Digital Brand Experience Lead (Freelance)

Rag & Bone•New York, NY

About The Position

Rag & bone is undertaking a major ecommerce replatform from Salesforce Commerce Cloud (SFCC) to Shopify, paired with a full site redesign intended to elevate our premium fashion brand presence online. To support this transformation, we are seeking a Freelance Digital Brand Experience Lead to serve as the creative steward and internal approver of the site’s content design, visual expression, and overall digital brand experience. This role functions as the authoritative internal representative for brand aesthetic, storytelling, and creative alignment, working closely with our external creative agency and cross-functional partners to ensure the new site expresses the brand with clarity, consistency, and emotional impact. In later stages of the project, this role will be responsible for designing new content pages utilizing the design system created in partnership with the agency.

Requirements

7–10+ years experience in digital creative, content strategy, brand experience, or related roles.
Demonstrated ability to interpret and evolve brand identity within digital environments.
Experience approving or directing work from creative agencies (UI/UX, content, brand).
Strong understanding of ecommerce creative principles and user-centered design.
Exceptional communication, taste level, and creative judgment.

Nice To Haves

Background in premium fashion, luxury, beauty, or adjacent lifestyle brands strongly preferred.
Familiarity with Shopify’s design patterns and component-based systems preferred (not required).

Responsibilities

Serve as the internal owner of the digital brand aesthetic throughout the replatform and redesign project.
Evaluate and approve the creative agency’s work at all stages (concepts, wireframes, design systems, UI designs, brand expressions).
Ensure all digital design decisions reinforce the brand’s positioning, visual identity, and sensibility.
Maintain a consistent application of typography, color palettes, imagery style, and art direction across all page templates and components.
Ensure consistency across all templates and page types as the design system evolves.
Maintain a high bar for creative quality throughout the entire design and build process.
Provide direction and approval for content structure, narrative flow, and brand voice within the ecommerce experience.
Validate how editorial and product storytelling come to life across home, landing, PDP, PLP, and campaign pages.
Ensure content frameworks prioritize clarity, emotional resonance, and brand alignment.
Collaborate with the creative agency to ensure the brand experience aligns with UX best practices and Shopify-native patterns.
Advocate for design solutions that balance brand expression with modular scalability, ease of use and operational efficiency.
Review the integration of lifestyle imagery, product content, and interactive components to ensure a cohesive and intuitive user journey.
Act as the singular creative point-of-contact for internal teams (eCommerce, Brand, Merchandising, Creative, Product).
Gather, interpret, and consolidate stakeholder feedback into a unified creative perspective for the agency.
Support decision-making around creative tradeoffs, ensuring alignment with both brand goals and platform constraints.