Senior Director, XP Design

About this role

Job Description Summary: The Senior Director, Experience Design is accountable for shaping and leading end-to-end brand, shopper, and consumer experiences across the market, using design as a strategic lever for business growth. This role goes beyond creative execution to act as a core contributor to business and brand strategy, embedding design thinking into commercial priorities, portfolio choices, channel strategies, and system execution. The role requires a hands-on, highly strategic design leader with strong people leadership and communication capabilities—able to inspire teams, influence senior stakeholders, and translate consumer and cultural insights into distinctive, scalable experiences that drive brand equity and business results

Key Responsibilities 1. Experience Design as Business Strategy Act as a strategic partner to the CMO and Marketing Leadership Team, contributing to business and brand strategy development from a design and experience perspective. Use experience design thinking to influence portfolio strategy, channel prioritization, and consumer engagement models

Ensure brand, shopper, and consumer experiences are intentionally designed to drive relevance, differentiation, frequency, and system value. 2. End-to-End Experience Leadership Lead the design and delivery of holistic brand and shopper experiences across physical, digital, retail, and commerce touchpoints

Ensure experiences are human-centric, culturally resonant, and locally relevant, while aligned with global brand platforms and creative standards. Oversee the creation of master experience frameworks, design systems, and execution guidelines to enable scale and consistency. 3

Shopper & Commerce Experience Excellence Provide strategic leadership on shopper and retail experience design, spanning modern trade, traditional trade, on-premise, and e-commerce ecosystems. Define experience principles, message matrices, and content strategies that drive impact at the moment of choice. Partne

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