Creative Director

Purpose of the Role

The Creative Director is responsible for defining and leading the artistic vision, creative strategy and public programme framework for Hay Festival UK.

The postholder will shape the future direction of Hay Festival's creative offer, ensuring the organisation remains one of the world's leading cultural platforms for literature, ideas and interdisciplinary exchange. The role combines creative leadership, strategic thinking and organisational influence, balancing artistic excellence with audience growth, fundraising opportunities and commercial sustainability.

The Creative Director will lead the Creative Directorate through the Creative Team ensuring a coherent, ambitious and distinctive programme across festivals, year-round events, digital content and new initiatives.

Working closely with colleagues across Development, Commercial, Marketing, Operations, Education and International teams, the Creative Director will ensure creative activity contributes to Hay Festival's charitable mission, strategic objectives and long-term growth.

Key Responsibilities

Creative Vision and Artistic Leadership

Define and lead Hay Festival UK's Creative Strategy, ensuring alignment with organisational objectives, charitable purposes, commercial objectives and brand values. Establish the artistic priorities, themes and editorial direction that shape all UK programming. Identify emerging cultural, literary, political, scientific and social conversations that should inform future programming. Ensure Hay Festival remains a leading platform for literature, ideas, debate and cultural exchange. Champion innovation, diversity and excellence across all creative activity.

Flagship Festival Leadership

Shape the overall creative architecture of Hay Festival Hay-on-Wye, Winter Weekend, After Hours and other UK activities. Lead decision-making on headline bookings, major programme strands and key creative priorities. Ensure Venue 1 and other flagship stages deliver world-class line-ups capable of attracting large audiences, generating significant ticket income and enhancing Hay Festival's reputation. Maintain senior relationships with leading authors, artists, thinkers, performers, broadcasters and cultural leaders. Ensure the programme balances artistic ambition, public relevance, audience demand and financial sustainability.

Leadership of the Creative Directorate

Lead and develop the Creative Team Ensure strong collaboration between literary programming, interdisciplinary programming and partnership activity. Create a culture of creativity, accountability, collaboration and continuous improvement. Provide strategic oversight of programme quality, audience development and creative innovation.

Organisational Leadership

Contribute to the strategic leadership of Hay Festival as a member of the Executive Team. Work closely with the CEO and Board on the development and delivery of organisational strategy. Collaborate across departments to ensure creative activity supports audience growth, fundraising, partnerships, advocacy and commercial objectives. Ensure robust evaluation and audience insight informs future programme development.

Audience Growth, Partnerships and Income Generation

Deliver annual commercial income target from ticket sales Ensure creative strategy contributes to audience growth and diversification. Support fundraising, sponsorship and partnership opportunities through the development of compelling creative propositions. Work with Commercial and Marketing teams to maximise attendance, engagement and earned income. Balance artistic integrity with financial sustainability, ensuring creative activity contributes to organisational resilience and growth.

External Profile and Sector Leadership

Act as a senior ambassador for Hay Festival nationally and internationally. Build and maintain influential relationships across publishing, arts, media, education, philanthropy, policy and cultural sectors. Represent Hay Festival at major industry events, conferences and stakeholder meetings. Position Hay Festival as a thought leader in literature, culture and public engagement.

Key Performance Indicators

Delivery of Creative Strategy objectives Audience and growth and diversification Ticket income and attendance budget deliverables Artistic quality and reputation Artist and audience satisfaction Fundraising and partnership contribution to fund the programme Media profile and brand impact Budget management, value for money and ROI Interdisciplinary results

Skills and Experience

Essential

• Significant senior leadership experience within arts, culture, publishing, media or creative industries.


• Proven experience developing and delivering successful cultural programmes, festivals or public events.


• Strong understanding of literature, publishing and contemporary cultural sectors.


• Demonstrable ability to attract major talent and shape compelling public programmes.


• Experience balancing artistic ambition with commercial and organisational objectives. Strong leadership, influencing and stakeholder management skills.


• Experience contributing to fundraising, sponsorship or partnership development.


• Financial and budget management experience.


• Commitment to equality, diversity and inclusion.

Personal Attributes

• Welsh speaker (desired)


• Visionary, creative and strategically minded.


• Collaborative and empowering leader.


• Commercially aware and audience-focused.


• Credible and influential ambassador.


• Innovative, curious and outward-looking.


• Passionate about literature, ideas, culture and public engagement.

Please send a letter explaining how your experience fits the role and a copy of your CV to [email protected] by 8th July, 2026, first stage interviews will take place in Hay on Wye on 14th July, 2026

We welcome applications regardless of race, colour, nationality, ethnic or national origins, sex, disability, sexual orientation, gender reassignment, marital or civil partner status, pregnancy or maternity, age or religion or belief.

Disabled applicants are invited to contact us in confidence at any point during the recruitment process to discuss steps that could be taken to overcome operational difficulties presented by the job, or if any adjustments or support are required regarding the recruitment process.

For an informal conversation about the role, please email [email protected] in the first instance