Lead Digital and Graphic Designer

📍 Job Overview

Job Title: Lead Digital and Graphic Designer

Company: H&M Group (COS)

Location: London, England, United Kingdom

Job Type: Full-time

Category: Creative & Design Operations (Focus on Brand & Marketing)

Date Posted: 2026-06-19

Experience Level: 5-10 Years

Remote Status: Hybrid (4 days in office)

🚀 Role Summary

• Lead the strategic vision and hands-on execution of graphic and digital design for key brand initiatives, including campaigns, product launches, and packaging.

• Drive the evolution of the COS visual language and brand aesthetics through innovative design solutions and a deep understanding of elevated brand standards.

• Manage, mentor, and inspire a team of Graphic & Digital Designers, fostering a collaborative and high-performance creative culture.

• Collaborate cross-functionally with Content, Media, Digital, and Art Direction teams to ensure cohesive and impactful brand storytelling across all touchpoints.

• Act as a key stakeholder in the design and implementation of digital enhancements, templates, platforms, and user experiences.

📝 Enhancement Note: This role demands a blend of strategic leadership and hands-on design execution within the fashion retail sector. The emphasis on "elevated, best-in-class" design suggests a need for a strong understanding of luxury aesthetics and a forward-thinking approach to brand presentation. The "operations" aspect comes from managing the design pipeline, ensuring brand consistency, and optimizing creative output for various channels.

📈 Primary Responsibilities

• Oversee the end-to-end creative development and execution of graphic and digital design for major brand moments such as campaigns, runway presentations, product launches, and packaging.

• Personally contribute high-impact, innovative design work, setting new benchmarks for design excellence, typography, and visual storytelling.

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

• Continuously refine and evolve the COS visual language and brand identity in alignment with evolving brand direction and market trends.

• Interpret and uphold brand guidelines creatively, ensuring consistency while strategically pushing creative boundaries for maximum impact.

• Contribute to the development and refinement of design systems, templates, and visual frameworks to enhance efficiency and scalability.

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

• Ensure all creative assets are optimized for channel-specific best practices, performance metrics, and customer experience, incorporating insights from digital testing.

• Foster strong collaborative relationships with Content, Media, and Digital teams to ensure cohesive and effective execution of marketing and brand initiatives.

• Serve as a key design stakeholder for digital enhancements, template development, platform expansions, and new user experiences.

• Lead, mentor, and manage a team of Graphic & Digital Designers, cultivating a high-performance, creative, and supportive team environment.

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

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

• Collaborate with the Graphic & Digital Design Operations Manager to ensure efficient and timely delivery of all creative projects.

📝 Enhancement Note: The responsibilities highlight a dual role: leading a team and being a hands-on contributor. The emphasis on "optimizing for channel best practice, performance and customer experience" points to a need for data-informed design decisions, a key aspect of revenue and marketing operations.

🎓 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-level position in this industry. Equivalent practical experience may also be considered.

Experience: Proven experience in a senior or lead design role, with a significant tenure (ideally 5-10 years) focused on graphic and digital design within the fashion, luxury, or a closely related creative industry.

Required Skills:

• Exceptional graphic and digital design expertise with a proven track record of delivering high-quality creative work.

• Strong conceptual thinking and a refined creative vision, capable of translating brand strategy into compelling visuals.

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

• Deep understanding of branding principles, effective layout design, and impactful visual storytelling.

• Expertise in creative typography and its application across various media.

• Demonstrated experience designing for multiple channels (digital, print, campaigns, brand experiences) with an awareness of channel-specific best practices.

• Proven ability to lead, mentor, and inspire a team of designers, fostering a collaborative and productive environment.

• Strong collaboration and communication skills, with the ability to work effectively with cross-functional teams (Marketing, Content, Digital, Art Direction).

• High attention to detail and a commitment to maintaining exceptional brand standards.

• Experience in interpreting and applying brand guidelines creatively. Preferred Skills:

• Experience with design systems and a proven ability to contribute to their evolution.

