The Senior Digital Designer is a hands-on creative leader responsible for driving high-quality, performance-focused digital experiences for the Merrell brand. Reporting to the Digital Creative Director, this role directly manages a Digital Designer and serves as the day-to-day creative lead for the brand, translating creative strategy into scalable, effective digital execution.
This position partners closely with Brand, eCommerce, Performance Marketing, Development, and Digital Project Management teams to ensure digital creative supports business objectives while maintaining brand consistency and delivering a best-in-class customer experience.
Primary Duties:Creative Leadership & Brand Stewardship- Lead the execution of digital creative strategy for the Merrell brand, in alignment with direction from the Digital Creative Director.
- Ensure consistent, high-quality digital design across websites, email, paid media, and emerging channels while preserving and evolving the brand's visual identity.
- Serve as a creative thought partner to Merrell Brand and eCommerce leadership, contributing to campaign development, product launches, and key brand storytelling initiatives.
Design Systems & Standards- Define, document, and govern digital design systems, templates, and guidelines that scale efficiently across digital channels for the brand.
- Ensure systems support brand consistency while meeting customer, business, and channel-specific needs.
- Establish and uphold best practices for digital design, accessibility, and platform standards.
- Review and evolve brand style guidance to ensure relevance and effectiveness in digital and eCommerce environments.
People Management & Team Leadership- Directly manage and develop a Digital Designer, providing clear priorities, ongoing feedback, coaching, and performance support.
- Act as the primary day-to-day creative lead for your direct report, setting expectations and reviewing work for quality, accuracy, and alignment with brand and performance goals.
- Delegate work effectively while maintaining accountability and a high creative bar.
- Partner with the Digital Creative Director on employee development, performance management, workload planning, and creative reviews.
Design Execution & Content Creation- Lead and contribute to the creation of digital content including web design, paid display, paid social, video, and animation.
- Conceptualize, present, and oversee creative solutions-including wireframes, mockups, and prototypes-for campaigns, site enhancements, and product launches.
- Lead or support product and lifestyle photoshoots to ensure assets meet digital and eCommerce standards.
Performance, Optimization & Innovation- Collaborate closely with the Performance Marketing team to develop and refine creative that improves engagement, conversion, and ROAS.
- Partner with cross-functional teams to ideate and execute test-and-learn initiatives that elevate user experience and campaign effectiveness across digital channels.
- Stay current on digital design trends, tools, and emerging platforms, bringing recommendations forward to continuously improve creative output.
Project Partnership & Creative Planning- Act as the primary digital creative lead and brand steward for Merrell, ensuring all customer-facing digital experiences align with brand standards, business objectives, and consumer expectations.
- Partner with the Digital Project Manager to support intake and planning by reviewing incoming work for scope, complexity, creative risk, and resourcing considerations.
- Identify potential problem areas early-including feasibility, bandwidth constraints, or quality concerns-and proactively recommend solutions.
- Collaborate with Brand, eCommerce, and Development teams to ensure creative solutions are aligned and executable prior to production.
- Balance multiple business, campaign, and channel priorities while maintaining creative excellence.
- Performs duties consistent with the Company's AAP/EEO goals and polices.
- Performs other responsibilities as assigned by manager.
Knowledge, Skills, & Abilities Required:- Bachelor's degree in Design or equivalent professional experience.
- 5+ years of digital design experience, including eCommerce and multi-channel marketing.
- Prior experience managing or formally leading designers preferred.
- Strong portfolio demonstrating digital-first design, brand storytelling, and performance-driven creative.
- Expert proficiency in Figma and Adobe Creative Suite; experience with web graphic optimization.
- Strong understanding of responsive design, animation and front-end best practices; familiarity with HTML/CSS.
- Demonstrated curiosity and willingness to explore, evaluate, and adopt emerging technologies, including AI-powered creative and productivity tools, to enhance design workflows, efficiency, and creative outcomes.
- Experience collaborating with developers and performance marketing teams.
- Exceptional attention to detail, problem-solving skills, and ability to manage multiple priorities in a fast-paced environment.
- Strong communication, organizational, and leadership skills.
Working Conditions:Rockford, MI based hybrid in-office work environment.
Wolverine Worldwide has a flexible, hybrid work schedule, with three days in office and two days remote.
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The above statements are intended to describe the general nature and level of work being performed and are not intended to be an exhaustive list of all responsibilities, duties and skills which may be required.
