Digital Brand Lead; Freelance

About rag & boneFrom our origins in New York in 2002, rag & bone was founded on a belief of uncompromising ideals: a commitment to doing things the right way, not the easy way. To making things that are as original as they are timeless. To being true to ourselves, even when that truth sets us apart from the mainstream.

We still believe in the same principles we started with: the easy elegance of classic British tailoring, the authenticity of American workwear, and the originality of our home city, New York. As New Yorkers, community and authenticity have become synonymous with our brand. An inclusive environment at rag & bone upholds our original values by encouraging employee connection and empowering each individual to have a voice on policy, process, and collaboration for a more equitable future.

About the Role

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.

Key Responsibilities

Creative & Brand Stewardship

· 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.

Content Design & Storytelling

· 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.

User Experience Considerations

· 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.

Cross-Functional Alignment

· 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.

Qualifications

· 7–10+ years experience in digital creative, content strategy, brand experience, or related roles.

· Background in premium fashion, luxury, beauty, or adjacent lifestyle brands strongly preferred.

· 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.

· Familiarity with Shopify’s design patterns and component-based systems preferred (not required).

· Exceptional…