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Lead an in-house creative team to define and evolve the brand identity across DTC, wholesale, and retail channels. Oversee the creative strategy for seasonal collections and digital experiences to ensure cohesive storytelling.
Requires a creative leader with deep experience in apparel or lifestyle brands, specifically within omni-channel businesses earning $100M+ in revenue. Must be adept at driving cross-functional execution and managing complex seasonal apparel dynamics.
About the Role
We are looking for an experienced NYC area-based Creative Director to help shape, define, and evolve Primary’s creative vision and brand identity.
What You’ll Do
Unify the Creative Vision: Lead an in-house creative team (currently 6 full-time + 2 part-time) across graphic design, content, and photography to develop and execute creative strategies and campaigns for DTC, wholesale, marketplace and retail channels.
Oversee Brand Identity: Oversee and evolve brand identity and guidelines, internally and with partners.
Drive Seasonal & Campaign Strategy: Lead creative strategy for merchandise collections, campaigns, and digital experiences, working closely with merchandising and marketing teams (also all in-house) in order to deliver cohesive storytelling across site, digital, social, and print.
What You’ll Bring
We are looking for a creative leader with deep experience shaping brands across apparel, lifestyle, and/or consumer businesses, who has specifically worked for omni-channel businesses with a strong ecommerce emphasis, ideally at $100M+ in revenue. You are:
Passionate about storytelling
Experienced at bringing creative clarity and conviction to brand and seasonal campaigns that can be applied practically across key touchpoints
Effective at driving cross-functional collaboration and execution
Familiar with the complex seasonal dynamics of an apparel business
Adept at working across channels including DTC ecommerce, wholesale, marketplaces, and retail
What We Value
Our broader purpose is to establish Primary as an inspiring cultural force whose products and beliefs make it the brand for the primary go-to’s of everyone’s wardrobe – and our mission is to help everyone live their true colors.
We value leaders who can think big while executing with excellence to deliver results – who can inspire others to their vision while working collaboratively and with respect.
What We Offer
We want our team to feel supported, valued, and able to thrive — at work and beyond. Our benefits include:
4-day work weeks (for most roles, Fridays are flexible)
Generous time off (3-4 weeks of PTO, unlimited sick time, 10 holidays + winter break) and leave options (including 12 weeks fully paid for all new parents)
Multiple medical, dental, vision, and pre-tax accounts
401(k) with company match
Perks like an employee discount, monthly learning (or gym) stipend, home-office reimbursement, and manager team-building fund
A kind, colorful, and collaborative culture
Ready to Apply?
We’re excited to grow our team with people who share our curiosity, care, and creativity. At Primary, we believe great work happens when everyone feels seen, supported, and free to bring their full selves — just like the kids we design for.
We’re committed to building an inclusive workplace that welcomes diverse perspectives and experiences. If you need any accommodations during the hiring process, please reach out to [email protected]. We partner with Disclo, a secure third-party platform, to make the process simple and confidential.
If this role sounds like a fit, we’d love to hear from you.
We're on a mission to encourage every kid to be the truest version of themselves.
Primary is a mom-founded kids clothing brand on a mission to encourage every kid to be the truest version of themselves. Since launching in 2015, Primary offers an assortment of simple, beautiful, gender neutral styles known for their hand-me-downable quality, super soft and sustainable fabrics, and slogan-free designs. Our customers are passionate about our mission, which has led to incredibly strong repeat metrics and one of the highest NPS scores in the industry (85+). We are laser-focused on building a strong, sustainable and profitable (!!) business, and hiring the best people to help us get there. Our company values kind and thoughtful self-starters who can think strategically and then work collaboratively with people across the organization to produce high-quality outcomes. We are also a very change-friendly group of people, and are always seeking fresh points of view to uncover ways we can improve our products, processes and team culture.
Offices: 530 7th Ave, Suite 1902, New York, NY 10018, US
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