Director, Marketing Creative & Content
Overview
The Director, Marketing Creative & Content leads the creative function for the marketing organization, responsible for shaping, challenging, and translating enterprise marketing strategy into differentiated creative, storytelling, and content experiences.
Responsibilities
Owns how the strategy is expressed, including messaging, storytelling, and concept development, in partnership with Planning & Performance.
Own and lead creative strategy, including messaging architecture, campaign concepts, and experience design.
Translate strategic briefs into compelling creative concepts, messaging frameworks, and campaign ideas.
Challenge and refine strategic briefs to strengthen clarity, insight application, and creative effectiveness.
Partner with Planning & Performance to ensure creative approaches support segmentation, targeting, and go-to-market strategies.
Ensure all creative work is informed by member insights, testing frameworks (e.g., A/B), and voice-of-member feedback loops.
Build and lead an in-house creative agency model, delivering efficient, high-quality creative services across the organization.
Establish creative workflows, intake governance, SLAs, and prioritization frameworks in partnership with Marketing Operations.
Ensure the team operates with speed, consistency, and strong quality controls.
Determine what work is completed in-house vs. externally, based on complexity, capacity, expertise, and cost.
Maintain and enforce brand guidelines, tone, and visual identity in all outputs.
Drive consistency across owned, earned, and paid content environments.
Ensure all creative and content deliverables are on-brand, consistent, and aligned with established brand standards.
Partners with Digital and Channel teams to ensure content aligns with channel strategy and member experience.
Lead development of campaign-level content strategy and storytelling frameworks, in partnership with Digital and Channel teams who own channel-specific execution.
Partners with Business Controls, Legal, and Compliance teams to ensure appropriate review and approval processes are followed.
Establish quality assurance processes to minimize risk while maintaining speed and efficiency.
Ensure creative processes and outputs adhere to all applicable policies, standards, and controls.
Own the operational execution of creative delivery across the enterprise, ensuring work is delivered efficiently, consistently, and at a high standard of quality while adhering to all regulatory and compliance requirements.
Own creative workflow performance, including intake, prioritization, throughput, and delivery timelines, ensuring alignment to enterprise priorities and minimal rework.
Own creative readiness for launch, ensuring all deliverables meet standards for quality, brand alignment, and executional clarity before entering market.
Partners with Planning & Performance (shared accountability) to:
Align on campaign objectives and success metrics
Leverage performance insights to continuously refine creative approaches and execution
Improve engagement and conversion outcomes through creative optimization
Partners with Marketing Operations, Business Controls, and cross-functional teams to ensure creative workflows, approval processes, and production models are efficient, compliant, and scalable, with strong alignment to campaign timelines and enterprise priorities.
Drive continuous improvement in creative operations, balancing speed, quality, and strategic impact, and ensuring the function scales effectively to meet enterprise demand.
Partner closely with:
Planning & Performance (strategy, targeting, prioritization)
Marketing Operations (workflow, execution, QA)
Corporate Communications (message alignment)
External agency partners
Lead and develop Creative & Content team members, including designers, writers, and digital content specialists.
Foster a culture of creativity, accountability, collaboration, and continuous improvement.
Build team capabilities aligned to future needs, including digital, content, and AI-enabled creative, content personalization, or new channel capabilities.
Provide coaching, feedback, and growth opportunities to support team performance and development.
Requirements
Bachelor’s degree in Advertising, Marketing, Communications, Design, or related field, or equivalent combination of education and experience.
10+ years of experience in creative leadership, content strategy, or integrated marketing within high-volume, multi-channel, enterprise environments.
5+ years of leadership experience managing creative teams and/or external agency partners, with accountability for quality, timelines, and outcomes.
Proven experience:
Leading integrated, multi-channel creative campaigns from concept through execution
Managing internal teams and external agencies, including prioritization, feedback, and performance management
Developing content strategies and storytelling frameworks that translate business and audience insights into compelling creative
Strong understanding of digital marketing, content strategy, and multi-channel execution, including how creative contributes to engagement, conversion, and overall campaign performance.
Proven ability to operate effectively in high-volume, fast-paced environments, balancing speed, creative quality, and strategic impact.
Preferred Qualifications
Experience working in a highly regulated industry (financial services strongly preferred), with a solid understanding of compliance, legal review, and risk management requirements.
Experience optimizing the balance of in-house creative capabilities and external agency partners to achieve cost, quality, and speed objectives.
Familiarity with testing and optimization approaches (e.g., A/B testing, performance insights) to continuously improve creative effectiveness.