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Creative Director EMEA

Summary

Salary
Competitive
Team
Creative
Location
London - United Kingdom

About us

Our technology is unique and complex, so it’s up to us to explain it clearly. We’re a large global team, working in-house, directly with engineers and the broader business to create communications that are effective and reflect our pioneering approach. Everything from multi-channel campaigns to ground-breaking films and imagery. And as we grow, we seek to better understand our owners in each of our markets to ensure their experience is meaningful. We have an iterative creative process, driven by passion and an unstoppable push for perfection.

We need a Regional Creative Director to lead and manage creative output across Dyson’s EMEA markets, based out of London.

About the role

The focus is governance, agility and performance; managing and building our regional creative capability. This team is pivotal to supporting our global strategies to (a) Define the Dyson Experience in both indirect and direct shopping/sales channels, and (b) To grow our DTC business
You will take direct ownership of an established in-house design / creative team and the quality of their output. In addition, you will be responsible for auditing external partners / agencies, deselecting or re-hiring them, then ensuring that all regional agencies are sufficiently briefed and trained on delivering the Dyson Experience and Excellence in Execution. 
Our goal is to execute the majority of our needs using in-house resources. You will be responsible for delivering this in close liaison with both Regional and Global Operations & Planning Directors, and the Global Creative Director.   

Guardian of the Dyson Experience and Excellence in Execution
You will lead and embody our Dyson Ethos and assume the role of our Visual Identity expert and Guardian, with a complete understanding of our identity guidelines. This will ensure that all the Dyson visual communications strategies you create not only clearly communicate the right messages, but present the messages in a ‘Dyson’ way. 
Dyson has a clear vision of what it wants to stand for as a brand and how it should behave. We have a particular approach to selling technologies and products through product messaging direction, storytelling and narrative content, visual identity, tone of voice and customer journey. 

Locally instigated campaigns
This will involve research, immersion, planning, concepting and delivery of EMEA-specific integrated campaigns to answer specific threats and opportunities in our EMEA markets. Market or regional campaigns might include TV, Print, Outdoor, Online, In-Store, Social Media… (essentially) whatever is required and in budget. 
You must be able to turn analytics into insights & creative strategies and turn creative strategies into brilliant context driven communication hierarchies - with a unique creative idea and treatment. You must have an eye for detail and obsess over accuracy. 

Team Leadership
You will be responsible to lead and develop a team of creatives, designers and writers behind one philosophy that fuels the experiences that contribute to building the Dyson Reputation.
It will be your responsibility to quality check and control the work being presented upwards to the Global Creative Director, Chief Commercial Officer and Sir James Dyson.

You’ll use in-house and agency resource for:
  • Build market (or regional) insight-led campaign strategies and executions to create new routes to market, new in-life acquisition peaks and owner experience initiatives 
  • The adaptation and integration of best in class execution, leading the Dyson digital experience on 3rd party retailer websites.
  • Create end to end journeys from paid media through Dyson.com 
  • Assisting in the quality control of Dyson physical presence in 3rd party retail stores.
  • Deliver creative initiatives in partnership with our PR and comms teams. 
  • Create, track and optimise life-cycle CRM 
  • Lead creative delivery & capability initiatives across the EMEA region (e.g. DCO, Live shopping, Live streaming etc)

About you

We are looking for you to be proven Creative Director - ideally at a regional level in Europe (with responsibility for brand guardianship and creative delivery for premium and ideally 'challenger' brands) and from a media neutral background – able to work and think across all media touch points in the customer journey, taking a holistic view of what constitutes a strong brand experience. 

The ability to uncover insights, inspiration and possible message and visual direction routes from numerical/written data, field observation and desk research is a necessary skills - derived from excellent interrogation and analytical skills is a must and you'll be comfortable with 'failure' in the context of multiple iterations of testing and learning. 

World-class graphic skills is a necessity, with an expert eye for composition and layout (you'll have an instinct for simplifying visual communications to distilled elegance, and know when to use graphic wit), along with a fascination for science and product engineering, a strong eye for art and design, excellent typographical skills, comfort working quickly in a fast paced, ambiguous environment, and being commercially focused. 

It goes without saying that you will be an exceptional leader, as you'll be developing a team of 6 highly competent subject matter experts, coupled with excellent interpersonal skills with an ability to work with specialist creative, engineering and marketing people in a spirit of collaboration and teamwork. be an expert in briefing writers, art directors, photographers, and film makers to deliver the right content, pace, tone and meaning.

Benefits

  • 27 days holiday plus eight statutory bank holidays
  • Pension scheme
  • Performance related bonus
  • Life assurance
  • Discounts on Dyson machines

Interview guidance

We are following the government guidelines regarding COVID19. At this time all interviews will be conducted via video or telephone. We’re taking these precautionary measures to protect both our employee and candidate wellbeing. Our Talent Acquisition team will work with you and provide further information as appropriate.