Lead Digital and Graphic Designer

📍 Job Overview

Job Title: Lead Digital and Graphic Designer

Company: H&M Group

Location: London, England, United Kingdom

Job Type: Full-time

Category: Creative & Design Operations

Date Posted: 2026-06-18

Experience Level: Mid-Senior Level (approx. 5-10 years)

Remote Status: Hybrid (4 days in office)

🚀 Role Summary

• Spearhead the creative development and execution of high-impact graphic and digital design for key brand initiatives, ensuring alignment with overarching brand vision and aesthetic.

• Lead and mentor a team of graphic and digital designers, fostering a culture of innovation, collaboration, and high-performance within the creative department.

• Translate the Head of Creative & Art Direction's vision into compelling, on-brand visual outputs across a diverse range of touchpoints, from digital platforms to print collateral.

• Drive the continuous evolution of the brand's visual language and design systems, ensuring consistency and pushing creative boundaries in line with brand direction and market trends.

📈 Primary Responsibilities

• Lead the creative development and execution of graphic and digital design across key brand moments, including campaigns, runway presentations, product launches, packaging, and core brand assets.

• Personally design and deliver high-impact creative work, setting new standards for design innovation, typography, and visual storytelling.

• Translate the Head of Creative & Art Direction's vision into compelling, on-brand visual outputs that resonate with the target audience.

• Continuously evolve the brand's visual language and design systems in alignment with evolving brand direction and market trends.

• Uphold and interpret brand guidelines through a creative lens, ensuring consistency while strategically pushing creative boundaries to maintain brand relevance and impact.

• Contribute to the evolution of design systems, templates, and visual frameworks to enhance efficiency and maintain brand integrity across all applications.

• Deliver best-in-class design across all touchpoints, including digital channels (website, email, social media, advertising) and print materials (advertising, packaging, labelling, event collateral, store brand materials).

• Ensure all creative output is optimized for channel best practices, performance metrics, and customer experience, incorporating digital testing methodologies where applicable.

• Collaborate closely with Content, Media, and Digital teams to ensure cohesive and effective execution of integrated marketing campaigns and brand initiatives.

• Act as a key stakeholder in the design and implementation of digital enhancements, templates, platform expansions, and overall digital experiences.

• Lead, manage, and inspire a team of Graphic & Digital Designers, fostering a high-performance, creative, and collaborative work environment.

• Provide clear creative direction, constructive feedback, and mentorship to elevate the team's output and professional development.

• Work closely with Art Direction and Marketing teams to co-create impactful brand storytelling and campaign narratives.

• Partner with the Graphic & Digital Design Operations Manager to ensure efficient and effective delivery of all creative work, adhering to timelines and budgets.

📝 Enhancement Note: The responsibilities highlight a blend of hands-on design leadership and team management, typical for a "Lead" role. The emphasis on "elevated, best-in-class" design, fashion/luxury environment, and evolution of visual language suggests a focus on brand integrity and creative innovation within a premium retail context.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's degree in Graphic Design, Visual Communications, Fine Arts, or a related field is typically expected for a Lead position. Equivalent professional experience may be considered.

Experience: Proven experience in a senior graphic and digital design role, with a significant portion focused on the fashion or luxury retail sector. Demonstrated experience in leading creative teams and managing design projects from concept to completion.

Required Skills:

• Exceptional graphic and digital design expertise, with a strong conceptual thinking ability and a refined creative vision.

• Proven track record of delivering elevated creative work within a fashion or luxury environment, showcasing an understanding of premium aesthetics.

• Advanced proficiency in industry-standard design tools and suites for both graphic and digital design, specifically Adobe Creative Suite (Photoshop, Illustrator, InDesign, After Effects) and Figma.

• Deep understanding of branding principles, layout composition, and visual storytelling techniques.

• Strong expertise in creative typography, including hierarchy, readability, and aesthetic application.

