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At Apple, extraordinary ideas become products, services, and experiences that shape culture. Bring passion and precision to your craft, and there’s no limit to what you can build.
The Content Design team supports Apple Services and defines the content experience across some of Apple's most visible products. We focus on how people consume, create, and connect across all our applications.
We're looking for a Creative Director, Visual Media Strategy to lead a new team centered on the creative and editorial strategy for photo, video, illustration, and generative visual content across Apple services.
This is a leadership and strategy role. You’ll head a new practice that brings together experts in visual trend forecasting, imagery curation, research & licensing, and art buying and you’ll define how this new team operates. You'll set the creative bar, the editorial point of view, and the systems that let exceptional visual content reach every surface. Your scope starts focused on key services and scales from there.
Description
The right person has exceptional taste and strong strategic instinct. You anticipate shifts in the visual landscape before they fully emerge, translate cultural and product signals into clear direction, and know how to make generative AI a serious tool within each domain area to drive ever-better work. And you know how to bring people along with you, nurturing talent and paving new ways of working. ","responsibilities":"Serve as the organization's leading voice on visual trends, emerging aesthetics, and cultural shifts. Translate those insights into actionable creative direction for your teams.
Define and stand up a new visual strategy function: set its operating model, priorities, and output standards.
Partner with Brand and Design to interpret brand vision and push creative execution further.
Define how generative AI tools integrate into existing curation, research, licensing, and art buying workflows. Set quality, ethical, and brand-integrity standards for their use.
Contribute creative direction to high-visibility projects across photography, video, and generative art.
Direct the curation and evaluation of photo, video, illustration, and multimedia, holding a high bar for taste, originality, inclusivity, and technical execution.
Oversee art buying: sourcing, commissioning, licensing, and creation of original artwork and illustration, including through generative AI workflows.
Guide curation informed by performance metrics, cultural insights, and product priorities, supporting evergreen needs and seasonal or tentpole moments.
Develop repeatable programming concepts and signature collection approaches that build identity and amplify launches across the app ecosystem.
Maintain deep knowledge of the commercial art landscape. Proactively identify illustrators, visual trends, and emerging creative approaches at the leading edge.
Oversee content systems that let creative work reach every surface: sourcing frameworks, taxonomy, lifecycle planning, and governance.
Drive requirements for CMS platforms, DAM, metadata standards, and automation tooling that support curation at scale.
Establish quality rubrics, review workflows, and editorial calendars that enable global consistency without flattening cultural relevance.
Ensure licensing compliance, usage rights documentation, and clear processes that reduce legal exposure while increasing speed to market.
Manage partner relationships (stock houses, boutique agencies, independent creators, AI-driven platforms) and oversee vendor selection and contract terms.
Partner with Data Science and Strategy to interpret engagement signals, refine curation, and measure performance over time.
Collaborate with International teams to ensure visual media reflects local aesthetics and cultural nuances.
Synthesize domain expertise with business needs and product context to identify opportunities others miss, and drive them to completion.
Preferred Qualifications
Proficiency in generative AI image tools and workflows (prompting, evaluation, governance), with the ability to maintain brand integrity and quality standards.
Experience with CMS, automation tools, metadata standards, cataloging, and taxonomy practices.
Familiarity with a wide range of content sources, from enterprise providers (Getty, AP, Shutterstock) to boutique agencies to individual contributors and AI-driven platforms.
Experience with enterprise-level vendor negotiations and partner management in media/content.
Experience overseeing art buying, illustration commissions, or artwork licensing programs end-to-end.
Track record on high-visibility, executive-facing creative projects with cross-functional senior stakeholders.
Understanding of image and video rights, licensing, and clearance processes.
Minimum Qualifications
12+ years in visual media leadership (photo, video, illustration, or multimedia) within creatively driven environments such as consumer technology, publishing, streaming/media, or creative agencies serving those industries.
Strong editorial judgment and demonstrated ability to set creative direction across a large brand or product ecosystem, not just select content within it.
Experience building and directing visual content strategy across large-scale media libraries or digital platforms.
Proven people leadership: experience managing, developing, and unifying creative teams.
Demonstrated ability to synthesize domain expertise with business needs to identify improvement opportunities and drive them to completion with initiative, even without pre-defined roadmaps.
Experience defining or evolving a visual media strategy that directly influenced product direction, brand perception, or user engagement.
Clear, effective communicator with experience presenting to senior and executive leadership and aligning cross-functional partners.
Pay & Benefits
At Apple, base pay is one part of our total compensation package and is determined within a range. This provides the opportunity to progress as you grow and develop within a role. The base pay range for this role is between $205,800 and $378,800, and your base pay will depend on your skills, qualifications, experience, and location.
Apple employees also have the opportunity to become an Apple shareholder through participation in Apple's discretionary employee stock programs. Apple employees are eligible for discretionary restricted stock unit awards, and can purchase Apple stock at a discount if voluntarily participating in Apple's Employee Stock Purchase Plan. You'll also receive benefits including: Comprehensive medical and dental coverage, retirement benefits, a range of discounted products and free services, and for formal education related to advancing your career at Apple, reimbursement for certain educational expenses - including tuition. Additionally, this role might be eligible for discretionary bonuses or commission payments as well as relocation. Learn more about Apple Benefits
Note: Apple benefit, compensation and employee stock programs are subject to eligibility requirements and other terms of the applicable plan or program.