Senior Creative Director

Job description

The Senior Creative Director is a visionary brand leader responsible for defining, evolving, and stewarding L.A.B. Golf's creative vision and visual identity across all consumer touchpoints. This role serves as the creative authority behind the brand experience, establishing the standards, storytelling platforms, and artistic direction that bring L.A.B. Golf's zero-torque technology and fitting-first philosophy to life through compelling and culturally relevant work. From leading integrated campaigns and product launches to guiding packaging, retail, digital experiences, and brand activations, the Senior Creative Director ensures every expression of the brand is cohesive, differentiated, and aligned with business objectives.


Responsibilities and Duties
Brand Vision & Creative Direction
• Own and steward the L.A.B. Golf brand vision, creative strategy, and visual identity across all consumer touchpoints, ensuring a consistent and differentiated brand experience.
• Set the creative standards and establish art direction principles across campaigns, product launches, packaging, retail environments, digital experiences, and customer-facing materials.
• Translate L.A.B. Golf's zero-torque technology, fitting-first philosophy, and performance-driven innovation into compelling brand storytelling and culturally relevant creative work.
• Define and evolve the brand's visual language, ensuring creative expression supports business objectives and strengthens market positioning.
Campaign Development & Brand Storytelling
• Develop and optimize workflows to manage campaign timelines, soft goods development, sales collateral, and retail activations.
• Own and maintain cross-functional project management tools to increase visibility and accountability.
• Establish production timelines with milestones, ensuring creative deliverables align with seasonal and product launch calendars.
Cross-Functional Collaboration
• Develop overarching creative concepts and campaign platforms that connect product innovation, player performance, and consumer insights.
• Lead the creative development process from initial concept through final execution, ensuring work is impactful, cohesive, and aligned with brand strategy.
• Partner with Marketing, Product, Sales, and Athlete teams to create compelling narratives that elevate brand awareness and consumer engagement.
• Establish creative approaches for product launches, seasonal campaigns, partnerships, events, and key commercial initiatives.
Creative Team Leadership & Development
• Lead, mentor, and grow the creative team, including designers, copywriters, art directors, and other creative contributors.
• Provide clear direction, coaching, and feedback to elevate creative quality, collaboration, and individual development.
• Establish creative processes, expectations, and standards that enable the team to deliver high-impact work efficiently.
• Manage external creative partners, agencies, freelancers, and production resources to extend creative capabilities as needed.
Brand Governance & Consistency
• Serve as the primary guardian of the L.A.B. Golf brand, ensuring consistency across internal teams, agencies, athletes, distributors, retail partners, and international markets.
• Develop and maintain brand guidelines, creative standards, and governance practices to protect brand integrity.
• Review and approve creative concepts, campaigns, and executions to ensure alignment with brand strategy and quality expectations.
• Ensure global partners and external stakeholders have the tools and guidance needed to represent the brand accurately.
Cross-Functional Collaboration
• Partner closely with the Chief Marketing Officer and Director of Marketing to align creative strategy with go-to-market plans, commercial priorities, and long-term brand objectives.
• Act as a strategic creative partner across departments, balancing brand-building initiatives with commercial needs.
• Facilitate creative reviews and alignment meetings to ensure clarity, accountability, and timely execution.
Product, Packaging & Retail Experience
• Lead creative direction for product launches, packaging, product graphics, retail displays, and merchandising experiences.
• Develop creative strategies that enhance the customer journey across retail, digital, and experiential environments.
• Maintain high standards for visual presentation across all physical and digital brand experiences.
Digital & Consumer Experience
• Guide creative direction across digital channels, including website, e-commerce, social media, email, and digital campaigns.
• Ensure all consumer-facing content reflects the L.A.B. Golf brand voice, personality, and visual identity.
• Partner with digital teams to optimize creative performance and support customer engagement goals.
• Evolve digital storytelling approaches to reflect changing consumer expectations and market trends.
Agency, Vendor & Production Management
• Direct relationships with external agencies, photographers, videographers, production partners, and other creative vendors.
• Provide creative oversight throughout production processes to ensure quality, consistency, and alignment with brand objectives.
• Manage creative budgets, timelines, and resources to maximize impact and efficiency.
• Evaluate and select creative partners who align with L.A.B. Golf's standards and strategic vision.
Leadership & Strategic Operations
• Represent Creative Leadership in executive and cross-functional meetings, providing strategic insight on brand direction, creative priorities, and business initiatives.
• Communicate creative vision, project priorities, timelines, and resource needs to leadership and stakeholders.
• Establish success metrics for creative initiatives, including brand consistency, creative quality, consumer engagement, and cultural relevance.
• Drive continuous improvement of creative processes, team capabilities, and operational practices to support company growth and scale.

