Director, Creative Excellence

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About the role

Job Title Director, Creative Excellence Job Description Your Challenge: The Director, Creative Excellence sets the direction, standards and practices that help Philips Personal Health deliver more distinctive, consumer-relevant and commercially effective creative at scale. Business Units retain ownership of the creative idea, brand strategy and brief. Regions and markets lead local activation and in-market delivery. This role sits within CXE and plays a pivotal role across Business Units and Regions, connecting and strengthening both by building the standards, insight, governance and technology needed to develop stronger work and activate it more effectively. Working closely with Business Units, Regions and the wider CXE, the Director creates the conditions for Creative Excellence to become a consistent organisational strength. Your role: The Director, Creative Excellence leads the Creative Excellence agenda across Philips Personal Health—setting the ambition, standards, practices and learning culture that help Business Units and Regions develop more impactful, distinctive and effective work. 1. Creative standards, strategy and review • Define, embed and evolve Personal Health global standards for Creative Excellence, giving Business Units and Regions practical guidance for developing and activating high-quality work. • Establish clear principles for creative quality, consumer relevance, brand distinctiveness, channel fit, adaptation and effectiveness. • Strengthen the quality of creative strategy, briefing and evaluation across Business Units and Regions. • Create a common vocabulary, practical tools and measures that teams and partners use to plan, assess and improve creative work. • Establish effective review practices and forums that provide constructive challenge, raise the creative bar and address shared barriers. • Balance global consistency with the flexibility required by different categories, consumers and markets, connecting back to overall Philips Masterbrand guidelines. 2. Creative expression and development • Inspire and enable stronger creative expression across the organisation, helping teams turn strategy into powerful, engaging and distinctive ideas. • Develop practical guidance, tools and experiences that strengthen creative development—from insight and briefing through to idea development, production and adaptation. • Champion excellence in creative craft across channels and formats, ensuring work remains recognisably Philips while making the most of each channel and context. • Work with internal partners, including the academy, to raise creative standards and build the capabilities of marketers and agency partners to make stronger creative choices and create work that breaks through. • Work within the AI Gameplan Squad to identify opportunities for AI and emerging tools to enhance creative development, quality, speed and scale, while maintaining strong creative judgement and responsible use. 3. Creative effectiveness, learning and amplification • Partner closely with Business Units, Regions and the Personal Health Media team to understand how creative performs across categories, markets and channels. • Work closely with other teams within CXE to connect creative-quality, consumer, media and commercial insight and identify what drives stronger marketing outcomes. • Turn connected performance insight into practical learning that improves future creative and activation decisions. • Establish a clear learning agenda and regular drumbeat to share examples, evidence, best practice and opportunities across the organisation. • Amplify the best work and most valuable learnings, building pride, momentum, external visibility on critical platforms such as Cannes Lions, and a shared ambition for Persona

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