Principal Designer: Brand & Experience Leader

Liquor.com; New York (NY); Hybrid; USD 130,000 - 150,000; Full time

Benefits offered by this job

Medical

Dental

Vision

401K with company match

Job summary

People Inc. seeks a Principal Designer to shape our most visible work—from brand identity and investor communications to office and experiential design.

You will frame problems, set creative direction, and partner with the Chief Communications Officer and Chief Design Officer to guide strategy while staying hands-on. You will lead designers and external partners, mentor emerging leaders, and introduce new tools, including AI, to improve quality and speed.

Qualifications

• Bachelor's degree preferred in design, graphic design, visual communication, or related field, and/or equivalent experience.
• 10+ years of professional design experience.
• A strong portfolio showing refined taste and sound creative judgment across multiple disciplines.
• Track record turning loosely defined problems into clear creative direction and finished work.
• Experience presenting to senior executives and public-facing leaders.

Responsibilities

• Lead high-visibility work from problem definition through final execution.
• Establish creative direction with senior leadership and cross-functional partners.
• Mentor designers and external partners project by project.
• Introduce new tools and approaches, including AI, to improve quality and efficiency.
• Maintain a high standard of craft without a formal people-management structure.

Skills

Leadership

Presentation

Cross-functional collaboration

Creative direction

Mentorship

Education

Bachelor's degree in design or related field

Tools

Adobe Creative Cloud

Figma

Claude

Codex

Google AI Studio

Job description

People Inc. seeks a Principal Designer to shape our most visible work—from brand identity and investor communications to office and experiential design.

You will frame problems, set creative direction, and partner with the Chief Communications Officer and Chief Design Officer to guide strategy while staying hands-on. You will lead designers and external partners, mentor emerging leaders, and introduce new tools, including AI, to improve quality and speed.