Creative Director

Purpose of the Role
The Creative Director 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.