About the RoleOutlet Mall of India is looking for an experienced and creatively driven Creative Lead to take ownership of the brand's overall creative direction and communication. This is a key role within the marketing team and will be responsible for translating business and marketing objectives into distinctive, relevant and high-quality creative work across digital, social media, OOH, retail, events, activations and other consumer touchpoints.

The Creative Lead will be responsible for defining how Outlet Mall of India looks, feels and expresses itself as a brand. The role goes beyond design supervision and requires strong conceptual thinking, visual judgement, campaign experience and the ability to lead a creative team.

Working closely with the Marketing Head, Senior Brand Manager and wider marketing team, the Creative Lead will develop and guide creative thinking across campaigns while working closely with the Creative Producer, Senior Graphic Designer, Graphic Designer, Video Editor and CGI & AI Content Producer to ensure ideas are executed to a consistently high standard.

The ideal candidate should be able to move comfortably between strategic campaign thinking and hands-on creative direction and should have the experience to challenge briefs, develop strong creative territories and take ownership of the quality of the final output.

Key ResponsibilitiesCreative Strategy & Campaign ConceptualisationOwn the creative direction for major brand and marketing initiatives and translate marketing objectives into strong, consumer-relevant creative ideas.

Work closely with the Marketing Head and Senior Brand Manager to understand the business objective, target audience and communication challenge before developing the creative approach.

Lead conceptualisation for integrated campaigns across festive periods, shopping campaigns, seasonal promotions, store launches, events, food and beverage initiatives, tenant campaigns and brand-building initiatives.

Develop the central campaign thought, creative territory, visual direction, key visual and communication approach, ensuring the idea can be effectively adapted across social, digital, OOH, events, influencer marketing and on-ground experiences.

Brand Identity & Creative DirectionOwn and evolve the creative expression of Outlet Mall of India and ensure that the brand develops a distinctive and recognisable visual identity.

Establish a consistent creative language across digital and physical consumer touchpoints while ensuring that individual campaigns remain fresh and relevant.

Maintain high standards across typography, imagery, composition, visual storytelling, tone and overall brand expression, ensuring that communication remains consistent across internal teams, agencies and partners.

Creative Team LeadershipLead and guide the internal creative team, including the Creative Producer, Senior Graphic Designer, Graphic Designer, Video Editor and CGI & AI Content Producer.

Set creative direction and expectations, allocate requirements,



review concepts and provide constructive feedback throughout the development process.

Build a solid creative culture within the team, encouraging better conceptual thinking, experimentation and high-quality execution.

Ensure that the team is able to manage day-to-day creative requirements independently while the Creative Lead remains closely involved in high-impact campaigns and critical brand communication.

Creative Quality & ReviewAct as the creative quality gate for major consumer-facing communication.

Review and provide direction on campaign concepts, key visuals, social media content, videos, OOH, retail branding, event communication, tenant campaigns and other important brand assets.

Ensure that creative output is strategically relevant, visually strong, easy to understand and consistent with the brand.

The Creative Lead should be comfortable challenging work that feels generic, repetitive, outdated or insufficiently differentiated and guiding the team towards stronger solutions.

Digital & Social Media CreativeWork closely with the Social Media & Influencer Marketing Manager and Creative Producer to establish a strong creative direction for OMI's digital and social ecosystem.

Guide the development of Reels, short-form videos, carousels, static content, stories and other social-first formats.

Ensure that social communication has a distinct brand personality and does not become purely promotional or repetitive.

Identify opportunities for trend-led, culture-led and platform-native content while ensuring that the brand remains consistent.

Video, Content & ProductionProvide creative direction for brand films, social videos, campaign films, event content and other video-led communication.

Work with the Creative Producer and Video Editor on scripts, treatments, storyboards, visual references and overall storytelling.

Where required, participate in pre-production, shoots and post-production reviews to ensure that the final output reflects the intended creative direction.

CGI, AI & Emerging FormatsWork with the CGI & AI Content Producer to explore the use of CGI, 3D, AI, motion and emerging technologies to create differentiated brand communication.

Identify opportunities where new creative technologies can genuinely strengthen the idea or improve the quality and impact of the communication.

Stay informed about emerging creative tools and formats and encourage experimentation within the team.

Retail, OOH & ExperientialOversee creative direction across OOH, mall branding, signage, retail communication, store launches, event branding and on-ground activations.





Ensure that the physical experience of Outlet Mall of India reflects the same creative identity established across digital and social channels.

Work closely with the Events and Brand teams to develop creative themes and visual identities for major consumer experiences and activations.

Tenant & Co-branded CommunicationWork with the Brand and Tenant Marketing teams on store launches, tenant campaigns and co-branded initiatives.

Develop creative frameworks that allow tenant brands to participate in OMI campaigns while maintaining the overall brand identity and quality of communication.

Agency & External Partner ManagementWork with external creative agencies, production houses, photographers, filmmakers, freelancers and specialist partners as required.

Develop clear creative briefs, review creative routes, provide direction and ensure that external partners understand and deliver against OMI's creative standards.

The Creative Lead should retain ownership of the brand's creative thinking while using external partners to supplement the internal team's capabilities.

Trends, Culture & InnovationStay closely connected to developments in advertising, retail, fashion, entertainment, digital culture, social media and consumer behaviour.

Identify relevant trends, cultural moments and emerging formats that can create opportunities for the brand.

Bring fresh references and ideas to the marketing team and continuously challenge the creative output to remain contemporary and differentiated.

Creative Planning & CollaborationWork closely with the Marketing Head, Senior Brand Manager and wider marketing team to understand upcoming campaigns and proactively plan creative requirements.

Collaborate with Social Media, Influencer Marketing, Performance Marketing, SEO, PR, Events and Tenant Marketing teams to ensure that campaigns are integrated and creatively cohesive.

Manage creative priorities across multiple projects and ensure that work progresses from briefing to final execution within agreed timelines.

Required Experience & SkillsThe candidate should have 5-7 years of experience in creative direction, art direction, advertising, brand communication, design or a related field, with demonstrated experience in conceptualising and executing integrated campaigns.

Strong conceptual thinking, visual judgement and understanding of brand communication are essential. The candidate should have experience leading or mentoring creative teams and managing creative projects across multiple formats and channels.

Strong working knowledge of Adobe Photoshop, Illustrator and InDesign is expected. Experience with After Effects, Premiere Pro, Figma, motion design, CGI, AI creative tools and digital content production will be an advantage.

The candidate should have strong presentation, communication, stakeholder management and project management skills and should be comfortable working with senior management, internal teams and external agencies.

📌 Creative Lead (Mumbai)
🏢 Outlet Mall of India
📍 Mumbai