Creative Director, Go City

Salary not provided

Adobe Creative Suite

HTML

Photoshop

Illustrator

InDesign

Senior and Expert level

London

2-3 days a week in office

Travel and tourism app

Be an early applicant

Travel and tourism app

201-500 employees

B2CTravelSaaSMobile

Be an early applicant

Salary not provided

Adobe Creative Suite

HTML

Photoshop

Illustrator

InDesign

Senior and Expert level

London

2-3 days a week in office

201-500 employees

B2CTravelSaaSMobile

Company mission

To transform the way people see and discover the world's greatest destinations.

Job

Company

Role

Who you are

Bachelor's Degree in Digital Design, Graphic Design, or related field
Exceptional with Adobe Creative Suite, particularly InDesign, Photoshop, Illustrator and HTML with strong typography skills, digital illustration skills, Motion graphics/animation. UI/UX design experience a bonus
A minimum of 8 years of experience, including a senior design role, covering both agency and in-house experience
Have managed a team of creatives and designers
Possess a track record of developing and executing successful creative campaigns and high performing, high volume digital creative output
B2C Ecommerce Experience
Strong understanding of the travel and tourism sectors
Exceptional written and verbal communication skills in English; proficiency of a second language is a plus
Possess strong emotional intelligence with experience in managing external agencies and collaborating with cross-functional teams globally
Ability to thrive in a fast-paced environment, be pragmatic and adapt to changing priorities with the ability to roll up one’s sleeves
Proactive, excellent organizational and project management skills

What the job involves

Reporting line: SVP of Marketing
Direct reports: Graphic Designer (London-based), Creative Manager (Singapore-based) and 2 freelance designers (Asia-based), Copywriter
We’re on a hunt for a Creative Director in the Go City Marketing team to lead our creative strategy and pioneer great new design excellence across our marketing activity
. You will champion our brand-first thinking and introduce workable creative frameworks that position Go City uniquely in the market, conveying our value proposition at a global and local level, across different ecosystems and platforms
You will also ensure creative excellence is achieved across all marketing assets and you will understand how, when managed carefully, Generative AI has a role to play in building scalable creative execution that retains a distinctive brand style
Working with multiple stakeholders, especially the Product team where you will ensure consistency across acquisition and conversion and your team of internal designers, the goal is to continually evolve creative assets, in conjunction with first time customer experience, to drive customer engagement and sales
Your time will be spread across a mixture of creative strategies and ideation, creative production, team leadership tasks, campaign briefing, pre-production photo and video shoots
Creative Strategy
Translate brand fundamentals into creative approaches that result in differentiated creative
Maintain a high level of brand guardianship whilst continuously fostering creativity and striving for excellence and innovation in the team and company
Work with the Product Design team for their input into the overall creative strategy and visual identity for the business
Work in collaboration with the brand, PR, social, paid media and content teams to stimulate our revenue opportunities
Own and evolve the Go City Brand Book, working with internal colleagues to upskill themselves and ensure all customer touchpoints are ‘on-brand’, retain consistency, as well as being mindful of cultural nuance and emotional relevance. These touchpoints include site, app, attractions, communications, people assets, internal portals etc
Bring a flow of fresh ideas and innovation to the creative strategy and customer journey, thinking how new technologies and skills could enhance the way the team can deliver
Use validation frameworks to gauge creative impact through campaign performance, brand tracking and user testing
Working with multiple business units, you and your team will be responsible for creating a wealth of marketing material in mostly digital form but occasionally physical, which answer the needs of customers throughout the entire customer journey
Alongside various stakeholders, to foster a culture of design testing and learning, to evolve the creative for better performance
Alongside your team, you will manage and design the following: templates and ad hoc assets, static and video creatives for social media, website landing pages & promotional assets, PR activation, corporate presentations, tradeshow booths, outdoor advertising and more
Be able to embrace AI and continuously learn new technologies and tools to optimize workflow, expand on ideas, evolve prototypes, layouts, mood boards and mock-ups
Where possible, manage and guide local creative agencies and vendors to ensure campaign cohesiveness and localization
Lead from the front, demonstrating creative excellence, and raising the skills of the team
Accountable for the overall output of the team, ensuring that projects are delivered to the highest creative standards, on time and on budget
Fully own and manage the workflow process, ensuring that it is effective and efficient
Work closely with cross-functional teams (marketing, paid media, content, CRM, social, B2B, people and more) to integrate creative solutions into broader project strategies
Foster a collaborative and inclusive environment where team members feel mentored, inspired and encouraged to turn ideas into actionable concepts that defy the ordinary

Salary benchmarks

Our take

The global travel and tourism industry is booming, reaching a record-breaking value of $11.1T in 2024, heavily surpassing pre-pandemic levels. This massive boost sets the stage for even more growth in coming years. Go City (formerly Leisure Pass Group) a multi-attraction pass platform and app hoping to use its “one pass, all the sights” tagline to shape the way users travel and explore new destinations.

Go City has become one of the largest sightseeing pass businesses since its founding. Users are able to pre-purchase attraction tickets, tours and activities, enabling them to budget pre-holiday, which has been one of the more attractive features of the company. The company began with just one pass in its portfolio and has since grown to 30, and Go City can now be used in over 25 locations including, London, New York and Paris.

Investments and a brand refresh for the company has ignited a strong drive for exciting changes for growth. With this, the company is planning to invest further in to brand campaigns as it's said to really connect users to the benefits and exciting features that Go City has to offer.