Responsibilities

• Own the creative strategy for how L.L.Bean shows up across photography, video, advertising, and social content, ensuring each medium plays a clear and intentional role in telling the brand story.
• Translate brand strategy, customer insight, and business priorities into holistic creative platforms that work across channels while allowing each format to express itself authentically.
• Establish and communicate a clear creative north star that guides all brand expression, from high‑impact campaigns to always‑on social storytelling.
• Ensure creative work evolves with culture, platforms, and customer behavior while remaining true to L.L.Bean’s heritage and values.
• Set the creative vision and standards for photography and video, defining distinct visual approaches that elevate emotional connection, authenticity, and modern relevance.
• Guide the balance between elevated product storytelling, lifestyle imagery, and brand narrative to ensure consistency without sameness.
• Partner closely with production, studio, and external creators to push visual storytelling forward, embracing innovative formats, pacing, and techniques.
• Ensure photo and video assets are conceived strategically to scale across campaigns, channels, and touchpoints.
• Lead creative strategy and direction for major brand and seasonal advertising campaigns, from concept through execution.
• Champion big‑idea thinking that cuts through clutter and differentiates L.L.Bean in a competitive landscape.

Requirements

• 10+ years of creative leadership experience, ideally within brand, retail, lifestyle, or purpose‑driven environments.
• Proven experience setting creative strategy across photo, video, advertising, and social.
• A strong portfolio demonstrating taste, originality, and customer‑first storytelling.
• Experience leading internal creative teams and agencies with clarity, authority, and empathy.
• Demonstrated success driving big‑idea campaigns, partnerships, and content ecosystems.
• Strong creative judgment, point of view, and comfort making fast, high‑impact decisions.
• Exceptional communication skills and ability to influence at the executive level.
• Passion for the outdoors, authenticity, and L.L.Bean’s brand values.

Benefits

• If you care about the outdoors, joining L.L.Bean is a great way to feel good about what you do. Our benefits package makes a good thing even better, with programs and perks designed to support your health and financial goals. Plus, maintaining a healthy work-life balance and re-charging outside are all part of the plan.
• If your experience looks a little different from what we've identified and you think you'd be great at this role, we'd love to learn more about you! At L.L.Bean, we believe the outdoors brings out the best in all of us. We strive to reflect this every day in our commitments to employees and partners and in our efforts to promote belonging.