• Experience designing across multiple channels and formats, including digital (web, social, email, ads), print (editorial, packaging), campaign assets, and brand experiences.

• Strong understanding of channel best practices, customer experience (CX), and digital testing methodologies to optimize creative performance.

• Proven ability to lead, mentor, and inspire creative teams, fostering a collaborative and high-performance culture.

• Excellent collaboration and communication skills, with the ability to work effectively across creative, marketing, and operational functions.

• High attention to detail and an unwavering commitment to protecting and elevating exceptional brand standards. Preferred Skills:

• Experience with motion graphics and video editing for digital campaigns.

• Familiarity with design system management tools and methodologies.

• Understanding of UI/UX principles and their application in digital design.

• Experience in art direction or contributing to art direction for photoshoots and campaigns.

• Knowledge of project management tools and agile methodologies within a creative workflow.

📝 Enhancement Note: The emphasis on "COS aesthetic" and fashion/luxury experience is crucial. Candidates must demonstrate a portfolio that aligns with these specific brand values and visual standards, rather than just general design competence.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio showcasing exceptional graphic and digital design work, with a strong emphasis on projects relevant to fashion, luxury, or premium retail brands.

• Specific examples demonstrating expertise in campaign design, digital asset creation (website, social media, email), packaging design, and brand collateral.

• Case studies that highlight conceptual thinking, creative problem-solving, and the ability to translate brand vision into compelling visual narratives.

• Visuals that clearly demonstrate advanced typography, layout skills, and a refined aesthetic sensibility.

• Evidence of design system contributions, template development, or application of established brand guidelines with creative interpretation. Process Documentation:

• Work samples that illustrate a clear understanding of design process, from initial concept development and mood boarding to final execution and asset delivery.

• Examples of how you have optimized design workflows or contributed to the development of efficient creative processes.

• Documentation or case studies detailing how you ensure design consistency across multiple channels and touchpoints, adhering to brand standards.

• Evidence of collaboration with cross-functional teams (e.g., Marketing, Digital, Content) to ensure seamless integration of design into broader initiatives.

📝 Enhancement Note: The requirement for a portfolio "suited to the COS aesthetic" is paramount. Candidates must curate their submissions to specifically highlight work that aligns with COS's brand identity, which is described as rooted in exceptional quality, lasting design, modern culture, and contemporary yet timeless style. This isn't just about showcasing general design skills, but demonstrating a specific stylistic alignment.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a Lead Digital and Graphic Designer role in London with 5-10 years of experience, requiring team leadership and operating within a reputable fashion group, the estimated salary range is typically £55,000 - £75,000 per annum. This range can vary based on the candidate's specific experience, portfolio strength, and negotiation.

Benefits:

• Staff Discount: 25% discount on all H&M Group brands (COS, H&M, & Other Stories, etc.) in stores and online.

• H&M Incentive Program (HIP): Participation in a company-wide incentive program.

• Holiday Allowance: Up to 25 days of annual holiday.

• Health & Wellbeing:

  • Annual health checks.
  • Private health care.
  • Private dental care.
  • Employee assistance program via Retail Trust.

• Retirement Planning: Pension scheme.

• Lifestyle & Commuting:

  • Discounts on various activities and financial/lifestyle products via a benefits hub.

  • Cycle to Work scheme.

  • Discounted gym membership. Working Hours: This is a full-time role. While specific hours are not detailed, a standard full-time work week in the UK is typically 37.5 to 40 hours. The role requires presence in the office 4 days a week.

📝 Enhancement Note: The salary estimate is based on London market rates for similar Lead Creative roles in established retail organizations, considering the experience level and responsibilities. The benefits package is extensive and competitive, reflecting H&M Group's commitment to employee well-being and engagement.

🎯 Team & Company Context

🏢 Company Culture

Industry: Retail (Fashion) - COS, part of the H&M Group, operates in the contemporary fashion segment, focusing on high-quality, lasting design with a mindful approach to craftsmanship, innovation, and materiality. The brand draws inspiration from modern culture, global cities, and fashion movements.

