APPARATUS is a New York-based designer and manufacturer of a distinctive catalog of high-end, high-touch lighting, furniture and objects. We produce both in-house and with the support of high-quality external partners; our catalog is sold globally.
This role creates and executes digital marketing strategy across all paid and organic channels to elevate brand image, drive customer acquisition and revenue growth. The Digital Director collaborates with the VP Brand to implement comprehensive paid media strategies, manage campaign performance, and work cross-functionally with Sales, Operations, and Art Department teams to ensure brand consistency and optimal results across all digital touchpoints.
The Digital Director will define and lead the brand’s digital strategy across all owned and partner platforms, ensuring that APPARATUS’s digital presence reflects its creative integrity, craftsmanship, and immersive world-building sensibility.
Reporting to and working in close partnership with the VP Brand, this role will bridge creative, marketing, and technology to deliver a digital experience that amplifies the APPARATUS narrative globally and holistically.
KEY RESPONSIBILITIES
Digital Ecosystem & Strategy- Establish a Cohesive Digital Vision. Develop and execute a long-term digital roadmap that aligns with APPARATUS’s brand ethos and growth objectives, in collaboration with the VP Brand and Creative Leadership.
- Drive Brand Storytelling across channels. In close partnership with the Art Department to translate the APPARATUS world into digital form — across website, CRM, and social channels — providing the right information to creative teams to maintain narrative and visual consistency.
- Elevate Digital Performance and Growth. Deliver measurable results in engagement, conversion, and brand equity by supporting creative strategy through data and best practices.
- Work closely with the VP Brand to define content priorities and campaign objectives.
- Partner with Brand, Art Department and Operations to shape digital-first activations and global launches.
- Identify emerging digital platforms and technologies aligned with APPARATUS’s sensibility.
- Develop the strategy to guide the evolution of the APPARATUS website to guide the creative teams
- Collaborate with internal teams and external developers to maintain performance, UX, and aesthetic fidelity.
- Partner with the VP Brand to ensure all e-commerce activity is integrated within broader brand storytelling.
- Monitor KPIs including traffic, conversion, engagement, and retention.
- Implement and manage analytics systems to measure performance across web and social platforms.
- Present insights and recommendations regularly to the VP Brand and leadership team.
- Leverage data to refine user experience and drive sustained audience growth.
- Serve as a strategic partner to the VP Brand, ensuring all digital initiatives support overarching brand and business goals.
- Foster a culture of creative excellence, innovation, and precision across digital initiatives.
PROFILE
- 7–10+ years of experience leading digital strategy for a luxury, design, or cultural brand.
- Deep understanding of how to translate physical and experiential storytelling into the digital realm.
- Strong command of e-commerce ecosystems, UX, analytics, and emerging digital platforms.
- A collaborative, imaginative thinker with a meticulous eye for detail and design.
- Passionate about craftsmanship, culture, and creative integrity.
WORK SCHEDULE
- Full-time in-person hours: Monday–Friday generally 10:00AM–6:00PM.
- Longer hours and weekend availability as needed.
PERFORMANCE REVIEW AND CHECK-INS SCHEDULE
- Regular Check-ins.
- Annual performance review.
Salary from $150,000
This is a full-time position with competitive compensation and benefits. We are an Equal Opportunity Employer. Position is based in our New York studio. Must be legally authorized to work in the U.S. without sponsorship.
Top Skills
What We Do
APPARATUS is a New York based interdisciplinary design studio that explores the relationship of lighting, furniture and objects in their environments. Predicated on the modernist principle of gesamtkunstwerk, or total work of art, fully articulated collections reveal individual pieces as artifacts of a holistic world - each referencing the historical and cultural mood summoned by a singular vision.
Founded in 2012, APPARATUS is led by Artistic Director, Gabriel Hendifar and operates galleries in New York and Los Angeles that communicate the studio’s singular design ethos.
“I approach the work of the studio with the belief that objects are accessories to the human experience and enrich the way we live. My aim is to create work that leaves an emotional imprint, drawing on the language of seduction and sensuality to leave you with the desire to touch.”
- Gabriel Hendifar
APPARATUS creates each piece with a devotion to the rigor of small studio craftsmanship, centering the importance of the human hand in lending soul to an object. Sensual materials such as marble, suede, horsehair, lacquer and porcelain are combined with hand-patinated brass in the studio’s dedicated New York factory to create it’s distinctive catalog. Underpinning every piece, whether it be a light fixture or a chair, is a deft balance between mechanization and the hand-made, striving equally for the contradictions of perfection and the beautiful irregularity of humanity.
