Meet Jess, our Digital Visual Merchandising Officer
Jess’s career journey has been filled with opportunities for growth. Starting as a Visual Supervisor in store and transitioning into the Digital Visual Merchandising world, Jess has taken every opportunity to advance her career.
Starting Out
Hi, I'm Jess. My journey began at Bournemouth Arts University, where I studied Fashion Design & Communication. After graduating in 2015, I jumped straight into Visual Merchandising in the retail space. I joined Primark in December 2016 as a Visual Supervisor in our Reading store and six months later I became the Visual Merchandising Manager. My time in store was filled with leading multiple new store openings and supporting smaller stores within my area. After nearly seven years in store as a Visual Merchandising Manager, I transitioned into the Digital Visual Merchandising space in 2022, ready for new challenges.
Digital Visual Merchandising
As Digital Visual Merchandising Officer, I manage the end-to-end process of delivering brand campaigns across all our websites. This journey begins with receiving supplier samples at the Manchester Studio to shoot for E-commerce. Our Digital Product Coordinator, Issy, coordinates all the shoot rails for campaigns, ensuring key pieces are styled correctly, often on specific models to elevate our E-commerce imagery. Once the samples are shot, we work closely with content production teams to ensure all products go through the workflow (re-touch, product copy, approval) and are ready for campaign launch. We collaborate with the marketing and digital trading teams to align campaign marketing launch dates and Click & Collect stock intake. We then ensure that pages relevant to each launch are merchandised to support commercials and key hero/window items.
Additionally, I own the global website navigation, building and maintaining all pages for all department categories, trending pages, and SEO-specific pages to boost our Google visibility. Our Visual Merchandising Assistant, Becky, supports with page creation as well as campaign merchandising for launches.
Why Primark?
I initially joined Primark for career advancement, and being promoted within six months was a definite plus. But what’s really kept me here is the people. From my time in store to now working in Head Office, I’ve been lucky to be part of teams with great dynamics—collaborative, supportive, and genuinely fun to work with. That kind of culture makes a huge difference.
Working in Digital at Primark is exciting because it’s constantly evolving. There’s a real energy around the work we do—whether it’s launching a new campaign or improving the customer journey online. It’s fast-paced, but in the best way. You’re always learning, always adapting, and always surrounded by people who want to see you succeed.
I’ve also had incredibly supportive managers throughout my journey. Even during my seven years as a Visual Merchandising Manager in store, I was encouraged to get involved in wider projects with Head Office teams. That exposure helped me build the experience and confidence I needed to take the next step into Digital. There’s a real focus on development here, and I’ve always felt backed to grow and try new things.
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