Creative Lead, IP Licensing & Merchandising

Job Description Overview We are looking for a multidisciplinary creative to lead the creative development and visual direction across AirAsia's IP Development, Licensing and Merchandising initiatives. This is a hands-on creative leadership role for someone who can take a business or IP objective, explore what it could become creatively, and translate it into compelling visual concepts, merchandise and consumer experiences.

The ideal candidate combines strong creative thinking and design craft with the maturity to independently lead workstreams and guide junior creatives and external partners from concept through execution. This role is ideal for someone who is curious, culturally aware and constantly inspired by design, entertainment, fashion, lifestyle and pop culture, and who enjoys turning ideas into things people want to see, experience and own.

Key Responsibilities Translate business, brand and IP objectives into compelling creative strategy, concepts and visual directions. Develop and expand ideas through visual concepts, moodboards, storytelling and design, across IP, collaborations, merchandise, campaigns and consumer experiences. Develop and evolve the visual worlds of AirAsia-owned IPs, ensuring they remain distinctive, relevant and consistent across different applications.

Conceptualise and design merchandise and consumer products across categories including apparel, accessories, collectibles, toys, stationery, lifestyle products and gifts. Develop key visuals, product concepts, graphics, packaging, mock-ups and other creative materials required to bring ideas to life. Balance creative ambition with consumer appeal, usability, production feasibility and cost considerations, while providing creative input throughout sampling and production.

Establish and maintain creative standards and visual consistency across AirAsia-owned IPs and relevant merchandise initiatives. Provide creative direction and constructive feedback to junior creatives, illustrators, freelancers, agencies, vendors, licensees and external partners. Work with cross-functional teams to translate partnership, licensing and business opportunities into compelling creative concepts and visual proposals.

Present and articulate creative concepts confidently to internal stakeholders and external partners. Independently manage creative priorities and assigned workstreams from initial brief through final delivery. Stay connected to emerging trends across design, entertainment, fashion, lifestyle, social media and pop culture to inspire new creative opportunities. Requirements Approximately 6–8 years of relevant creative experience in brand design, art direction, creative development, advertising, entertainment/IP, merchandise, consumer products or related fields.

A strong portfolio demonstrating creative thinking, visual storytelling and high-quality design execution across different mediums. Strong conceptual and visual thinking, with the ability to turn open-ended briefs into distinctive creative directions. Strong understanding of branding, visual identity, typography, composition, colour and contemporary design. Strong aesthetic judgement and awareness of consumer, cultural and creative trends.

Highly skilled in Adobe Creative Suite and adaptable to other creative tools where required. Confident in developing, presenting and articulating creative concepts to both creative and non-creative stakeholders. Able to provide clear creative direction and constructive feedback to junior creatives and external partners. Mature, resourceful and self-driven, with the ability to independently manage multiple creative projects in a fast-moving environment.

Nice to Have Experience with intellectual properties, entertainment or character-led brands. Experience in merchandise, consumer product or packaging development. Illustration or character design experience. Animation, motion design or 3D capabilities. Experience working with manufacturers, production vendors, ar