Creative Director

About the Role

Minor Hotels is seeking a Creative Director to lead the creative vision and direction across its portfolio of hotel brands and related businesses. This is a senior, hands-on role: the Creative Director will set the creative direction, personally shape the company’s most important work, and lead an in-house creative team that works alongside agencies, hotels and regional teams around the world.

The Creative Director will translate brand strategy into distinctive, commercially effective creative, protecting the clarity of each brand and the integrity of the wider portfolio. Reporting to the Vice President Marketing, the role has a visible voice in brand launches, rebrands, campaigns and hotel openings, and the opportunity to shape how Minor Hotels’ brands look, sound and feel for years to come.

The Creative Director will:

Creative vision and brand stewardship

• Define and champion a distinctive creative vision for each brand, turning positioning and audience insight into visual identities and brand experiences across every touchpoint.
• Protect brand architecture, identity systems and naming conventions, and challenge work that dilutes brand equity or creates unnecessary inconsistency.
• Own and evolve brand guidelines as practical, digital-first design systems, with templates, toolkits and asset libraries that let corporate, regional and hotel teams execute consistently and well.
• Lead creative direction for brand launches, refreshes, rebrands, conversions and pre-opening programmes, in partnership with the Vice President Marketing and brand governance forums.

Hands-on creative and integrated campaigns

• Personally develop concepts and art-direct priority work, from first idea through to final execution, setting the standard by example.
• Conceive and direct integrated campaigns across digital, social, video and motion, CRM, web, photography, print and out-of-home, with one clear idea and visual language across channels.
• Lead art direction and visual storytelling for photography, film and content production, from brief and mood boards through to shoot oversight and post-production review.
• Champion social-first and creator-led storytelling that feels native to each platform and true to the brand.
• Use customer insight, performance data and testing to improve relevance and results, without compromising brand standards.

Brand experience in hotels

• Work with interior design, food and beverage, operations and development teams so each brand is expressed consistently in physical touchpoints such as signage, print, packaging and in-room items.
• Review property-level work that falls outside approved templates, and advise on property photography, collateral, campaigns and pre-opening creative.
• Balance global brand consistency with local market relevance across Asia Pacific, the Middle East, Africa, the Indian Ocean, Europe and the Americas.

Leading the creative team

• Lead, coach and inspire the in-house creative team through regular design reviews, mentoring and constructive critique, building a culture of craft, curiosity and accountability.
• Shape the team’s structure, skills mix and capacity across design, art direction, motion, video and content; lead recruitment, succession planning and career development.
• Set clear priorities, stay close to important briefs, and empower team members to own their work.

Creative operations, budget and AI

• Run an effective creative operation covering briefing, prioritisation, workload planning, turnaround standards and reporting, with clear visibility of timelines, dependencies and risks.
• Manage the creative budget and production costs, and decide when work is best delivered in-house or through external partners.
• Evaluate and introduce AI-enabled creative tools where they improve quality or efficiency, with clear guardrails on brand safety, intellectual property, data privacy, usage rights and disclosure.
• Ensure creative assets are reviewed before publication for brand compliance, accuracy, cultural sensitivity and accessibility.

Agencies, partners and stakeholders

• Build and manage a roster of creative, design, photography, film and production partners, including briefing, pitching, selection, negotiation, quality control and performance review.
• Give clear direction and feedback to partners, and take accountability for the quality, consistency, timing and value of external creative output.
• Partner with Marketing, Digital, Social Media & Creator, Content, CRM, Revenue, PR and hotel teams to align creative priorities with business objectives.
• Present creative strategy and work with confidence to senior leadership and owners, explaining the rationale and responding constructively to feedback.

Photography and videography

• Guide the photographic and film direction for each brand, defining visual style and storytelling approach so that visual expression is distinctive to each brand and consistent across the portfolio.
• Conduct and art-direct photo and video shoots when required, including campaign, pre-opening and priority-property shoots, covering briefs, shot lists, mood boards, location and talent direction, on-set creative dir