“Thinking outside the box and leveraging best-in-breed tools to develop impactful added-value creatives with user-centric experience for owned, earned & paid media that increase mindshare and purchase intent.” Actually, I don’t think I understood much of that either. Just wanted to do a bit of SEO – that’s “Search Engine Optimization” to normal people, or “increasing the chance of recruiters finding you” to REALLY normal people. Did I miss anything? Ah yeah: “paradigm”, “paragon”.Anyway, so what do I actually do? Well…On top of other fun stuff, I also take care of the more everyday duties of a creative director working with different markets around Europe, such as helping local teams to come up with strong ideas and concepts that both meet the creative brief AND actually work.Lastly, I do it all with a cheerful smile, fully aware that if it was supposed to be easy, if clients never changed their minds, if briefs didn’t get rewritten mid-project, if deadlines were always reasonable, then I wouldn’t be needed in the first place.