• Understanding of user experience (UX) principles and their application in digital design.

• Familiarity with motion graphics and video editing tools.

• Experience in packaging design and production processes.

• Knowledge of A/B testing principles for digital creative optimization.

• Familiarity with project management tools relevant to creative workflows.

📝 Enhancement Note: The requirement for Figma alongside Adobe Creative Suite indicates a modern digital design workflow. The emphasis on fashion/luxury and a "portfolio most suited to the COS aesthetic" suggests a need for a specific visual sensibility.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A curated portfolio showcasing exceptional graphic and digital design work, specifically demonstrating alignment with the COS brand aesthetic (minimalist, sophisticated, contemporary).

• Case studies that highlight the design process, conceptual thinking, and problem-solving for key brand projects (campaigns, launches, digital assets).

• Examples of design innovation, creative typography, and sophisticated layout across both digital and print mediums.

• Visuals demonstrating experience with brand asset creation, campaign execution, and packaging design.

• Evidence of designing for a variety of touchpoints, including website, social media, email, and advertising. Process Documentation:

• Examples of contributions to or management of design systems, templates, and visual frameworks.

• Documentation or case studies illustrating the optimization of creative assets for channel best practices and customer experience.

• Evidence of collaboration with digital teams on template design, platform enhancements, or user experience improvements.

• Demonstrations of how brand guidelines were interpreted and applied creatively across different projects.

📝 Enhancement Note: The explicit request for a portfolio tailored to the COS aesthetic is critical. This suggests that candidates should curate their submissions to highlight relevant work, rather than providing a general overview. The emphasis on "design systems" and "channel optimization" points to a need for structured and efficient creative processes.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a Lead Digital & Graphic Designer in London with 5-10 years of experience in the fashion/luxury sector, the estimated salary range is £55,000 - £75,000 per annum. This estimate accounts for the seniority of the role, the strategic responsibilities, and the cost of living in London.

Benefits:

• Attractive staff discount of 25% on all H&M Group brands (COS, H&M, etc.) in stores and online.

• Inclusion in the H&M Incentive Program (HIP).

• Generous holiday allowance: Up to 25 days per year.

• Annual health checks for employee well-being.

• Comprehensive Pension Scheme.

• Access to a benefits hub with discounts on various activities and financial/lifestyle products.

• Cycle to Work Scheme to encourage sustainable commuting.

• Discounted gym membership for health and fitness.

• Employee assistance program via Retail Trust for support.

• Private Health & Dental Care for comprehensive medical coverage.

Working Hours: The role is full-time, typically equating to 40 hours per week. The position requires a presence in the office 4 days a week, indicating a hybrid work arrangement.

📝 Enhancement Note: The salary range is an estimation based on market data for similar roles in London. The benefits package is extensive and reflects a commitment to employee well-being and financial security, common in large, established retail organizations.

🎯 Team & Company Context

🏢 Company Culture

Industry: Fashion Retail (specifically, contemporary and minimalist fashion). H&M Group operates within a highly competitive global retail market, with COS positioned as a premium brand focusing on quality and design.

Company Size: H&M Group is a large, multinational corporation with thousands of employees globally. COS itself has a significant presence with numerous stores and a dedicated corporate team. This scale implies structured processes, established brand management, and opportunities for global collaboration.

Founded: COS was founded in 2007 by the H&M Group, aiming to offer essential wardrobe pieces rooted in quality and lasting design. This relatively recent founding means the brand embodies a modern approach to fashion and retail, often integrating digital innovation and contemporary design thinking.

Team Structure:

• The Lead Digital & Graphic Designer reports into the Head of Creative & Art Direction, indicating a clear hierarchy within the creative department.

• The role involves leading a team of Graphic & Digital Designers, suggesting a direct management responsibility.

• Close collaboration is expected with Content, Media, Digital teams, and Art Direction, highlighting a cross-functional operational structure.

