Creative Director

Salary Range: $ To $ Annually

We are looking for an experienced NYC area‑based Creative Director to help shape, define, and evolve Primary’s creative vision and brand identity.

• Unify the Creative Vision:
  Lead an in-house creative team (currently 6 full‑time + 2 part‑time) across graphic design, content, and photography to develop and execute creative strategies and campaigns for DTC, wholesale, marketplace and retail channels.
• Oversee Brand Identity:
  Oversee and evolve brand identity and guidelines, internally and with partners.
• Drive Seasonal & Campaign Strategy:
  Lead creative strategy for merchandise collections, campaigns, and digital experiences, working closely with merchandising and marketing teams (also all in‑house) to deliver cohesive storytelling across site, digital, social, and print.

• Passionate about storytelling
• Experienced at bringing creative clarity and conviction to brand and seasonal campaigns that can be applied practically across key touchpoints
• Effective at driving cross‑functional collaboration and execution
• Familiar with the complex seasonal dynamics of an apparel business
• Adept at working across channels including DTC ecommerce, wholesale, marketplaces, and retail

Our broader purpose is to establish Primary as an inspiring cultural force whose products and beliefs make it the brand for the primary go‑to’s of everyone’s wardrobe – and our mission is to help everyone live their true colors.

We value leaders who can think big while executing with excellence to deliver results – who can inspire others to their vision while working collaboratively and with respect.

• 4‑day work weeks (for most roles, Fridays are flexible)
• Generous time off (3–4 weeks of PTO, unlimited sick time, 10 holidays + winter break) and leave options (including 12 weeks fully paid for all new parents)
• Multiple medical, dental, vision, and pre‑tax accounts
• 401(k) with company match
• Perks like an employee discount, monthly learning (or gym) stipend, home‑office reimbursement, and manager team‑building fund
• A kind, colorful, and collaborative culture

We’re excited to grow our team with people who share our curiosity, care, and creativity. At Primary, we believe great work happens when everyone feels seen, supported, and free to bring their full selves – just like the kids we design for.

We’re committed to building an inclusive workplace that welcomes diverse perspectives and experiences. If you need any accommodations during the hiring process, please reach out to . We partner with Disclo, a secure third‑party platform, to make the process simple and confidential.

If this role sounds like a fit, we’d love to hear from you.