Company Size: H&M Group is a large, global fashion retailer. COS, as a brand within the group, likely has a significant operational footprint and a dedicated creative team that, while smaller than the entire group, is substantial enough to require a Lead Designer and supporting team. The size implies established processes, resources, and a structured corporate environment.

Founded: COS was launched in 2007 by the H&M Group, aiming to offer high-quality, modern essentials. Its relatively recent founding compared to some heritage brands suggests a focus on contemporary relevance and adaptability.

Team Structure:

• Operations Team Aspect 1: The creative team likely comprises a Head of Creative & Art Direction, the Lead Digital & Graphic Designer, a team of Graphic & Digital Designers, and potentially specialists in areas like motion graphics or digital asset management. Collaboration with Art Direction and Marketing teams is emphasized.

• Operations Team Aspect 2: The Lead Designer reports to the Head of Creative & Art Direction. This structure indicates a clear hierarchy within the creative department, with the Lead Designer responsible for team output and serving as a senior creative force.

• Operations Team Aspect 3: Close collaboration is expected with Content, Media, and Digital teams to ensure cohesive execution of brand initiatives. Partnerships with the Graphic & Digital Design Operations Manager are also key for workflow management.

Methodology:

• Operations Process 1: The role demands a data-informed approach to design, ensuring creative output is optimized for channel best practice, performance, and customer experience, likely involving A/B testing and performance analysis.

• Operations Process 2: Workflow planning and optimization are critical, especially with the mention of a Design Operations Manager, suggesting a focus on efficient creative delivery and process improvement.

• Operations Process 3: Automation and efficiency in design are implied through the need to evolve design systems, templates, and visual frameworks, aiming for scalable and consistent creative output.

Company Website: https://www2.hm.com/en_gb/index.html (H&M Group) and https://www.cos.com/ (COS)

📝 Enhancement Note: The description of COS as "rooted in exceptional quality and lasting design" and drawing inspiration from "modern culture, dynamic global cities and compelling fashion movements" is critical for understanding the brand's aesthetic and values. This informs the type of creative thinking and design execution expected.

📈 Career & Growth Analysis

Operations Career Level: This is a Lead position, signifying a senior role within the creative function. It requires not only advanced design skills but also the ability to manage, mentor, and provide creative direction to a team. The scope involves overseeing significant brand projects and contributing to the strategic evolution of the brand's visual identity.

Reporting Structure: The Lead Digital & Graphic Designer reports directly to the Head of Creative & Art Direction. This implies a structured reporting line within the creative department, where the Lead Designer is a key player responsible for executing the vision set by their superior and managing their direct reports.

Operations Impact: The role has a direct impact on the brand's perception and market presence. By delivering "elevated, best-in-class graphic and digital design," the designer shapes how customers interact with the brand across all touchpoints, influencing brand loyalty, campaign effectiveness, and ultimately, sales and revenue. The role is integral to maintaining and enhancing the premium positioning of COS.

Growth Opportunities:

• Operations Skill Advancement: Potential to deepen expertise in specific design areas (e.g., digital product design, motion graphics, advanced typography) or expand into broader creative strategy.

• Leadership Development: Opportunities to hone team leadership, mentorship, and talent development skills, potentially leading to larger creative teams or management roles within the H&M Group.

• Cross-Functional Exposure: Collaboration with various departments (Marketing, Digital, Content, Operations) can lead to a broader understanding of business functions and potential career paths within the organization.

• Brand Evolution Contribution: A significant opportunity to influence the visual direction of a growing global brand like COS.

📝 Enhancement Note: The "Lead" title signifies a critical juncture in a designer's career, moving from individual contribution to team leadership and strategic creative input. Growth opportunities are likely tied to expanding responsibilities within COS or potentially moving into more senior creative leadership roles within the broader H&M Group.

