Digital Design Manager

📍 Job Overview

Job Title: Digital Design Manager

Company: Johnstons of Elgin

Location: United Kingdom (Hybrid - requires travel to Elgin HQ one week per month)

Job Type: Full-time, Permanent

Category: Creative & Media / Art & Design / Marketing Management

Date Posted: September 02, 2026

Experience Level: 5-10 Years

Remote Status: Hybrid

🚀 Role Summary

• Lead and execute art direction, visual storytelling, and content creation for all digital touchpoints, ensuring brand consistency and elevated luxury aesthetics.

• Drive the conceptualization and hands-on creation of digital assets, campaign content, and social media materials, aligning with brand messaging and commercial objectives.

• Translate brand strategy and creative concepts into clear visual frameworks, design guidance, and executional excellence across diverse digital platforms.

• Collaborate closely with Digital, Brand Marketing, and external partners to ensure a cohesive and impactful brand narrative across all consumer-facing spaces.

• Maintain a keen eye for detail in typography, layout, imagery, and composition to uphold the brand's heritage, craftsmanship, and luxury positioning.

📝 Enhancement Note: While the title is "Digital Design Manager," the description explicitly states it's a "traditional role of an Art Director." This indicates a strong emphasis on creative vision, aesthetic curation, and hands-on execution rather than purely people management. The role requires a blend of strategic creative leadership and practical design execution.

📈 Primary Responsibilities

• Lead and execute art direction, layout, and visual storytelling for all digital touchpoints and core commercial experiences.

• Oversee and actively produce digital content aligned with the 360 calendar and social content planner, ensuring resonance with the target audience and support for seasonal priorities.

• Translate brand strategy and creative concepts into clear visual frameworks, design, and executional guidance.

• Ensure all digital outputs meet brand standards for typography, layout, imagery, hierarchy, and overall craft.

• Create, adapt, and optimize digital assets hands-on using Figma, Adobe Creative Suite, and other relevant content tools to facilitate rapid idea-to-execution workflows.

• Review content throughout the design process, guiding iterations and ensuring consistency across all digital platforms, regions, and channels.

• Liaise and collaborate with external agencies on brand-led campaigns, ensuring content rollout aligns with intended purposes.

• Drive and support the digital team in executing regional strategies across international markets and social platforms.

• Lead, develop, and implement a tone of voice framework to ensure brand-aligned and meaningful content across communications channels and consumer-facing spaces.

• Stay attuned to global trends, cultural shifts, and the arts to bring fresh, relevant, and elevated ideas into the brand's digital content.

📝 Enhancement Note: The responsibilities highlight a dual focus: strategic oversight of digital content and hands-on execution. The emphasis on "hands-on creator" and proficiency in specific design tools indicates that this role is not solely managerial but requires active contribution to the creative output. The mention of "tone of voice framework" suggests a strategic input into brand messaging beyond visual design.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's degree in Graphic Design, Digital Media, Fine Arts, or a related field is typically expected for this level of role. Relevant certifications in design software or digital marketing would be beneficial.

Experience: 5-10 years of proven experience in Design & Art Direction within luxury fashion, creative production, brand commerce, or digital environments.

Required Skills:

• Proven experience in Design & Art Direction within luxury fashion, creative production, brand commerce, or digital environments.

• A strong portfolio demonstrating concept development and visual execution across multiple formats.

• Excellent skills in visual research, moodboarding, and storytelling.

• Confident hands-on creator with strong working knowledge of Figma, Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects), and digital design workflows.

• Ability to develop layouts, assets, edits, and campaign content to a high standard.

• Highly organized with the ability to manage multiple campaigns/projects simultaneously.

• Natural communication and presentation skills to articulate digital campaigns to key stakeholders.

• Strategic outlook for content, understanding how to create layers of engagement and drive resonance within a community.

• Fluent in English, both written and verbal. Preferred Skills:

• Experience working with heritage brands and understanding of brand storytelling.

• Knowledge of motion graphics and video editing for digital content.

• Familiarity with content management systems (CMS) and digital marketing platforms.

• Understanding of SEO best practices for digital content optimization.

• Experience collaborating with international teams and adapting content for global markets.

