Lead Design Manager - General Merchandise

TESCO UK; Welwyn Garden City; Hybrid; GBP 90,000 - 130,000; Full time

Job summary

Tesco Stores Limited is seeking a Lead Design Manager to shape the creative future of Tesco’s General Merchandise. You will lead the vision for Seasonal Events, Paperchase, Go Cook, Papershop, and more, balancing strategy with hands-on creative direction to elevate brand identity and customer experience.

You will inspire and develop a high-performing design team, collaborate with senior stakeholders, and drive innovative, customer-led design across multiple categories.

Qualifications

• Senior-level experience in creative or design leadership roles.
• Proven track record delivering brand, product and category design strategies.
• Experience leading large-scale campaigns and customer propositions.
• Strong ability to influence senior stakeholders and work cross-functionally.

Responsibilities

• Define and lead the creative vision for General Merchandise.
• Translate customer needs and trends into compelling product and seasonal propositions.
• Transform the execution of key seasonal events and trading moments.
• Own the creative direction across multiple categories ensuring cohesive brand identity.
• Develop category-defining products and hero ranges with strategic thinking and hands-on leadership.
• Lead and develop a high-performing design team, fostering collaboration and growth.
• Build strong partnerships with senior stakeholders and cross-functional teams.
• Oversee end-to-end design from concept to execution with strong visual storytelling.

Skills

Senior creative leadership

Brand development

Visual storytelling

Customer experience design

Cross-functional collaboration

Stakeholder influence

Budget management

People leadership

Job description

As the Lead Design Manager, you’ll shape the creative future of Tesco’s General Merchandise business. In this high-profile role, you’ll lead the vision and direction for some of our most loved and distinctive categories, including Seasonal Events, Paperchase, Go Cook and Papershop, creating inspiring customer experiences that stand out. You’ll combine creativity with commercial insight to elevate brand identity, product storytelling and design excellence across every customer touchpoint.

• Define and lead the creative vision for General Merchandise, delivering distinctive, customer-led design that strengthens brand perception and drives commercial performance.
• Champion insight-led innovation by translating customer needs, market trends and cultural shifts into compelling product, category and seasonal propositions.
• Transform the execution of key seasonal events and trading moments, creating engaging customer experiences that increase theatre, emotional connection and impact.
• Own the creative direction across Seasonal Events, Paperchase, Go Cook, Papershop & Stationery and Practical Home, ensuring clear differentiation and a cohesive brand identity.
• Strengthen Tesco’s "famous for" categories through outstanding creative leadership, delivering market-leading products, ranges and customer propositions.
• Lead the development of category-defining products and hero ranges, balancing strategic thinking with hands-on creative direction.
• Inspire, lead and develop a high-performing design team, fostering a culture of creativity, inclusion, collaboration and continuous improvement.
• Provide coaching, direction and constructive feedback to enhance capability, elevate creative standards and support individual growth.
• Build strong partnerships with Category Directors, Category Managers and cross-functional stakeholders to align creative output with commercial and customer strategies.
• Collaborate effectively with Design, Marketing, Brand, Packaging, Store Experience and supplier partners to deliver integrated and consistent customer experiences.
• Influence and challenge stakeholders at all levels through credible creative expertise, strong communication and clear decision-making.
• Lead the end-to-end design process from concept to execution, ensuring the highest standards of visual identity, storytelling and brand expression.
• Drive innovation through effective supplier partnerships, identifying opportunities to enhance quality, differentiation and value.
• Manage resources, budgets and priorities effectively to deliver creative objectives on time and within agreed parameters.
• Ensure all creative outputs deliver measurable customer, brand and commercial outcomes while supporting broader business objectives.

• Significant experience in senior creative or design leadership roles
• Proven success delivering brand, product and category design strategies
• Experience leading large-scale campaigns and customer propositions
• Strong track record of building and developing high-performing creative teams
• Expertise in brand development, visual storytelling and customer experience design
• Strong understanding of consumer trends and insights
• Experience managing end-to-end design and product development
• Ability to influence senior stakeholders and work cross-functionally
• Experience managing agencies, suppliers and creative partners
• Strong project, budget and resource management skills
• Excellent communication, presentation and storytelling abilities
• A portfolio demonstrating excellence in brand, product and retail design
• Ability to combine strategic thinking with hands-on creative leadership in a fast-paced environment

You might know us as a supermarket, technology company or even for our award-winning mobile network. Truth is, we’re all of those things, and much more. Our colleagues work with one goal in mind, helping to make every day a little better for our customers, colleagues and communities all over the world. No two customers are the same, neither are our colleagues.

At Tesco, we champion a balance that lets you thrive both in and out of work. Spend 60% of your week collaborating with colleagues at our office locations or local sites and the rest remotely. Whether you’re just kicking off your career, juggling passions, or navigating big life events, we’re here to support you. We always welcome a conversation about flexible working, so talk to us throughout your application about how we can support.

We’re proud to be an accredited Disability Confident Leader, where everyone’s welcome. That’s why we commit to providing a fully inclusive and accessible recruitment process. If you need support with your application,click here for more information. And if you’re interested in joining our team but dont tick every box, don’t let that hold you back from applying.

When you join us in this role, you’ll be employed by Tesco Stores Limited, the Tesco legal entity responsible for your employment.