Associate Director - Creative Communications

Creative Campaign Development & Brand Storytelling

• Develop integrated creative communication concepts for OTT originals, acquired content, and platform campaigns across digital, social, video, on-platform, and offline touchpoints.
• Translate content positioning, audience insights, and marketing objectives into compelling campaign narratives and creative territories.
• Contribute to campaign ideation from concept through execution, ensuring consistency across all consumer touchpoints.
• Create communication frameworks that differentiate titles while reinforcing the overall OTT brand.

Expectation: Deliver distinctive, insight-led creative campaigns that maximise audience interest and title discovery.

2. Content Marketing & Audience Engagement

• Develop title-specific communication strategies based on genre, audience behaviour, cultural trends, and competitive landscape.
• Collaborate with marketing strategy and research teams to identify audience motivations and content hooks.
• Shape messaging, key visuals, promotional films, trailers, social content, and digital assets that enhance consumer engagement.
• Ensure campaigns are optimised for different audience segments and platform objectives.

Expectation: Build campaigns that generate excitement, conversation, and sustained audience engagement.

3. Creative Execution & Production Management

• Partner with internal creative teams and external agencies to execute campaign assets across multiple formats.
• Guide the development of trailers, promos, digital films, key art, social creatives, outdoor campaigns, and branded content.
• Review creative outputs to ensure quality, consistency, and alignment with campaign objectives.
• Manage timelines, creative reviews, stakeholder feedback, and production deliverables.

Expectation: Deliver high-quality creative assets on time while maintaining strong creative standards.

4. Cross-Functional Collaboration & Campaign Delivery

• Work closely with Marketing, Content, Product, PR, Media, Social, Partnerships, and Production teams throughout campaign planning and execution.
• Coordinate campaign calendars, creative milestones, approvals, and launch readiness.
• Align multiple stakeholders around campaign objectives, creative direction, and execution priorities.
• Identify risks, manage dependencies, and ensure smooth delivery across functions.

Expectation: Enable seamless campaign execution through proactive stakeholder management and collaboration.

5. Creative Excellence & Innovation

• Stay current with global entertainment marketing, OTT campaigns, emerging creative formats, social trends, and audience behaviour.
• Benchmark competitor campaigns and identify opportunities to elevate creative standards.
• Explore innovative storytelling formats, creator collaborations, experiential activations, and emerging digital platforms.
• Champion fresh ideas that strengthen the platform's creative identity.

Expectation: Continuously raise the creative benchmark through innovation and best-in-class entertainment marketing.

6. Campaign Performance & Creative Effectiveness

• Monitor campaign performance across awareness, engagement, reach, and viewership metrics.
• Analyse audience response, campaign effectiveness, and creative learnings.
• Partner with analytics teams to evaluate campaign outcomes and recommend optimisation opportunities.
• Document key learnings and develop best practices for future launches.

Expectation: Use performance insights to continuously improve creative effectiveness and marketing impact.

Success Metrics

• Delivery of high-quality, strategically aligned creative campaigns.
• Growth in campaign awareness, engagement, and title viewership.
• Strong stakeholder feedback on creative quality, collaboration, and execution.
• Timely delivery of campaigns across multiple launches.
• Contribution to platform brand equity and audience engagement.

Continuous improvement in creative effectiveness through data-driven learning