Owned Brands Design Manager

📍 Job Overview

Job Title: Owned Brands Design Manager Company: Bensons for Beds Location: Accrington, Lancashire, England, United Kingdom Job Type: FULL_TIME Category: Brand & Design Management / Creative Leadership Date Posted: 2025-11-12T11:30:20 Experience Level: Mid-Senior Level (5-10 years implied) Remote Status: On-site

🚀 Role Summary

• Spearhead the creative direction and visual identity for a portfolio of owned brands, ensuring innovative and consistent design execution across all channels.
• Develop and maintain comprehensive brand guidelines to uphold market relevance, distinctiveness, and strategic alignment.
• Foster a collaborative environment by partnering with marketing, product, content, and external stakeholders to deliver cohesive and impactful brand campaigns.
• Lead and mentor a team of designers, cultivating a culture of creativity, professional growth, and high-quality output.

📝 Enhancement Note: The role of "Owned Brands Design Manager" within a retail context like Bensons for Beds strongly suggests a focus on Go-To-Market (GTM) strategy execution through compelling brand visuals and cohesive campaign development. This role requires a blend of strategic brand thinking and hands-on creative leadership, aligning closely with operational excellence in brand management. The emphasis on "Owned Brands" implies a significant responsibility for developing and nurturing proprietary brand equity.

📈 Primary Responsibilities

• Define and lead the overarching creative strategy, encompassing visual identity, brand storytelling, and design execution for Bensons for Beds' owned brands.
• Develop, implement, and enforce comprehensive brand guidelines to ensure consistency, innovation, and adherence to strategic objectives across all touchpoints.
• Orchestrate cross-functional collaboration with marketing, product development, content creation, and external agencies to ensure seamless and integrated brand campaigns.
• Manage, mentor, and inspire a team of creative professionals, fostering their professional development, performance, and a culture of collaborative innovation.
• Oversee the end-to-end design process, from conceptualization and ideation through to final delivery, ensuring exceptional quality and alignment with target audience needs and business goals.
• Conduct ongoing market research, analyzing design trends, consumer insights, and competitor activity to inform strategic creative decisions and inspire novel approaches.
• Champion the integration of sustainable and accessible design principles throughout the creative process, enhancing user experience and reinforcing brand values.
• Review and approve all creative outputs, ensuring they meet stringent quality standards, maintain distinctive brand positioning, and effectively communicate brand messaging.

📝 Enhancement Note: The responsibilities highlight a strategic GTM function, focusing on how brand design directly impacts market perception and commercial success. The emphasis on "cohesive brand campaigns" and "cross-functional collaboration" underscores the operational necessity of aligning design efforts with broader marketing and sales initiatives, a core tenet of Revenue Operations (RevOps) and Sales Operations (Sales Ops) alignment.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's degree in Graphic Design, Fine Arts, Marketing, or a related field is typically expected for management-level creative roles. A Master's degree or relevant certifications in brand management or design leadership would be advantageous.

Experience: 5-10 years of progressive experience in brand design, with a significant portion focused on leadership and management within a retail or FMCG environment. Demonstrated success in developing and evolving brand identities for multiple product lines or private labels.

Required Skills:

• Expertise in Brand Development: Proven ability to conceptualize, build, and manage strong brand identities.
• Design Leadership: Demonstrated capacity to lead creative teams and set a clear artistic vision.
• Visual Identity & Storytelling: Mastery in creating compelling visual narratives and distinct brand aesthetics.
• Creative Direction: Ability to guide and inspire creative output that aligns with strategic objectives.
• Brand Guidelines Management: Skill in developing, documenting, and enforcing comprehensive brand standards.
• Multi-Channel Campaign Design: Experience in creating integrated design solutions across digital, print, and physical retail environments.
• Team Management & Mentoring: Proven experience in leading, motivating, and developing creative talent.
• Proficiency with Adobe Creative Suite: Advanced skills in Photoshop, Illustrator, InDesign, and potentially other relevant design and prototyping tools.
• Excellent Communication & Stakeholder Management: Ability to articulate creative vision, present ideas effectively, and manage expectations with diverse stakeholders.
• Problem-Solving: A proactive and adaptable approach to overcoming creative and operational challenges.
• Commitment to Inclusive, Accessible, and Sustainable Design: Understanding and application of these principles in design execution.

Preferred Skills:

• Experience in Retail or FMCG Brand Environments: Specific knowledge of the dynamics and consumer behaviors within these sectors.
• Consumer Insights Analysis: Ability to leverage data and research to inform creative strategy.
• Design Trend Forecasting: Aptitude for identifying and integrating emerging design trends.
• Project Management: Proficiency in managing multiple design projects simultaneously, adhering to timelines and budgets.
• Experience with Digital Design Tools: Familiarity with UI/UX principles and associated design software.

