Creative director job description.

What does a creative director do?

 

A creative director leads the overall creative vision of a brand, campaign, or business unit. They set direction for design, copy, and visual storytelling, ensuring creative output aligns with business strategy and brand identity.

 

They oversee teams of designers, copywriters, videographers, or external agencies. Responsibilities include campaign ideation, concept development, creative review, stakeholder management, and setting tone of voice or visual standards.

 

In agencies, they lead pitch work and key client relationships. In-house, they play a central role in defining brand experience and driving high-impact marketing and design across channels.

 

Key responsibilities of a creative director.

 

Creative directors own the creative vision of a brand or agency and lead multidisciplinary teams. Their responsibilities include:

• Setting creative direction across campaigns, brand identity, and product experience

• Managing teams of designers, writers, and art directors

• Shaping big-picture storytelling, visual tone, and brand presence

• Reviewing and approving all creative output to ensure quality and alignment

• Collaborating with executive leadership on business strategy and positioning

• Guiding creative concepts from ideation to execution

• Leading pitches and presenting to senior clients or board members

• Developing and evolving brand guidelines and creative systems

• Hiring and mentoring senior creatives and building team culture

• Driving innovation across content, experience, and design

This role blends high-level creative strategy, team leadership, and brand ownership.

 

Skills and requirements for a creative director.

 

Creative directors lead vision, voice, and output of creative functions. Employers typically look for:

• 10+ years of experience in brand, creative, or design leadership

• Track record of developing award-winning campaigns or brand platforms

• Confidence leading multidisciplinary teams across design, copy, and content

• Experience aligning creative with business, marketing, and product goals

• Strong portfolio demonstrating brand evolution and innovation

• Skilled in pitching, stakeholder management, and client engagement

• Comfortable managing team structure, hiring, and budget planning

• Knowledge of creative operations, tooling, and governance

• Ability to inspire, influence, and mentor across creative levels

Most creative directors report directly into the CMO, CEO, or head of brand.

 

Average salary for a creative director.

 

In the UK, the average salary for a creative director typically ranges from £50,000 to £80,000, based on campaign size, team scale, and strategic influence.

• Mid-level creative directors tend to earn between £50,000 and £65,000

• Senior directors with global brand oversight or agency leadership roles can earn between £66,000 and £80,000

• Incentives may include bonuses for project performance or awards success

Top salaries are found in branding agencies, ecommerce giants, and media organisations.

 

Career progression for a creative director.

 

A creative director leads the visual identity and tone of a brand, often sitting on the senior leadership team. This is the pinnacle creative role in most businesses. Career progression often includes:

 

Graphic designer / content creator

 

Delivers creative work in line with campaign needs and brand standards.

 

Art director / senior designer

 

Shapes campaign visuals, leads brainstorms, and supports junior creatives.

 

Creative lead / design manager

 

Manages project teams, quality standards, and cross-channel execution.

 

Creative director

 

Leads all creative activity, from concept to execution. Aligns vision with commercial objectives.

 

Head of brand

 

Owns the entire brand and creative function. Shapes perception and storytelling globally.