Qualifications, Skills & Attributes
Education
• Bachelor's degree in Design, Fine Arts, Advertising, Communications, Marketing, or a related creative field preferred.
• Advanced degree or professional certifications in creative leadership, brand strategy, or a related discipline are a plus.
• An exceptional professional portfolio and demonstrated creative leadership experience may be considered in lieu of formal education.
Experience
• 10+ years of progressive experience in brand, creative, design, or marketing roles, including 4+ years in a senior creative leadership position (Creative Director or above).
• Proven experience building, evolving, and maintaining a consumer-facing brand identity within a premium, lifestyle, sport, outdoor, fashion, or related industry.
• Demonstrated success leading integrated creative campaigns across multiple channels, including film, photography, digital, social, out-of-home (OOH), packaging, retail, and experiential marketing.
• Strong portfolio showcasing exceptional creative direction, brand storytelling, and the ability to translate business strategy into compelling consumer experiences.
• Experience leading and developing creative teams, including designers, copywriters, art directors, and external creative partners.
• Proven ability to direct agencies, photographers, production teams, and other creative vendors while maintaining quality, timelines, and brand standards.
• Experience in the golf, sporting goods, performance products, or premium consumer goods industry is strongly preferred.
Technical Skills
• Expert proficiency in Adobe Creative Suite, including Photoshop, Illustrator, InDesign, and After Effects, with advanced knowledge of creative production workflows.
• Proficiency with Figma and modern digital design collaboration tools.
• Strong understanding of typography, motion design, photography, video production, print processes, packaging specifications, and visual storytelling principles.
• Ability to establish and maintain creative standards across digital, retail, packaging, and physical brand experiences.
• Familiarity with Digital Asset Management (DAM) systems, creative workflow platforms, and collaboration tools such as Asana, Monday.com, or similar platforms.
• Ability to effectively communicate creative direction, provide actionable feedback, and collaborate with designers, photographers, editors, and production teams.
• Experience managing creative budgets, production timelines, vendor relationships, and resource planning.
• Understanding of global brand execution, localization, translation workflows, and creative considerations for international markets.
Desired Attributes
• Visionary creative leader who establishes a high creative bar while balancing strategic priorities, business needs, and execution timelines.
• Exceptional storyteller with the ability to transform complex product innovation and brand philosophies into compelling consumer narratives.
• Strong understanding of cultural trends, consumer behavior, and how brands create meaningful connections beyond product features.
• Collaborative leader who inspires teams, develops talent, and creates an environment where creativity and accountability thrive.
• Excellent communicator who can translate between creative, business, and technical stakeholders at all levels of the organization.
• Adaptable and solutions-oriented, with the ability to thrive in a fast-paced, high-growth, founder-influenced environment.

Physical & Cognitive Requirements: Ability to sit/stand for extended periods, use computers and design tools, review creative assets, and tolerate extended screen time. Mobility and occasional travel may be required for shoots, events, activations, and production activities. Requires strong conceptual thinking, creative problem-solving, judgment, communication, collaboration, organization, adaptability, and the ability to manage competing priorities while translating creative vision into actionable direction.