📝 Enhancement Note: The emphasis on a "strong portfolio" and "expertise in brand creation, visual storytelling, and multi-channel campaign design" points to the need for candidates to demonstrate tangible results in driving brand perception and engagement. For operations professionals, this translates to understanding how design impacts customer acquisition and retention, a key GTM metric. The request for Adobe Creative Suite proficiency is standard, but the context of "contemporary design tools" suggests openness to newer platforms like Figma or Sketch, which are increasingly relevant for collaborative design workflows.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Brand Strategy & Execution: Showcase case studies detailing the strategic development of brand identities, including market analysis, target audience definition, and the rationale behind visual and conceptual choices.
• Design Process Documentation: Present examples of how you've managed the design workflow from concept to completion, including initial ideation, iterative refinement, and final asset delivery.
• Multi-Channel Application: Provide examples demonstrating the consistent application of brand assets across various channels (e.g., digital advertising, website, social media, in-store signage, packaging).
• Team Leadership & Collaboration: Include examples that illustrate your approach to leading creative teams, fostering collaboration, and managing feedback loops with stakeholders.
• Impact & Results: Quantify, where possible, the impact of your design initiatives on key business metrics such as brand awareness, customer engagement, conversion rates, or market share.

Process Documentation:

• Brand Guideline Development: Evidence of creating and implementing robust brand guidelines that effectively communicate brand standards and ensure consistency across all touchpoints.
• Workflow Optimization: Demonstrate experience in streamlining creative processes to improve efficiency, reduce turnaround times, and enhance the quality of design output.
• Creative Briefing and Review: Showcase your methodology for developing clear creative briefs and conducting thorough reviews to ensure design work meets strategic objectives and quality benchmarks.
• Cross-functional Integration: Illustrate processes for collaborating effectively with non-design teams (e.g., Marketing, Product) to ensure brand alignment and cohesive campaign execution.

📝 Enhancement Note: For a Design Manager role, the portfolio is paramount. This section emphasizes that candidates must not only show aesthetic capability but also a structured, process-driven approach to brand development and team management, aligning with operational best practices in GTM. The expectation of "quantifying impact" is critical for demonstrating ROI, a key concern for operations leadership.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a Design Manager with 5-10 years of experience in the UK retail sector, particularly in Lancashire, the estimated annual salary range would be approximately £45,000 - £65,000. This estimate considers the responsibilities of leading a team, strategic brand direction, and the cost of living in the region.

Benefits:

• Colleague Discount: Up to 50% discount across the Bensons for Beds store range, a significant perk for employees in the retail sector.
• Medicash: A health cash plan offering cashback on various health and wellbeing services, including dental, optical, and physiotherapy, plus access to Retail Trust support for mental wellbeing.
• Group Income Protection: Provides a financial safety net by offering a portion of salary in the event of long-term illness.
• Pension Scheme: A defined contribution pension scheme managed by Legal & General, supporting long-term financial planning.
• Annual Leave Buy & Sell Scheme: Flexibility to adjust annual leave entitlement by purchasing additional days or selling unused days.
• Enhanced Maternity/Adoption Leave: Offers more generous leave provisions than statutory minimums for qualifying employees.
• Opportunities for Professional Development: Access to training, workshops, and leadership programs to foster career growth within the company.
• Group Life Assurance: A death-in-service benefit providing a payout (2x annual salary) to beneficiaries.
• 28 Days Annual Leave: A competitive starting allowance for annual leave, increasing with length of service.

Working Hours: The role is full-time, implying approximately 40 hours per week, standard for management positions in the UK. While the role is on-site, the emphasis on creative work and team leadership may allow for some flexibility in daily start/end times, subject to team needs and operational requirements.

📝 Enhancement Note: The salary estimate is based on data from UK job boards and salary aggregators (e.g., Glassdoor, Indeed, Reed) for "Design Manager" roles in similar industries and regions, adjusted for the implied experience level. The benefits package is comprehensive and typical for a large retail organization, with specific mentions of health, financial, and work-life balance provisions.

