As Lead Designer you will be responsible for delivering multi-channel design solutions and copywriting solutions, in line with the Premier Inn brand guidelines, for Marketing briefs across the Commercial function including Brand Marketing, Ecommerce, Product & Propositions, External Comms, and CRM. Approx 30% of the design briefs will be delivered hands-on by this Lead Designer role, as well as oversight for the remaining design briefs and copywriting requirements delivered by members of the in-house design team and external partners. This role is accountable for devising and optimising the workflow and allocation of design briefs across the in-house team to ensure a consistently high standard of delivery to brief, on time. As Lead Designer you will author and maintain the Premier Inn (and associated Hub & Zip) brand guidelines which include:

• The visual brand expression:
e.g. colours, iconography, photography style, logo placement, illustration
• The brand tone of voice:
e.g. brand characteristics and example paragraphs with dos & don'ts This role will author and maintain the brand guidelines in line with the brand strategy defined by the Head of Brand Marketing and their direct reports. This role will strive to continually evolve the brand guidelines to modernise the Premier Inn identity whilst maintaining the distinctive elements that provide brand equity today. You will collaborate closely with the Digital Product team to align on a central 'design system' and asset library to ensure a consistent and modern UX and UI approach is applied across the customer experience. This collaboration will also focus on executional efficiency by refining reusable components and design patterns over time. The role must strike a balance between driving the adoption of the existing design system whilst experimenting and striving for continual improvement. The design solutions will be delivered for all current and emerging channels across digital and offline. The design solutions will include animation, illustration, photography, graphic design, copywriting and UI experiences. This is a subject matter expert role that thoroughly understands the end-to-end creative process and consistently applies industry best practice. Best practice includes actively monitoring industry trends, reviewing competitor creative and adopting a UX and research led design approach. This role can influence marketing stakeholders and mentor other designers in an environment that is both highly collaborative, and commercially driven. When working with stakeholders, this role will present design ideas with clear rationale and an appreciation of the commercial context. In summary, this role will be passionate about design craftmanship, ensure design solutions are rooted in insight, modern design practices are applied, and designers are using cutting edge tooling and technologies. The design process will result in branded assets and customer experiences that are aesthetically pleasing, distinctly Premier Inn, and commercially impactful. Essential:
• Deep understanding of all marketing channels from TV, Social, Digital Marketing, digital journeys on web and app, and print materials. This includes the relevant design tools to use and the limitations of these channels and potential conditions for successful supply to media owners or technical teams.
• Team leadership, individual performance management and HR best practice.
• Workflow processes and associated workflow planning tools and technologies.
• Expert knowledge of Brand guidelines; how to structure them, what is included, how to embed guidelines in the business and with third party partners.
• Expert approach to design research, concepting, storyboarding and visualisation.
We believe that everyone is unique and there should be no barriers to entry and no limits to ambition. We are committed to being an inclusive organisation that values diversity and welcomes your application whatever your background or situation. Under-represented groups such as women, ethnic minorities, people with disabilities & members of the LGBTQIA+ community (those who identify as lesbian, gay, bi, trans and non-binary or those who use a different LGBTQIA+ term), are strongly encouraged to build a career with us. Speak to us about workplace adjustments, part-time and flexible working. Where possible we will support this.

We're Whitbread the UK's largest hospitality business with over 1,200 hotels and restaurants across the UK but we're more than that. We're the 38,000 people who make everyday experiences special that delight over 5 million guests every month. We are proud to have been recognised as a Top Employer for 14 consecutive years, voted a top apprenticeship employer by Department of Education and Rate my Apprenticeship, this year we placed #10 in the Stonewall Workplace Equality Index for our commitment to LGBTQIA+ inclusion at Whitbread and have been awarded as a Top 25 Exemplary Employer in the Investing in Ethnicity Parliamentary Matrix as the only hospitality company leading the way in terms of Inclusion.