Group Creative Director, Art

Job Description Group Creative Director, Art - TCS Interactive Location: New York, NY Team: Creative (Brand + Experience) | Reports to: ECD / CCO ________________________________________ The opportunity This role is for creatives who refuse to choose between craft and performance. TCS Interactive pairs enterprise-grade engineering with world-class creativity. We turn the systems clients already run—data, personalization, AI—into brand platform ideas that earn attention and drive outcomes. Our ambition: work that wins Lions for craft and Effies for performance. We're building a flagship creative team accountable for both breakthrough brand platforms (film/OOH/social) and shippable digital experiences (web/app/prototypes). You’re the player-coach: you hold the bar for taste, storytelling, interaction design, and velocity. Build an exciting new model with us. You'll have direct access to senior leadership, engineering firepower most agencies can't access, and the mandate to build a creative product. That's the upside. The tradeoff: you're helping build the engine while driving the car. What you'll do Craft & Story You'll own the organizing idea and the system that brings it to life: from narrative to production. Drive the big organizing idea and the system beneath it: narrative arc, voice, visual language, and extensions into culture. Craft concepts that show up at the moment of need. Persuasive on screen and driving behavior wherever people experience the brand in the world. Direct treatments, boards, casting POV, editorial rhythm; partner with directors, editors, and finish to protect the idea through delivery. Use contemporary tools to visualize quickly: boards, ripomatics, lightweight demos, gen-AI pre-viz. Then decide: hand off to professional finishing for craft-critical work, or ship gen-AI production for short-form content where speed and iteration matter more than finish. Design campaign ideas as reusable systems: templates, tone kits, motion grammar. So value compounds over time and successive flights are smarter and cheaper. Digital & Interactive Brand platforms need to work in the real world, not just look good in decks. Translate the brand platform and underlying technology into interactive systems (web/app/service touchpoints); pair with strategy, product, and engineering to ship. Insist on interaction craft (motion, accessibility, responsiveness, performance) and measurable outcomes (activation, conversion, retention). Creative Leadership & Clients Set the creative standard in partnership with the Chief Creative Officer and build the rituals that make it repeatable. You're shaping how this team works, not inheriting a playbook. Act as a trusted partner in senior rooms with concise, powerful storytelling that closes. Translate creative value across the C-suite—brand, business, technology—to align senior stakeholders; direct creative teams and lead new-business pitches dec isively. Team & Operations Recruit, mentor, and develop CDs/ACDs/Senior Creatives while building diverse teams and inclusive rituals that produce better ideas, faster. Work with Production and Operations to manage scope and timelines; know when to ship v1 and when to finish for awards. What you've done 12+ years at agencies or studios that win (you know who they are), with 3+ years leading multiple accounts at the GCD level. Portfolio of award-recognized brand campaigns and shipped digital experiences; show ideas that delivered cultural impact or measurable behavior change. If a campaign has done both, you move up to the top of the list for consideration. Led integrated teams from ideation to final master: brief → platform → film/digital production → optimization. Proven client-trust builder and closer in rooms that matter. You've been the most senior creative in the room and owned the outcome. Not just the idea. You speak strategy and data fluently: brand lift, funnel KPIs, effectiveness. Without losing your creative soul. You'll Thrive Here If You've worked in categories where legal says "no" 47 times before saying "yes" (finance, healthcare, pharma, generative-AI) You've shipped digital interactive experiences along with campaigns at scale You get energized by teaching, not just directing You've built a case study from scratch and walked it onto a stage Location: New York City Office Salary Range: $192,000 - $288,000 a year