Lead Creative - Sports & Luxury

FRASERS GROUP; London; On-site; GBP 50,000 - 100,000

Job 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 mission - 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:

1. Think without limits - Think fast, think fearlessly, and take the team with you
2. Own it and back yourself - Own the basics, own your role and own the results
3. Be relevant - Relevant to our people, our partners and the planet

Are you ready to join the Fearless? As a Lead Creative Sports & Luxury, you will be responsible for shaping and driving the creative vision, brand strategy and storytelling for all sports and luxury segments within the retail group. You will lead creative campaigns, collaborations, and experiential activations that enhance brand positioning, engage consumers, and drive commercial success. The Lead Creative will have a clear understanding of fully integrated 'Platform First' brand advertising, as the business moves into the digital world.

Creative Strategy & Brand Development

1. Define and execute the creative direction for sports and luxury categories, aligning with the overall brand vision and business objectives.
2. Develop innovative campaigns, through creative storytelling and design that strategically enhance brand desirability and consumer engagement.
3. Ensure brand consistency across all touch points, including digital, retail, partnerships, and experiential activations (fully integrated).

Campaign Leadership & Execution

1. Lead the end-to-end creative development of multi-channel campaigns, from concept to execution.
2. Collaborate with internal teams (marketing, Social paid & Organic, e-commerce, retail, PR) and external partners to deliver high-impact campaigns.
3. Oversee the creation of compelling content across all digital platforms, visual merchandising, and in-store experiences that resonate with target audiences.
4. While partnering up with external resources to execute our top tier campaigns, from a Photographic and AV perspective.

Luxury & Sports Market Insight

1. Stay ahead of market trends, consumer behaviours, and competitor activities within the luxury, fashion and sports sectors.
2. Identify opportunities for innovation, strategic partnerships, and brand collaborations to elevate brand positioning.
3. Leverage data and insights to refine creative strategies and maximize brand impact.
4. While having a clear view on emerging digital technologies such as Ai and how they can help future proof the creative studio/business. As well as from a cost-saving perspective.

Leadership & Collaboration

1. Lead, manage and inspire a team of creatives, designers, content creators, photographers, videographers and stylists to push creative boundaries.
2. Foster strong relationships with key stakeholders, including brand partners, athletes, influencers, and luxury/fashion designers. As well as with your own creative team.
3. Attend shoots and productions, leading the creative across all facets of the ecosystem as an art/creative director. As you collaborate with photographic, AV, styling and production teams both in-house and external creative teams.
4. While truly understanding WOW within the industry, finding key partners to work with. While being able to interrogate budgets, to get the best creative output aligned to costs. Leaning on personal contacts within the industry as necessary.
5. Act as a brand guardian, ensuring all creative output aligns with the brand's premium positioning.

Design & Art Direction

1. Define the design and creative direction for all sports & luxury categories. Using your skills (across Adobe creative suites and Keynote) to create mockups and presentations, to best communicate the idea. While reviewing the work of your team and providing critical direction and feedback, to develop the creative vision and keep things moving.

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

Reward, Recognition and Opportunities

1. 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.
2. 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*.
3. *subject to terms and conditions
4. Frasers Festival - An event like no other! 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.
5. 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.
6. 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

1. 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.
2. 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.

Minimum Requirements

• Proven experience in a senior creative leadership role within a luxury, sports, or fashion retail/marketing/advertising environment.
• Strong understanding of brand storytelling, digital marketing, and experiential activations.
• Expertise in creative direction, campaign development, and visual identity through a strategic lens.
• A strong network within the luxury, sports, and fashion industries is highly desirable.
• Excellent leadership, communication, and project management skills.
• Expertise in strategic thinking aligned to creative ideation, being able to strategically build out a campaign, based off strategic consumer insights and rationales.
• Understanding 'Big Idea' concept ideation as well as having a refined craft for fashion/luxury art direction and design.
• Passionate about luxury fashion, sports and cultural trends.
• Visionary thinker with a strong commercial mindset.
• Dynamic, agile, and able to thrive in a fast-paced environment.
• Strong problem-solving and decision-making skills.
• Positive attitude to work and life.