General Information
Global Job Title: Creative Director – deStudio
Line Manager Title: CEO deSter
Function/Department: deStudio, Hoogstraten
Position Class:
Management Level
Job Summary
The Creative Director leads deSter's global Studio organization and is responsible for defining and executing the company's creative vision across all business segments, products, customer solutions and innovation initiatives. This role is instrumental in positioning deStudio as the driving force behind deSter's future inflight product agenda, shaping differentiated customer experiences and market-leading innovations. The Creative Director owns the end-to-end innovation engine, from market and passenger insight through to commercial launch, across both Premium and Main Cabin solutions.
As a member of the Leadership Team, the Creative Director acts as a strategic business partner to the CEO and Executive Team, translating market trends, customer insights, sustainability ambitions and commercial objectives into differentiated product experiences and design solutions.
The role is accountable for the overall creative strategy, design excellence, innovation pipeline and Studio performance. Working closely with Design, Product Management, Research & Development, Sales, Manufacturing and Operations teams, the Creative Director ensures that deSter remains the industry leader in creating sustainable, commercially successful and award-winning solutions for the airline, foodservice and hospitality sectors.
Main Duties and Responsibilities
* Define and implement deSter’s global creative vision and design philosophy.
* Lead innovation, product experience and customer co-development initiatives.
* Build and develop a high-performing global Studio organization.
* Own deStudio’s full product innovation roadmap across the Core product offering and Client driven initiatives
* Transform product development from a reactive customer-request model to a proactive, insight-led innovation pipeline.
* Establish and run Airline Co-Innovation Partnership program, bringing key airline accounts into structured product definition, testing, and co-branded launches
* Drive the make-or-buy framework, portfolio architecture decisions, and SKU rationalisation
* Build and lead the Innovation Partner Network ensuring deSter secures exclusive development relationships ahead of competitors
* Represent deStudio at WTCE, Aircraft Interiors Expo and key airline strategic reviews as the authority on product innovation and future product direction.
* Act as a trusted advisor to the CEO and Leadership Team.
* Drive design excellence, brand consistency and creative governance.
* Manage Studio budgets, resources, priorities and performance metrics.
* Partner with key global customers, suppliers and external design partners.
* Champion sustainability, circular design principles and customer-centric innovation.
Education
* Master's Degree in Industrial Design, Product Design, Design Management, Innovation, Engineering, Business or related field
* Additional qualifications in Design Thinking, Innovation Management or Business Leadership are advantageous.
Work Experience
* 15+ years in product innovation, product management, or product strategy — ideally spanning consumer goods, hospitality, or premium FMCG, with inflight experience as a plus rather than a requirement
* Proven record of bringing complex, multi-category product portfolios from concept to commercial launch at scale
* Experience managing external partners, licensing ecosystems, and co-development programmes
* Familiarity with sustainability-driven product development and materials innovation
Profile
* Fluent in English
* Systems thinker: able to sell product suites, not individual SKUs, and architect portfolio logic across hero, growth, and sustainable alternatives
* Commercial acumen: understands margin, make-or-buy economics, and the link between product decisions and contract value
* Insight-driven: capable of extracting actionable product intelligence from airline relationships, passenger data, and crew feedback
* Strong cross-functional leadership, able to align design, engineering, supply chain, and commercial teams behind a shared product vision
* Entrepreneurial within a large organisation — moves with the urgency of a start-up founder while managing the complexity of a global manufacturer
* Treats sustainability as a commercial opportunity, not a compliance burden
* Brings category-disrupting ambition to a segment that has become commoditised
deSter Leadership Competencies
* Move with Agility
* Dare to Care
* Raise the Bar and Inspire Others
* Transform to Perform
* Ignite Efficiency
* Drive Excellence
Work Location
Based in Hoogstraten, Belgium, with regular international travel required.