🎯 Team & Company Context

🏢 Company Culture

Industry: Retail (Furniture and Home Goods). Bensons for Beds operates within a competitive retail landscape, requiring strong brand differentiation and customer engagement strategies to succeed. This industry context means the design function is critical for product appeal, store experience, and online presence. Company Size: Bensons for Beds is a significant player in the UK furniture market, part of a larger group (Steinhoff International Holdings, though this may be subject to change or restructuring). This implies a structured corporate environment with established processes, but also potential for innovation within owned brands. Founded: Bensons for Beds has a long history, dating back to 1966, indicating a well-established brand with a deep understanding of the UK market. This heritage can be leveraged in brand storytelling and design.

Team Structure:

• The Owned Brands Design Manager will likely lead a dedicated team of designers, potentially specializing in areas like graphic design, digital design, or product visualization.
• The reporting structure would typically place this role within a broader Marketing or Brand department, likely reporting to a Head of Brand, Marketing Director, or Chief Creative Officer.
• Collaboration is expected with various departments, including Marketing (for campaign execution), Product Development (for product aesthetics and packaging), E-commerce (for online visuals), and Retail Operations (for in-store merchandising and branding).

Methodology:

• Data-Driven Design: The role requires leveraging consumer insights and market data to inform creative decisions and measure design effectiveness.
• Agile Creative Processes: Embracing adaptable workflows to respond to market changes, campaign needs, and evolving design trends.
• Brand Consistency & Governance: Implementing robust processes to ensure all creative output adheres to brand guidelines and strategic objectives.
• Innovation & Experimentation: Encouraging a culture that explores new design approaches and technologies to keep brands fresh and relevant.

Company Website: https://www.bensonsforbeds.co.uk/ (Note: The provided URL vacancies.bensonscareers.com is for careers, the main company site is more relevant for understanding brand presence).

📝 Enhancement Note: Understanding Bensons for Beds' position as a long-standing retailer is key. The "Owned Brands" aspect suggests a strategic focus on differentiating their product offerings from competitors and building proprietary brand equity. This requires a design function that is not just reactive but proactive and strategically aligned with commercial goals.

📈 Career & Growth Analysis

Operations Career Level: This role is a mid-to-senior level management position, requiring significant experience in design leadership and brand strategy. It sits at the intersection of creative execution and strategic brand management, influencing how the company's proprietary brands are perceived and marketed.

Reporting Structure: The Design Manager will likely report to a senior marketing or brand executive. This position is crucial for translating high-level brand strategy into tangible creative assets and managing the operational execution of design initiatives. The role requires effective communication and alignment with various internal departments, bridging creative vision with business objectives.

Operations Impact: The Design Manager's work directly impacts GTM success by shaping the visual appeal and perceived value of owned brands. Effective brand design influences customer perception, drives engagement, supports marketing campaigns, and ultimately contributes to sales performance and market share for Bensons for Beds' proprietary products. This role is integral to building and maintaining strong brand equity, which is a significant operational asset.

Growth Opportunities:

• Senior Leadership: Potential to advance to roles such as Head of Brand, Creative Director, or evolve into broader marketing leadership positions, overseeing larger teams and more expansive brand portfolios.
• Strategic Brand Development: Opportunity to take on greater strategic responsibility for the overall direction and growth of owned brands, influencing product development and market positioning.
• Specialization: Deepen expertise in specific areas such as digital brand strategy, sustainable design leadership, or global brand consistency.
• Cross-functional Mobility: Potential to move into related marketing or product management roles where strong design acumen and brand understanding are highly valued.

📝 Enhancement Note: This role is a critical component of the GTM engine, ensuring that the "product" (the brand and its associated visuals/messaging) is effectively positioned and communicated to the market. For operations professionals, understanding this strategic impact is key to appreciating the role's value. Growth opportunities highlight pathways that leverage design leadership into broader business strategy roles.

🌐 Work Environment

Office Type: The role is based at "The Globe Centre" in Accrington, which is likely a corporate office or a central support hub for Bensons for Beds. This suggests a professional office environment equipped for collaborative work.

Office Location(s): The primary location is Accrington, Lancashire, BB5 0RE, United Kingdom. This is a specific, on-site role.

Workspace Context:

• Collaborative Environment: The office is described as a "modern workspace equipped for collaboration and creative work," implying open-plan areas, meeting rooms, and potentially dedicated creative studios.
• Operations Tools & Technology: Access to standard office technology, high-performance computers capable of running design software (Adobe Creative Suite), and potentially shared digital asset management systems.
• Team Interaction: Opportunities for regular interaction with direct reports, peers in marketing and product teams, and senior leadership within a structured office setting.

Work Schedule: The role is full-time, with an implied 40-hour work week. As an on-site position, adherence to standard office hours is expected, though the creative nature of the role might allow for some flexibility in daily schedules, provided operational needs and team collaboration are maintained.

