Job Description

CRM & Paid Design Lead

Because your ideas are our style. Design, our way.

Digital at Primark

We have an exciting opportunity for a talented Design Lead to join our Digital Content team.

As Design Lead, you will have the opportunity to join a growing, dynamic and innovative CRM team. You will play a key role in managing all graphics, assets and templates across editorial, CRM and Paid Media from concept through to delivery, ensuring all digital design content is executed to a high standard, as well as managing a growing team.

We are looking for a Design Lead who can create word class graphics to ensure the continued engagement of the Primark audience, but also to attract new audience members. You will help deliver our mission of distributing fashion and brand stories across all digital touch points. You will lead a team of very strong in-house digital and web content designers, working closely with our wider digital marketing teams.

You will have the ability to work in a fast paced, tenacious and creative environment. The successful candidate will also have an in-depth understanding of graphic design, CMS systems, and page templates along with a vision to create innovative concepts designed to optimise our digital content.

The Design Lead will have the following responsibilities:

• Lead the planning, creation and delivery of CRM and paid media design assets, templates and campaign creative across relevant markets and channels.
• Own the day-to-day creative quality, consistency and delivery of CRM and paid outputs, ensuring all work is on brand, customer-first and fit for channel purpose.
• Manage and develop the CRM/paid designers, supporting workload planning, coaching, craft standards and day-to-day prioritisation.
• Partner with CRM teams to design lifecycle, trigger, customer engagement and retention journeys that are clear, engaging and commercially effective.
• Partner with Paid Media teams to create performance creative for campaigns across platforms such as Meta, TikTok, Snapchat, Google, programmatic display and other relevant channels.
• Develop and maintain reusable CRM and paid design templates to improve speed, consistency, localisation and test-and-learn capability.
• Work closely with copy, CRM planning and performance teams to ensure creative, message hierarchy and customer action are aligned.
• Use performance insight, customer data and campaign learnings to continually improve creative formats, templates and design decisions.
• Support A/B testing, creative experimentation and performance analysis across CRM and paid activity, translating results into practical design improvements.
• Ensure paid and CRM creative ladders back to wider Primark brand guidelines, digital design standards and tone of voice.
• Maintain a dotted-line relationship with the Digital Design Manager for brand/craft mentoring, creative alignment and designer development.
• Coordinate with regional teams to support localisation requirements while protecting creative consistency and production quality.
• Champion efficient ways of working, including asset management, briefing standards, QA processes and use of relevant AI or automation tools.
• Manage the CRM and paid design delivery calendar, balancing BAU activity, lifecycle work, campaign priorities and urgent trading requirements.

Qualifications

Skills & Experience:

• 3-5+ years' experience in digital design, ideally with strong exposure to CRM, paid media, performance marketing or lifecycle creative.
• Experience leading or coordinating designers, with the ability to prioritise work, give clear feedback and support creative development.
• Strong understanding of CRM design principles, including email templates, modular design, mobile-first layouts, message hierarchy and accessibility.
• Experience designing for paid social, display and performance media formats, with an understanding of platform requirements and creative optimisation.
• Knowledge of Salesforce Marketing Cloud / Content Builder, or similar email and campaign-building tools, desirable.
• Expert knowledge of Adobe Creative Suite; experience with Figma or similar collaborative design tools desirable.
• Strong layout, typography, visual hierarchy and brand application skills.
• Commercially aware, with an understanding of how creative supports customer engagement, conversion, retention, ROAS and wider CRM objectives.
• Comfortable working with campaign performance data and translating learnings into creative recommendations.
• Excellent planning and organisational skills, with the ability to manage multiple fast-moving briefs and deadlines.
• Collaborative, proactive and solutions-focused, with confidence working across CRM, paid media, copy, brand and regional teams.

Additional Information

What You’ll Get:

The work you do shapes the impact we have. We’re focused on providing you with the culture to reach your potential. Your wellbeing is our top priority.

Lifestyle at Primark: Healthcare, pension, and potential bonus. 27 days of leave, plus bank holidays and if you want, you can buy 5 more. Because Primark is all about tailoring to you, we offer Tax Saver Tickets, fitness centre, and a subsidised cafeteria.

Ready? Good - because we can’t wait to see what you can offer. You’ll be joining a team of innovative and experienced people where you’ll truly belong, collaborating on projects that will shape the future of our industry. Apply to be part of our future and we’ll support you in developing yours.

About Primark

At Primark, people matter. They’re the beating heart of our business and the reason we’ve grown from our first store in Dublin in 1969 to over 80,000 colleagues and over 480 stores in 18 countries today and growing.

So, what’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. It’s that feeling that turns a job into something more. Celebrating the wins, working at pace, and pulling through the challenging times with passion, courage, and your team by your side. It’s what drives us every day.

You’re our driving force. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

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