Awareness of GenAI technology has exploded over the last 12 months - and with it, a whole new world has opened up for creators in advertising. At Pencil, we are developing tools that empower creators to do magical work for brands, and we want to ensure we take a leadership position in the quality and impact of GenAI advertising.
We’re seeking a GenAI Creative Director to lead the charge in creating high-quality, high-performing ads for both enterprise clients and small businesses using the Pencil platform. This role presents several exciting challenges. First and foremost, the art of creating impactful ads remains a nuanced craft. As a GenAI Creative Director, you will need to master the latest GenAI models to uncover insights, write compelling copy, generate and edit photos and videos, and ultimately produce advertisements that capture attention and drive conversions.
In addition, the science of advertising is becoming increasingly important. Clients expect quick turnarounds and measurable results. Leveraging data, predictive analytics, and streamlined processes will be crucial in consistently meeting these expectations.
To excel in this role, you should have experience with GenAI tools and a deep understanding of their potential for creators, the advertising industry, and marketing clients. You’ll also need the optimism, energy, and determination to tackle challenges head-on every day. Success in this role will not only create a significant impact for our clients but also elevate your work to new heights, positioning you as a leading voice in the GenAI revolution.
Your day to day:
- Oversee GenAI Creators to deliver briefs through all steps including insight, concept, copy, image & video generation and final creative assembly using different GenAI models and techniques
- Work with our Training team to actively explore, implement and explain new GenAI techniques to help our wider user base achieve high quality creative outputs
- Where necessary, directly intervene in developing, generating or manually retouching outputs to meet quality standards across briefs
- Work with our Product & Engineering teams to test new GenAI features and provide feedback to drive platform improvements
- Be visible as one of the GenAI CDs across the group (together with James Dow) in inspiring all creative people inside BTG to use GenAI, not be afraid of it and get great work done with it EG. by sharing examples of great work, running councils/committees/office hours
- Work with our Customer Success team and GenAI Creator team to structure a GenAI delivery process that allows for steps, prompts, time taken etc. to be be shared transparently with clients
- Work with our Customer Success team to meet with clients, taking and refining briefs that meet client needs while best demonstrating GenAI capabilities within a systematic GenAI delivery process
- Work with our Customer Success team to present creative outputs to clients, taking feedback and managing expectations on what GenAI can and cannot do
Your experience:
Please be prepared to showcase your portfolio!
- 10 years’ experience in advertising creative development
- Experience with GenAI tools such as ChatGPT, Stable Diffusion, Midjourney, Adobe Firefly, Jasper etc.
- Experience with GenAI techniques such as model selection & prompting
- Any experience using GenAI to deliver real-world advertising creative
- Proficiency in Adobe Creative Cloud
- Good personal communication and management skills
- Preference for candidates who have prior agency experience
- Strong written English skills, allowing you to communicate effectively with clients and team
- Access to a reliable computer with an internet connection exceeding 40 Mbps
- A collaborative and team-oriented attitude with optimism about the role of GenAI in creativity
Your KPIs will be linked to the following:
- Quality and client satisfaction of GenAI deliverables
- Rate of delivery for client briefs: typically 5 to 6 briefs at a time
- Creation of knowledge and expertise in use of GenAI and sharing of this knowledge with other creatives
Benefits:
- Opportunity to work at the cutting edge of GenAI
- Sponsored professional and personal learning
- Flexible vacation/time-off policy
- Competitive health insurance and welfare cover
- Fully remote work
