Principal Designer, Brand & Design Systems

📍 Job Overview

Job Title: Principal Designer, Brand & Design Systems

Company: Edmentum

Location: United States

Job Type: Full-time

Category: Brand Design & Operations / Marketing Operations

Date Posted: 2026-07-24

Experience Level: 10+ years

Remote Status: Remote OK

🚀 Role Summary

• Lead the strategic development, governance, and ongoing evolution of Edmentum's comprehensive design systems and Figma component libraries, ensuring scalability and consistency across all digital touchpoints.

• Drive the definition and maintenance of brand guidelines and visual identity standards, acting as the primary custodian of Edmentum's brand narrative and aesthetic across marketing, product, and development.

• Design and implement accessible, user-centric web experiences, templates, and UI solutions that enhance user engagement and brand perception for millions of educators and students.

• Create high-impact marketing assets for digital, social media, email campaigns, web content, presentations, events, and print collateral, aligning with the refreshed brand vision.

• Foster seamless cross-functional collaboration between Design, Product, Development, and Marketing teams to ensure a unified and cohesive brand experience.

📝 Enhancement Note: While the role is Principal Designer, Brand & Design Systems, its focus on governance, cross-functional alignment, and driving consistency across marketing and product touches upon core Revenue Operations and Marketing Operations principles. The emphasis on scalable systems, brand storytelling, and asset creation directly supports GTM strategies by ensuring a unified and professional brand presentation. This role acts as a critical enabler for sales and marketing efforts through robust brand infrastructure.

📈 Primary Responsibilities

• Spearhead the creation, implementation, and iterative improvement of Edmentum's enterprise-level design systems and Figma component libraries, establishing best practices for reusable UI elements and patterns.

• Develop, document, and enforce comprehensive brand guidelines, ensuring consistent application of visual identity, typography, color palettes, and messaging across all internal and external communications.

• Design and deliver accessible, responsive, and user-friendly web experiences, UI kits, and digital templates that meet high standards for usability and aesthetic appeal.

• Produce compelling marketing collateral, including digital advertisements, social media graphics, email templates, website assets, event materials, and print publications, all aligned with the brand's strategic direction.

• Collaborate closely with Product Management, Engineering, and Marketing teams to translate business objectives and user needs into effective design solutions that enhance the learner and educator experience.

• Infuse dynamism and storytelling into brand assets through motion graphics, animation, and video production, enhancing engagement and conveying complex information effectively.

• Champion the adoption of AI-powered design workflows, automation tools, and agile methodologies to optimize design processes, improve efficiency, and accelerate delivery timelines.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on process governance, system building, and cross-functional collaboration, which are fundamental to Revenue Operations and GTM alignment. The role's involvement in marketing asset creation and brand storytelling directly supports demand generation and sales enablement efforts. The mention of AI-enhanced design practices suggests a forward-thinking approach to operational efficiency within the creative function.

🎓 Skills & Qualifications

Education: Bachelor's degree in Graphic Design, Visual Communications, or a related field, or equivalent practical experience in design leadership.

Experience: 10 or more years of progressive experience in graphic design, brand design, creative marketing, design systems, and UX/UI design, with a proven track record of building and scaling design initiatives.

Required Skills:

• Design Systems Leadership: Proven experience in building, governing, and scaling enterprise-level design systems, including comprehensive Figma component libraries.

• Figma Proficiency: Expert-level command of Figma, including advanced knowledge of libraries, components, variants, auto layout, variables, FigJam, and related collaborative features.

• Brand Governance & Strategy: Deep understanding of brand development, identity systems, and the ability to translate brand strategy into tangible design assets and guidelines.

• UI/UX Design Principles: Strong foundation in user experience (UX) and user interface (UI) design, with expertise in Atomic Design, responsive design, and accessibility standards (WCAG).

• Visual Design Expertise: Exceptional skills in typography, layout, color theory, and visual storytelling, with a keen eye for detail and aesthetic quality.

• Motion Graphics & Animation: Proficiency in creating engaging motion graphics and animations using tools such as Adobe After Effects.

• Adobe Creative Cloud Suite: Advanced proficiency across Adobe Illustrator, Photoshop, InDesign, After Effects, and Premiere Pro for a wide range of design and media production tasks.

• Cross-functional Collaboration: Demonstrated ability to partner effectively with Product, Development, Marketing, and Content teams to achieve shared objectives.

• AI-Enhanced Design: Familiarity and willingness to leverage AI-powered design tools and workflows to enhance productivity and creativity.

Preferred Skills:

• Experience designing impactful presentations and sales enablement materials.

• Familiarity with web design principles and front-end development concepts.