📝 Enhancement Note: The "modern workspace equipped for collaboration" is a standard descriptor, but in a Design Manager role, it implies the availability of tools and spaces conducive to brainstorming, visual presentation, and team feedback sessions, which are crucial for efficient design operations.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of CV and portfolio by a recruiter or hiring manager to assess experience, skills, and alignment with role requirements.
• Portfolio Presentation & Interview: Candidates will likely be asked to present a curated selection of their work, discussing strategic thinking, design process, leadership approach, and how they've driven brand success. This stage will also involve behavioral and situational questions.
• Stakeholder Interviews: Meetings with key cross-functional stakeholders (e.g., Marketing leads, Product Managers) to assess collaboration skills and strategic alignment.
• Final Interview: A discussion with senior leadership (e.g., Head of Brand, Marketing Director) to evaluate overall fit, strategic vision, and leadership potential.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your strongest projects that best demonstrate your experience in brand development, design leadership, and multi-channel campaign execution, particularly relevant to retail.
• Tell a Story: For each project, clearly articulate the challenge, your strategic approach, the design process, your specific role, key decisions made, and the tangible outcomes or impact achieved. Use visuals effectively.
• Showcase Process: Include examples of brand guidelines, creative briefs, or workflow diagrams to demonstrate your structured approach to design operations.
• Highlight Leadership: If possible, include examples of how you've mentored teams, managed projects, and collaborated cross-functionally to achieve design objectives.
• Tailor to Bensons: Research Bensons for Beds' current brands and market position. Highlight projects that show an understanding of their aesthetic, target audience, and potential for future brand growth.

Challenge Preparation:

• Design Exercise: Be prepared for a potential design challenge, which might involve developing a concept for a new owned brand campaign, re-designing an existing asset, or solving a specific brand communication problem. Focus on demonstrating your strategic thinking, creative process, and ability to work within constraints.
• Scenario-Based Questions: Anticipate questions about managing difficult stakeholders, motivating creative teams, handling creative disagreements, and adapting to changing market demands. Prepare using the STAR method (Situation, Task, Action, Result).
• Brand Strategy Discussion: Be ready to discuss your philosophy on brand building, visual storytelling, and how design contributes to commercial success in the retail sector.

📝 Enhancement Note: The portfolio review is central to this role. Candidates must demonstrate not only creative talent but also a strategic, process-oriented approach to design management, mirroring the operational rigor expected in GTM functions. The interview process is structured to evaluate both creative capabilities and leadership effectiveness.

🛠 Tools & Technology Stack

Primary Tools:

• Adobe Creative Suite: Essential proficiency in Photoshop, Illustrator, and InDesign for graphic design, illustration, and layout.
• Prototyping/Wireframing Tools: Familiarity with tools like Figma, Sketch, or Adobe XD is highly beneficial for digital design, collaboration, and user experience design.
• Presentation Software: Proficient use of PowerPoint, Google Slides, or Keynote for presenting creative concepts, strategies, and portfolio work to stakeholders.

Analytics & Reporting:

• Web Analytics Tools: Basic understanding of how to interpret data from tools like Google Analytics to inform digital design decisions (e.g., user engagement, conversion rates).
• Brand Performance Metrics: Familiarity with metrics relevant to brand perception, such as brand awareness surveys, social media engagement, and campaign ROI.

CRM & Automation:

• While not a direct CRM user in the traditional sense, understanding how brand visuals integrate with CRM-driven customer journeys and marketing automation platforms can be advantageous for ensuring cohesive customer experiences.

📝 Enhancement Note: The emphasis on Adobe Creative Suite is standard. However, the inclusion of "contemporary design tools" and "prototyping/wireframing tools" points towards an expectation of modern digital design practices and collaborative workflows, which are increasingly integrated into GTM operations for faster iteration and better user experience.

👥 Team Culture & Values

Operations Values:

• Creative Excellence: A commitment to producing high-quality, innovative, and impactful design work that elevates the brand.
• Collaboration: Valuing teamwork, open communication, and the ability to work effectively with diverse teams to achieve shared goals.
• Customer-Centricity: Designing with the target audience in mind, ensuring that brand experiences are relevant, engaging, and meet customer needs.
• Efficiency & Agility: Striving for streamlined creative processes that deliver results effectively and adapt to changing market dynamics.
• Innovation: Encouraging new ideas, experimentation, and the adoption of emerging design trends and technologies.

