Global Creative Director

Alliance Consumer Group is building a unified creative engine for its master brand NEBO and sub-brand HALO, and this role owns the creative direction behind what fans see, buy, and share. From film and packaging to creator-led programs, commerce creative, and retail tools, the Global Creative Director sets the standards that ensure every touchpoint delivers on the brand promise.

Working onsite in Roanoke, TX, you will lead a hands-on internal team, partner closely with agencies and production stakeholders, and direct collaborations that span campaign platforms, product launches, creator programming, and digital commerce. The goal is consistent brand identity, measurable performance improvements, and programs that keep fans coming back.

What you will own

• Lead creative for product launches, drops, and retailer programs so launches feel like events to waiting fans and include what Sales needs to sell each launch.
• Lead creative for product collaborations and brand partnerships, covering co-branded products and packaging, plus content produced with media partners, athletes, and other brands.
• Raise the craft of creative across all digital commerce where Alliance Consumer Group products are sold online.
• Own go-to-market creative for packaging and unboxing, catalogs, line sheets, sell sheets, sell-in presentations, in-store displays, fixtures, point-of-purchase materials, trade show booths, and product training content for sales teams and retail staff.
• Turn the Super Fan playbooks into operating programs spanning creators, ambassadors, community, drops, and limited editions.
• Build campaign platforms that last beyond a single season, carrying each idea from film and photography through social, creators, email, digital commerce, and retail.
• Define what it means to be a fan of NEBO and HALO by setting identity, symbols, language, and visual systems fans recognize and adopt, while keeping each brand distinct under the master brand.

How the role is structured

• Build and lead an internal team of six, with decisions on what is produced in-house, by agencies, and by creators.
• Choose, brief, and direct agency partners, production companies, photographers, creators, and ambassadors, with a clear lane for each partner.
• Set collaboration terms up front, including approvals, brand usage, and content ownership, coordinating with Legal so those terms are included in agreements before work begins.
• Listen to fans through reviews, comments, community conversations, and social listening, then share insights with Category Product Management and brand managers.
• Run weekly creative testing with a paid media partner, interpret results, and feed winning learnings into the next testing round.
• Own brand books, playbooks, and asset libraries, and ensure they are easy for Sales, Category Product Management, global teams, retail partners, and creators to use correctly.
• Manage the creative and production budget against the approved plan, and run a fast brief, review, and approval workflow with Integrated Marketing Operations.
• Protect the brands by routing product claims through Legal before use, including ensuring HALO work meets platform rules and children's privacy and advertising standards where applicable.
• Track fan growth alongside sales, including repeat purchase, community growth, and fan-generated content.

Requirements

• 10+ years in creative for consumer brands, including at least 5 years setting creative direction and leading multi-disciplinary teams across locations.
• A portfolio showing work that built a real following and where fans made the brand part of who they are, plus work that sold product on shelf, online, and in paid social.
• Experience building a Super Fan or community-led brand via creators, ambassadors, drops, limited editions, and community programs, with repeat purchase or word-of-mouth results you can show.
• Digital commerce creative that moved metrics on Amazon, retailer sites, social commerce, or brand sites, including product pages, brand stores, and A+ content that measurably improved conversion.
• Experience leading a master brand and sub-brands while keeping each distinct without losing family resemblance.
• Experience leading product collaborations or co-branded programs with other brands, media partners, or athletes, with a result you can show.
• Experience building a brand with a younger audience through creators, drops, and social commerce, with a working understanding of rules that apply when that audience includes minors.
• Hands-on use of AI and modular asset systems to produce more creative faster at lower cost per asset, with clear standards for quality and usage rights.
• Go-to-market creative experience across packaging, catalogs, sales tools, retail displays, and trade shows, including work with offshore manufacturing partners.
• A record of building or rebuilding an in-house creative team, including hiring, setting the working rhythm, and deciding what stays in-house vs. agencies.
• Comfort with performance and community data, including reading creative tests or fan conversations, explaining what works, and changing course.
• Working knowledge of usage rights for talent, music, stock, and creator content, and discipline to clear product claims with Legal before they ship.
• Bachelor’s degree in design, art direction, or a related field, or equivalent experience.
• Expert in Adobe Creative Cloud.

Technologies

• Adobe Creative Cloud

Success in the first year

• First 90 Days: Time in the field with NEBO’s hunters, tradespeople, and overlanders, plus HALO fans and creators; review where consumers meet the brands; and have a one-year creative plan approved by the Chief Brand Officer.
• First 90 Days: Internal team, agency roster, and creator bench set with clear lanes and costs, all operating from one brief, review, and approval process.
• By Six Months: NEBO’s new brand system live across digital commerce, catalogs, sales tools, and trade shows, with new packaging in production for the next product cycle.
• By Six Months: NEBO Product & Brand Collaborations kicked off on key product franchises, HALO’s first seasonal drop and creator program launched, and both brands fan communities growing month over month.
• By Year End: Weekly creative testing becomes routine; winning creative measurably improves conversion on Amazon and major retailer sites, including ROAS and cost per finished asset.
• By Year End: At least one product collaboration launched, bringing new fans to the brand.
• By Year End: Retail buyers and Sales experience a sharper, more consistent ACG during line reviews and trade shows, with sell-in tools ready before launches.
• By Year End: Repeat purchase, branded search, and awareness for NEBO and HALO measurably higher than at the start, with fan-made content showing up in owned channels every week.