• Partnership with the Graphic & Digital Design Operations Manager is crucial for workflow and delivery management. Methodology:

• Data-Driven Design: The role requires optimizing creative for "channel best practice, performance and customer experience," implying a data-informed approach to design decisions.

• Workflow Optimization: Collaboration with the Design Operations Manager suggests a focus on efficient creative processes, project management, and timely delivery.

• Brand Evolution: Continuous evolution of the visual language and interpretation of brand guidelines indicate a dynamic and adaptive creative methodology.

• Systematic Approach: Contribution to design systems and templates points towards a structured and scalable approach to creating brand assets.

Company Website: https://www.hmgroup.com/ and https://www.cos.com/

📝 Enhancement Note: COS's positioning within the H&M Group suggests a balance between corporate structure and brand-specific creative autonomy. The emphasis on "quality and lasting design" translates to a culture that values craftsmanship, detail, and strategic creative output.

📈 Career & Growth Analysis

Operations Career Level: This is a Lead position, signifying a senior role with both individual contribution and team leadership responsibilities. It sits at the intersection of creative execution and operational management within the design function, bridging the gap between pure artistry and strategic brand delivery.

Reporting Structure: The role reports to the Head of Creative & Art Direction, with direct management of Graphic & Digital Designers. This structure offers exposure to senior creative leadership and an opportunity to develop people management skills.

Operations Impact: The Lead Designer's work directly influences brand perception, customer engagement, and sales performance through visually compelling campaigns, digital experiences, and product presentation. Their creative direction and team leadership are critical to the operational efficiency and effectiveness of the design output.

Growth Opportunities:

• Leadership Development: Advancement to Head of Creative & Art Direction or similar senior leadership roles within the H&M Group's global creative network.

• Strategic Design Influence: Deeper involvement in shaping the overarching brand strategy and design direction for COS and potentially other H&M Group brands.

• Specialization: Opportunity to deepen expertise in specific areas such as digital design innovation, sustainable design practices, or global campaign development.

• Cross-Functional Mobility: Potential to move into roles that bridge creative and marketing operations, brand management, or digital product development.

📝 Enhancement Note: The "Lead" title and reporting structure suggest a clear path for career progression within the H&M Group's creative and marketing divisions. The emphasis on "design systems" and "channel optimization" indicates that experience in process-oriented design leadership is highly valued.

🌐 Work Environment

Office Type: The role is based in London, with a hybrid work arrangement requiring 4 days per week in the office. This suggests a dynamic office environment designed for collaboration, creativity, and team interaction.

Office Location(s): The primary office is located at 1 New Oxford Street, London, WC1A 1JS, United Kingdom. This central London location offers excellent accessibility and places the team within a vibrant commercial hub.

Workspace Context:

• Collaborative Environment: The hybrid model and cross-functional collaboration requirements indicate a workspace that facilitates team meetings, brainstorming sessions, and shared creative work.

• Tools and Technology: Access to industry-standard design software (Adobe Creative Suite, Figma) and potentially other digital tools for project management and communication.

• Team Interaction: Opportunities for direct interaction with fellow designers, art directors, marketing teams, and other creative professionals, fostering a rich learning and exchange environment.

Work Schedule: The role is full-time (approx. 40 hours/week) with a hybrid schedule. This offers a structured work week with the flexibility of remote work days, allowing for focused individual work and in-person team collaboration.

📝 Enhancement Note: The hybrid model is a key aspect of the work environment, balancing the need for in-person collaboration and team cohesion with the flexibility of remote work. This structure is common for creative roles where both individual focus and team synergy are crucial.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Application & Portfolio Review: Submission of CV and a portfolio specifically curated to showcase work aligning with the COS aesthetic. The hiring team will review for creative vision, technical skill, and brand fit.

• First Interview (Hiring Manager/Team Lead): Discussion of your background, experience, leadership style, and conceptual thinking. Expect questions about how you approach brand evolution and creative problem-solving.

