The Senior Digital Designer / UX Lead is responsible for leading the visual design and user experience of Carolina's digital customer touchpoints, while helping establish a more modern, digital-first creative capability across the organization. This hands-on leadership role moves between concept development, UX/UI thinking, and execution, translating business objectives, customer needs, brand strategy, and performance insights into visually compelling, effective creative solutions across websites, landing pages, product experiences, email, digital campaigns, and other digital touchpoints.
MAJOR RESPONSIBILITIES AND FUNCTIONS
Creative Design & Digital Experience Development
- Lead the creative design and visual development of websites, landing pages, product experiences, email, digital campaigns, web banners, and other digital customer touchpoints, including wireframes, user flows, prototypes, and high-fidelity designs in partnership with Digital Experience and other cross-functional teams.
- Develop creative concepts and visual solutions that align customer needs, business objectives, brand strategy, and growth priorities, applying UX/UI, responsive design, accessibility, usability, and customer journey principles throughout.
- Translate customer insights, business objectives, and performance data into actionable creative and experience improvements, using testing, behavioral insights, and performance data to refine layouts, messaging hierarchy, and user experiences.
- Lead complex design initiatives from initial concept through development, launch, and optimization, including participation in planning and ideation for major campaigns, product launches, and digital initiatives.
- Support motion graphics, digital storytelling, interactive content, and other emerging visual formats, as well as high-priority print and physical collateral-including flyers, brochures, postcards, trade show materials, and product guides-as business priorities require.
Design Systems, Brand & Standards
- Establish and maintain digital design standards, reusable templates, components, and best practices that improve consistency, efficiency, and scalability, helping develop and evolve design systems and visual frameworks in partnership with Digital Experience.
- Own and evolve the Brand Guidelines and Brand Book, maintaining clear visual standards and ensuring a consistent, cohesive brand experience across digital and print while supporting the continued evolution of the Carolina brand.
- Review and provide quality assurance for key creative work to ensure alignment with brand standards, customer needs, accessibility requirements, and project objectives.
- Use AI and emerging design tools responsibly to improve ideation, workflow efficiency, production, and creative scalability.
Leadership & Cross-Functional Collaboration
- Provide creative direction, feedback, mentorship, and day-to-day guidance to Digital Designers, helping build their capabilities across digital design, UX/UI, responsive design, and project ownership.
- Partner with Digital Experience, Ecommerce, Content, Marketing, Product, and other stakeholders to improve navigation, product discovery, content presentation, engagement, and conversion, ensuring visual design and messaging work together to create cohesive customer experiences.
- Bring forward creative ideas and recommendations that improve the customer experience and support broader business objectives.
Professional Development
- Stay current on design trends, UX/UI best practices, accessibility standards, and emerging tools and technologies through ongoing self-directed learning.
- Pursue relevant training, certifications, or educational opportunities to strengthen creative, technical, and leadership skills.
- Proactively seek feedback and apply it to continuously refine craft, process, and creative output.
- Share new knowledge, tools, and techniques with the team and mentees to help elevate collective design capabilities.
POSITION REQUIREMENTS
Education: Bachelor's degree in graphic design, visual communication, interaction design, UX/UI, or a related field preferred. A background or degree in a scientific field is a significant plus.
Experience: 5+ years of experience in digital design, visual design, UX/UI, product design, web design, or a related discipline.
- Demonstrated experience designing for responsive websites, landing pages, digital campaigns, email, and other customer-facing digital experiences.
- Experience creating wireframes, user flows, prototypes, and high-fidelity designs.
- Experience partnering with developers, UX professionals, Ecommerce teams, or Digital Experience teams to bring designs from concept through implementation.
- Experience providing creative direction, mentoring designers, or leading complex creative initiatives.
- A portfolio demonstrating strong visual design, digital experience, UX/UI thinking, and brand development is required.