Lead, Brand & Design
Lead, Brand & Design
Location: Delhi / Gurgaon
Company: Lenskart
�� Mission Brief: Building the Next-Generation AI-First Creative Engine
You will architect and operationalize Lenskart's transformation into a next-generation, AI-native creative powerhouse—a brand that produces world-class creative at exponential speed and scale. Your mission is to fundamentally reimagine how a global consumer brand creates, produces, and delivers visual storytelling across every touchpoint: films, digital assets, packaging, retail, social, campaigns, and experiences.
This isn't about managing designers or adopting AI tools incrementally. You're redefining the creative stack itself—building the systems, workflows, technology infrastructure, and human capabilities that allow Lenskart to produce 10x more creative output with the same or fewer resources, while maintaining (or elevating) creative excellence.
You'll bridge the gap between artistic vision and technological innovation. As AI democratizes creative production, you'll position Lenskart not as a follower, but as a creative technology leader that uses AI as an amplifier for human creativity, not a replacement. Your creative teams will operate like a distributed creative studio powered by intelligent systems, real-time collaboration, and generative tools—delivering campaign-ready assets in days instead of weeks.
This is a foundational role that shapes how the world experiences Lenskart's visual identity for the next decade.
�� Core Mandate: AI-Powered Creative Transformation 1. Creative Platform & Technology Architecture (The Builder's Focus)
AI-First Creative Ecosystem Design: Own the strategic vision, architecture, and deployment of Lenskart's proprietary AI-native creative production platform. This includes integrated systems for:
● Intelligent asset generation (images, videos, motion graphics, 3D)
● AI-assisted creative ideation and concept development
● Automated workflows for editing, color grading, localization, and asset optimization ● Generative tools for design variations, rapid prototyping, and A/B testing ● Cross-platform optimization and adaptive creative delivery
Creative Tech Stack Strategy: Evaluate, integrate, and operationalize emerging creative technologies—generative AI (image/video/3D), automation platforms, design tools, production management systems, and collaboration infrastructure. You're not just using tools; you're architecting the entire production ecosystem.
Production Systems & Workflows: Design end-to-end creative production workflows that maximize efficiency without sacrificing quality. Define standardized processes for ideation → concept → production → optimization → delivery across all content types and platforms. Build scalability into every system.
Team & Capability Architecture: Design the organizational structure of the creative function for an AI-first world. How many videographers, designers, and animators do you need when AI handles 40% of the work? How do you redistribute talent toward higher-impact creative work? Build hiring and upskilling strategies accordingly.
Brand Design System & Visual Architecture: Define and evolve Lenskart's visual language as a scalable, modular system that works across digital, retail, social, video, and experiential contexts. Create design systems that AI can intelligently apply and adapt across thousands of variations.
2. Creative Business Impact & Operational Excellence (The Business Focus)
Exponential Creative Velocity: Lead the implementation of AI-enabled workflows to dramatically improve creative scalability, production speed, and output volume. Measure and report on KPIs: creative turnaround time (from brief to delivery), cost per asset, volume of assets produced, quality scores, and creative velocity gains quarter-over-quarter.
Creative Excellence at Scale: Ensure that speed doesn't compromise storytelling or visual excellence. Define quality benchmarks, review processes, and optimization loops that maintain (or exceed) current standards while enabling 3-5x production volume.
Cost & Resource Efficiency: Directly impact creative production budgets by optimizing resource allocation, reducing agency dependencies, and improving in-house production efficiency through automation. Report on savings realized, ROI on AI tool investments, and resource utilization rates.
Campaign-to-Creative Performance: Partner with marketing and analytics teams to measure creative performance—how design choices, visual language, and storytelling drive engagement, conversions, and brand perception across channels.
Localization & Multi-Market Scaling: Build systems to rapidly adapt and localize creative assets across India's diverse regional markets and global channels. AI-powered localization should enable rapid testing and deployment across languages, cultural contexts, and platforms.
Retail & Commerce Creative Excellence: Lead creative execution across retail environments—in-store visuals, packaging design, point-of-sale materials, retail campaigns. Ensure the physical brand experience matches the digital experience and reinforces overall visual language.
3. Cultural Leadership & Creative Excellence (The Change Agent Focus)
Creative Visionary & Trend Leader: Be the internal authority on global creative trends, AI innovation in creative fields, fashion and lifestyle culture, and how Lenskart can lead in visual storytelling. You're not reacting to trends—you're setting them.
Cross-Functional Creative Partnership: Lead deep collaboration with Marketing, Growth, Product, Social, Content, Retail, and Leadership teams to ensure creative output drives business outcomes while maintaining brand consistency. Translate business briefs into compelling creative direction.
Talent Development & Creative Culture: Mentor and inspire a multidisciplinary creative team. Foster a future-forward, high-performance culture where designers, videographers, animators, and 3D artists view AI as a tool for amplification, not replacement. Build team capabilities in AI tools, modern workflows, and collaborative production.
Organizational Change Agent: Champion the shift toward AI-first, data-informed creative practices. Challenge traditional "agency-centric" models. Build conviction around in-house creative capabilities and systematic, scalable creative production.
Agency & Vendor Leadership: Manage relationships with external partners—production houses, agencies, directors, photographers, stylists, and creative vendors globally. Evolve these relationships from service providers to strategic partners capable of contributing to your AI-first ecosystem.
