B2B Graphic Designer

📍 Job Overview

Job Title: B2B Graphic Designer

Company: Pavago

Location: Costa Rica

Job Type: Full-Time - Independent Contractor

Category: Marketing Operations / Creative Operations

Date Posted: April 30, 2026

Experience Level: Mid-Level (2-5 years)

Remote Status: Fully Remote

🚀 Role Summary

• Drive B2B marketing campaign performance through the creation of high-converting static ad creatives for cold audiences.

• Collaborate closely with marketing and growth teams to translate go-to-market messaging and ICP insights into visually compelling ad assets.

• Design and iterate on ad creatives across key digital platforms including LinkedIn, Google Display, and Meta, focusing on A/B testing variations for optimal results.

• Utilize a blend of design expertise, B2B advertising psychology, and AI-assisted tools to accelerate creative production and enhance campaign effectiveness.

📝 Enhancement Note: This role is specifically focused on performance-driven graphic design within a B2B context, emphasizing the creation of ad creatives that directly contribute to lead generation and conversion goals, rather than general brand design. The "Independent Contractor" status indicates a need for self-management and potentially different benefit structures compared to traditional employment.

📈 Primary Responsibilities

• Design high-converting static B2B ad creatives optimized for platforms such as LinkedIn, Google Display, and Meta, with a strong focus on driving clicks and conversions from cold audiences.

• Translate comprehensive campaign briefs, strategic messaging frameworks, and go-to-market strategies into visually compelling and effective ad concepts.

• Produce a variety of ad creative variations, including different headlines, visuals, layouts, and calls-to-action (CTAs), to support rigorous A/B testing initiatives.

• Create and adapt assets across multiple formats and dimensions to precisely meet the technical requirements of diverse digital advertising platforms.

• Ensure robust brand consistency across all creative outputs while strategically tailoring creatives for specific audience segments and campaign objectives.

• Interpret Ideal Customer Profiles (ICPs), understand nuanced messaging strategies, and align creative direction with overarching campaign objectives.

• Actively collaborate with marketing and growth teams to guarantee that all creative assets are strategically aligned with campaign performance goals and KPIs.

• Participate proactively in campaign brainstorming sessions, contributing innovative creative ideas for new ad concepts and visual approaches.

• Review campaign performance insights with the marketing team and iteratively refine creative designs based on data-driven results and A/B testing outcomes.

• Manage a pipeline of multiple ad creative projects concurrently, upholding high standards of quality and consistently meeting project deadlines.

• Build and maintain a well-organized library of creative assets, design templates, and essential brand materials for efficient access and reuse.

• Develop scalable design templates and repeatable frameworks to streamline and optimize the ad production workflow.

• Leverage AI design tools to accelerate ideation, enhance concept development, and improve overall creative workflow efficiency.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on data-driven design, iterative improvement through A/B testing, and the use of AI tools, which are critical for modern performance marketing operations. The need to manage multiple projects suggests a requirement for strong organizational and time-management skills.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong foundation in graphic design principles, visual communication, or a related field is expected, demonstrated through experience and portfolio.

Experience:

• 3+ years of dedicated experience creating high-performing B2B ad creatives for digital advertising campaigns.

• Proven track record of translating marketing strategy and messaging into compelling visual designs that drive engagement and conversions.

• Experience working with performance marketing or demand generation teams is highly desirable.

Required Skills:

• Expert proficiency with Adobe Creative Suite (Photoshop, Illustrator, InDesign) and/or Canva for professional ad creative production.

• A strong, curated portfolio showcasing successful static ad creatives specifically for B2B audiences on platforms like LinkedIn, Google Display, or Meta.

• Deep understanding of B2B audience conversion principles, including effective messaging hierarchy, visual attention-grabbing techniques, and strategic CTA placement.

• Familiarity with AI design tools such as Midjourney, Adobe Firefly, or ChatGPT to support ideation, concept development, and creative workflows.

