Job Description

Purpose
The Creative Director is responsible for shaping and driving the creative vision across GEMS Education's marketing campaigns, ensuring strategic alignment with business objectives, audience insights, and brand positioning. This role bridges creativity and strategy, developing powerful campaign concepts and narratives that cut across digital, social, PR, and experiential platforms.
This Creative Director partners closely with the Marketing, Brand, and Digital teams to produce breakthrough ideas that deliver measurable impact in enrolments, engagement, and brand reputation.
Key Accountabilities

• Develop and lead creative strategies that translate business goals and audience insights into compelling, integrated campaigns.
• Collaborate with Brand, Social, Digital, and PR teams to ensure all creative output is consistent, innovative, and effective.
• Act as the strategic sparring partner for the Senior Creative Head, shaping campaign briefs and translating them into clear creative directions.
• Conduct trend analysis, audience profiling, and competitor benchmarking to inform creative ideation.
• Drive storytelling excellence across all content formats (video, digital, experiential, copy).
• Present concepts, storyboards, and strategies persuasively to senior stakeholders and external partners.
• Partner with agencies and vendors to ensure creative strategies are executed to the highest standard.
• Evaluate campaign performance and optimise creative approaches based on analytics and insights.

Skills
Expected Qualifications & Experience

• Bachelor's degree in Marketing, Communications, Advertising, Design, or related field.
• 8-12 years' experience in creative strategy, brand communications, or integrated campaign development (agency or in-house).
• Strong portfolio showcasing successful creative strategy and campaign execution across multiple channels.
• Proven track record of shaping impactful creative ideas that deliver measurable business results.
• Experience in education, lifestyle, or service-driven industries (preferred).

Job-Specific Knowledge & Skills

• Deep understanding of digital-first and social-first campaign development, including platform-specific creative strategies.
• Strong storytelling, copywriting, and content ideation skills.
• Ability to synthesise insights, data, and trends into actionable creative strategies.
• Excellent presentation, pitching, and stakeholder management skills.
• Hands-on familiarity with creative processes (design, copy, video production, content creation).
• Highly collaborative, with the ability to work across cross-functional teams.
• Innovative, forward-thinking, and attuned to emerging creative trends, technologies, and cultural moments.

GEMS Education is committed to safeguarding and promoting the welfare of all of its students and staff. A UK-enhanced DBS or equivalent police check is a pre-requisite for all appointments.

Skills Required