Senior Creative Manager, Global Brand Marketing(MJ031412)

Job Summary： This role combines creative vision with systematic thinking. The Senior Creative Manager defines Trip.com ’s global brand creative identity—how it looks, sounds, and feels—and builds scalable systems to ensure consistency across teams, markets, and tools. The ideal candidate has world-class brand sensibility and a sharp eye for creative quality, along with the logical precision to translate that into structured frameworks, AI-ready systems, and actionable guidance. They balance commercial grounding with creative ambition, shaping campaigns and writing AI prompts with equal ease. Key Responsibilities：

1. Brand System & Governance Define and evolve Trip.com ’s brand creative system (visual language, verbal identity, tone of voice) across all touchpoints. Lead brand design projects end-to-end: positioning, motif, and VI system development. Manage external agencies and build internal capability. Translate the brand system into practical guidelines and dos & don’ts for global teams. Own AI brand governance: partner with cross-functional teams to integrate the brand into AI tools via prompt frameworks, training inputs, and guardrails. Lead global Creative Review sessions to evaluate outputs and coach teams on brand standards. Represent Brand Marketing in inter-department discussions to ensure consistency across channels.
2. Campaign Execution For large-scale campaigns: collaborate with global brand managers and agencies—set direction, provide constructive feedback, and maintain quality. For small- to mid-scale campaigns: drive end-to-end creative development with the in-house team (concepting, art direction, copywriting, storytelling). Ensure all campaigns are distinctive, emotionally resonant, and clearly on-brand. Partner with Brand Managers on briefs and ideation, blending strategic clarity with creative ambition.
3. Creative Team & Capability Building Mentor and develop the in-house creative team (Art/Copy/Interns), raising the creative bar and fostering a culture of craft and feedback. Integrate AI creative tools into workflows to enhance ideation and production without diluting brand quality. Maintain and evolve the Trip.com Creative Toolkit (templates, design systems, reference libraries, AI-assisted resources) for global use. Qualifications 10+ years of creative experience in integrated marketing or advertising, including 3–5 years in a leadership or brand creative role. Exceptional creative taste and visual craft, with the ability to provide decisive, elevating feedback. Proven ability to define and evolve brand creative direction across markets and channels. Logical and systematic thinker: skilled at codifying creative intuition into frameworks, guidelines, and scalable systems. Working knowledge of AI creative tools (image generation, copywriting) and practical understanding of how to shape and govern their outputs. Deep understanding of global brand storytelling, campaign systems, and multi-channel adaptation. Business-minded: makes commercially grounded creative decisions—ambitious but never abstract. Strong collaboration and influencing skills to align teams across regions and functions. Fluent in English; Mandarin proficiency a plus.

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