Digital Product Manager

Primark is an international clothing retailer employing more than 70,000 colleagues across 16 countries in Europe and the US. Founded in Ireland in 1969 under the Penneys brand, Primark aims to create maximum joy at minimum cost – less money and less impact on the planet. Primark continues to expand across new and existing markets with the aim of reaching 530 stores by the end of 2026. Every person impacts the culture at Primark. Our values: Caring (we always strive to put people first), Dynamic (we bravely push the boundaries to stay ahead) and Together (we learn more, laugh more and achieve more as a team) outline the behaviours we expect of our people as we work with each other, our customers, our suppliers and our partners. Let’s see what impact you can make!

We are on an exciting journey to transform how our customers engage with Primark. As one of two senior Digital Product Managers in our Customer & Growth Product team, you’ll take on a role with broad responsibility.

You’ll lead a team of Product Owners, shaping and delivering digital experiences across our website and customer apps. The exact product areas may change over time but this role is about owning a domain, coaching your team, and driving impact, not just managing a fixed backlog

What You’ll Do

• Lead a product domain spanning customer journey across our website and/or app(s), shaping strategy, setting clear OKRs, and ensuring measurable impact on customer growth and engagement.
• Manage and coach 3-4 Product Owners, ensuring they are set up for success, delivering high-quality outcomes, and developing in their own careers.
• Partner cross-functionally with Engineering, Design, Delivery, Data, and Commercial teams to deliver customer-focused digital products.
• Translate business strategy into product outcomes, aligning roadmaps to Primark’s customer and commercial goals.
• Champion the product culture, embedding ways of working that balance discovery and delivery, empower teams, and focus on customer value.
• Own prioritisation at domain level, making clear trade-offs between “boulders” (big bets) and “pebbles” (incremental improvements).
• Represent the product domain to senior stakeholders, building trust and alignment across Technology and the wider business.
• Adapt to changing product areas, recognising that as Primark evolves, so too will the product lines you and your team are responsible for.

What We’re Looking For

• Proven experience in a senior digital product leadership role (equivalent to Head of Product or Group Product Manager) with responsibility for multiple products or a domain.
• Strong people leadership skills.. you’ve managed and developed Product Owners/Managers and built high-performing teams.
• A customer-first mindset, with a track record of driving measurable improvements in customer experience and commercial impact.
• Excellent stakeholder management skills, comfortable influencing and negotiating at senior levels.
• Deep understanding of product discovery and delivery practices, with the ability to coach others and embed product ways of working.
• Experience working in retail or e-commerce is an advantage, but not essential.

Comfortable operating in ambiguity and change, with the ability to set direction and bring clarity to your team.People are at the heart of what we do at Primark, so it’s essential we provide the right environment for you to perform at your best.

Skills & Experience:

• Skilled at turning customer insights, data, and research into product strategy and prioritised backlogs.
• Strong grasp of digital product metrics (adoption, engagement, conversion, retention) and how to use them to measure success.
• Hands-on experience with experimentation and A/B testing to validate hypotheses and de-risk decisions.
• Familiarity with design thinking and user-centred design practices, working closely with UX/UI teams.
• Strong commercial awareness with the ability to balance customer needs with business outcomes.
• Confident working with agile delivery teams, understanding engineering trade-offs and technical dependencies.
• Experience presenting to and aligning senior business stakeholders and execs on priorities and outcomes.
• Proven ability to scale ways of working across multiple teams and domains.
• Strong communicator who can simplify complexity for different audiences.
• Curious, growth-minded, and motivated to develop others as well as yourself.

Let’s talk lifestyle:

• 27 days of annual leave, plus bank holidays – with the option to buy up to 5 more.
• Flexible working arrangements, including the opportunity for an early Friday finish.
• Access to a subsidised cafeteria.
• Primark Perks – enjoy discounts with local partner businesses near our offices

Because you can see how we can be better. Innovate, your way.

What’s a career at Primark all about? The positive impact you’re making, the experiences you’re having and the people you’re with. You’re our inspiration. Embrace what sets you apart, own your career and develop in ways you never expected. Leave your mark. And do it your way.

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Our fashion isn’t one-size-fits-all and neither is our culture. Primark promotes equal employment opportunity, we strive to create an inclusive workplace where people can be themselves, access opportunities and thrive together.