Brand & Creative Manager - Middle East & Asia

Job Description

Functional / Hard Skills

• Brand & Creative Activation - Deep ability to translate agreed positioning, propositions, customer insight and proof into distinctive Marketing expression across multiple brands.

• Creative Direction & Concept Development - Strong ability to turn commercial and Marketing objectives into compelling campaign concepts, visual direction and storytelling.

• Creative Production & Scalable Delivery - Ability to direct internal and external production and establish repeatable creative systems that improve quality, speed and efficiency.

• Performance-Led Creative - Strong understanding of how creative influences preference, response and conversion, with the ability to use evidence to improve effectiveness.

• Multi-Brand & Multi-Channel Creative Leadership - Ability to lead creative across brands, markets, audiences and channels while balancing consistency with legitimate local relevance.

• Brand Governance Application - Strong understanding of brand architecture and governance, with the judgement to apply enterprise standards and escalate where clarification is required.

Leadership / soft skills

• Creative & Brand Judgement - Maintains a high bar for distinctiveness, relevance and craft and can objectively explain why creative is strong or weak.

• Commercial & Customer Thinking - Connects creative decisions to customer perception, preference, qualified demand and enrolment outcomes.

• Strategic Prioritisation - Focuses limited specialist capacity on the interventions most likely to create material portfolio and commercial impact.

• Influence & Constructive Challenge - Challenges weak briefs, generic creative and unclear propositions while influencing stakeholders without relying on direct authority.

• Leadership & Collaboration - Develops creative talent and works effectively across specialist, market-facing, school, Group and agency teams to deliver integrated outcomes.

Qualifications & Experience

• Substantial experience in brand, creative, content or integrated Marketing roles, including leadership of creative direction and brand activation across campaigns, channels and customer touchpoints.

• Strong portfolio demonstrating work personally led or materially shaped, with evidence of the strategic problem, creative solution and customer, brand or commercial impact.

• Demonstrated multi-brand and/or multi-market experience, balancing brand consistency with local market and audience relevance.

• Experience translating agreed positioning, propositions, audience insight and proof points into campaigns, messaging and creative expression.

• Experience directing designers, creative teams, agencies and/or production partners, setting standards and building capability.

• Strong exposure to performance Marketing and conversion principles, with experience using performance evidence to improve creative decisions.

• Experience working cross-functionally with performance, digital, CRM, communications and commercial or market-facing teams.

Core KPIs / Success Measures

• Brand & Creative Effectiveness - Improvement in the clarity, distinctiveness and effectiveness of creative expression across priority school brands.

• Creative Contribution to Growth - Evidence that creative optimisation improves relevant preference, qualified demand and conversion outcomes.

• Priority Campaign Impact - Effectiveness of priority campaigns against agreed brand, customer and commercial objectives.

• Creative Delivery & Efficiency - Improvement in quality, speed and scalability, including reduced avoidable rework and low-value ad-hoc demand.

• Creative Capability at Scale - Improvement in creative standards, tools and capability across markets and schools, including effective use of internal and external delivery capacity.

ISP Principles

Begin with our children and students. Our children and students are at the heart of what we do. Simply, their success is our success. Wellbeing and safety are both essential for learners and learning. Therefore, we are consistent in identifying potential safeguarding

and Health & Safety issues and acting and following up on all concerns appropriately.

Treat everyone with care and respect. We look after one another, embrace similarities and differences and promote the well-being of self and others.

Operate effectively. We focus relentlessly on the things that are most important and will make the most difference. We apply school policies and procedures and embody the shared ideas of our community.

Are financially responsible. We make financial choices carefully based on the needs of the children, students and our schools.

Learn continuously. Getting better is what drives us. We positively engage with personal and professional development and school improvement.

ISP Commitment to Safeguarding Principles

ISP is committed to safeguarding and promoting the welfare of children and young people and expects all staff and volunteers to share this commitment. All post holders are subject to appropriate vetting procedures, including an online due diligence search, references and satisfactory Criminal Background Checks or equivalent covering the previous 10 years’ employment history.

ISP Commitment to Diversity, Equity, Inclusion, and Belonging

ISP is committed to strengthening our inclusive culture by identifying, hiring, developing, and retaining high-performing teammates regardless of gender, ethnicity, sexual orientation and gender expression, age, disability status, neurodivergence, socio-economic background or other demographic characteristics. Candidates who share our vision and principles and are interested in contributing to the success of ISP through this role are strongly encouraged to apply.