• Experience in the education technology sector.

• Knowledge of project management methodologies relevant to design operations.

📝 Enhancement Note: The emphasis on Figma, design systems, and Adobe Creative Cloud aligns with common tool requirements in marketing operations and creative operations roles. The "Principal" title and 10+ years of experience suggest a need for strategic thinking, process ownership, and the ability to mentor or guide others, which are valuable in operations leadership. The mention of "AI-enhanced design practices" indicates a forward-looking requirement that operations professionals often champion.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Design System Case Study: A detailed case study showcasing the end-to-end process of building or significantly evolving an enterprise design system. This should include methodology (e.g., Atomic Design), challenges faced, component library structure, governance model, and adoption strategies.

• Brand Evolution/Refresh Example: A project demonstrating the strategic development and implementation of a brand identity or a significant brand refresh. This should highlight how visual elements were standardized, guidelines were created, and consistency was achieved across various platforms.

• UI/UX Design Showcase: Examples of scalable, accessible web experiences or UI designs that illustrate strong user-centered design principles, responsive design capabilities, and adherence to accessibility standards.

• Marketing Asset Portfolio: A collection of diverse marketing assets, including digital ads, social media campaigns, email templates, and presentation decks, demonstrating versatility and impact in visual storytelling and brand communication.

• Motion Graphics/Animation Reel: A dedicated section or reel showcasing motion graphics, animation, or video projects that highlight creative execution and storytelling through movement.

Process Documentation:

• Workflow Design & Optimization: Evidence of designing and optimizing workflows for creative asset production, design system updates, and cross-functional design reviews, demonstrating an understanding of production pipelines and efficiency gains.

• System Implementation & Governance: Documentation or examples of processes established for the implementation, maintenance, and governance of design systems and brand guidelines, including version control, contribution models, and enforcement mechanisms.

• Measurement & Performance Analysis: Examples of how design impact was measured, whether through user feedback, conversion rates on marketing assets, or adoption rates of design system components, showcasing a data-informed approach to design operations.

📝 Enhancement Note: The portfolio requirements are highly aligned with operations roles, emphasizing process documentation, system implementation, and measurable impact. This section is crucial for candidates to demonstrate their ability to manage complex creative operations, ensure brand consistency, and drive efficiency through structured methodologies, mirroring the core functions of RevOps and Marketing Ops.

💵 Compensation & Benefits

Salary Range: $130,000 - $150,000 USD per year.

Explanation: This range is based on the provided compensation data, the senior level of the "Principal Designer" title, the extensive experience requirement (10+ years), and the significant responsibilities related to enterprise design systems and brand governance. For a U.S.-based remote role with these qualifications, this range aligns with industry benchmarks for specialized design leadership positions.

Benefits:

• Comprehensive medical, dental, and vision insurance plans.

• 401(k) retirement plan with company matching contributions to support long-term financial planning.

• A flexible Time Away Program, offering a balanced approach to paid time off.

• Generous paid time off package including:

  • 10 paid holidays.
  • 2 floating holidays for additional flexibility.
  • 1 wellness day dedicated to personal well-being.

• Winter office closure at the end of December, providing a dedicated period for rest and rejuvenation.

• Resources and support dedicated to promoting employee wellness, both professionally and personally.

Working Hours: Standard full-time hours are expected, likely around 40 hours per week, with flexibility offered due to the remote nature of the role to accommodate effective workflow and task completion.

📝 Enhancement Note: The salary range is directly extracted from the provided data. The benefits are detailed for clarity, emphasizing aspects that support work-life balance and professional development, which are key considerations for operations professionals. The working hours are inferred based on standard full-time employment and the remote flexibility mentioned.

🎯 Team & Company Context

🏢 Company Culture

Industry: Education Technology (EdTech). Edmentum operates within a critical sector focused on providing tech-enabled learning solutions, aiming to improve educational outcomes for students and empower educators with effective tools. This context implies a culture that values innovation, educational impact, and user-centric design.

Company Size: Edmentum is a significant player in the EdTech market. While an exact employee count isn't provided, the description of impacting "millions of educators and students" suggests a mid-to-large-sized organization, which typically means established processes but also opportunities for impactful contributions and potential for growth within teams.

Founded: Information on the founding date is not provided, but Edmentum has a history of providing learning solutions, implying a company with established experience and a forward-looking vision in the EdTech space.

Team Structure:

• Creative & Brand Team: This role likely sits within a broader Creative or Marketing department, reporting to a Creative Director. The team would include other designers, content creators, and marketing specialists.

• Cross-functional Collaboration: The Principal Designer will work closely with Product Management (to understand user needs and product roadmaps), Software Development (to ensure design implementation), and Marketing (to align on campaign strategies and brand messaging).

