Creative Director

← All roles

Cairo · Full-time

This is the most important hire we will make.

Waterkind is one year old and already everywhere in Egypt. Every major delivery app, supermarket, convenience store, café, and premium gym. The product works. The distribution is there.

What we don't have yet is a world.

The role

You own the idea.

Not the execution of someone else's idea. Not the production of a brief handed to you. The idea itself. What a launch is about, before anyone picks up a camera.

Most beverage marketing looks the same because it starts in the same place: here is the product, here is a person drinking it, here is a claim. We're not interested in that. We want launches that come from somewhere real. A memory, a place, a feeling that already exists in people's heads before we arrive. And we want each one to build a world complete enough that people want to stand inside it.

You'll do that across product launches, collaborations with brands outside our category, sporting events, and partnerships in hospitality and lifestyle. The year ahead is dense. Every one of them is an opportunity to make something people remember, or an opportunity wasted.

You will also be the reason our feed looks like one brand instead of many. That consistency is not a constraint on the work. It is the work.

What you'll actually do

• Own the creative platform. Decide what each launch is about and why. Write the line that anchors it. Hold the through-line across the year so that everything we make compounds instead of resets.
• Direct the work. Casting, location, medium, palette, styling, treatment. Decide whether something is shot on film or digital and be able to say why. Brief and direct photographers, videographers, and stylists. You assemble the crew the idea needs, not the other way around.
• Write. Headlines, campaign lines, captions, the voice of the brand. If you can conceive but not write, this is the wrong role.
• Feed the machine. A single production should yield enough for weeks of consistent, high-quality posting. Plan shoots that way. Our channels should never go quiet waiting for the next big thing.
• Move fast when reality moves. Not everything is planned. When something happens, a partnership lands, a launch goes sideways, a moment appears, you decide whether it's a story and get it out while it's still true.
• Work with our Head of Brand. She owns the visual identity and is the guardian of how Waterkind looks and feels. You own what we say and why. The two roles are peers. Neither works without the other.

What we're looking for

• A portfolio that makes an argument. We care far more about how you think than where you've worked.
• Proven art direction across campaigns, editorial, film, or brand work. The kind where you set the direction, not just executed it.
• You can write. Genuinely write, not fill in a template.
• You know how to get a great image made on a real budget, and you know the difference between expensive and good.
• You've directed crews and can hold a vision through a production without losing it.
• Comfortable owning something end to end, without a layer of approvals above you.
• Based in Cairo, or willing to be.

Not required: beverage or FMCG experience. A degree. Ten years of anything. If your work is good, we don't care where it came from.

Why this matters

Egypt is where we started. It is not where we stop.

The brand we build here is the brand that launches everywhere else. Whoever takes this role sets a language that will outlive every campaign they personally make.

We're not looking for someone to produce content. We're looking for someone who will decide what Waterkind means for the next decade.

← All roles

Waterkind makes clean, functional hydration. The easiest right decision you'll make today. Egypt is where we proved it. It isn't where it ends.