Director, Creative

Job Description

We are a lifestyle brand!

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We are on a mission to provide the world with simple, wholesome food and beverage items that fit today's lifestyle, offering an intimate - yet fast and consistent - experience to our customers.

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We love and take pride in what we do, and we currently offer an exciting opportunity to join a thriving and ever-growing brand in this industry.

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POSITION OVERVIEW:

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The Creative Director is responsible for defining, protecting and evolving Pura Vida's creative expression across every guest touchpoint. As the steward of the brand's visual identity and creative execution, this leader transforms marketing strategies into compelling, culturally relevant and consistently exceptional brand experiences. This role reports to the VP of Marketing.

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Working as a peer to the Brand Marketing Director, the Creative Director leads the development of all creative assets supporting marketing initiatives, product launches, seasonal campaigns, restaurant openings, digital experiences and brand storytelling. This role oversees the company's graphic design and content production teams while partnering closely with Marketing, Digital, Operations, Culinary and external agencies to deliver best-in-class creative work that strengthens the brand and drives business results.

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The ideal candidate is an exceptional creative leader with strong business acumen who understands how to balance brand-building, storytelling, operational execution and speed without compromising creative excellence.

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RESPONSIBILITIES:

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Creative Vision & Brand Stewardship

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• Define and continuously evolve Pura Vida's creative expression while ensuring consistency across every guest touchpoint.
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• Celebrate and infuse the brand's visual identity, creative standards, tone and aesthetic.
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• Translate business strategies and marketing priorities into compelling creative concepts and brand experiences.
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• Ensure creative work reinforces Pura Vida's positioning while remaining culturally relevant and commercially effective.
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Creative Strategy & Campaign Development

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• Lead the creative development of all initiatives, including seasonal campaigns, menu launches, partnerships, restaurant openings and brand moments.
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• Collaborate closely with the Brand Marketing Director to develop creative platforms, storytelling and campaign concepts that support business objectives.
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• Guide creative execution from concept through final production across all channels.
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• Ensure consistency across digital, social, in-store, packaging, environmental and experiential touchpoints.
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• Provide creative direction for brand collaborations, co-branded partner assets and PR moments in close partnership with the Brand Marketing Director.
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Content Strategy & Production

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• Collaborate with Social Media department to build on the overall content strategy supporting brand storytelling, product marketing and guest engagement.
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• Lead the Content team responsible for photography, content, video
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• Oversee photography, video production, social-first content, editorial content, copywriting and campaign assets.
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• Build an efficient content production model that supports both planned campaigns and real-time brand opportunities.
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• Ensure content is optimized for each platform while maintaining a consistent brand voice and visual identity.
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Design Leadership

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• Lead the Graphic Design team responsible for brand assets, campaign creative, menus, packaging, in-store materials, digital assets and presentation design.
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• Establish creative processes that enable high-quality work delivered with speed and consistency that is required by the industry standards.
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• Continuously elevate the quality of design across every consumer-facing touchpoint.
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• Maintain and evolve the company's brand guidelines and creative systems.
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Creative Operations

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• Oversee creative workflow, prioritization and resource planning across all projects.
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• Manage relationships with external creative agencies, photographers, videographers, illustrators, production partners and freelancers.
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• Manage usage rights, licensing and talent releases for all photography, video, music and creative assets.
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• Ensure projects are delivered on time, within budget and aligned with priorities.
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• Continuously improve creative process, asset management and production efficiency.
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Budget & Resource Management

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• Own and manage creative and content production budgets, including agency fees, freelance resources and photo/video production costs.
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• Ensure efficient allocation of creative resources and strong return on production investment.
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Cross-Functional Collaboration

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• Partner closely with the Brand Marketing and Social Media Directors to bring the annual marketing calendar and strategic initiatives to life through elevated execution.
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• Collaborate cross-functionally to ensure creative solutions meet both guest needs and operational realities.
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• Participate in early-stage planning to ensure creative considerations are integrated into initiative development from the outset.
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• Foster a collaborative culture that encourages innovation, creativity and cross-functional partnership.
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Innovation & Brand Experience

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• Identify emerging creative, design, content and cultural trends that can strengthen and elevate the brand.
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• Continuously explore new formats, technologies and storytelling approaches to keep Pura Vida creatively distinctive.
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• Elevate the in-store, digital and social brand experience through innovative thinking.
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• Champion creative excellence while balancing speed, scalability and business impact.
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Performance & Optimization

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• Evaluate creative effectiveness through business performance, consumer feedback and digital engagement metrics.
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• Partner with Brand Marketing and Digital teams to test creative concepts, optimize performance and apply learnings to future work.
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• Develop creative best practices based on measurable results and guest insights.
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Team Leadership

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• Lead, mentor and inspire the Graphic Design and Content Production teams.
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• Foster a collaborative, high-performing creative culture built on curiosity, craftsmanship and accountability.
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• Establish clear creative standards, provide ongoing coaching and support professional development.
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• Build internal capabilities while effectively leveraging external partners when needed.
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REQUIREMENTS:

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• 8+ years of creative leadership experience within hospitality, restaurants, lifestyle, retail or consumer brands.
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• Proven experience leading multidisciplinary creative teams, including graphic design, content production, photography and video.
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• Strong portfolio demonstrating excellence in brand identity, integrated campaigns, social media, digital experiences and content creation.
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• Experience managing both internal creative teams and external agencies.
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• Fluency with modern creative tools and workflows, including Adobe Creative Suite, Figma and emerging AI-assisted creative tools.
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• Deep understanding of visual storytelling, creative strategy and brand systems.
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• Ability to balance strategic thinking with hands-on creative leadership and execution.
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• Strong organizational, communication and project management skills in fast-paced environments.
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• Passion for hospitality, design, wellness and creating memorable guest experiences.
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• This is an in-office position based at our headquarters in Miami, FL.
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BENEFITS:

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• Health & Wellness – Medical, Dental & Vision
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• Paid Time Off
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• Discounted Meals
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• Employee Assistance Program
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• Growth Opportunities
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• 401(k) Plan with Company Match
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The general nature and level of work being performed by persons assigned to this job classification are contained in this job description. This job description should not be construed as an exhaustive list of all responsibilities, essential job functions, duties, skills required and other job requirements of personnel in this role. All employees may be required to perform duties outside of their normal responsibilities from time to time as needed. Management reserves the right to assign or reassign duties and responsibilities to the job at any time.

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Pura Vida Miami is proud to be an equal opportunity employer. We are committed to creating a workplace where diversity is celebrated and everyone feels welcome, regardless of race, color, religion, national origin, age, sex, sexual orientation, gender identity or expression, disability, veteran status, or any other legally protected characteristic. We believe that building a team with diverse perspectives and experiences makes us stronger, more creative, and more connected to the communities we serve.

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Agency Disclaimer

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We’ve got this covered! At Pura Vida Miami, our Talent Acquisition team leads all hiring efforts internally. We do not accept unsolicited resumes from agencies, we mean it. Any resumes sent our way without a signed agreement in place (including those sent directly to our team or hiring managers) will be considered property of Pura Vida Miami and we won’t be responsible for any fees. If you’re interested in partnering with us, reach out to our Talent team first. We’re happy to connect the right way!

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