• Creative/Technical Assessment: Potentially a design challenge or case study presentation focused on a hypothetical COS campaign or brand initiative. This assesses your practical design skills, strategic thinking, and ability to articulate your process.

• Stakeholder Interviews: Meetings with key cross-functional partners (e.g., Marketing, Digital, Content) to assess collaboration skills and understanding of integrated brand execution.

• Final Interview: Discussion with senior leadership (e.g., Head of Creative & Art Direction) to assess overall fit, strategic vision, and leadership potential within the H&M Group.

Portfolio Review Tips:

• Curate Ruthlessly: Only include your strongest, most relevant work. Prioritize pieces that demonstrate the COS aesthetic (minimalist, modern, quality-focused).

• Tell a Story: For each project, briefly explain the brief, your role, your creative process, the challenges faced, and the results achieved. Use visuals to support your narrative.

• Showcase Versatility: Include examples of both digital and print design, campaign work, and any packaging or brand asset development.

• Highlight Leadership: If possible, include examples of projects where you led a team or mentored junior designers, showcasing your leadership capabilities.

• Digital First: Ensure your portfolio is easily accessible online (e.g., personal website, Behance, or a dedicated PDF).

Challenge Preparation:

• Understand COS: Deeply research the COS brand, its current campaigns, target audience, visual identity, and recent design initiatives.

• Think Strategically: For any design challenge, consider not just the aesthetics but also the strategic goals, target audience, and channel optimization.

• Articulate Your Process: Be prepared to walk through your thought process step-by-step, from understanding the brief to final execution.

• Focus on Efficiency: Demonstrate an understanding of how to deliver high-quality creative efficiently, especially with team leadership considerations.

📝 Enhancement Note: The emphasis on a tailored portfolio and potential design challenges highlights the practical, results-oriented nature of this role. Candidates should be prepared to demonstrate not just creative talent but also strategic thinking and operational efficiency in design delivery.

🛠 Tools & Technology Stack

Primary Tools:

• Adobe Creative Suite: Essential for graphic design, photo manipulation, layout, and illustration (Photoshop, Illustrator, InDesign). Potential use of After Effects for motion graphics.

• Figma: Crucial for digital design, UI/UX prototyping, and collaborative design workflows.

• Microsoft Office Suite / Google Workspace: For general productivity, documentation, and presentations (Word/Docs, Excel/Sheets, PowerPoint/Slides).

Analytics & Reporting:

• Familiarity with web analytics tools (e.g., Google Analytics) to understand digital asset performance.

• Ability to interpret performance data to inform creative optimization and strategy. CRM & Automation:

• While not a primary CRM role, understanding how design assets integrate with marketing automation platforms and digital channels is beneficial.

• Familiarity with Digital Asset Management (DAM) systems might be advantageous for organizing and distributing creative assets.

📝 Enhancement Note: Proficiency in both Adobe Creative Suite and Figma is a non-negotiable requirement, reflecting the dual need for strong traditional graphic design skills and modern digital design/prototyping capabilities.

👥 Team Culture & Values

Operations Values:

• Open-minded & Curious: Embracing new ideas, trends, and approaches to design and brand expression.

• Dare to be Different: Encouraging innovation and creative risk-taking to stand out in the fashion market.

• Constant Improvement: A commitment to refining processes, skills, and creative output to achieve higher standards.

• Empower & Trust: Fostering an environment where team members are given ownership and autonomy to deliver their best work.

Collaboration Style:

• Cross-functional Integration: Working seamlessly with marketing, content, and digital teams to ensure cohesive brand messaging and execution.

• Process-Oriented: A focus on structured workflows, feedback loops, and efficient project management to deliver creative on time and to spec.

• Knowledge Sharing: Encouraging an environment where designers share insights, best practices, and learnings to elevate the entire team's capability.

