Head of Creative – Brand Foundations

In Short:

We’re looking for a visionary creative leader to define and shape the foundational creative direction of the On brand. As Head of Creative – Brand Foundations, you will be responsible for the upfront thinking, words and vision that underpins how new categories, platforms and expressions of the brand voice come to life.

This role sits at the very beginning of the creative process; unpicking and exploring the brief (oftentimes also writing it) and leading a small but senior creative team towards solutions. The team you’ll lead is composed of a spatial designer, an art director and a graphic designer. You will establish the creative frameworks, narratives, and visual principles that others build from — ensuring On’s brand remains distinctive, coherent, and future-facing as it evolves across performance, lifestyle and new territories.

With a sharp strategic mind and deep creative intuition, you’ll translate brand ambition into clear creative direction, guiding teams from early concept through to alignment and handover. This is a senior leadership role at the intersection of brand strategy, creative vision, and long-term brand building. Reporting to the Global Head of Brand Creative, Brand Voice.

Your Mission:

• Define and lead the foundational creative direction for the On brand, with a focus on new categories, early-stage concepts and long-term brand evolution

• Set the creative “north star” for projects before they enter conception and execution, establishing clear frameworks, narratives and visual principles

• Develop and articulate brand foundations that guide downstream teams across campaigns, product storytelling, assets, retail, and channels

• Partner closely with strategy, brand, and product teams to shape briefs, identify opportunities and define creative brand guardrails.

• Champion originality, experimentation, and future-facing thinking while protecting the integrity of the On brand

• Synthesize complex inputs into simple, compelling creative direction that teams can execute against with confidence

Your Story:

• 10+ years of experience in the worlds of copywriting, brand creative, art direction, with 5+ years of creative leadership within a global brand or top-tier agency

• Proven experience setting creative direction at a foundational level, not only executing campaigns but defining entire categories and worlds

• A strong portfolio demonstrating concept-led thinking, world-building, and long-term brand systems across one or more of the following: sport, lifestyle, fashion and culture

• Deep understanding of how brand strategy translates into creative direction, visual language, storytelling, and narrative frameworks

• Confident leading through ambiguity and energized by early-stage, undefined creative challenges

• Experienced in guiding senior creatives and collaborating with cross-functional leaders

• A natural storyteller and communicator, able to clearly articulate creative vision to diverse audiences

• Comfortable balancing creative ambition with business realities and strategic goals

• Fluent in English, written and spoken

Your Team:

You’ll be part of the Brand Voice team, responsible for shaping how the On brand looks, feels, and evolves globally. We work across product storytelling, retail, and brand moments - from defining creative foundations to delivering best-in-class guidelines.

This role plays a critical connective function within the team, ensuring that creative work across categories and channels is anchored in a shared, elevated brand vision.

On is an Equal Opportunity Employer. We are committed to creating a work environment that is fair and inclusive, where all decisions related to recruitment, advancement, and retention are free of discrimination.