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Beautiful Destinations is a global travel marketing company that combines creative storytelling with AI-enabled content platforms and over a decade of travel data. The company partners with leading destinations and travel brands to create content across the full marketing funnel, from inspiration through conversion. Behind the work is a community of 50M+ travelers and a network of 500+ creators, filmmakers, and storytellers globally.
As Creative Lead, Social, you will own social-first creative direction across two distinct areas: Beautiful Destinations' own channels (which host the largest travel audience on social media) and client campaigns for tourism boards, hotel groups, and travel brands. You are responsible for setting the creative standard—formats, hooks, visual language, and edit standards—that 500+ creators execute against across both BD's channels and client work.
Key responsibilities include:
- Set creative direction across owned channels and client campaigns, establishing what "good" looks like across all social-first content
- Lead client creative end-to-end: from brief through concepts, treatments, and final delivery
- Translate platform signals (saves, shares, watch-through rates) into real-time creative decisions weekly, not quarterly
- Invent, test, and retire vertical formats with documented verdicts on every experiment
- Brief and direct creators to hit quality standards while preserving their authentic voice
- Build and nurture a network of personality-led creators
- Ship AI-assisted format experiments monthly at a rapid pace
- Collaborate with the editor team to set and maintain edit standards, personally reviewing flagship content
- Present creative work to clients, bringing platform-native thinking into pitches
You will work daily with creators, editors, and AI content pipelines. The formats proven on BD's own channels directly inform the client work that generates revenue, creating a virtuous feedback loop.
REQUIREMENTS:
- 6+ years of experience making and directing social-first content, with vertical work tied directly to measurable performance (not just views)
- Demonstrated track record of inventing a format or series that others copied—proof of trend-setting, not trend-following
- Deep fluency in platform behavior and signals; you read data, not guess
- Experience briefing and directing independent creators; you have built or grown a creator network yourself
- Client-facing creative experience; ability to present and hold the room
- Deep knowledge of the creator landscape—who's rising, who's overexposed, who's worth engaging
- Daily proficiency with AI tools (core to how work is made here)
- Ability to work fully remote with working overlap across UK and Dubai teams; international travel for shoots expected
