Creative Lead, Digital Experience

Commercial Development & Growth is a global function within the H&M Brand. Our mission is to define and deliver the global customer experience strategy - strengthening our brand while enabling profitable growth. Together, we develop, expand and optimise all sales channels, creating the conditions for efficient, tech-enabled operations through strong cross-functional collaboration.

We play a key role in bringing the brand plan to life by shaping an elevated, inspirational and relevant shopping experience. By putting our product at the heart of the journey, we ensure a seamless and competitive experience for our customers.

Within this, the Creative Development department delivers a cohesive brand experience across all channels - anchored in our identity and guided by a clear, consistent and creative vision.

WHAT YOU’LL DO

We’re now looking for a Creative Lead, Digital Experience to join the Creative Development team and shape the direction of our digital store experience. In this role, you’ll connect strategy with creativity - turning ambition into clear, compelling creative concepts and ideas that drive brand impact, user engagement and commercial success.

WHO YOU ARE

We are looking for people with…

And people who are…

- Confident in shaping both strategic framing and creative direction within product-led environments
- Collaborative, with a proactive and solution-focused mindset
- Comfortable leading creative conversations and influencing stakeholders
- Strategic thinkers and conceptually strong

Responsibilities

Frame ambition into clear creative direction; Develop clear creative briefs that clarify scope, ambition, and priorities; Translate strategic input into actionable creative direction that guides digital initiative; Define experience principles and creative guardrails with the overall brand direction; Shape the creative ambition and expression; Develop core creative concepts, narrative direction, and emotional ambition for key initiatives; Translate creative intent into clear design principles guiding visual identity and storytelling; Make informed creative recommendations balancing brand ambition, user experience, and commercial impact; Secure quality and coherence in execution; Apply and uphold creative principles to ensure consistency and distinctiveness across products and platforms; Provide creative leadership to internal teams and external partners during concept and design development; Ensure execution aligns with the defined creative direction

Requirements

8+ years experience in digital creative or design roles; A degree in Design, Communication, Strategy, or a related field; High design judgement across digital UI/UX and visual systems; The ability to balance brand ambition, usability, and commercial impact; Clear communication skills across Creative, Product, and Commercial teams