Collaboration Style:

• Cross-functional Integration: The role requires proactive engagement with Marketing, Product, and E-commerce teams to ensure brand consistency and integrated campaign execution.
• Feedback Culture: Fostering an environment where constructive feedback is welcomed and utilized for continuous improvement of creative output.
• Knowledge Sharing: Encouraging team members to share best practices, insights, and learnings to collectively enhance design capabilities and operational efficiency.

📝 Enhancement Note: The company culture emphasizes creativity, collaboration, and a customer-focused approach, all of which are critical for successful GTM operations. The "efficiency & agility" value directly aligns with the operational goals of RevOps and Sales Ops, highlighting the need for design processes that are both robust and adaptable.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Vision with Commercial Goals: Effectively translating strategic business objectives and sales targets into compelling creative executions that resonate with consumers.
• Managing Diverse Brand Portfolios: Maintaining distinct visual identities and brand messaging for multiple owned brands within a competitive retail landscape.
• Adapting to Evolving Design Trends & Technologies: Staying ahead of the curve in a fast-paced design world and integrating new tools and approaches into the workflow.
• Cross-Functional Alignment: Ensuring consistent brand messaging and execution across various departments with potentially different priorities.
• Team Development & Empowerment: Nurturing a creative team's growth while ensuring high performance and adherence to brand standards.

Learning & Development Opportunities:

• Industry Conferences & Workshops: Attending events focused on brand strategy, design leadership, and retail marketing to gain new insights and network.
• Advanced Design Tool Training: Pursuing certifications or advanced training in new design software and digital creative technologies.
• Leadership Development Programs: Participating in internal or external programs focused on management, strategic planning, and team building.
• Mentorship: Engaging with senior leaders within Bensons for Beds or the broader industry to gain guidance on career progression and strategic thinking.

📝 Enhancement Note: These challenges and opportunities are framed to resonate with operations professionals by highlighting the strategic and process-oriented aspects of design management. The focus on "balancing vision with commercial goals" and "cross-functional alignment" directly relates to the operational challenges of GTM strategy execution.

💡 Interview Preparation

Strategy Questions:

• "Describe a time you led the development of a brand identity from concept to launch. What was your process, and what were the key challenges you overcame?" (Focus on your strategic approach, process documentation, and problem-solving).
• "How do you ensure brand consistency across multiple channels and touchpoints, especially when collaborating with different teams?" (Highlight your experience with brand guidelines, cross-functional communication, and workflow management).
• "Walk us through your process for developing a creative brief and how you provide feedback to your design team." (Demonstrate your understanding of design operational processes and team management).

Company & Culture Questions:

• "What appeals to you about Bensons for Beds' owned brands, and how would you approach evolving their visual identity?" (Showcase your research and strategic thinking applied to the company's context).
• "How do you foster a culture of creativity and collaboration within a design team?" (Provide examples of your leadership style and team-building initiatives).
• "How do you measure the success of your design initiatives and their impact on business objectives?" (Emphasize your data-driven approach and understanding of GTM metrics).

Portfolio Presentation Strategy:

• Structure Your Narrative: For each project presented, clearly outline the problem, your strategic solution, the creative process, your role, and the measurable results.
• Highlight Process & Impact: Don't just show the final visuals; explain how you got there and what the impact was on the business or brand. Use data and analytics where possible.
• Demonstrate Leadership: Be prepared to discuss how you managed your team, collaborated with stakeholders, and navigated challenges during each project.
• Engage Your Audience: Be enthusiastic, articulate, and ready to answer detailed questions about your work and design philosophy.

📝 Enhancement Note: Preparing for interview questions that blend creative strategy with operational execution is key. Candidates should focus on articulating their process, demonstrating leadership, and quantifying the business impact of their design work, aligning with the expectations of a GTM leadership role.

📌 Application Steps

To apply for this Owned Brands Design Manager position:

• Submit your application through the provided link on the Bensons for Careers website.
• Portfolio Customization: Curate a portfolio that specifically highlights your experience in brand development, design leadership, and multi-channel campaign execution within the retail or FMCG sector. Prioritize case studies that demonstrate strategic thinking and measurable results.
• Resume Optimization: Tailor your resume to emphasize leadership experience, brand strategy, team management, and proficiency with relevant design tools. Use keywords from the job description (e.g., "Creative Direction," "Visual Identity," "Brand Guidelines," "Team Management").
• Interview Preparation: Practice presenting your portfolio with a clear narrative, focusing on your process, strategic rationale, and the business impact of your work. Prepare to discuss your leadership style and how you foster collaboration.
• Company Research: Thoroughly research Bensons for Beds, their current owned brands, their market position, and their brand values. Understand their competitive landscape and identify opportunities for design innovation.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.