / UI components and A/B test variants
You will ensure assets are mobile-first, thumb-stopping, brand-safe, and well-documented (file hygiene + version control).
4) Innovation & AI + Creative Integration
- Drive creative innovation across formats, storytelling structures, and platform trends
- Leverage AI tools (ChatGPT, Midjourney, DALL·E, Firefly, Runway, Leonardo.ai, Figma plugins) for ideation, exploration, production acceleration, and concept validation
- Refine AI outputs through design polish, compositing, and motion enhancement
- Guide responsible AI usage without compromising brand integrity
5) Brand Governance & Reusability
- Maintain brand hygiene: tone, typography, visual standards, safe formats, CTA clarity
- Build and manage a centralized brand library: guidelines, playbooks, best creatives, approved messaging, audience/competitor insights
- Create scalable templates/frameworks that teams can reuse
- Strong working knowledge of best practices across Meta, TikTok, Pinterest, YouTube (safe zones, ratios, legibility, compliance, fatigue patterns)
Ideal Behaviour, Qualifications & Skills
Must Have
- Strong hands-on design capability with the ability to create high-quality static and motion creatives
- Proficiency in Canva and Figma
- Strong understanding of performance marketing and paid acquisition channels
- Working knowledge of SEO and organic growth channels
- Strong understanding of brand strategy, storytelling, and consumer psychology
- Ability to balance strategic thinking with hands-on execution
- Deep understanding of creative best practices across Meta, TikTok, Pinterest, and YouTube (formats, ratios, creative fatigue, etc.)
- Ability to collaborate with founders and stakeholders and translate brand vision into high-performing creative
- 4–6 years of experience in brand strategy, creative strategy, performance creative, or similar hybrid roles
- Comfortable wearing multiple hats in a fast-moving environment
- Experience managing or working across multiple brands
- Experience working within Agency & Start-up culture
- FMCG, Beverage, Consumables, E-commerce, or B2C primary experience
Good to Have
- Ability to introduce new creative formats, narratives, and experimentation approaches
- Experience building creative systems and frameworks from scratch
- Familiarity with AI-assisted creative workflows or marketing tools
- Basic knowledge of design tools like After Effects / Premiere Pro
What Success Looks Like
- Brand Consistency & Clarity: alignment across ads, website, CRM, and content
- Creative Performance Quality: % approved with minimal revisions
- Founder & Stakeholder Satisfaction: trust, clarity, and decision velocity
- Iteration Velocity: speed and effectiveness of post-feedback improvements
- Innovation Contribution: new narratives, formats, and execution approaches introduced
- Adoption & Reusability: usage of templates/frameworks by internal teams
- Cross-Team Feedback: clarity, collaboration, speed, strategic impact
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