Role Purpose We are looking for a Senior Designer / Creative Director who can lead the creative direction of Maxidi’s visual identity across Private Label, packaging, campaigns, POSM and in-store communication. This is not simply a graphic design role. We are looking for a creative thinker with a strong commercial mindset who understands how design can influence customer behaviour and drive sales. The ideal candidate can turn a commercial objective into a strong creative concept and take it from idea → visual concept → 3D/AI visualisation → final production. Key Responsibilities 1. Creative Direction & Concept Development • Lead creative concepts for Maxidi campaigns, promotions, seasonal activities and commercial initiatives. • Develop strong and distinctive visual concepts that attract attention and create customer engagement. • Translate Marketing and commercial briefs into creative solutions. • Develop and maintain a consistent visual direction across Maxidi communication channels. • Challenge conventional ideas and bring fresh, innovative creative approaches. 2. Private Label & Packaging Design • Lead the creative development of Maxidi Private Label packaging across different categories. • Create packaging that stands out on shelf, is easy to recognise from a distance and is clearly differentiated from established brands. • Develop a distinctive and consistent PL visual identity while allowing individual product categories to have their own personality. • Understand shelf impact, colour, typography, imagery, hierarchy and pack architecture from a shopper perspective. • For food products, create packaging that is appetising, desirable and makes customers want to pick up and try the product. • For non-food products, create packaging that communicates the key benefit and creates a strong motivation to purchase. • Work with Category Management, Marketing and suppliers from concept development through to final artwork and production. 3. 3D Design & AI-Generated Visuals • Develop high-quality 3D product visuals, renders and mock-ups. • Use AI-generated visuals and emerging creative technologies to develop concepts quickly and efficiently. • Create realistic product and retail visualisations for presentations, campaigns and POSM. • Continuously explore new AI and 3D tools to improve creative quality and speed of execution. 4. POSM & Retail Creative • Develop innovative POSM concepts designed to create strong in-store visibility and commercial impact. • Lead creative development for: • Window posters • Gondola ends • Top boards • Banners • Wobblers • Shelf communication • Promotional displays • Seasonal and thematic installations • Ensure POSM is visually impactful while being practical, cost-effective and suitable for store execution. • Develop creative solutions that help customers notice, understand and purchase the promoted product. 5. Campaign & Marketing Creative • Develop Key Visuals for major commercial and thematic campaigns. • Adapt creative concepts across flyers, Facebook, TikTok, digital, POSM and in-store communication. • Ensure strong visual consistency across all campaign touchpoints. • Present creative concepts to Marketing and senior management and explain the commercial rationale behind the design. 6. Creative Leadership • Provide creative direction and quality control for internal and external design work. • Review, challenge and improve creative outputs to ensure they meet Maxidi's standards. • Brief and manage freelance designers, agencies and production partners when required. • Build a strong creative culture focused on innovation, speed, quality and commercial effectiveness. [Requirements] • 5+ years of professional design experience, ideally in retail, FMCG, branding, packaging or advertising. • Strong portfolio demonstrating creative concept development and commercial design thinking. • Strong expertise in 3D design and visualisation. • Proven experience with AI-generated visuals / AI creative tools. • Strong packaging and branding experience; Private Label experience is highly desirable. • Strong understanding of retail POSM and shopper behaviour. • Proficient in Adobe Creative Suite and relevant 3D/AI tools. • Strong understanding of typography, colour, composition, imagery, branding and visual hierarchy. • Excellent eye for shelf impact and packaging differentiation. • Able to balance creativity, commercial objectives, production feasibility and cost. • Strong communication and presentation skills. • Able to work independently, manage multiple projects and deliver under tight deadlines.