📝 Enhancement Note: The company values are deeply integrated into the expected behaviors and operational approach of the team. Success in this role requires not only creative talent but also alignment with these core principles.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Consistency with Innovation: Maintaining the distinct COS aesthetic while continuously pushing creative boundaries to stay relevant in a fast-paced fashion industry.

• Managing Diverse Creative Demands: Delivering high-quality design across a wide range of touchpoints (digital, print, campaigns, packaging) under tight deadlines.

• Leading and Developing a Creative Team: Inspiring and guiding designers with varying skill sets and experience levels, fostering a high-performance culture.

• Adapting to Evolving Digital Trends: Staying ahead of new digital platforms, technologies, and consumer behaviors to ensure creative output remains cutting-edge.

Learning & Development Opportunities:

• Advanced Design Workshops: Access to training in new design software features, emerging design trends, and specialized creative techniques.

• Industry Conferences & Events: Opportunities to attend fashion, design, and digital marketing events to gain insights and network.

• Mentorship Programs: Guidance from senior creative leaders within H&M Group to develop leadership and strategic thinking skills.

• Cross-Brand Exposure: Potential to gain insights into design strategies across other H&M Group brands.

📝 Enhancement Note: The challenges presented are common in lead creative roles within large fashion organizations. The growth opportunities are geared towards both creative and leadership development, aligning with a structured corporate environment.

💡 Interview Preparation

Strategy Questions:

• "How would you approach evolving the COS visual language while staying true to its core aesthetic?" (Focus on brand interpretation, conceptual thinking, and innovation.)

• "Describe a time you led a design team through a challenging project with tight deadlines. What was your approach to ensure successful delivery?" (Highlight leadership, project management, and team motivation skills.)

• "How do you balance creative vision with channel best practices and performance metrics in digital design?" (Demonstrate understanding of data-informed design and optimization.) Company & Culture Questions:

• "Why are you drawn to the COS brand and its specific aesthetic?" (Showcase your understanding of the brand and your alignment with its values.)

• "How do you foster a collaborative and creative environment within a design team?" (Emphasize your leadership style and approach to teamwork.)

• "How do you ensure your creative output aligns with broader business objectives and marketing strategies?" (Connect design work to commercial impact.) Portfolio Presentation Strategy:

• Start Strong: Begin with your most impactful and relevant projects that best exemplify the COS aesthetic and your leadership capabilities.

• Structure Your Narratives: For each project, clearly articulate the brief, your role, your process (ideation, execution, iteration), and the outcome/impact. Use visuals effectively to support your points.

• Highlight Leadership: If showcasing team projects, clearly define your contribution and leadership role.

• Be Prepared for Q&A: Anticipate questions about your design choices, challenges, and how you would apply your skills to COS-specific scenarios.

• Demonstrate Technical Proficiency: Be ready to discuss your use of Adobe Creative Suite and Figma, and how you leverage these tools for efficiency and innovation.

📝 Enhancement Note: Interview preparation should focus on demonstrating a deep understanding of the COS brand, a strong creative vision, proven leadership skills, and an appreciation for the operational aspects of design delivery in a retail context.

📌 Application Steps

To apply for this Lead Digital and Graphic Designer position:

• Click the "I'M INTERESTED" link on the job posting to submit your application securely.

• Curate Your Portfolio: Select and arrange your most relevant design work, specifically highlighting pieces that align with the COS brand aesthetic and demonstrate your leadership experience. Ensure it is easily accessible online.

• Tailor Your CV: Update your resume to emphasize your experience in graphic and digital design, team leadership, fashion/luxury environments, and proficiency with Adobe Creative Suite and Figma. Quantify achievements where possible.

• Prepare Your Narrative: Practice articulating your design process, leadership philosophy, and understanding of brand strategy. Be ready to discuss specific projects from your portfolio in detail.

• Research COS: Thoroughly investigate the COS brand, its current marketing campaigns, visual identity, and target audience to demonstrate genuine interest and understanding during interviews.

⚠️ 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.

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