Lead Creative - Luxury & Premium

Company Description

At Frasers Group we’re rethinking retail. Through digital innovation and unique store experiences, we’re serving our consumers with the world’s best sports, premium and luxury brands globally. As a leader in the industry, we’re elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME. 

Why join us? 

Our vision - we are building the worlds most admired and compelling brand ecosystem 

Our purpose – we are elevating the lives of the many with access to the world’s best brands and experiences 

At Frasers Group, we fear less and do more. Our people are forward thinkers who are driven to operate outside of their comfort zone to change the future of retail, embracing challenges along the way. The potential to elevate your career is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles: 

• Think without limits - Think fast, think fearlessly, and take the team with you 

• Own it and back yourself - Own the basics, own your role and own the results 

• Be relevant - Relevant to our people, our partners and the planet 

Are you ready to join the Fearless? 

Job Description

As the Lead Creative - Luxury & Premium, you will shape and execute the creative vision and direction for all Luxury and Premium fascias within the retail group. You will lead on delivering innovative, integrated campaigns that elevate brand perception, engage consumers and drive commercial performance. The will have a clear understanding of fully integrated ‘platform-first’ content creation, ensuring content works hard across channels both online and offline. You will lead cross-functional teams, work closely with internal and external stakeholders, and bring creative excellence to everything you touch—from digital platforms to in-store activations.

There will be a focus on developing the creative direction for the FLANNELS, FRASERS & USC fascias, as well as working across brand-specific projects. There will also be the opportunity to work across other fascias under the Luxury & Premium portfolio. 

Creative Strategy & Brand Development

• Define and execute the creative direction for the Luxury & Premium categories and fascias, aligning to the wider brand vision and business objectives
• Develop distinctive storytelling, campaigns and designs that enhance brand desirability and drive customer engagement
• Define the seasonal art direction for all brand assets. Ensure brand consistency through design and messaging across all touch points, including but not limited to digital, retail, social, partnerships, and experiential activations

Campaign Leadership & Execution

• Lead the end-to-end creative development of multi-channel campaigns, from concept through to execution
• Collaborate with internal teams (including Marketing, Content, Social - Paid & Organic, E-commerce, Retail, PR) to interrogate campaign and design briefs and requirements, delivering high-impact creative that responds to the brief. 
• Oversee the creation of compelling content across all platforms, including digital, social and retail
• As required, identify and partner with the right creative collaborators to bring campaigns to life
• Work collaboratively with the Production and Project Management teams to ensure timely, high-quality execution of projects

Design & Art Direction

• Set the standard and direction for the visual and design language across the Premium & Luxury fascias
• Use your design skills to create mock-ups and presentations to best communicate ideas
• Provide design direction and solutions to fulfil Commercial requirements such as sale and promotional graphics

Leadership & Collaboration

• Act as the Art Director on shoots, leading across concept development, direction and production
• Management of direct reports (Creative & Graphics) to provide direction, support and mentoring, providing feedback as needed to ensure excellent creative output as well as consistency across our creative comms 
• Inspire and provide management to the wider team of creatives, graphic designers, stylists, photographers, and videographers (both internal and external, full-time and on a project-basis)
• Collaborate closely with the Marketing teams to ensure understanding and fulfilment of briefs
• Develop and maintain strong relationships with creative partners, agencies, and talent
• Act as a brand guardian, ensuring all creative output aligns with our brand's positioning

Luxury & Premium Market Insight

• Stay ahead of market trends, consumer behaviours, and competitor activities within the luxury and premium fashion and beauty sectors
• Identify opportunities for creative innovation and collaboration to elevate brand positioning
• Have a clear view and understanding of emerging digital technologies such as AI and how they can be integrated into processes to elevate ways of working
   

Qualifications

• Proven experience in a creative leadership role within a luxury or fashion retail/marketing/advertising environment.
• Expertise in creative direction, campaign development, art direction and visual identity.
• A solid understanding of brand storytelling, digital marketing, and experiential activations.
• Experience in strategic thinking aligned to creative ideation.
• A strong network within the luxury, premium and fashion industries is highly desirable.
• To be a natural leader with the ability to inspire and to always bring the team with you.
• Excellent communication, and project management skills.
• Strong problem-solving and decision-making skills.
• To be culturally aware and have a knowledge of what’s going on within the macro environment. With that, you will be passionate about fashion and brands and cultural shifts and trends.
• Flexibility and enthusiasm, with the ability to work under pressure and sometimes to tight timelines, always maintaining a professional attitude.
• Exceptional organisational and prioritisation skills, showing remarkable attention to detail whilst also being results-driven.
• A degree is preferable but not essential. We are looking for solid experience in the industry and experience of creating and implementing strategic plans with creative flair.
• Excellent English written and verbal skills.
• You must be open to travel (where required).
• Valid working rights for the UK.

Additional Information

Along with your benefits package we also offer a wide range of perks for our colleagues: 

Reward, Recognition and Opportunities 

Frasers Champion- Our employees are at the heart of our business and we ensure individuals are recognised every single month for their hard work. Frasers Champion is a peer nominated scheme where 8 winners will receive double their pay for a month where they have thought without limits, owned it or been relevant. 

Fearless 1000 – By October 2025, we want our share price to hit £10. If that happens for 30 or more consecutive trading days, all colleagues across the business will receive a bonus! The top 1000 performers in the company will receive unprecedented bonuses, worth from £50,000 to £1million! Senior leaders across the business nominate these performers twice a year for embodying our core values and delivering exceptional performance*. 

*subject to terms and conditions 

Frasers Festival – an event like no other! Our Frasers Festival is our celebration for Head Office and Retail Staff across the UK and Europe – hosting a MEGA brand village, guest speakers from the world's biggest brands, evening entertainment, the ultimate Frasers Fearless Fitness Challenge and much more. 

CEO Sessions – Once a quarter we offer 20 employees the opportunity to attend our “CEO Sessions” ran by our CEO and leadership team. Employees have the chance to connect, network and submit questions around specific topics such as our Sports or Luxury business. 

Retail Reconnect – In order to build the planets most admired and compelling brand ecosystem, all employees must understand our business, product and customers. Each financial year, Head Office employees will gain insights by spending two days in one of our stores or the Warehouse. The goal is to learn how the work you do impacts our teams on the frontline, and to bring ideas back to the office which will improve how we work. 

Employee Welfare 

Frasers Fit – Our Everlast Gyms Team are on a mission to make our workforce the best, and fittest on the planet! We run free gym classes for employees as well as discounted memberships to our clubs. Frasers Fit is our wellbeing programme which aims to support and improve colleagues Physical, Financial & Mental wellbeing. The app is accessible for every employee and includes training, nutrition and lifestyle advice- all completely free. 

Retail Trust – We know that its not just about physical health, mental wellness is equally important which is why all of our employees get free access and support from the Retail Trust charity. This includes a 24 hour wellbeing helpline, wellness hub, counselling and financial/legal support. 

What’s next? 

Our Recruitment Team will be reviewing applications and all candidates will receive a response, whether you are successful or unsuccessful. Shortlisted applicants may be asked to confirm a few key details before being booked in for a first stage interview with the Recruiter- this will be behaviourally focussed and centred around how you align with our Culture and Values. If successful we anticipate two further interview stages with the Hiring Manager/wider team which will be more technically focussed and could include a presentation/task so we can see your skills in action.