• Design Systems Focus: A key aspect of the structure will be the integration of the design system into product development workflows, requiring close partnership with engineering leads and product owners to drive adoption and governance.

Methodology:

• User-Centric Design: A foundational methodology, focusing on understanding the needs of educators and students to create intuitive and effective learning experiences.

• Data-Informed Decisions: Leveraging analytics and user feedback to inform design choices, optimize assets, and measure the impact of design initiatives.

• Agile & Iterative Development: Employing agile principles for design sprints, rapid prototyping, and continuous improvement, especially in collaboration with development teams.

• Systematic Brand Management: Implementing robust processes for brand guideline adherence and design system governance to ensure consistency and scalability.

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

📝 Enhancement Note: The company context is derived from its industry, mission, and the role's stated collaborations. The emphasis on EdTech and serving millions implies a need for robust, scalable design systems and brand consistency, which are key operational concerns for GTM functions.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a "Principal" level, indicating a senior individual contributor role with significant influence and strategic responsibility. It requires deep expertise in design systems, brand strategy, and creative execution. This level is typically a stepping stone to management or a highly specialized expert track within design operations.

Reporting Structure: The Principal Designer will likely report to the Creative Director. They will act as a key partner to leaders in Product Management, Engineering, and Marketing, influencing strategic decisions related to brand and user experience across the organization.

Operations Impact: The work of the Principal Designer directly impacts Edmentum's Go-To-Market (GTM) strategy by ensuring a cohesive, professional, and engaging brand presence across all customer touchpoints. This includes marketing campaigns, sales enablement materials, and the user interface of educational products, all of which are critical for customer acquisition, retention, and overall brand perception. A well-managed design system and strong brand consistency can significantly improve marketing efficiency and sales effectiveness.

Growth Opportunities:

• Leadership Development: Opportunity to mentor junior designers, lead design initiatives, and potentially transition into a design management role overseeing a team or function.

• Strategic Influence: Drive the creative vision and operationalize brand standards across a large organization, impacting product development and marketing strategies.

• Skill Specialization: Deepen expertise in cutting-edge areas like AI-enhanced design, advanced motion graphics, and complex enterprise design system management.

• Industry Impact: Contribute to the advancement of design practices within the growing EdTech sector, shaping how learning solutions are perceived and experienced.

📝 Enhancement Note: This analysis focuses on the career trajectory and operational impact of a senior design role, drawing parallels to growth paths and influence seen in operations roles. The "Principal" designation implies a significant level of autonomy and strategic input, akin to senior operations leads.

🌐 Work Environment

Office Type: Edmentum operates as a "Remote First" organization. This indicates a distributed workforce where remote work is the primary mode of operation, with potential for occasional in-person gatherings or team meetups, though not a requirement for the role.

Office Location(s): While the role is based in the "United States," the "Remote First" approach means the physical office location is less critical than the ability to work effectively from a remote setting within the U.S. Timezone alignment (e.g., America/Chicago mentioned in derived data) may be preferred for collaboration.

Workspace Context:

• Collaborative Digital Environment: Expect a highly collaborative virtual workspace utilizing tools like Figma, FigJam, Slack, and video conferencing platforms to facilitate communication and design reviews.

• Technology Integration: Access to a robust technology stack including Adobe Creative Cloud, Figma, and potentially other design and project management software essential for executing design system and brand management tasks.

• Team Interaction: Regular virtual stand-ups, design critiques, cross-functional meetings, and brainstorms will be integral to the daily workflow, fostering a connected remote team experience.

Work Schedule: The role is full-time, with standard working hours typically around 40 hours per week. The "Remote First" nature offers flexibility in managing one's schedule, provided that core collaboration hours and project deadlines are met. This flexibility is beneficial for operations professionals who may need to balance deep work with collaborative sessions.

📝 Enhancement Note: The "Remote First" aspect is crucial for understanding the work environment. For operations roles, this often implies a need for strong self-management, proactive communication, and proficiency with remote collaboration tools.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your application and portfolio by a recruiter or hiring manager to assess alignment with the role's core requirements and experience level.

• Portfolio Presentation & Technical Interview: A deep dive into your portfolio with the hiring manager or Creative Director. This will likely involve presenting specific case studies, discussing your process, and demonstrating your expertise in Figma, design systems, and brand strategy. Expect questions on how you've built and governed systems, managed brand consistency, and collaborated with technical teams.

• Cross-functional Interviews: Meetings with key stakeholders from Product, Development, and Marketing to assess your ability to collaborate, communicate effectively, and understand diverse perspectives.

