Staples VP Staples Creative Group in Framingham, Massachusetts
The VP, CREATIVE AGENCY manages the thousands of pieces of marketing communications produced annually on behalf of the Staples brand for consistency across all channels, including print and digital mediums. It is an individual with exceptional creative leadership abilities and the diplomacy necessary to navigate the internal and external constituents – each with their own agendas and objectives. The VP, CREATIVE AGENCY is responsible for providing creative direction across all output of the organization, ensuring the work continually improves and pushes the level of consumer engagement with the brand. The VP, CREATIVE AGENCY has the creative last word on decisions that impact how the Staples brand looks, sounds, and is experienced by the end user. The VP, CREATIVE AGENCY oversees a Staples Creative team, as well as provides leadership to the operations team.
The VP, CREATIVE AGENCY’s purview includes:
Digital and Social media content
Websites and apps
Email, Direct Mail
In store signage and displays
Internal and external presentations (in all formats)
All internal agency teams
The VP, CREATIVE AGENCY reports to the CMO and works closely with the marketing team to guarantee that the Staples brand purpose is infused into every form of communication. The VP, CREATIVE AGENCY is also tightly aligned to the merchandising team so that the Creative Leadership/Operations Group is knowledgeable about the range of Staples products, services, and solutions available now and in the future. This includes staying on top of trends. Similarly, the VP, CREATIVE AGENCY and their team will work closely with the user experience (UX) and technology groups to ensure that the ecommerce experience and platform can deliver on the brand’s promise.
Most importantly, the VP, CREATIVE AGENCY will serve as a champion for new ideas and new approaches to meeting the customer’s needs, including an understanding of new and emerging technologies, particularly as it relates to retail. New ideas may be met with resistance and it’s up to the VP, CREATIVE AGENCY to passionately convince leadership of their value and impact.
The VP, CREATIVE AGENCY will institute a governance process, including necessary approvals, for all dotcom assets with UX and Technology, and ensure tiered assets are assigned in a thoughtful and systematic way. This person will connect the dots strategically and tactically, internally and externally, build a partnership network/pipeline for known marketing requirements, and have the mindshare and flexibility to create solutions and new partnerships on-the-fly as business needs evolve.
Impact on Business:
Collaborate with the in-house content team and external partners to develop long- and short-form stories/case studies (video and text based) and experiences that shine a light on the newly defined Staples purpose
Collaborate closely with UX and technology teams on the ecommerce experience (both desktop and mobile)
Identify and evaluate agency partners across all tiers and categories of creative assignments
Oversee the operations team to improve workflow and ensure work is produced on time, on budget, and with utmost efficiency
Serve as the keeper of the brand guidelines to ensure adherence and proper usage
Partner with merchandising teams to identify new and emerging trends in products and work culture. Develop creative solutions to showcase these trends for customers.
Ensure creative integrity and excellence in every asset produced
Identify trends in the marketplace and customer funnel opportunities to determine multimedia (video, blogs, articles, images, infographics, etc.) content needs. These will include both short lived trending topics as well as longer term differentiating topics, all of which are designed to advance the Staples brand and our product and service sales funnel development
Effectively communicate internally and externally in the form of video, still photography, animation, graphic or similar for digital signage, social media, learning and development, sales driving, product awareness, community relations and similar use cases.
Innovation and Change:
Conceive and implement new ideas and approaches for improving the Staples customer and brand experience
Provide thought leadership on new and emerging technologies—particularly as they impact the retail industry and media
Inspire the creative team to develop “big ideas” and then provide guidance and feedback throughout the implementation/execution process
Communication/Interactions: Internal & External Customers / Suppliers as well as Third Parties:
Manage and oversee internal and external work across tier 1, 2, & 3 assignments
Work closely with marketing on brand and marketing strategies
Oversee all key initiatives (e.g., Back-to-School, Holiday, Tax Season) working with both in-house and external agency partners
Collaborate with data analytics and customer insights teams to establish and maintain success metrics
Work cross-functionally with other leaders in the organization
Partnership with senior leadership/all functions and BUs to ensure clear messaging
Consult with SMEs across business to ensure content is developed accurately and appropriately
Conduct full performance appraisals and coaching for direct reports. Review and approve pay actions for indirect reports.
Hire and manage in-house creative resources
Mentor and develop the creative team, their skills, and their career paths
Build an organizational structure that maximizes talent and capacity
BFA in Graphic Design
15-20 years of experience leading a large creative team in an agency setting while working with Fortune 100 clients—both consumer and B2B.
Conceptual thinking as well as hands-on content creation
Strong communication, writing, and collaboration skills
Strong presentation skills
Ability to identify opportunities for upselling and growing the business
Experience working in the ecommerce space
Experience leading creative work across a range of media channels
Impeccable design, typography and art direction skills
Strong project management, and leadership skills
Proven success nurturing and growing creative staff
Ability to bridge the gap between the business and creatives sides of the business
Ability to translate ideas into implementable solutions
Ability to think conceptually of story angles – editor-in-chief mindset
Demonstrated ability to collaborate vertically and horizontally throughout the organization
Staples is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, protected veteran status, disability, or any other basis protected by federal, state, or local law.
Staples is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, age, sex, sexual orientation, gender identity, national origin, protected veteran status, disability, or any other basis protected by federal, state, or local law.