🌐 Work Environment

Office Type: The role is based in London and requires office presence 4 days a week, indicating a hybrid work model. This suggests a dynamic office environment that blends focused individual work with collaborative team sessions and creative brainstorming.

Office Location(s): The primary office location is 1 New Oxford Street, London, WC1A 1JS, United Kingdom. This central London location is likely well-connected and situated within a vibrant commercial hub.

Workspace Context:

• Workspace Aspect 1: The hybrid model and emphasis on collaboration suggest an environment that facilitates both focused individual creative work (potentially at home or in dedicated quiet zones) and team interaction, brainstorming, and stakeholder meetings within the office.

• Workspace Aspect 2: As a Lead Designer in a global fashion group, it's expected that the office is equipped with modern design tools and technology, including high-performance workstations, access to relevant software licenses (Adobe Creative Suite, Figma), and potentially advanced display or prototyping tools.

• Workspace Aspect 3: The role involves significant interaction with direct reports, the Head of Creative, Art Direction teams, Marketing, and Digital teams, fostering a collaborative and communicative atmosphere where cross-functional relationships are key to project success.

Work Schedule: The role is full-time, with a requirement to be in the office 4 days per week. This hybrid arrangement offers a degree of flexibility, allowing for focused work outside the office while ensuring in-person collaboration and team engagement during the designated office days.

📝 Enhancement Note: The hybrid model is a key aspect of the work environment, offering a balance between in-office collaboration and remote flexibility. This is increasingly common and attractive to creative professionals. The office location in central London suggests a professional and well-resourced setting.

📄 Application & Portfolio Review Process

Interview Process:

• Process Step 1: Initial screening of CV and portfolio. Candidates must ensure their portfolio is curated to showcase work relevant to the COS aesthetic and the "Lead" responsibilities (team leadership, conceptual thinking, multi-channel design).

• Process Step 2: First interview, likely with the hiring manager (Head of Creative & Art Direction) and potentially an HR representative. This will focus on assessing creative vision, leadership experience, and cultural fit. Be prepared to discuss your design philosophy and approach to team management.

• Process Step 3: Creative Assessment/Workshop. This may involve a design challenge or a detailed portfolio review where candidates present specific projects, explaining their process, rationale, and impact. Expect to discuss how you would approach specific COS brand challenges or evolve their visual language.

• Process Step 4: Final Interview. This could involve meeting with senior leadership within the creative or marketing departments to discuss strategic alignment, impact, and long-term contributions.

Portfolio Review Tips:

• Portfolio Tip 1: Curate your portfolio to specifically highlight projects that align with the COS brand identity: "exceptional quality, lasting design, modern culture, contemporary and timeless." Prioritize fashion, luxury, or premium retail projects.

• Portfolio Tip 2: For each project, clearly articulate the brief, your role, your creative process (conceptualization, ideation, execution), the tools used, and the measurable outcomes or impact (e.g., brand perception, engagement, sales support). Use storytelling to convey your problem-solving skills.

• Portfolio Tip 3: Be ready to discuss your leadership experience. Include examples of how you've mentored designers, provided feedback, managed projects, and fostered a creative team environment.

• Portfolio Tip 4: Demonstrate your proficiency with Adobe Creative Suite and Figma. If possible, include examples of design system contributions or template development. Showcase your expertise in typography and layout.

Challenge Preparation:

• Challenge Preparation 1: If a design challenge is given, focus on understanding the core brief and the COS aesthetic. Prioritize conceptual strength and clear communication of your design rationale over exhaustive execution in a limited timeframe.

• Challenge Preparation 2: Practice presenting your portfolio and design concepts concisely and engagingly. Be prepared to articulate your decisions and respond to questions about your work and leadership approach.

• Challenge Preparation 3: Anticipate questions about how you would evolve the COS visual language, manage creative conflict, or collaborate with different departments. Think about how to demonstrate your understanding of brand strategy and customer experience.

