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Core Competencies
Role fitCore Competencies
Use this summary to align your resume positioning with the role.
Demonstrates expertise in creative direction, visual storytelling, and integrated brand campaign development, with a strong ability to translate complex concepts into compelling consumer narratives. Proven experience in managing creative teams and collaborating across various marketing functions to enhance brand identity and performance.
Highest-signal resume keywords
Creative DirectionIntegrated Brand Campaign DevelopmentVisual StorytellingTeam ManagementConsumer Insights
ATS Keywords
Tailor your resumeApplicant Tracking System Keywords
Tip: use these terms in your resume and cover letter to boost ATS matches.
Hard Skills
DesignArt DirectionTypographyPhotographyVideo ProductionMotion GraphicsCreative Concept DevelopmentDigital MarketingEmail MarketingSocial Media Marketing
Soft Skills
CollaborationMentoringAdaptabilityProblem-SolvingCommunication
Tools & Technologies
Creative ToolsAI Creative Tools
Industry Keywords
Consumer BrandsBrand StrategyVisual IdentityPerformance MarketingMarketing Campaigns
About the role
Key responsibilities & impact- Define and bring to life the next chapter of the Tonal brand
- Translate brand strategy, positioning, consumer insights, and business objectives into creative ideas and executions
- Set and evolve Tonal’s visual expression across the full customer journey
- Concept and design creative across campaigns, paid media, organic social, web, email, retail, events, and other brand touchpoints
- Lead creative development for integrated brand campaigns, product launches, partnerships, and key marketing moments from concept through execution
- Establish creative standards across design, typography, photography, video, motion, and storytelling
- Evolve visual identity, creative guidelines, systems, and templates
- Partner with Brand Marketing, Growth Marketing, external agencies, Product Marketing, E-commerce, Content, and other teams
- Develop and iterate performance creative using creative performance and consumer insights
- Translate Tonal’s technology, training intelligence, product benefits, and member outcomes into consumer stories
- Help build Tonal’s internal creative function and identify capabilities and resources
- Hire, manage, and develop creative talent over time
- Direct agencies, freelancers, photographers, directors, production partners, and other external resources
- Provide creative feedback while contributing hands-on to the work
- Report to the Senior Manager, Brand Marketing
Requirements
What you’ll need- 8+ years of experience in design, art direction, or creative roles for consumer brands or agencies
- Experience providing creative direction to others
- Portfolio demonstrating outstanding visual craft, conceptual thinking, and integrated brand work
- Highly proficient in creative tools and able to take work from concept through polished execution
- Experience developing creative across digital, social, paid media, web, email, retail, and other consumer touchpoints
- Strong understanding of photography, video, motion, typography, and visual storytelling
- Experience developing integrated campaigns across brand and performance channels
- Ability to translate complex products, technology, and benefits into simple, compelling creative
- Comfortable working with lean teams and building processes and capabilities from the ground up
- Experience managing or mentoring designers
- Ability to collaborate with marketers, producers, growth teams, product teams, and senior leaders
- Ability to move quickly, navigate ambiguity, and balance multiple priorities
- Knowledge of AI creative tools is a plus
- Legally authorized to work in the US and/or Canada
Benefits
Comp & perks- Health insurance
- Retirement savings benefits
- Life insurance
- Disability benefits
- Flexible paid time off
- Parental leave
- Other additional benefits
- Accessibility accommodations