Global Creative Director

Creative Direction Role

Super Fans buy again, bring their friends and defend the brand when it isn't in the room. Our job is to earn more of them. NEBO is sold in more than 50,000 retail stores in over 50 countries, and it is becoming our master brand across light, power, heat, sound and tools. Its fans are hunters, tradespeople and overlanders who count on their gear when nobody else is coming to help, and NEBO earns their trust one reliable product at a time. HALO is evolving into a Super Fan brand for Gen Alpha and young women, built on color, seasonal drops and the creators they follow. TRUE carries the products that sit outside NEBO's categories.

This role owns creative direction for the company. You'll decide what each brand stands for in the eyes of its fans, and make sure every place they meet it proves the point: the film, the package, the product page, the creator post, the drop and the unboxing. New brand systems and Super Fan playbooks for NEBO and HALO give you a strong start. From there the creative vision is yours to set and defend.

You will lead internal creative team of designers, supported by industry leading creative agency partners, and direct the production companies, photographers, creators and ambassadors who extend it. You'll work closely with Category Product Management, Sales, Digital Commerce and Marketing, along with our ACGI and Highlite China teams. You own how our brands look, sound and feel. The Chief Brand Officer approves brand strategy, and the brand managers own each brand's commercial plan. This is a hands-on role. You'll make the work and build the team that makes it.

Key Duties

• Define what it means to be a fan of NEBO and of HALO, including the identity, symbols, language and visual systems fans recognize and take on as their own. Make NEBO an unmistakable master brand and keep each brand distinct beneath it.
• Build campaign platforms that last longer than a season and give fans something to take part in. Carry each idea from film and photography through social, creators, email, digital commerce and retail.
• Turn the Super Fan playbooks into working programs of creators, ambassadors, community, drops and limited editions that give fans a reason to come back and bring friends. Make fans' own content and voices part of how our brands tell their stories.
• Lead creative for product collaborations and brand partnerships, from co-branded products and packaging to content made with media partners, athletes and other brands. Keep our brands recognizable inside someone else's story and make every collaboration bring us new fans.
• Raise the craft of creative across all of digital commerce, wherever our products are sold online. That includes Amazon, the sites of major retailers, TikTok Shop and social commerce, and our own sites. Product pages, brand stores, video and search creative should tell one story and convert everywhere.
• Own the creative for every go-to-market tool that carries our brands. That covers packaging and unboxing that fans want to keep and share, catalogs, line sheets and sell sheets, sell-in presentations, in-store displays, fixtures and point-of-purchase, trade show booths and materials, and product training content for sales teams and retail staff. Our products are on shelves in more than 50 countries, so all of it has to win on shelf, on screen and in the buyer's office. Work with Category Product Management, Sales and our offshore partners on structure, materials, cost and timing.
• Lead creative for product launches, drops and retailer programs, so every launch feels like an event to the fans who were waiting for it and arrives with everything Sales needs to sell it in.

Key Responsibilities

• Build and lead a team of six, and decide what we make in-house, what agencies make and what creators make. Hold all of it to one standard for quality, speed and cost.
• Choose, brief and direct agency partners, production companies, photographers, creators and ambassadors, with a clear lane for each. Pick creators and ambassadors for real fit with the brand and its fans, not reach alone.
• Set the creative terms for collaborations up front, including approvals, brand usage and who owns the content, and work with Legal so those terms are in the agreement before work starts.
• Listen to fans. Use reviews, comments, community conversations and social listening to learn what fans love and what they want next and bring it back to Category Product Management and the brand managers.
• Run weekly creative testing with our paid media partner, read the results and feed what wins into the next round. Track fan growth alongside sales, including repeat purchase, community growth and content made by fans.
• Own the brand books, playbooks and asset libraries, and make them easy for Sales, Category Product Management, our global teams, retail partners and creators to use correctly.
• Manage the creative and production budget against the approved plan, and run a fast brief, review and approval process with Integrated Marketing Operations.
• Protect the brands. Route every product claim through Legal before it is used and make sure HALO's work with a young audience meets platform rules and children's privacy and advertising standards.

Key Requirements and Attributes

Required

• 10 or more years in creative for consumer brands, including at least 5 years setting creative direction and leading multi-disciplinary teams across locations.
• A portfolio with work that built a real following, where fans made the brand part of who they are, and work that sold product on shelf, online and in paid social.
• Experience building a Super Fan or community-led brand through creators, ambassadors, drops, limited editions and community programs, with repeat purchase or word-of-mouth results you can show.
• Digital commerce creative that moved the numbers on Amazon, retailer sites, social commerce or brand sites, such as product pages, brand stores and A+ content that measurably improved conversion.
• Experience leading a master brand and its sub-brands, keeping each distinct without losing the family resemblance.
• Experience leading product collaborations or co-branded programs with other brands, media partners or athletes, with a result you can show.
• Experience building a brand with a younger audience through creators, drops and social commerce, and a working understanding of the rules that apply when that audience includes minors.
• Hands-on use of AI and modular asset systems to make more creative, faster and at a lower cost per asset, with clear standards for quality and usage rights.
• Go-to-market creative experience across packaging, catalogs, sales tools, retail displays and trade shows, including work with offshore manufacturing partners.
• A record of building or rebuilding an in-house creative team, including hiring, setting the working rhythm and deciding what stays in-house and what goes to agencies.
• Comfort with performance and community data. You can read a creative test or a fan conversation, explain what's working and change course.
• Working knowledge of usage rights for talent, music, stock and creator content, and the discipline to clear product claims with Legal before they ship.
• Bachelor's degree in design, art direction or a related field, or equivalent experience. Expert in Adobe Creative Cloud.

Preferred

• Experience in outdoor, sport, fitness or tools, and time in the field with the people who use the gear.
• Fluency in producing highly engaging digital/social content, i.e. YouTube, TikTok Shop and long and short-form video content.
• Experience working with global stakeholders and suppliers.

What Success Looks Like in Year One

First 90 Days

• You've spent time in the field with NEBO's hunters, tradespeople and overlanders and with HALO's fans and creators, reviewed places where consumers meet our brands, and have a one-year creative plan approved by the Chief Brand Officer.
• The internal team, the agency roster and the creator bench are set, each with a clear lane and cost, and everyone works from one brief, review and approval process.

By Six Months

• NEBO's new brand system is live across digital commerce, catalogs, sales tools and trade shows, and new packaging is in production for the next product cycle.
• NEBO Product & Brand Collaborations kicked off on key product franchises and HALO's first seasonal drop and creator program launched, and both brands fan communities are growing month over month.

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