Head of Creative

Overview

ROLE PROFILE

This role exists to define and elevate the creative vision of NADINE MERABI, ensuring the brand remains distinctive, aspirational, and globally recognised.

The Head of Creative will be responsible for translating the brand's DNA into compelling, cohesive storytelling across all touchpoints-from campaign direction to digital, social, retail, and customer experience.

As the guardian of brand identity, this role drives emotional connection, cultural relevance, and commercial impact through world-class creative execution.

Responsibilities

• Working with the Creative Director to define and evolve the overall creative vision and brand identity, ensuring alignment with business strategy.
• Working with the Creative Director leading the concept, direction, and execution of all creative campaigns, including seasonal launches, brand campaigns, and product storytelling.
• Leading the development and execution of all brand creative from concept through to delivery.
• Directing photoshoots including art direction, casting, styling, and post-production.
• Overseeing the creation of all visual assets across e-commerce, social, CRM, paid channels and retail and wholesale.
• Collaborating closely with Design, Marketing, E-commerce, and Wholesale teams to ensure a cohesive brand experience.
• Ensuring all creative outputs are delivered on time, within budget, and to the highest standard.
• Managing day-to-day workflow of the creative team and external partners (photographers, stylists, agencies).
• Maintaining and implementing brand guidelines across all touchpoints.
• Identifying and translating trends into relevant and on-brand creative concepts.
• Overseeing content planning to support marketing calendars, launches, and key trading moments.
• Continuously review and optimise creative processes for efficiency and output quality.
• Driving innovation and creativity, keeping the brand at the forefront of the luxury fashion landscape.
• Briefing and managing external agencies, freelancers, and production partners where required.
• Champion brand consistency and excellence across all customer touchpoints.
• Using data, insights, and performance metrics to inform and refine creative decisions.

Accountable for

• Defining and evolving the overall creative vision and brand identity.
• Ensuring consistency, quality, and distinctiveness of the brand across all channels.
• Driving creative that delivers both brand elevation and commercial performance.
• Building and leading a high-performing, inspired creative team.
• Aligning creative strategy with broader business objectives and growth plans.
• Maintaining the brand's position as a leader within premium womenswear.
• Setting and upholding creative standards, ensuring all output reflects a premium aesthetic.
• Effective management of creative budgets and resource allocation.
• Establishing strong cross-functional collaboration with PR, Social, Product, and E-commerce leadership.
• Identifying opportunities for innovation and cultural relevance to keep the brand at the forefront.

Knowledge, Skills & Experience

Essential Skills & Experience

• Proven experience in a senior creative leadership role within a premium or luxury fashion brand.
• Strong portfolio demonstrating high-impact campaigns, brand storytelling, and art direction.
• Deep understanding of fashion aesthetics, trends, and the premium womenswear customer.
• Expertise in creative direction across multiple channels (digital, social, e-commerce, and campaigns).
• Exceptional eye for detail, styling, composition, and visual storytelling.
• Strong leadership and team development skills with experience managing a creative team.
• Ability to balance creative excellence with commercial awareness and performance outcomes.
• Experience working in a fast-paced, high-growth environment.
• Excellent stakeholder management and cross-functional collaboration skills.
• Strong organisational skills with the ability to manage multiple projects simultaneously.
• Proficiency in creative tools and an understanding of production processes.
• Experience managing agencies, production, and creative budgets.
• Excellent stakeholder management and cross-functional collaboration skills.

Preferred Skills & Experience:

• Experience working within a high-growth or founder-led business
• Exposure to international markets (US and/or EU)
• Understanding of performance marketing and how creative drives conversion
• Experience across both D2C and wholesale channels
• Passion for and strong awareness of the luxury fashion industry, trends, and competitors