Lead Designer

For over 17 years, Natural Baby Shower has been a trusted voice in the nursery industry – a leading, innovative e-commerce brand known for doing things differently. We believe that parenting choices should feel good for families and the planet, and we’ve built our reputation on thoughtfully curated products, outstanding service, and a deep commitment to sustainability. Everything we do is shaped by our values of CARE: Collaborate – We work closely with our team, partners, and customers to create meaningful impact. Aspire – We constantly raise the bar, from the brands we stock to the way we show up for our community. Respect – We lead with kindness, honesty, and integrity – towards people and the planet. Evolve – We’re always learning, growing, and adapting to meet the needs of modern parents.

We are now looking for a talented and experienced Lead Designer to join our creative team and help shape the future visual identity and digital experience across all three brands.

Role Overview

As Lead Designer, you’ll be a key creative force across our group of brands, owning campaign visuals, digital assets, web and UX design, and elevating the visual standard across all touchpoints. You’ll work closely with marketing, eCommerce, and content teams to deliver compelling, conversion-led design that connects with our audience while helping define and evolve our design systems. You’ll also support in-store creative, ensuring our physical retail space reflects us through thoughtful, on-brand point-of-sale, window displays, and print assets that enhance the customer journey.

Key Responsibilities

• Lead design across Natural Baby Shower, Babiators UK, and Merino Kids.
• Design campaign concepts, landing pages, social ads, email assets, and on-site banners that reflect brand identity and drive performance.
• Improve user experience across our websites, with a focus on mobile-first design and eCommerce best practices.
• Lead the design team in the creation of assets for the store, including signage, point-of-sale displays, window graphics, printed brochures, and packaging.
• Collaborate with marketing, content, and eCommerce teams to deliver creative that supports campaigns, launches, and seasonal moments.
• Act as the brand guardian, evolving and maintaining brand guidelines to ensure all creative output is consistently on-brand and aligned with the company’s vision.
• Manage and guide creatives by providing clear direction, constructive feedback, and development opportunities, while monitoring workflow and team capacity.
• Stay on top of design trends in lifestyle retail, digital experience, and brand storytelling.

What We're Looking For

• 7+ years of experience in digital or e-commerce design, ideally in a retail or lifestyle brand.
• Strong portfolio demonstrating digital campaign work, UI/UX thinking, and mobile-first design.
• Experience creating physical brand assets such as in-store signage, packaging, or printed POS.
• Expertise in Figma, Adobe Creative Suite (Photoshop, Illustrator, and InDesign), and motion tools (After Effects).
• Self-motivated with excellent communication and time management skills.
• Experience with Shopify or other e-commerce platforms is a plus.
• Familiarity with designing for both B2C and B2B brand environments.
• Experience managing or mentoring junior designers or freelancers, with a collaborative leadership style.

What We Offer You

• A meaningful role in a fast-growing, purpose-led company.
• The chance to lead exciting projects and shape the future of our brand.
• A supportive and passionate team culture.
• Hybrid working options.
• Competitive salary.
• 31 days holiday (including bank holidays).
• Maternity/paternity benefits.
• Employee discounts on our beautiful range of products.
• Ongoing learning and development opportunities.