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Key Responsibilities and Required Skills for Digital Graphic Designer

💰 $50,000 - $90,000

DesignGraphic DesignCreativeMarketing

🎯 Role Definition

This role requires a talented Digital Graphic Designer who creates high-impact visual assets across digital and print channels. The ideal candidate translates brand strategy into visually compelling designs for websites, apps, email campaigns, social media, marketing materials, presentations, and packaging while ensuring consistency across touchpoints. This role requires strong expertise in Adobe Creative Cloud, attention to typography and layout, an understanding of basic UX/UI principles, and the ability to work collaboratively with marketing, product, and development teams to deliver measurable creative results.

📈 Career Progression

Typical Career Path

Entry Point From:

  • Junior Graphic Designer or Production Artist transitioning to digital-first work
  • Marketing Coordinator or Social Media Designer with a portfolio of digital assets
  • Freelance Graphic Designer with experience delivering cross-channel campaigns

Advancement To:

  • Senior Digital Designer / Lead Designer
  • Art Director or Creative Lead
  • Design Manager or Head of Creative

Lateral Moves:

  • UX/UI Designer
  • Motion Graphics Designer
  • Brand Designer

Core Responsibilities

Primary Functions

  • Conceptualize, design, and produce high-quality digital assets (website hero graphics, landing pages, email templates, banner ads, social media creative, and digital ads) that align with brand strategy and campaign objectives, ensuring assets are optimized for performance, accessibility, and responsiveness.
  • Lead end-to-end creative projects from discovery and ideation through to production and delivery, including creative briefs, moodboards, wireframes, iterative mockups, stakeholder reviews, and final export-ready files.
  • Create and maintain brand visual systems, design guidelines, and component libraries (color palettes, typography systems, iconography, layout rules) to ensure consistency across all digital and print touchpoints.
  • Design UI elements and interface components (buttons, forms, navigation, modal windows) in collaboration with product and UX teams to improve usability and visual clarity while respecting responsive constraints and technical implementation.
  • Produce motion and animated assets (short social videos, animated banners, GIFs, micro-interactions, and product explainer animations) using After Effects, Lottie, or related tools to increase engagement and retention across channels.
  • Prepare pixel-perfect production-ready files for development handoff, including slicing assets, exporting optimized images (SVG, WebP, PNG), documenting specs, and providing CSS/HTML guidance when needed.
  • Partner with marketing managers and campaign owners to design conversion-focused landing pages, A/B test creative variations, and iterate based on analytics and user behavior to maximize click-through rates and conversions.
  • Create compelling visual content for social media platforms (Instagram, Facebook, LinkedIn, TikTok, Pinterest), including static posts, stories, reels, and platform-specific formats, while optimizing for platform best practices and ad performance.
  • Collaborate with photographers, videographers, and content producers to art direct shoots, select imagery, retouch photos, and composite elements to achieve a cohesive visual style.
  • Execute print design and production tasks as required (brochures, posters, direct mail, packaging mockups), including preparing files to press specifications, selecting paper stocks, and liaising with external print vendors for proofing and quality assurance.
  • Maintain and update the company’s asset library and creative repository, tagging and organizing files for easy retrieval across teams and ensuring brand assets are current and version-controlled.
  • Translate marketing insights and user feedback into design improvements, participating in design reviews and continuous improvement loops to increase marketing efficiency and creative impact.
  • Optimize creative workflows by developing templates, automation scripts, and batch-processing techniques to reduce production time and maintain quality across campaigns.
  • Implement accessibility best practices in visual design (color contrast, typographic scale, alt text recommendations) and collaborate with QA to validate designs meet accessibility standards (WCAG).
  • Present design concepts, rationale, and creative performance results to stakeholders and leadership, accepting feedback constructively and iterating to align with business goals and timelines.
  • Research industry trends, competitor creative, and new tools or platforms (AR, interactive ads, generative design techniques) to keep the brand’s visual language fresh and innovative.
  • Create wireframes and visual prototypes for new product features and marketing landing pages using design tools (Figma, Sketch, Adobe XD) to align design intent with product requirements.
  • Manage multiple projects simultaneously, prioritizing tasks to meet tight deadlines while maintaining high quality and consistency across deliverables.
  • Mentor junior designers and provide constructive design reviews, style guidance, and technical coaching to elevate the team’s output and maintain design excellence.
  • Ensure compliance with legal and copyright requirements for imagery, fonts, and licensed assets; coordinate with legal or rights management teams when necessary.
  • Track and report on design KPIs (engagement, CTR, conversion lift) and use data-driven insights to inform creative decisions and optimization efforts.

