About this role
Duties & Responsibilities:
Brand Strategy & Governance
Define long-term brand vision aligned to business goals and market needsEnsure consistent brand architecture and application across all functionsOwn and evolve visual identity (logo, tone, imagery, etc.)Lead brand campaigns and creative strategyTrack and manage brand performance and KPIsLeadership
Lead and develop a high-performing Brand teamSet strategic direction aligned with Customer & Digital goalsInspire collaboration, accountability, and continuous improvementInfluence senior stakeholders and support strong decision-makingCollaboration
Partner with Digital, Commercial, Insights, and other teamsAlign brand with wider commercial objectivesDevelop tools and frameworks for local market teamsSupport employer brand in partnership with People & Culture Skills & Experience:
Essential
Extensive experience (10+ years) in senior brand roles, ideally within retailProven 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.
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