Because your ideas are our style. Design, our way.
Role Purpose
As Head of Brand, you will be a key member of the Customer and Digital Leadership Team, playing a critical role in shaping, embedding, and governing the Primark brand experience across markets, channels, and touchpoints. Working closely with senior leaders, you will translate business strategy into a clear and consistent brand direction that supports long‑term growth, differentiation, and commercial impact.
You will provide strategic leadership across brand strategy, architecture, and brand expression, ensuring the brand is applied consistently and effectively, while remaining relevant across diverse markets. Leading a best‑in‑class Brand team and agency ecosystem, you will collaborate cross‑functionally to uphold and evolve the Primark brand in line with its purpose, values, and commercial priorities.
Duties & Responsibilities
Brand Strategy & Governance
- 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
Leadership
- 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
Collaboration
- Partner with Digital, Commercial, Insights, and other teams
- Align brand with wider commercial objectives
- Develop tools and frameworks for local market teams
- Support employer brand in partnership with People & Culture
Skills & Experience
Essential
- 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.
Personal Attributes
- 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.
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 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.
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.
REQ ID: JR-8837
Vacancy posted 4 days ago
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