Global Head AB Brand, Creative & Content Expansion

We are a leading art world authority shaping the conversation across art, culture, and the global creative economy. Our mission is to provide high-value and high-engagement content and commentary to professionals, collectors, and expanding high-scale ‘art curious’ communities around the world. As we enter an ambitious new phase of brand and creative elevation, we are building a dynamic creative, brand and content platform operation designed to engage new audiences, amplify our brand reach and deliver best-in-class content excellence.

Role Overview

• Lead a unified brand, creative and content expansion function that engages new global audiences and deepens relevance with existing communities across all Art Basel touchpoints, and a proven history of managing high-performing brand, creative, content and campaign teams.
• Define and deliver a creative, brand and content strategy that amplifies Art Basel’s brand, supports commercial growth and unlocks new content driven revenue streams

Your responsibilities

• Build, lead and inspire a high performing in house creative studio covering brand design, copy, video, social, experiential and content operations
• Build and manage a high-performance10+ FTE team plus an extensive global freelance network
• Own global brand guardianship: evolve and protect the Art Basel master brand and its regional and product architectures, ensuring excellence, consistency and impact across all fairs, initiatives and partnerships
• Lead the end to end creative and content process for Art Basel fairs, new products, digital platforms and brand partnerships, from briefing and concepting through production, trafficking and measurement.
• Oversee all creative production (film, digital, social, editorial, experiential, OOH, print, on site environments and signage), including vendor strategy, roster management and quality control across agencies and freelancers
• Partner closely with Fairs and Product teams to translate business and audience objectives into integrated creative and content programs that drive visitation, engagement, lead generation and revenue
• Collaborate with Art Basel Communications and Digital teams to align storytelling, channel strategies and paid/owned/earned media, ensuring joined up narratives and optimized distribution
• Develop and scale content monetization opportunities in partnership with Commercial Strategy and Partnerships, including sponsored content, brand collaborations, and new digital products
• Define and track KPIs for brand health, campaign performance and content ROI, using insights to refine strategy and champion a culture of test and learn and creative innovation
• Represent the creative, brand and content function at senior level, influencing executive decision making and championing Art Basel’s distinctive voice across all internal and external platforms

Your profile

• Minimum 15 years’ experience in senior creative, brand and content leadership roles, with current or recent experience as an in house creative lead or ECD level agency or client side leader at a major brand or platform
• Proven track record in execution excellence across integrated campaigns for large scale, globally recognised brands in and outside the art sector (e.g. lifestyle, luxury, media, technology, or consumer platforms)
• Exceptional creative executor with a strong portfolio spanning film, digital, social, experiential and editorial content that drives both brand equity and commercial outcome
• Demonstrated success building and scaling in house studios, managing agencies and complex creative ecosystems, and navigating matrixed global organisation
• Deep understanding of content monetization models (sponsorship, branded content, partnerships, subscriptions, digital products) and experience developing revenue generating storytelling formats

Who we are and what we offer

MCH Group, with its head office in Basel, Switzerland, is an internationally active experience marketing company. We organise around 90 of our own exhibitions and guest exhibitions in Switzerland and abroad, including Art Basel, Swissbau and Giardina. Parts of our group are active in Dubai, Hong Kong, North America and Paris.

Our 800 or so colleagues appreciate the great flexibility in terms of working hours, home office and on-site presence. We also offer good social benefits & more.