Creative Director

Lapis Group

Purpose of the Role

To lead the visual and narrative development of the digital campaign, ensuring that creative outputs across static and motion assets are aligned with the campaign s strategy, the client s brand guidelines, and the behavioural dynamics of each market. The Creative director will define and oversee the creative concept, guide all design production, and ensure each deliverable contributes to both brand building and lead generation goals.

Key Responsibilities

• Creative Concept Development

• • Translate the campaign strategy and messaging framework into a clear and cohesive creative direction
  • Lead the ideation of the main campaign concept, including tone, mood, and hero themes
  • Develop and articulate the visual language for the campaign (colour, typography, graphic motifs, layout structure)

• Asset Supervision & Design Oversight

• • Oversee the development of all creative outputs, including:
    
    • Static visuals (banners, carousels, social posts)
    • Short-form videos (Reels, TikTok, YouTube Shorts)
    • Storyboard for the hero video
    • Paid ad creatives optimised for Meta, LinkedIn, Google Display, and TikTok
  • Ensure consistency across platforms, formats, and languages
  • Approve assets before delivery to ensure quality, clarity, and performance orientation

• Brand Compliance & Adaptation

• • Ensure strict adherence to client s brand guidelines
  • Adapt creative direction for:
    
    • Different cultural and language contexts
    • Platform-specific requirements (e.g. vertical formats for TikTok, professional tone for LinkedIn)
  • Maintain consistency without compromising regional relevance

• Collaboration & Feedback Integration

• • Work closely with:
    
    • Copywriters and content strategists to ensure message and visual tone are aligned
    • Media and performance teams to test and iterate assets based on engagement and conversion data
    • Client reviewers to integrate feedback constructively and efficiently
  • Lead creative review sessions internally and with the client team

• Creative Strategy for Engagement & Lead Generation

• • Balance aesthetics and clarity with performance goals:
    
    • Design assets that drive engagement, shares, and interaction
    • Develop visuals and CTAs optimised for lead generation and click-through
  • Guide A/B testing visual variations based on audience and channel