📝 Enhancement Note: The "About You" section strongly implies the required skills. The experience level "5-10 years" is an inference based on the responsibilities and the seniority of the role, which appears to be a mid-to-senior level creative position. The education requirement is a standard assumption for such roles in the creative industry.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a strong portfolio demonstrating successful concept development and visual execution across diverse digital formats (e.g., websites, social media campaigns, digital ads, email marketing).

• Include case studies that highlight your art direction process, from initial brief or concept to final execution, detailing your role and contributions.

• Present examples of how you've translated brand strategy into compelling digital content that aligns with commercial objectives and target audience engagement.

• Demonstrate proficiency in hands-on content creation, including examples of assets developed using Figma and Adobe Creative Suite.

• Highlight examples of maintaining brand consistency and upholding design standards across various digital platforms and campaigns. Process Documentation:

• Be prepared to discuss your process for visual research, moodboarding, and translating these into actionable design frameworks.

• Articulate your workflow for managing multiple digital campaigns and projects simultaneously, including prioritization and time management strategies.

• Explain your approach to collaborating with internal teams (Digital, Brand Marketing) and external agencies to ensure alignment and successful content rollouts.

• Detail how you review and iterate on digital content throughout the design process to ensure quality and consistency.

• Describe your methodology for developing and implementing a tone of voice framework for digital communications.

📝 Enhancement Note: The job description emphasizes a "strong portfolio demonstrating your concept development and visual execution" and "hands-on creator with strong working knowledge of Figma, Adobe Creative Suite." This implies a need for a portfolio that showcases not just final designs but also the creative process and practical application of tools. The responsibilities also outline key processes that should be reflected in how candidates discuss their work.

💵 Compensation & Benefits

Salary Range: £45,000 - £65,000 per annum.

Explanation: This range is estimated based on industry benchmarks for a Digital Design Manager/Art Director with 5-10 years of experience in the luxury fashion sector in the UK. Factors considered include the hybrid work model, the requirement for travel to HQ, and the responsibility for leading creative output for a well-established luxury brand. The specific salary will reflect the candidate's skills, experience, and suitability.

Benefits:

• Competitive salary reflecting skills, experience, and suitability.

• Opportunity to work with a renowned luxury brand with a rich heritage.

• Collaborative and creative work environment.

• Exposure to leading voices across fashion and the arts.

• Potential for travel to the Elgin HQ and other business requirements.

• Contribution to brand storytelling and digital innovation.

Working Hours: 38 hours per week, Monday to Friday.

📝 Enhancement Note: The base salary range is an estimation based on common salary bands for this role in the UK luxury market. The provided benefits are derived from the text, with "competitive salary" noted as explicitly mentioned. The working hours are directly stated in the job description.

🎯 Team & Company Context

🏢 Company Culture

Industry: Luxury Apparel & Textiles (Cashmere, Fine Woolens).

Company Size: Over 1,000 employees.

Founded: 1797. Johnstons of Elgin is a heritage brand with over 225 years of experience, known for its vertical Scottish mills and commitment to working with fine natural fibres. This deep history influences a culture that values craftsmanship, quality, and long-term vision.

Team Structure:

• The Digital Design Manager reports to the Head of Digital, indicating a structured reporting line within the digital department.

• Close proximity and collaboration with Brand Marketing, Design teams, and external partners are expected.

• The role involves driving and supporting the digital team, suggesting some level of influence or mentorship, even if not direct line management for all. Methodology:

• Data-driven content strategy informed by commercial priorities and seasonal campaigns.

• Emphasis on translating brand strategy into elevated, platform-appropriate digital content.

• Commitment to craftsmanship, quality, and sustainability in all outputs.

• A blend of strategic creative direction and hands-on execution.

• Continuous learning and adaptation to global trends and cultural shifts.

Company Website: https://www.johnstonsofelgin.com/

📝 Enhancement Note: Company information is synthesized from the "About Us" section. The team structure is inferred from the reporting line and collaborative expectations. The methodology reflects the core responsibilities and values described.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a mid-to-senior level within the creative and digital marketing function, equivalent to an experienced Art Director or a junior/mid-level Digital Design Manager. It requires a blend of creative leadership, strategic thinking, and hands-on execution.

