Responsibilities

• Define long-term brand vision aligned to business goals and market needs
• Ensure consistent brand architecture and application across all functions
• Own and evolve visual identity (logo, tone, imagery, etc.)
• Lead brand campaigns and creative strategy
• Track and manage brand performance and KPIs
• Lead and develop a high-performing Brand team
• Set strategic direction aligned with Customer & Digital goals
• Inspire collaboration, accountability, and continuous improvement
• Influence senior stakeholders and support strong decision-making
• Partner with Digital, Commercial, Insights, and other teams

Requirements

• Extensive experience (10+ years) in senior brand roles, ideally within retail
• Proven ability to shape and deliver brand and creative strategies within complex, matrixed organisations.
• Strong experience in agency leadership and management, including briefing, performance management, and capability development.
• Highly effective communicator with exceptional presentation and storytelling skills, able to translate complex ideas into compelling narratives.
• Comfortable operating at senior executive level, with the credibility and confidence to influence and challenge C‑suite and Board‑level stakeholders.
• Strong strategic thinking and problem-solving capability, with the ability to explore the “why” behind the “how”.
• Experience putting governance, processes, and systems in place to enable consistency and effectiveness at scale.

Preferred

• High emotional intelligence, with the ability to adapt style to different audiences, priorities, and leadership contexts.
• Thrives in a fast paced, evolving environment and remains effective in the face of ambiguity and change.
• Strong customer centric mindset with a passion for creating meaningful brand experiences.
• Collaborative, approachable, and commercially minded, with the confidence to challenge constructively.
• Acts with integrity, sound judgement, and professionalism at all times.

Benefits

• Lifestyle at Primark: Healthcare, pension, and potential completion 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.
• 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.
• We’ll support you in developing yours.