Secondary Functions

  • Support cross-functional campaign planning by estimating design scope, timelines, and resource needs for marketing sprints and product launches.
  • Assist in vendor selection and manage relationships with freelance designers, illustrators, animators, and external agencies to scale creative capacity.
  • Contribute to content calendar discussions and provide creative guidance on seasonal and promotional campaign themes.
  • Coordinate with front-end developers to troubleshoot design implementation issues and ensure fidelity between design mockups and live product.
  • Maintain documentation for design processes, QA checklists, and asset export guides to ensure handoffs are smooth and reproducible.
  • Participate in user testing sessions and incorporate qualitative feedback into design refinements.
  • Help develop brand workshops and style sessions to onboard new teams and internal stakeholders to the visual system.
  • Support ad-hoc creative requests, rapid prototyping tasks, and emergency campaign launches with flexible prioritization.

Required Skills & Competencies

Hard Skills (Technical)

  • Expert proficiency in Adobe Creative Cloud: Photoshop, Illustrator, InDesign, and After Effects for compositing, layout, retouching, and motion design.
  • Strong experience with Figma, Sketch, or Adobe XD for UI design, prototyping, and component-driven design systems.
  • Motion design and animation skills (After Effects, Lottie, Premiere Pro) to create short-form videos, animated ads, and micro-interactions.
  • Solid understanding of typography, color theory, composition, layout systems, and visual hierarchy for both digital and print media.
  • Experience preparing production-ready files and assets for web and mobile (SVG, PNG, WebP, optimized JPEG), including knowledge of responsive image techniques and asset compression.
  • Familiarity with front-end handoff conventions and basic HTML/CSS knowledge to communicate effectively with developers and ensure pixel accuracy.
  • Photo retouching and compositing skills, including color grading and masking for both campaign imagery and product shots.
  • Knowledge of print production processes, bleed and trim settings, dielines, and working with print vendors for brochures, signage, and packaging.
  • Experience with brand systems and design tokens, maintaining scalable component libraries and style guides.
  • Proficiency in version control and file organization best practices for creative teams (cloud asset management, naming conventions, and archival workflows).
  • Basic understanding of SEO best practices for visual assets (alt text, file naming, image optimization) to support discoverability and page performance.
  • Experience with analytics tools (Google Analytics, social platform insights) and A/B test frameworks to inform design iterations.

Soft Skills

  • Strong visual storytelling and creative problem-solving skills with the ability to synthesize marketing goals into concise visual solutions.
  • Excellent communication and presentation skills to articulate design rationale to non-design stakeholders and to receive feedback constructively.
  • Collaborative mindset and experience working in cross-functional teams (product, marketing, engineering, content) in fast-paced environments.
  • Self-motivated, highly organized, and detail-oriented with the ability to manage multiple priorities and meet tight deadlines.
  • Adaptability and openness to feedback, with a continuous learning approach to new design trends, tools, and technologies.
  • Time management and project estimation skills to scope work and set realistic delivery timelines.
  • Critical thinking and data-informed decision making, using metrics to validate design choices and optimize creative performance.
  • Leadership potential with experience mentoring or coaching junior designers and facilitating creative reviews.

Education & Experience

Educational Background

Minimum Education:

  • Bachelor’s degree in Graphic Design, Visual Communication, Multimedia Design, Fine Arts, or equivalent practical experience and a strong portfolio.

Preferred Education:

  • Bachelor’s or Master’s degree in Design, Interaction Design, Communication Design, or a related field; professional certifications in UX/UI or motion design are a plus.

Relevant Fields of Study:

  • Graphic Design
  • Visual Communication
  • Multimedia Design
  • Interaction Design
  • Fine Arts

Experience Requirements

Typical Experience Range: 2–6 years of professional experience designing digital and print assets, with a portfolio demonstrating breadth across campaigns, product interfaces, and motion work.

Preferred: 4+ years as a Digital Graphic Designer or similar role with proven experience in branding, UI component design, motion graphics, and cross-channel campaign execution. Experience in agency or in-house marketing teams and familiarity with design systems and product workflows is highly desirable.

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