Creative Director

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Role Purpose
We are looking for a Creative Director who can lead the creative direction of Maxidi's visual identity across Private Label, packaging, campaigns, POSM and in-store communication. This is not simply a graphic design role. We are looking for a creative thinker with a strong commercial mindset who understands how design can influence customer behaviour and drive sales. The ideal candidate can turn a commercial objective into a strong creative concept and take it from idea → visual concept → 3D/AI visualisation → final production.
Key Responsibilities
1. Creative Direction & Concept Development
• Lead creative concepts for Maxidi campaigns, promotions, seasonal activities and commercial initiatives.
• Develop strong and distinctive visual concepts that attract attention and create customer engagement.
• Translate Marketing and commercial briefs into creative solutions.
• Develop and maintain a consistent visual direction across Maxidi communication channels.
• Challenge conventional ideas and bring fresh, innovative creative approaches.
2. Private Label & Packaging Design
• Lead the creative development of Maxidi Private Label packaging across different categories.
• Create packaging that stands out on shelf, is easy to recognise from a distance and is clearly differentiated from established brands.
• Develop a distinctive and consistent PL visual identity while allowing individual product categories to have their own personality.
• Understand shelf impact, colour, typography, imagery, hierarchy and pack architecture from a shopper perspective.
• For food products, create packaging that is appetising, desirable and makes customers want to pick up and try the product.
• For non-food products, create packaging that communicates the key benefit and creates a strong motivation to purchase.
• Work with Category Management, Marketing and suppliers from concept development through to final artwork and production.
3. 3D Design & AI-Generated Visuals
• Develop high-quality 3D product visuals, renders and mock-ups.
• Use AI-generated visuals and emerging creative technologies to develop concepts quickly and efficiently.
• Create realistic product and retail visualisations for presentations, campaigns and POSM.
• Continuously explore new AI and 3D tools to improve creative quality and speed of execution.
4. POSM & Retail Creative
• Develop innovative POSM concepts designed to create strong in-store visibility and commercial impact.
• Lead creative development for:
• Window posters
• Gondola ends
• Top boards
• Banners
• Wobblers
• Shelf communication
• Promotional displays
• Seasonal and thematic installations
• Ensure POSM is visually impactful while being practical, cost-effective and suitable for store execution.
• Develop creative solutions that help customers notice, understand and purchase the promoted product.
5. Campaign & Marketing Creative
• Develop Key Visuals for major commercial and thematic campaigns.
• Adapt creative concepts across flyers, Facebook, TikTok, digital, POSM and in-store communication.
• Ensure strong visual consistency across all campaign touchpoints.
• Present creative concepts to Marketing and senior management and explain the commercial rationale behind the design.
6. Creative Leadership
• Provide creative direction and quality control for internal and external design work.
• Review, challenge and improve creative outputs to ensure they meet Maxidi's standards.
• Brief and manage freelance designers, agencies and production partners when required.
• Build a strong creative culture focused on innovation, speed, quality and commercial effectiveness.