Reporting Structure: Reports directly to the Head of Digital, implying a key role in shaping the brand's digital creative output. Close collaboration with Brand Marketing and Design teams is crucial.

Operations Impact: The Digital Design Manager's work directly influences the brand's visual identity across all digital touchpoints, impacting customer perception, engagement, and ultimately, commercial success. Their role is critical in translating brand heritage and craftsmanship into compelling digital narratives that drive brand loyalty and sales.

Growth Opportunities:

• Creative Leadership: Potential to grow into a more senior Art Director or Creative Director role, overseeing larger campaigns and a broader creative team.

• Strategic Influence: Opportunity to shape the brand's digital creative strategy and influence broader marketing initiatives.

• Specialization: Deepen expertise in luxury fashion digital storytelling, content strategy, and potentially motion graphics or advanced digital asset creation.

• Cross-functional Development: Gain experience working across different departments and with external high-profile collaborators in fashion and the arts.

• Brand Evolution: Contribute to the evolution of a heritage brand's digital presence in a dynamic market.

📝 Enhancement Note: This analysis interprets the role's seniority based on the responsibilities and reporting structure. The "Operations Impact" focuses on the unique contribution of a creative role to business objectives. Growth opportunities are extrapolated from typical career paths for art directors and digital design managers in the luxury sector.

🌐 Work Environment

Office Type: Hybrid. The role requires presence in an office setting for collaboration and hands-on work, with flexibility for remote work.

Office Location(s): Primarily based in the UK, with a requirement to travel to the Elgin HQ one week per month. This suggests a primary office location could be London or near Elgin, with the hybrid model allowing for flexibility.

Workspace Context:

• Collaborative Environment: Expected to work closely with Digital, Brand Marketing, and Design teams, fostering a collaborative atmosphere for creative ideation and execution.

• Tools & Technology: Access to industry-standard design tools such as Figma and Adobe Creative Suite will be essential for day-to-day tasks.

• Creative Exchange: Opportunities to collaborate with leading voices across fashion and the arts, bringing cultural relevance and fresh perspectives into the brand's digital storytelling.

Work Schedule: Standard full-time hours (38 hours per week) from Monday to Friday, with the expectation of flexibility for campaign deadlines and business needs.

📝 Enhancement Note: The "Hybrid" work arrangement and travel requirements are directly from the job description. The workspace context infers the collaborative nature and the necessary tools based on the role's requirements.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of CV and portfolio to assess relevant experience, creative output, and technical skills.

• Portfolio Presentation: Candidates will likely be asked to present their portfolio, discussing key projects, concept development, art direction choices, and hands-on execution. Be prepared to articulate your creative process, problem-solving approach, and how your work aligns with luxury brand aesthetics.

• Creative/Technical Assessment: A practical exercise or discussion focused on design challenges, adapting brand guidelines, or creating content concepts for specific scenarios might be included.

• Stakeholder Interviews: Meetings with the Head of Digital and potentially other key stakeholders (e.g., Brand Marketing Manager) to assess cultural fit, communication skills, and strategic thinking.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your strongest projects that best demonstrate your art direction, digital design skills, and experience in luxury fashion or similar environments.

• Showcase Process: For each project, detail your role, the brief, your conceptual approach, mood boards, design iterations, and the final execution. Emphasize how you translated brand strategy into visual outcomes.

• Highlight Hands-On Work: Clearly distinguish between projects where you led art direction and those where you had significant hands-on execution using Figma and Adobe Creative Suite.

• Quantify Impact (where possible): If you can, include metrics or qualitative feedback on how your designs contributed to campaign success, engagement, or brand perception.

• Tailor to Johnstons: Research Johnstons of Elgin's current digital presence, brand heritage, and aesthetic. Be prepared to discuss how your work aligns with or can elevate their brand.

Challenge Preparation:

• Brand Alignment: Practice creating mood boards or initial concepts for a hypothetical Johnstons of Elgin campaign, focusing on their heritage, craftsmanship, and luxury positioning.

• Digital Asset Adaptation: Be ready to discuss how you would adapt a core campaign asset for different digital platforms (e.g., Instagram Story, website banner, email header).

• Tone of Voice: Consider how visual design and copy work together to establish a brand's tone of voice, especially in a luxury context.