📝 Enhancement Note: The emphasis on a portfolio "suited to the COS aesthetic" is the most critical piece of advice. Candidates must demonstrate not just technical skill but a clear understanding and affinity for the brand's specific visual identity and values.

🛠 Tools & Technology Stack

Primary Tools:

• Adobe Creative Suite: Advanced proficiency is mandatory, including Photoshop (image manipulation, compositing), Illustrator (vector graphics, logos, illustrations), InDesign (layout, print production), and potentially After Effects (motion graphics, animation).

• Figma: Advanced proficiency is required for digital design, UI/UX prototyping, wireframing, and collaborative design workflows.

• Other Design Software: Familiarity with related tools for specific tasks (e.g., Sketch, Adobe XD, motion graphics software) may be beneficial.

Analytics & Reporting:

• While not a direct analytics role, understanding how design impacts performance is key. Familiarity with web analytics tools (e.g., Google Analytics) and social media analytics to understand user behavior and campaign effectiveness is advantageous for optimizing digital creative.

• Experience interpreting performance data to inform design decisions. CRM & Automation:

• Not directly mentioned, but an understanding of how digital assets are managed, deployed, and potentially automated within marketing platforms or CMS would be beneficial.

📝 Enhancement Note: The explicit mention of Adobe Creative Suite and Figma highlights the core technical requirements. Proficiency in these tools is non-negotiable. The context of digital and multi-channel design implies a need to understand how creative assets integrate into larger marketing technology stacks.

👥 Team Culture & Values

Operations Values:

• Open-minded and Curious: The company values individuals who are receptive to new ideas and eager to explore different approaches to design and problem-solving.

• Dare to be Different: Encourages creative risk-taking and innovation, pushing boundaries beyond conventional design.

• Constant Improvement: A commitment to continuous learning, skill development, and refining processes to achieve better outcomes.

• Empower and Trust: Fosters an environment where individuals are given autonomy and responsibility, encouraging ownership and proactive contribution.

Collaboration Style:

• Cross-functional Integration: Strong emphasis on working seamlessly with Content, Media, Digital, and Operations teams to ensure cohesive brand messaging and execution.

• Mentorship and Feedback Culture: The Lead Designer is expected to provide clear direction and feedback, fostering growth within their team and promoting a culture of constructive critique.

• Shared Vision: Collaboration with Art Direction and Marketing teams to co-create impactful brand storytelling, ensuring alignment on campaign objectives and creative execution.

📝 Enhancement Note: The listed company values (open-minded, curious, dare to be different, constant improvement, empower and trust) are crucial for cultural fit. Candidates should be prepared to discuss how their personal values and work style align with these principles.

⚡ Challenges & Growth Opportunities

Challenges:

• Maintaining Brand Consistency Across Diverse Channels: Ensuring the COS aesthetic is flawlessly translated across digital, print, social, and physical retail touchpoints requires meticulous attention to detail and strong brand guideline adherence.

• Balancing Creative Innovation with Commercial Objectives: The role demands pushing creative boundaries while ensuring designs meet performance metrics, customer experience standards, and commercial goals.

• Leading and Motivating a Creative Team: Effectively managing designers with diverse skill sets, providing constructive feedback, and fostering a high-performance culture requires strong leadership and interpersonal skills.

• Adapting to Evolving Digital Trends and Technologies: Staying abreast of new design tools, platforms, and user behavior trends to ensure creative output remains relevant and cutting-edge.

Learning & Development Opportunities:

• Operations Skill Advancement: Opportunities to deepen expertise in areas like motion graphics, advanced digital product design, or data-driven design optimization.

• Industry Engagement: Potential to attend design conferences, workshops, and industry events to stay current with trends and network.

• Leadership Training: Access to H&M Group's leadership development programs to enhance management and strategic planning capabilities.

• Cross-Brand Exposure: Potential to learn from or collaborate with design teams across other H&M Group brands, broadening exposure to different market segments and creative approaches.

