The role of the Technical Creative Director is to promote technology as a creative discipline with the goal of enhancing the work, and advancing the business. The job involves working with creative teams at the early stages of strategic projects across an agency to ensure creative harmony and continuity between initial concept and final execution. This is carried out both by influencing the creative process to mold ideas into technologically sound directions but also to contribute creatively to ideation, representing technology as a creative medium.

The Technical Creative Director advocates the aforementioned philosophy across the agency, especially the technology group.  This is achieved by developing strong working relationships, knowledge sharing, mentoring and leadership in the space.

The Technical Creative Director cooperates with the Tech Lead of a project but does not replace the role. While the Tech Lead is responsible for the technical execution of a project, the Technical Creative Director shapes the approach of the work, to better realize optimal execution.