📝 Enhancement Note: This section infers a typical interview process for a creative role of this nature. The portfolio review and challenge preparation tips are tailored to the specific requirements of a Digital Design Manager/Art Director in the luxury sector, emphasizing visual execution, brand alignment, and hands-on skills.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for collaborative design, prototyping, and creating digital assets. Proficiency in its features for layout, component design, and interactive elements is expected.

• Adobe Creative Suite:

  • Photoshop: For image editing, manipulation, and creating detailed digital assets.
  • Illustrator: For vector graphics, logos, and illustrations.
  • InDesign: For layout design, particularly for digital brochures, lookbooks, or more complex multi-page digital documents.
  • After Effects (Preferred): For motion graphics, animation, and creating dynamic video content for social media and digital campaigns.

Analytics & Reporting: While not explicitly mentioned as a primary responsibility, understanding how to interpret basic digital analytics (e.g., engagement rates, click-through rates) to inform design decisions would be beneficial. Familiarity with platforms like Google Analytics or social media analytics dashboards is a plus.

CRM & Automation: Not directly relevant to this creative role, but understanding how digital content integrates with CRM and marketing automation platforms for campaign deployment would be advantageous.

📝 Enhancement Note: The specific tools mentioned in the job description (Figma, Adobe Creative Suite) are highlighted. "After Effects" is included as a likely beneficial addition for motion graphics given the emphasis on digital content creation. Analytics and CRM are mentioned as secondary, as the role is primarily creative rather than data operations-focused.

👥 Team Culture & Values

Operations Values:

• Craftsmanship & Quality: A deep respect for detail, precision, and high-quality execution, reflecting the brand's heritage in luxury textiles.

• Heritage & Authenticity: A commitment to upholding and celebrating the brand's long history, values, and genuine craftsmanship in all digital storytelling.

• Innovation & Relevance: A drive to stay attuned to global trends and cultural shifts, bringing fresh, modern perspectives to digital content while maintaining brand integrity.

• Collaboration & Partnership: A proactive and positive approach to working within diverse teams and with external partners to achieve shared creative goals.

• Sustainability: An underlying appreciation for the brand's commitment to natural, renewable fibres and minimizing environmental footprint.

Collaboration Style:

• Cross-functional Integration: Expected to work closely with Digital, Brand Marketing, and Design teams, requiring strong communication and alignment.

• Agency Partnership: Effectively liaise with external agencies to ensure brand consistency and campaign execution.

• Creative Dialogue: Open to feedback and iterative design processes, fostering a culture of constructive critique to elevate creative output.

• Proactive Contribution: Encouraged to bring ideas forward without always needing a brief, demonstrating initiative and a proactive approach to creative development.

📝 Enhancement Note: These values and collaboration styles are inferred from the company's description (heritage, luxury, sustainability) and the role's responsibilities (collaboration, working with agencies, proactive creation).

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Heritage with Modernity: Effectively translating a centuries-old brand's heritage and craftsmanship into contemporary, engaging digital content for a modern audience.

• Hands-on Execution Demands: Juggling strategic art direction with the practical, hands-on creation of digital assets across multiple platforms and campaigns.

• Maintaining Brand Consistency: Ensuring a unified and elevated brand aesthetic across all digital touchpoints, regions, and channels, especially when working with external partners.

• Staying Ahead of Trends: Continuously integrating global trends, cultural shifts, and artistic influences into digital content while staying true to the brand's core identity.

• Cross-functional Alignment: Navigating the needs and expectations of various departments (Digital, Brand Marketing, Design) and external agencies.

Learning & Development Opportunities:

• Mastering Luxury Digital Storytelling: Deepening expertise in crafting compelling narratives for high-end brands in the digital space.

• Advanced Creative Tool Proficiency: Enhancing skills in Figma, Adobe Creative Suite, and potentially exploring motion graphics or interactive design.

• Strategic Creative Input: Developing a stronger strategic voice in shaping the brand's overall digital creative direction and campaign planning.

• Industry Collaboration: Working alongside prominent figures in fashion, arts, and digital marketing, offering unique networking and learning opportunities.

• Brand Evolution Contribution: Playing a key role in the ongoing digital transformation and