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Digital Design Lead, APAC


Singapore - St James Power Station Headquarters

About Us

Dyson is a global technology company on a mission to improve people’s lives: whether that be by making the air they breathe safe and clean, or connecting them to high performing machines which keep their homes clean.  Our principle is simple: We solve problems others ignore with exciting new technologies which defy convention. 


Our culture is unique; dynamic, inventive, technology-obsessed, and decidedly un-corporate. The mindset is geared to constant change and our pace brings constant challenge. It’s not easy or comfortable, but it’s this way of working that drives performance. Dyson suits people with the courage and resilience to find their own way, spotting opportunities where others don’t, and having the self-belief to persevere where others give up. Experiences are more important than experience. And attitude counts as much as aptitude.  


The Role 


As the APAC Digital Design Lead, you'll be responsible for leading a multi-disciplinary and highly skilled team in APAC and the guardian of our digital platforms. Focusing on both ‘perfect execution’ and ‘perfect performance’, protecting our Dyson reputation and narrative, to ensure that every interaction across each digital touchpoint is ‘perfect’. 


Working closely with our Global Experience Design team and the APAC Centre of Excellence (Site Optimisation, Creative, Productive, Media, CRM) you’ll be responsible for the pixel-perfect execution of all Global assets and localised campaigns. Ensuring that implementation across our regional digital channels meets the exacting standards set by our Global identity guidelines. 


Alongside brand governance, you’ll oversee the UX testing, UI design, insight analysis and performance optimisation projects across the team. You’ll collaborate with stakeholders across APAC, UX, Project Managers, Creatives, and external production partners to support local briefs adapting global assets or creating new digital assets that will enhance performance and engagement. 


You’ll be hands-on, designing and concepting online interfaces optimised to suit the behaviours of our target audiences – whether it’s a product page or a full website to shaping the stories Dyson tells and the way in which we tell them. You’ll look for opportunities to expand our digital output recognizing that it’s not always all about the big innovative changes, but the small optimizations can have a big impact. 





Regional Digital Design Leadership and Governance 

  • Influence and manage local market stakeholders to ensure that all digital touchpoints meet Dyson guidelines and best practice for perfect execution and perfect performance. 

  • Champion user-centred design principles within the organization, leverage data from user tests, analytics, and A/B tests to drive the design process and create experiences that meet user needs (while simultaneously addressing business goals and in keeping our Dyson brand guidelines). 

  • Actively promote a test and learn approach. Working collaboratively with all functions to ensure consistency in the execution of regional and global campaigns, enhancements, and experience projects.  

  • Excellent communication and stakeholder management skills, able to engage teams and lead the direction. Comfortable with being challenged and in turn challenging others to get the best possible outcome. Articulating ideas and confidently defending proposals with reasoned and evidenced arguments supported by local audience insights. 

  • Help to build and promote best practice in digital design and contribute to the larger  
    UX team and UX hub 

  • Manage and mentor junior individuals in the team, play an active part in advancing the team culture and nurturing development opportunities 


Perfect Execution 

  • Review digital work to ensure alignment with Dyson’s visual identity standards and that every stage of a user journey delivers the right message at the right time 

  • Work closely with UX managers and project managers to turn wireframes into intuitive and user-friendly interface designs for a range of devices with emphasis on mobile. 

  • On-going support for digital and direct asset creation and localization, including brand/category/product pages on owned digital space as well as e-retailer platforms, mobile pages, thematic e-commerce landing sites and promotional campaign pages. 

  • Document executions with site maps, interactive elements, UI asset libraries and user journeys. 

  • Developing localised versions of globally created brand assets – capacity to effectively trans-create whilst maintaining the integrity and intent of the original concept 


Data-Driven Design 

  • Work closely with regional teams and Centre of Excellence functions to understand market nuances and ensure local implementation meets the direction and standard expected.  

  • Optimising assets through real-time results tracking, A/B testing, focus groups, UAT processes, logic and task flows. 

  • Feedback UX/UI insights, trends and opportunities that are relevant to Dyson. Serve as a subject matter expert in design, optimisation & design research, and evangelize current trends and user centric approach 



About you 


  • 7+ years of experience in a digital or UX/UI agency or equivalent role  

  • A strong portfolio of digital projects and campaigns with proven results 

  • Excellent design skills and knowledge of insight-led user-centred design principles 

  • Experience with qualitative and quantitative research methods and applications  

  • Ideally some knowledge of APAC market digital and e-commerce platforms: Tmall, JD, WeChat, Rakuten, Naver, Lazada, etc. 

  • Previous experience managing a team and creating and executing design / research strategies  

  • Experience working with the Agile methodology and UX / UI software tools such as Sketch, Figma, Axure, Illustrator, Photoshop and Invision.  

  • Excellent communication and stakeholder management skills across cultures 

  • Proficient in both written and spoken English and ideally able to speak a second APAC language like Japanese/Korean/Chinese (but not essential) 

  • Ability to work on multi-tasks, solve problems efficiently, and meet tight deadlines 

  • Ability to quickly develop an understanding of Dyson, its engineering ethos and visual identity and have good judgment as to what makes good Dyson communication and what doesn’t 




Dyson is an equal opportunity employer. We know that great minds don’t think alike, and it takes all kinds of minds to make our technology so unique. We welcome applications from all backgrounds and employment decisions are made without regard to race, colour, religion, national or ethnic origin, sex, sexual orientation, gender identity or expression, age, disability, protected veteran status or other any other dimension of diversity.

Interview guidance

We are following the government guidelines regarding COVID19. At this time all interviews will be conducted via video or telephone. We’re taking these precautionary measures to protect both our employee and candidate wellbeing. Our Talent Acquisition team will work with you and provide further information as appropriate.