📝 Enhancement Note: The challenges highlight the dynamic nature of the role, requiring a blend of artistic talent, strategic thinking, and leadership acumen. The growth opportunities are structured to support both individual creative development and career progression within a large organization.

💡 Interview Preparation

Strategy Questions:

• Operations Question 1: "How would you approach evolving the COS visual language for a new season's campaign, considering recent digital trends and the brand's core aesthetic?" Prepare to discuss your process, inspiration sources, and how you'd balance innovation with brand consistency.

• Operations Question 2: "Describe a time you had to lead a team through a challenging creative project with tight deadlines. What was your approach, and what was the outcome?" Focus on your leadership style, conflict resolution, and ability to motivate.

• Operations Question 3: "How do you ensure your digital designs are optimized for performance and user experience across different platforms (e.g., website, social media, email)?" Be ready to discuss your understanding of channel best practices, A/B testing, and user-centric design principles.

Company & Culture Questions:

• Operations Question 4: "What appeals to you about the COS brand, and how do you see your design philosophy aligning with our values of 'open-minded,' 'curious,' 'dare to be different,' 'constant improvement,' and 'empower and trust'?" Research the COS brand thoroughly and connect your personal values and work ethic to these principles.

• Operations Question 5: "How do you foster collaboration between designers and other departments like Marketing or Content?" Discuss your experience in cross-functional partnerships and how you ensure alignment and effective communication.

• Operations Question 6: "Can you provide an example of how you've used data or performance metrics to inform your design decisions and improve campaign effectiveness?" Highlight your ability to be data-informed while remaining creatively driven.

Portfolio Presentation Strategy:

• Presentation Strategy 1: Structure your portfolio presentation around 3-5 key projects that best represent your skills, leadership experience, and alignment with the COS aesthetic. For each project, clearly outline the objective, your role, the creative process, the solution, and the impact.

• Presentation Strategy 2: When discussing metrics, be specific. Instead of saying "improved engagement," say "increased click-through rates by X% on social media ads" or "contributed to a Y% uplift in conversion rates through refined website design." Quantify your impact wherever possible.

• Presentation Strategy 3: Be prepared to walk through a specific design (e.g., a campaign visual or a website section) from your portfolio, explaining your rationale behind color choices, typography, layout, and overall composition. Demonstrate your passion and in-depth understanding of design principles.

📝 Enhancement Note: The interview preparation advice emphasizes demonstrating not only design prowess but also leadership capabilities, strategic thinking, and a deep understanding of the COS brand and its values. Candidates should be ready to showcase their ability to translate brand identity into compelling visual narratives.

📌 Application Steps

To apply for this Lead Digital and Graphic Designer position:

• Submit your application through the provided link on the H&M Group careers portal.

• Concrete Preparation Step 1: Curate your portfolio to prominently feature work that aligns with the COS brand aesthetic – high-quality, modern, timeless design. Prioritize fashion, luxury, or premium retail projects and ensure it's easily navigable and visually compelling.

• Concrete Preparation Step 2: Optimize your resume to highlight leadership experience, team management, and achievements in graphic and digital design, particularly within relevant industries. Use keywords from the job description such as "creative direction," "typography," "Figma," "Adobe Creative Suite," and "team leadership."

• Concrete Preparation Step 3: Practice presenting your portfolio and key projects. Be ready to articulate your design process, creative rationale, leadership approach, and how your work aligns with COS's brand values. Prepare specific examples of how you've mentored designers or led creative initiatives.

• Concrete Preparation Step 4: Thoroughly research COS and the H&M Group. Understand their current campaigns, brand messaging, and values. Be prepared to discuss why you are a good fit for their specific culture and how you can contribute to their ongoing creative evolution.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and industry-standard assumptions. All details, particularly regarding salary expectations and specific role nuances, should be verified directly with the hiring organization before making application decisions.