• Final Interview: Potentially with a senior leader (e.g., VP of Marketing or Product) to discuss strategic alignment and cultural fit.

Portfolio Review Tips:

• Curate Strategically: Select 3-5 of your strongest projects that directly showcase your experience in design systems, brand development, UI/UX, and motion graphics. Prioritize projects where you led development or had significant ownership.

• Tell a Story: For each project, clearly articulate the problem, your role, your process, the solutions you designed, the tools you used (especially Figma and Adobe CC), and the measurable impact or outcomes. Focus on your contributions to process improvement and system implementation.

• Highlight Design System Expertise: Dedicate a section or a prominent case study to your experience building, managing, or significantly contributing to an enterprise design system. Detail your approach to component architecture, governance, and adoption.

• Showcase Brand Governance: Include examples of how you've translated brand strategy into actionable guidelines and ensured consistent application across various channels.

• Demonstrate Collaboration: Be prepared to discuss how you worked with engineers, product managers, and marketers, highlighting your ability to translate technical constraints into design solutions and align creative vision with business goals.

• Quantify Impact: Whenever possible, use data and metrics to demonstrate the effectiveness of your designs, such as improvements in user satisfaction, conversion rates, or efficiency gains through design system adoption.

Challenge Preparation:

• Design System Audit/Proposal: You might be asked to critique an existing system (or a hypothetical one) and propose improvements or outline a plan for building a new one.

• Brand Application Exercise: A task involving applying Edmentum's (or a similar company's) brand guidelines to a new marketing asset or UI component.

• Problem-Solving Scenario: Presenting a scenario related to cross-functional design challenges or brand inconsistency and asking how you would address it.

📝 Enhancement Note: This section provides actionable advice tailored to a design role but framed through an operational lens. The emphasis on process, collaboration, and strategic impact is directly relevant to operations professionals. The portfolio requirements are detailed to guide candidates on how to present their work in a way that demonstrates operational rigor.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The central tool for design system development, component creation, UI design, prototyping, and collaborative workflows. Expertise in libraries, components, variables, auto layout, and FigJam is essential.

• Adobe Creative Cloud: Comprehensive suite including Illustrator (vector graphics, icons), Photoshop (image editing, mockups), InDesign (print collateral, documentation), After Effects (motion graphics, animation), and Premiere Pro (video editing).

Analytics & Reporting:

• While not explicitly listed, proficiency with analytics tools (e.g., Google Analytics, product analytics platforms) to understand user behavior and measure the impact of design is beneficial. The ability to interpret data to inform design decisions is key.

• Experience with dashboarding tools (e.g., Tableau, Power BI) may be helpful for visualizing design system adoption metrics or marketing campaign performance. CRM & Automation:

• Familiarity with CRM systems (e.g., Salesforce) and marketing automation platforms (e.g., Marketo, HubSpot) is advantageous for understanding how marketing assets and brand consistency impact sales and lead generation processes.

• Understanding of integration tools or APIs that connect design workflows with development pipelines or content management systems could be a plus.

📝 Enhancement Note: This section focuses on the critical design tools, emphasizing proficiency and specific features relevant to design systems and brand management. It also touches upon how these tools integrate into broader marketing and product ecosystems, relevant to operations.

👥 Team Culture & Values

Operations Values:

• User-Centricity: A deep commitment to understanding and serving the needs of educators and students, ensuring that design decisions enhance the learning experience and drive educational outcomes.

• Collaboration & Partnership: A strong emphasis on working effectively across departments (Product, Engineering, Marketing, Content) to achieve unified goals and ensure cohesive brand execution.

• Innovation & Continuous Improvement: A drive to explore new design technologies, methodologies (like AI-enhanced design), and processes to improve efficiency, creativity, and impact.

• Excellence & Craftsmanship: A dedication to high-quality design execution, attention to detail, and the creation of polished, professional, and accessible brand assets.

• Scalability & Consistency: A core principle of building systems and processes that ensure brand integrity and design quality can be maintained and scaled across a growing organization and diverse product suite.

Collaboration Style:

• Proactive & Communicative: In a remote-first environment, successful collaboration relies on proactive communication, clear documentation, and regular check-ins.

• Feedback-Oriented: An open culture for giving and receiving constructive feedback on designs, systems, and processes to foster continuous improvement.

• Cross-functional Integration: Seamless integration with development and product teams, treating them as partners in the product lifecycle rather than separate entities.

• System-Driven: Leveraging the design system and brand guidelines as the foundation for collaborative decision-making, ensuring everyone is working from a common set of principles and components.

