Independent brand judgment: Read, internalise, and operate within client brand guidelines without supervision. Identify gaps, inconsistencies, or outdated elements and flag them proactively.
Creative direction: Set visual and creative direction for campaigns, content pillars, and pitches. Decide on the look, feel, tone, and treatment, then brief the team to execute.
Brand systems: Develop and maintain visual systems for client accounts: typography hierarchies, colour applications, photography styles, and tone of voice cues. Make sure the team has clear references to work from.
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Act as the main key liaison for 2–3 retainer clients — running weekly check-ins, presenting strategies and content reviews, managing expectations, and resolving issues before they escalate.
Build trusted senior-level relationships with client marketing teams; understand their brand inside-out so creative recommendations land with credibility.
Manage scope, timelines, and deliverables across accounts — flagging risks early and proposing solutions, not just problems.
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