�� The Essentials
Experience
● 10+ years of progressive creative leadership in brand design, creative direction, or visual communications (agency, in-house brand teams, or creative technology companies)
● Proven track record of leading large, multidisciplinary creative teams (minimum 20+ people across graphic design, videography, animation, 3D design, or similar disciplines) ● Strong technical expertise in at least one of the following (preferably 2+): ○ Videography, filmmaking, and video production
○ Graphic design, branding, and visual systems design
○ 3D design, motion graphics, visualization, or animation
● Demonstrated experience building or scaling creative studios, design systems, or production operations at significant scale
● Hands-on experience integrating AI and creative technology into production pipelines—not theoretical knowledge, but practical implementation and optimization ● Strong background working in fashion, lifestyle, beauty, luxury, or high-growth consumer brand environments
● Experience with creative storytelling across multiple formats—digital, retail, social, video, campaigns, packaging, and experiential
● Proven ability to collaborate with global stakeholders—production partners, agencies, directors, creative talent, and cross-functional business teams
● Track record of defining and evolving visual brand language that resonates across audiences and platforms
● Demonstrated success managing large creative budgets, timelines, resource planning, and multi-project workflows
Education & Language
● Bachelor's degree in Design, Fine Arts, Communications, Film, or related field (Master's preferred)
● Professional fluency in written and spoken English
● Familiarity with Hindi or regional Indian languages helpful for understanding local cultural nuances
Domain Bonus Points
● Expertise across all three domains: filmmaking, graphic design, and 3D design ● Hands-on experience building or scaling AI-first in-house creative studios or brand teams
● Deep familiarity with emerging AI creative tools across:
○ Generative AI image tools (Midjourney, DALL-E, Ideogram, etc.)
○ Video generation and editing AI (Runway, Synthesia, ElevenLabs, etc.) ○ 3D and animation AI tools
○ Workflow automation and production management AI
● Experience leading creative teams at global consumer brands or international campaigns
● Strong network across production houses, directors, photographers, stylists, and creative talent in India and globally
● Experience with creative management systems, DAM (Digital Asset Management), or production workflow platforms
● Background in D2C, e-commerce, or fast-growth brands where creative velocity is a competitive advantage
�� The Mindset
Creative Vision + Technical Intelligence
You possess exceptional visual taste and creative instincts, combined with intellectual curiosity about technology and systems. You're not a technologist who understands design, or a designer who dabbles in tech—you're a creative leader who understands how emerging technologies can amplify human creativity. You see AI as a creative amplifier, not a threat. You thrive at the intersection of art and technology.
Systems & Operational Thinking
You think in terms of scalable systems, not one-off campaigns. How can we build production workflows that compound creative output over time? How do design systems enable exponential scaling? You're comfortable with operational complexity—production planning, resource optimization, quality control, budget management—because you see operations as the infrastructure that enables creativity.
Execution Excellence + Visionary Ambition
You balance artistic vision with operational reality. You're equally comfortable defining the creative direction for a global campaign and solving the logistics of production timeline crashing. You're a hands-on leader who doesn't shy away from detail, yet also thinks strategically about long-term creative positioning.
Data-Informed Creativity
You understand that creative decisions can be informed by data without being dictated by it. You measure creative performance, test variations, optimize based on engagement and conversion metrics, but you retain the autonomy to follow your creative instincts. You're comfortable with A/B testing creative approaches and iterating rapidly.
Tech-Forward Mindset & Rapid Adoption
You're genuinely excited about AI and emerging creative technologies, not reluctantly adopting them. You stay ahead of trends—you read about Sora, Runway, new generative tools, and immediately think about how to apply them. You experiment, fail fast, learn, and iterate. You see the creative industry transforming and want to lead that transformation.
Leadership & Cultural Impact
You're a compelling leader who can inspire creative teams through ambition and example. You mentor talent and help them grow in an AI-first creative world. You champion organizational change and build conviction around new ways of working. You lead through influence, vision, and demonstrated excellence—not just authority.
Bias Toward Speed & Scalability
You're energized by the challenge of producing exceptional creative at unprecedented speed and scale. You're not precious about creative process if a more efficient path emerges. You thrive in high-growth environments where the impossible becomes expected, and you're the one figuring out how to deliver it.
�� What Success Looks Like in Year 1
Creative Platform & Technology
● Audited current creative tech stack; identified and piloted 3-5 high-impact AI and automation tools integrated into workflows
● Designed and documented next-generation creative production workflows for 4-5 core content types (video, photography, design, 3D, social)
● Built or upgraded design system to include AI-assisted variations and adaptive creative components
● Established creative asset library/DAM (Digital Asset Management) system with intelligent organization and retrieval
Team & Capability
● Assessed and restructured creative team for AI-first operating model; reallocated roles toward strategic creative work
● Upskilled 80%+ of creative team in AI tools and new production workflows ● Hired or promoted creative technologist/AI specialist role into team
● Documented team skills audit and 12-month capability development plan Operational Impact
● Reduced average creative production turnaround time by 40-50% (measured: brief to delivery)
● Increased creative asset production volume by 2-3x while maintaining or improving quality scores
● Reduced creative production costs by 25-30% through efficiency improvements and reduced agency dependencies
● Established creative quality benchmark system with quantifiable metrics (engagement, conversion, brand perception)
Creative Leadership
● Led and approved 5+ major brand campaigns with consistent, elevated visual language ● aDefined and evolved Lenskart's art direction for retail, digital, and social ecosystems ● Mentored creative team with visible development in individual capabilities and morale ● Established partnership model with external agencies and production partners aligned to AI-first vision
Organizational Impact
● Built executive and cross-functional stakeholder alignment on AI-first creative strategy ● Secured budget and approval for 2-3 strategic creative tech investments ● Positioned Lenskart as a creative innovation leader internally and in market ● Created case studies or thought leadership around "AI-Enabled Creative at Scale"