Role Purpose The Creative Director will be the visionary lead responsible for the aesthetic and experiential identity of our portfolio of Pavilion malls. This role focuses on transforming physical spaces into vibrant lifestyle destinations through high-impact seasonal promotions, innovative physical installations, and strategic brand partnerships. You will ensure that each mall maintains a distinct personality while upholding the group's overarching brand standards. Key Responsibilities 1. Campaign & Promotion Strategy Develop and execute 360-degree creative concepts for major retail periods (e.g., Festive Seasons, Anniversary Sales, and School Holidays). Translate marketing objectives into compelling visual stories that drive footfall and increase shopper dwell time. Oversee the end-to-end creative process, from initial mood boards to final on-site execution. 2. Experiential Visual Merchandising & Setups Design and oversee large-scale atrium setups, concourse decorations, and 'Instagrammable' photo spots that create viral social media moments. Collaborate with vendors and contractors to ensure high-quality fabrication of physical installations, ensuring they are both safe and visually stunning. Infuse tech-forward ideas (AR, interactive displays, or digital art) into physical mall spaces to modernize the shopper journey. 3. Strategic Partnerships & Pop-ups Identify and pitch creative collaboration opportunities with lifestyle brands, local artists, and influencers to bring exclusive 'first-to-market' experiences to the malls. Curate the look and feel of 'Themed Zones' or artisanal markets, ensuring a cohesive flow between permanent tenants and temporary activations. Work with the leasing team to help prospective 'concept store' partners visualize their brand within our spaces. 4. Leadership & Brand Governance Provide creative direction to internal design teams and external agencies. Ensure all marketing collateral-both digital and print-is aligned with the creative vision of the physical mall experience. Stay ahead of global retail trends to ensure our malls remain competitive as premier destinations. Key Performance Indicators (KPIs) Footfall Growth: Success of creative installations in attracting visitors. Social Media Sentiment: Volume of user-generated content (UGC) originating from on-site setups. Partnership Acquisition: Number of high-profile brand collaborations secured annually. Execution Excellence: Delivery of setups within budget and on schedule. Requirements Experience: 10+ years in Creative Direction, specifically within Retail, Malls, Hospitality, or Event Production. Skills: Strong portfolio showcasing large-scale physical installations or environmental design. Mindset: A blend of 'Big Picture' thinking and a meticulous eye for detail. Collaboration: Proven ability to influence stakeholders and work closely with Marketing, Leasing and Operations teams.