The Vice President, Creative & Content is a critical leader within the Global Marketing team and FMIC, accountable for leading a high-performance creative team, setting creative strategy, developing and executing globally-relevant, omni-channel communications, campaigns & consumer experiences and ensuring creative brand standards are met across all consumer touch-points in close partnership with other marketing functions, business units and regions across the FMIC organization.
About the Job
Owns and guides the strategic, creative expression of Fender and FMIC’s Brand Identity, Voice and Messaging across all consumer touch-points & experiences from advertising, digital and paid media to social media, CRM, digital apps and retail.
Leads and develops the FMIC creative team and ensures the right in-house (FTE) team and external network of agencies and freelancers are in place across all critical sub-functions including: art direction, brand & graphic design, copy, editorial, film & video, photography, digital design, production and any other capabilities required to deliver on FMIC’s brand positioning & growth objectives.
Develops impactful creative campaigns, integrated communications and innovative design, branding, communications and experiential strategies to: create demand for FMIC global new product introductions and marketing launches; support consumer and influencer growth & engagement on FMIC social and CRM channels; amplify & elevate Fender artists; and grow overall brand awareness with players, influencers & media.
Effectively partners with the CRM/Digital marketing teams to develop innovative, full-funnel creative strategies & concepts that support the continued growth & expansion of Fender Play and drives growth of overall new player acquisition and retention across all FMIC touch points in the new player journey (physical & digital products, direct & indirect).
Acts as senior creative & brand strategy leader within FMIC and key partner to the CMO.
Translates consumer and artist insights into creative strategies and breakthrough concepts that drive growth.
Collaborates with leaders across departments (marketing, digital, product, sales, operations) to translate strategy into unique consumer experiences with the brand and product.
Develops and executes innovative creative strategies for elevating & amplifying the unique voices and music of artists.
Expands the brand and reinforces its unique leadership position in music through diverse artist adoption & artistic expression across genres.
Builds an inspiring and motivating work environment that promotes innovation, diversity, creative problem-solving, and personal accountability.
Ensures creative processes and timelines are understood & key stakeholder needs clearly defined.
Leads and prioritizes creative project schedules, and ensures deadlines and goals are met and on budget.
Develops, manages, evolves and enforces design guidelines, templates, workflow processes, protocols and tools used to create all marketing materials.
What You Need
Demonstrated success leading creative teams within an Advertising/Creative agency and within a Lifestyle brand involving emotionally driven brand messaging and consumer engagement strategies are highly valued for this position.
Experience working with influential artists, celebrities, athletes and personalities in the development and execution of creative concepts is a must.
Minimum 10-15 years’ experience, building and leading creative teams across all aspects of creative planning and strategy, concept development and execution, including art direction, brand design, digital design, print, retail/experiential, photography and film/video concepts, editing and production.
Requires 10-15 years’ experience leading the development and execution of omni-channel (360-degree) communication strategies, and demonstrated experience successfully driving emotional brand affinity and creating demand for product across advertising, media (paid & earned), full-funnel digital, social, PR, Retail and Events/Experiential.
Must Be Comfortable in the creative hot seat
– able to build and guide a creative team needed to deliver breakthrough and highly effective communication strategies and concepts, and equally able/willing to lead by example to generate powerful creative concepts on an on-going basis, within the team, and across the business.
Excellent grasp and demonstrated experience working across critical areas of traditional and new interactive and digital design and associated technologies, including web, mobile, UX, animation, social, video and rich media experiences.
Working knowledge of e-Comm best practices with respect to design and performance.
Extensive experience leading and guiding corporate-, brand
– and product-level brand identity systems, including visual guidelines, packaging standards and templates, copy and verbal development.
Expert-level understanding and working knowledge of modern design fundamentals (graphic-, industrial-, digital-, experiential) and application across all touch-points.
Comfortable delivering company-wide, executive-level and external high-profile creative marketing presentations and concepts to multiple constituents.
Must be comfortable working within a heavily-matrixed, inter-dependent, collaborative environment where creativity and insights can (and will) come from anywhere within the company, and fresh ideas and concepts are encouraged on a daily basis.
Proven experience building upstream & downstream creative development processes and timelines that support internal (Go To Market
– B2B) creative deliverables that support sell-in and represent the brand within the trade.
Seasoned management skills reflecting proven organizational, analytical and problem solving skills.
Technically savvy, including use of graphic, video editing and other software tools.
Manage budgets, teams, timelines, and projects while collaborating across departments.
Preferred Bachelors or Masters degree in Marketing, Design, Arts, Advertising, Communication Design or related field or equivalent of related experience.
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