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Creative Lead - Speedo

Creative Lead - Speedo

Job ID 
Position Type 
Permanent Full-Time
UK-London, Finchley (Global Headquarters)
Design & Creative
Pentland Brands

More information about this job


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Building a family of brands, for the world to love, generation after generation


Pentland is the name behind some of the world’s best sports, outdoor and fashion brands.


We own Berghaus, Canterbury of New Zealand, Speedo, Boxfresh, Ellesse, KangaROOS, Mitre, Prostar and Red or Dead. We are also the global licensee for Lacoste Chaussures and Ted Baker footwear, the UK licensee for Kickers, and are shareholders in other companies such as Hunter, Butterfly Twists, Heidi Klein and Tracksmith.


We’re a third-generation, family-owned business – and we retain strong family values. We care about people, and that’s what drives our day-to-day work. This year the Great Place to Work® Institute recognised Pentland Brands the 11th Best Workplace in the UK and the 16th Best Workplace in Europe. Our global headquarters is in the UK and we employ 2,000 people across 20 countries around the world.


We believe that doing business the right way, with respect for people and the environment, is essential for ensuring our long-term sustainability - generation after generation. The Pentland values are at the heart of what we do and how we interact with the world around us.


For further information, please visit


Key Purpose of job


To ensure that the brand DNA is defined and controlled through all design work, providing the design team with strong, clear and aligned-to-strategy creative direction that is relevant and desirable to consumers.




· To lead the development of the Speedo brand global creative direction in line with Brand positioning, Brand strategy and consumer trends;

· To identify and communicate seasonal design / fashion trends, concepts, colour and trims and the recommended Brand seasonal colour palette;

· To lead the design creation of key strategic product initiatives or NPD, working with other Design leads in Apparel, Graphic and Industrial to execute it;

· To define and communicate the Speedo and its sub-brand's Visual Brand Language (VBL) and branding guidelines to internal teams and external partners / licensees;

· Support the Head of Product in the development of long term product category strategy;

· To constantly scan and learn from the external consumer world to bring inspiration and newness back to the business;

· To propose Design collaborations and to manage its execution;

· Has oversight of the entire brand range design to ensure a coherent and compelling offer regardless of product category; 

· Participates in design and development reviews to ensure overall Brand DNA is retained throughout the development process to final sign-off;

· Works with the Innovation team to align and influence on new concepts from early-on;

· Works with the Consumer Insights team to identify research needs and/or to validate new conceptual ideas;

· Influences Brand Activation team to execute consumer communications aligned to creative direction;

· Recommends when is desirable or appropriate to use external design resources and / or Pentland Design Pool;

· Manages concept design projects that are not linked to a commercial launch; 

· To inspire the Design teams to deliver above and beyond, always pushing creative boundaries;


Needs to have


· A proven track record of leading and delivering successful creative direction and/or delivering desirable range designs for either apparel, footwear or equipment. Experience of all areas an advantage;

· The ability to articulate design direction with clarity and conviction, both verbally and visually;

· Excellent understanding of design thinking and how it can drive value to the business;

· Strong understanding and affinity of the consumer and their needs, in multiple markets and social cultures;

· Strong appreciation of how the creative direction is applied to multiple product categories – soft and hard goods;

· A clear vision of how to constantly improve brand desirability;

· Collaborates effectively to maintain and develop trustful relationships with peers across the business or multiple functions and within the product leadership team; 

· Highly capable of influencing a team of designers, nurturing talent, encouraging and supporting development and inspiring a team of design experts;

· Clear understanding and consideration of construction and manufacturing methods in design solutions;

· Proven influencing skills at all levels of the business; 

· Ability to work across multiple functions with experience of working in a matrix structure a benefit;

· Strong emotional intelligence to assess, learn quickly and course correct as necessary;

· Excellent presentation and interpersonal skills;

· Gravitas and conviction, able to create support and belief across the organisation;

· Educated to degree level or similar experience, preferably within a related field or area;

· The ability to travel and spend time away from home


Needs to be


· A designer with a proven record of delivering desirable consumer products in sports, fashion or other relevant industry;

· Inspirational and a strong influencer for other designers;

· The brand's eyes and ears on the external design world, constantly bringing the "outside in" to challenge and refresh our thinking;

· Consumer focused with a strong technical emphasis and understanding of industry best practice;

· Inspiring, creative, forward-thinking and energetic

· The voice of Design across the organisation

· Driven to exceed expectations

· A self-starter and self-motivator

· Is perceived as credible and an expert in the area/category

· Courageous to challenge upwards and across functions

· Adaptable and versatile