Creative team lead: how to train and review the role
Guides designers, writers and editors on live jobs: reviews work before it goes to the client, sets quality standards, allots work, resolves creative disputes and develops juniors. Reports to the creative director or agency head.
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Share your requirementsWho usually fills this role
Usually senior designers or writers promoted after strong work, or hires from other agencies. Test critique skill, patience, ability to explain why work is weak, fairness in allotting work and handling of deadlines. Show weak work and ask how they would give feedback.
Skills ladder
Stage 1
New joiner
- Reviews work before client submission
- Allots tasks by skill
- Raises issues with the director
Stage 2
Independent
- Gives clear, kind, specific feedback
- Balances workload and deadlines
- Protects brand standards across jobs
- Handles client concerns with account teams
Stage 3
Senior or lead
- Builds team skills and hiring
- Sets standards and tools
- Resolves conflict and underperformance
- Represents the team in strategy
Training path
First weeks
- 1
Role and standards
The creative director explains standards, review stages and authority. The new lead writes a checklist for review.
- 2
Feedback practice
The director observes the lead giving feedback and coaches on clarity and tone. Role plays use real work.
- 3
Workload allotment
The lead allots a week's jobs with the coordinator and the director reviews fairness.
First year
- 1
Developing juniors
The lead sets learning goals for two juniors and meets them regularly. Progress is reviewed.
- 2
Client-facing support
The lead joins presentations and learns to explain creative reasoning. Feedback is given after.
- 3
Handling conflict
Cases of disagreement are discussed and role played. The lead resolves one real case with support.
Towards senior
- 1
Hiring and tests
The lead designs a practical test and interviews with the director. Hiring outcomes are reviewed.
- 2
Process improvement
The lead proposes a change in review or handover and tests it.
- 3
Strategy input
The lead joins planning to advise on capacity and skills.
Performance review
Monthly one-to-one with the creative director, plus a written half-yearly review that includes team feedback. Keep notes of agreed actions and revisit them at the next review.
What to measure
| Measure | How it is seen |
|---|---|
| Quality of output | Review final work and client comments |
| Feedback quality | Ask team members about clarity and fairness |
| Team development | Check growth plans and progress |
| Workload balance | Review overload, leave and attrition |
| Deadline performance | Compare delivery with commitments |
| Collaboration | Ask account and media teams |
Evidence to bring
- Review notes
- Team feedback
- Workload sheets
- Client comments
- Growth plans
Questions to ask in the review
- Which team member needs help?
- What work did you reject and why?
- How do you give hard feedback?
- Where is the workload uneven?
- What do clients say?
- How are juniors growing?
- What support do you want?
Pitfalls
- Promoting the best creator without leadership training
- No time to lead because of production load
- Reviewing on personal output only
- Ignoring team feedback
Questions about this role
Some, but protect time for review and coaching.
Use team growth, quality and feedback.
Confirm policy with your adviser.