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 (with a focus on Brand and Marketing)

Date Posted: 2026-06-18

Experience Level: 5-10 years

Remote Status: On-site

🚀 Role Summary

• Spearhead the creative vision and execution for all graphic and digital design initiatives, ensuring elevated brand aesthetics across all customer touchpoints.

• Lead and mentor a team of graphic and digital designers, fostering a high-performance culture focused on innovation and exceptional creative output.

• Drive the evolution of the brand's visual language, translating strategic direction into compelling, on-brand visual assets for key campaigns, product launches, and marketing efforts.

• Ensure cohesive and impactful brand storytelling through meticulous design across digital channels (website, email, social, advertising) and print materials (packaging, collateral, in-store).

📝 Enhancement Note: While the role is "Lead Digital and Graphic Designer," the context strongly suggests a focus on Brand and Marketing design operations, rather than pure operational process management. The emphasis on "brand vision," "creative execution," and "marketing touchpoints" points towards a role that operationalizes creative strategies. Therefore, the "Category" is defined as "Creative & Design Operations (with a focus on Brand and Marketing)."

📈 Primary Responsibilities

• Lead the end-to-end creative development and execution of graphic and digital design for critical brand moments, including campaigns, runway presentations, product launches, and packaging.

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

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

• Continuously evolve and refine the brand's visual language and aesthetic 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.

• Contribute to the strategic development and enhancement of design systems, templates, and visual frameworks to streamline future creative operations.

• Deliver best-in-class design solutions optimized for various channels, including digital platforms (website, email, social media, digital advertising) and print materials (advertising, packaging, labeling, event collateral, in-store branding).

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

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

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

• Provide clear, constructive creative direction and feedback to elevate the team's overall output and foster professional growth.

• Partner with Art Direction and Marketing teams to co-create impactful brand storytelling that aligns with business objectives.

• Collaborate effectively with the Graphic & Digital Design Operations Manager to ensure efficient delivery and operationalization of all creative work.

📝 Enhancement Note: The provided text details significant responsibilities related to creative leadership, team management, and cross-functional collaboration within a design context. These are translated into specific, actionable bullet points that highlight the operational aspects of a lead design role, emphasizing process execution and brand consistency.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a Bachelor's degree in Graphic Design, Visual Communications, Fine Arts, or a related field is typically expected for a lead role of this caliber. Equivalent practical experience will also be considered.

Experience: A minimum of 5-10 years of progressive experience in graphic and digital design, with a significant portion spent in a leadership or senior role, is required. Proven experience delivering elevated creative work within the fashion or luxury retail sector is essential.

Required Skills:

• Exceptional graphic and digital design expertise, with a strong portfolio showcasing creative conceptualization and execution.

• Proven track record of delivering high-quality, elevated creative work within a fashion or luxury brand environment.

• Highly conceptual thinker with a well-defined creative vision and the ability to translate abstract ideas into tangible visual assets.

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

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

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

• Demonstrated experience designing across multiple channels and formats, encompassing digital (web, social, email, digital ads) and print (packaging, collateral, advertising).

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

• Proven ability to lead, inspire, and mentor creative teams, fostering a positive and productive work environment.

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

• High attention to detail and a meticulous commitment to protecting and enhancing exceptional brand standards.

• Ability to interpret and creatively apply brand guidelines while also pushing creative boundaries. Preferred Skills:

• Experience with motion graphics and animation for digital campaigns.

• Familiarity with design systems and their implementation.

• Understanding of front-end development principles or web design best practices.

• Experience in managing creative project workflows and timelines.

• Knowledge of sustainability initiatives and their visual representation in design.

📝 Enhancement Note: The "Qualifications" section provided a solid foundation. This enhancement expands on the implied educational requirements, specifies the expected experience level (5-10 years) based on the "Lead" title and AI-derived experience, and details the essential and preferred skills with greater operational context, including specific software proficiency and channel understanding.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio showcasing a minimum of 5-10 diverse projects that demonstrate expertise across both graphic and digital design disciplines.

• Projects should highlight a strong understanding of brand identity, visual storytelling, and creative typography, with a focus on fashion or luxury sectors.

• Include case studies that detail the design process, from initial concept and strategy to final execution and impact.

• Showcase examples of work across various channels, including digital platforms (website mockups, social media campaigns, email designs) and print collateral (packaging concepts, campaign visuals, event materials).

• Demonstrate proficiency in using industry-standard design tools (Adobe Creative Suite, Figma) through the visual quality and execution of the submitted work.

• Include examples of how brand guidelines were interpreted and creatively applied, or how new visual frameworks were developed. Process Documentation:

• For each portfolio project, provide a brief overview of the design process followed, including:

  • Discovery & Strategy: How the creative brief was understood and initial strategic objectives were defined.
  • Conceptualization: The ideation phase, including mood boards, sketches, and initial design explorations.
  • Design Development: The iterative process of refining designs, incorporating feedback, and selecting final concepts.
  • Channel Optimization: How designs were adapted and optimized for specific digital and print channels.
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