📝 Enhancement Note: The values and collaboration style are inferred from the role's responsibilities and the company's remote-first nature, emphasizing aspects critical for operational success in a distributed team.

⚡ Challenges & Growth Opportunities

Challenges:

• Scaling Design Systems: Ensuring the design system remains robust, adaptable, and adopted across a potentially diverse and evolving product suite and marketing ecosystem.

• Maintaining Brand Consistency: Upholding a unified brand identity across numerous touchpoints, platforms, and potentially different teams or external agencies.

• Cross-Functional Alignment: Bridging the gap between design, product, and engineering priorities, ensuring that design vision is understood and implemented effectively while respecting technical constraints and timelines.

• Adoption of New Technologies: Successfully integrating and championing AI-powered design tools and other emerging technologies into existing workflows.

• Remote Collaboration Dynamics: Effectively fostering creativity, cohesion, and clear communication within a distributed team environment.

Learning & Development Opportunities:

• Advanced Design System Mastery: Opportunities to become a leading expert in enterprise design system strategy, governance, and implementation, potentially presenting at industry events.

• Creative Leadership: Developing leadership skills through mentoring, influencing strategic direction, and potentially managing parts of the design function.

• Emerging Technology Exploration: Leading the charge in adopting and integrating AI tools and other innovative design technologies to enhance creative output and operational efficiency.

• Industry Trend Immersion: Staying at the forefront of EdTech and design trends through conferences, workshops, and continuous learning initiatives.

📝 Enhancement Note: These challenges and growth opportunities are framed to resonate with operations professionals, highlighting areas where strategic thinking, process improvement, and adaptability are key.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for building and governing an enterprise-level design system. What were the key challenges, and how did you overcome them?" (Focus on methodology, documentation, and adoption strategies.)

• "How do you ensure brand consistency across a complex organization with multiple stakeholders and product lines? Provide an example." (Highlight your approach to brand governance and cross-functional alignment.)

• "Walk us through a project where you significantly improved a design workflow or implemented a new process. What was the impact?" (Demonstrate your operational thinking and ability to drive efficiency.)

• "How do you balance creative innovation with the need for scalable, consistent design solutions? Discuss your approach to implementing AI-enhanced design practices." (Showcase strategic thinking and adaptability.) Company & Culture Questions:

• "Based on what you know about Edmentum and the EdTech industry, how would you approach refreshing our brand identity and design systems to better serve educators and students?" (Shows research and strategic fit.)

• "How do you foster collaboration and alignment with Product and Engineering teams in a remote-first environment?" (Assesses collaboration and communication skills.)

• "What are your thoughts on accessibility in design, and how do you ensure it's a core consideration in your work?" (Evaluates commitment to user-centric principles.) Portfolio Presentation Strategy:

• Structure Your Narrative: For each project, start with a clear problem statement, your role and responsibilities, your design process, key decisions, and the final outcomes/impact. Use visuals effectively to guide the audience.

• Quantify Your Impact: Use data points where possible (e.g., "Increased component adoption by 30%," "Reduced design time for X by Y%," "Improved conversion rate on campaign assets by Z%"). This demonstrates operational value.

• Highlight System Thinking: Emphasize how your work contributes to larger systems, whether it's a design system, a brand framework, or a production workflow. Discuss scalability and maintainability.

• Prepare for Figma Deep Dive: Be ready to present your Figma files, showcase component libraries, explain your file structure, and discuss advanced features you utilized.

• Practice Concise Delivery: Be prepared to present your portfolio within a set timeframe, allowing ample time for Q&A.

📝 Enhancement Note: These interview questions and strategies are designed to help candidates showcase their operational mindset, strategic thinking, and process-oriented approach, even within a design-focused role.

📌 Application Steps

To apply for this Principal Designer, Brand & Design Systems position:

• Submit your application through the provided link on Greenhouse.

• Portfolio Customization: Tailor your portfolio to prominently feature your experience with enterprise design systems, Figma mastery, and brand governance. Include specific case studies that demonstrate your ability to build, scale, and manage creative operations and brand consistency.

• Resume Optimization: Ensure your resume clearly highlights your 10+ years of relevant experience, specific achievements in design systems and brand strategy, and proficiency with key tools like Figma and Adobe Creative Cloud. Use keywords from the job description naturally.

• Interview Preparation: Practice presenting your portfolio, focusing on articulating your process, methodology, and the operational impact of your work. Prepare to discuss how you would approach challenges specific to Edmentum's brand and design systems.

• Company Research: Investigate Edmentum's current brand presence, products, and mission. Understand their target audience (educators and students) and consider how your design leadership can contribute to their goals, particularly in terms of brand storytelling and user experience enhancement.

⚠️ 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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