Head of Design

Creative Direction & Design Strategy

• Define, refine, and maintain the visual language, brand identity, and design principles across all touchpoints:
• Retail spaces: store layouts, displays, visual merchandising.
• E-commerce: website design, product imagery, UI/UX consistency.
• Digital campaigns: performance marketing creatives, paid ads, EDMs.
• Packaging: product packaging, unboxing experiences, labeling.
• Social media: branded content, campaign visuals, storytelling.
• Establish and enforce brand design guidelines for internal and external stakeholders to ensure consistent application across print, digital, and spatial experiences.
• Translate consumer insights, cultural trends, and competitive analysis into actionable creative strategies that strengthen Serial’s positioning in the lifestyle market.
• Champion design as a strategic business driver, ensuring every output aligns with both brand narrative and commercial performance.

Design & Project Management

• Develop adaptive design strategies that can quickly respond to changes in market dynamics, consumer behaviors, and business needs.
• Oversee and manage the end-to-end design project lifecycle, from concept development to execution, ensuring high-quality, on-brand, and timely delivery.
• Implement project management processes (briefing, timelines, review cycles, QA) to ensure efficiency and clarity across multiple stakeholders.
• Monitor and integrate emerging materials, technologies, and cultural movements into design outputs to keep the brands relevant and future-ready.
• Provide creative oversight on all deliverables, including campaign rollouts, product launches, store activations, and brand collaborations.
• Ensure all design solutions deliver measurable impact, balancing creativity with usability, customer experience, and commercial value.

Brand Stewardship & Innovation

• Act as the guardian of brand identity, ensuring the core essence of each Serial’s brand is consistently expressed.
• Lead brand evolution projects, adapting design frameworks as the brands expand in the Indonesian and regional markets.
• Identify and champion innovation opportunities in design—whether in sustainability (eco-friendly packaging), digital experiences, or omnichannel retail concepts.
• Establish Serial’s design reputation by producing industry-leading creative outputs that position the company as a benchmark in the lifestyle retail sector.

Cross-Disciplinary Team Leadership

• Lead, mentor, and inspire a multi-disciplinary design team (graphic, digital, spatial, and product designers), fostering a culture of innovation, accountability, and collaboration.
• Build a design center of excellence by implementing performance reviews, professional development plans, and skill enhancement opportunities.
• Manage external creative partners, freelancers, and agencies, ensuring outputs meet Serial’s design standards and timelines.
• Partner closely with cross-functional teams:
• E-commerce (UI/UX, conversion-driven creatives).
• Marketing (campaign assets, ATL/BTL visuals).
• Retail & Sales (store displays, activations, trade marketing).
• Product & Operations (packaging, supplier-ready designs).
• Act as a bridge between creative vision and commercial objectives, ensuring alignment between creative work and business KPIs.

People & Stakeholder Management

• Build strong partnerships with founders, brand leads, and senior management to align creative vision with strategic objectives.
• Present and communicate design strategies, concepts, and execution plans to leadership and cross-functional teams with clarity and influence.
• Mentor junior designers and creative staff, nurturing next-generation design leaders within the organization.
• Cultivate a positive design culture that celebrates creativity, collaboration, and constructive feedback.