Brand Expression Manager

Brand Expression Manager

Because your new ideas are our way new ways of working. Evolve, your way.

Our Customer teams are right at the heart of what we do. Surrounded by some of the best brand and marketing specialists in the industry, you’ll bring your own ideas to the business to shape the experience of our customers as part of a forward-thinking team

The newly formed Brand Team are at the start of an exciting journey to become a customer-centric Global Superbrand. Our mission is to lead, unite and equip all areas of the business to deliver on our purpose with precision.

As Brand Expression Manager you will inspire and set the standards for teams across the business to flawlessly execute our brand. Create the tools and processes to empower every one of our 80,000 colleagues and all external agencies to execute our brand consistently and powerfully. Nurture the brand and guidelines with discipline, integrity, thoughtfulness, and care.

What You’ll Get
The world is changing and it’s important we support our colleagues. People are at the heart of what we do at Primark so it’s essential we provide the right environment for you to perform at your best. That’s why we offer benefits that put you first

Some of our benefits are:

• Healthcare, pension, and potential bonus.
• 27 days of leave, plus bank holidays and if you want, you can buy 5 more.
• Tax Saver Tickets, fitness centre, and a subsidised cafeteria.  
• Flexible Working, opportunity for an early Friday finish, and a subsidised cafeteria.

What You’ll Do:
As custodian of our precious brand, you will be accountable for:

• Setting the standards and guidelines across the broader Primark business to ensure the delivery of high quality design excellence and consistent brand communications across all channels
• Lead and run a weekly Brand Clinic meeting to provide clear and consistent brand feedback on creative work across all markets and all channels
• Ensuring a clear, connected and coherent brand expression that consistently delivers our brand world across all channels
• Providing brand design and creative support for all relevant stakeholders
• Developing consistent master brand assets, ensuring the same core personality and values are visible
• Engaging our Brand Champions to deepen the influence and impact of brand across teams.
• Partner with Legal to manage and maintain all trademark searches and protections needed to support the brand

What You’ll Bring
Here at Primark, we want everyone to feel valued – so please bring your authentic self to work, of course with some other key experience and abilities for this role in particular:

• 5+ years’ experience working in-house in brand strategy, activation, identity, expression or related roles in positions of increasing responsibility for multi-national companies with 3-5 years experience managing design teams in either corporate or agency environments
• Direct experience of developing/evolving master brand systems and expression
• Experience translating design into channel delivery (communication, packaging, store, etc)
• Working remotely with colleagues across multiple markets
• Likes problem solving - asks “the why” behind “the how”
• Ability to put systems and processes in place within a matrix
• Can engage and influence others in challenging contexts

Ready? Good - because we can’t wait to see what you can offer. You’ll be joining a team of diverse, passionate, and skilled professionals where you’ll truly belong, collaborating on projects that will shape the future of our industry. If you’re excited about this role but don’t meet all the criteria, we encourage you to apply. You may be the right candidate for this role or another one, and our recruitment team Can determine where your skills may fit in at Primark.

Apply to be part of our future and we’ll help you develop yours.

If you need any reasonable adjustments or have an accessibility requests, during your recruitment journey, such as extended time or breaks between online assessments, a sign language interpreter, mobility access, or assistive technology please contact your talent acquisition specialist.


All offers of employment are subject to background checks, including right to work, reference education and for some roles criminal, and financial checks. If you have any concerns please reach out to our talent acquisition team to discuss.


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