• Ability to interpret and apply Ideal Customer Profiles (ICPs) and go-to-market strategies into visual creative direction.

• Excellent visual communication skills, with a keen eye for layout, typography, color theory, and brand consistency.

Preferred Skills:

• Familiarity with advertising performance metrics such as Click-Through Rate (CTR), Cost Per Click (CPC), and conversion rates.

• Experience creating motion graphics or animated ads for digital campaigns.

• Experience using project management tools such as ClickUp, Asana, or Notion to manage workflows and collaborate.

• Understanding of digital advertising best practices and platform-specific creative requirements.

📝 Enhancement Note: The emphasis on a "strong portfolio showcasing static ad creatives for platforms like LinkedIn, Google Display, or Meta" is a critical requirement. This indicates that the portfolio must demonstrate direct relevance to the role's core function of creating performance-oriented B2B ads, not just general design work. The inclusion of AI tools as a requirement points to the company's forward-thinking approach to creative production.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a minimum of 3 years of B2B static ad creative design experience, with a clear focus on performance metrics.

• Highlight specific examples of ad creatives designed for LinkedIn, Google Display, and Meta, detailing the campaign objectives and target audience for each.

• Present case studies or explanations for at least 2-3 distinct campaigns, illustrating how your designs contributed to improved CTR, conversion rates, or other key performance indicators.

• Include examples of how you've used A/B testing variations in your design process to optimize creative elements.

Process Documentation:

• Provide examples of how you have developed design templates or repeatable frameworks to ensure brand consistency and efficient ad production.

• Outline your approach to translating complex marketing strategies and ICP insights into visual design concepts.

• Detail your workflow for managing multiple ad creative projects simultaneously, including how you prioritize tasks and meet deadlines.

• Describe your process for collaborating with marketing teams, receiving feedback, and iterating on designs based on performance data.

📝 Enhancement Note: The portfolio requirements are heavily geared towards demonstrating impact and process in a performance marketing context. Candidates should be prepared to not only show finished work but also explain the strategic thinking, testing methodologies, and collaboration involved in achieving specific campaign results.

💵 Compensation & Benefits

Salary Range: As an Independent Contractor based in Costa Rica, the salary range for a B2B Graphic Designer with 2-5 years of experience can typically range from $20,000 to $40,000 USD annually, depending on specific skill set, portfolio strength, and the scope of work. This range is based on research into contract graphic design rates in Costa Rica and the U.S. market for remote positions, considering the Eastern Standard Time working hours requirement.

Benefits:

• Flexible Remote Work: Full autonomy to work from any location within Costa Rica.

• Time Zone Alignment: Work within Eastern Standard Time (EST) business hours, facilitating seamless collaboration with U.S.-based teams.

• Project-Based Engagement: Opportunity to work on diverse and impactful B2B marketing campaigns.

• Potential for Long-Term Engagement: Successful contractors may have opportunities for ongoing project work.

Working Hours: While the role is full-time, it is structured as an Independent Contractor position. The expectation is to align with Eastern Standard Time (U.S. Hours) for core working hours, suggesting approximately 40 hours per week, with flexibility in scheduling daily tasks as long as collaboration and deadlines are met.

📝 Enhancement Note: The salary range is an estimate for an independent contractor role in Costa Rica working remotely for a U.S.-based client. Actual compensation will depend on negotiation and the specific terms of the contract. As an independent contractor, traditional employee benefits (health insurance, paid time off, retirement contributions) are typically not provided and would need to be managed by the contractor.

🎯 Team & Company Context

🏢 Company Culture

Industry: Pavago operates within the B2B marketing and advertising technology space, likely providing services or platforms that enable businesses to reach and engage their target audiences. The client they are hiring for is also in a B2B sector, likely technology, SaaS, or professional services given the "Nice to Have" preferences.

Company Size: Pavago's Workable profile indicates a company size of 51-100 employees, suggesting a mid-sized organization with established processes but still retaining agility. The client they are representing could be of similar or larger size.

Founded: Information regarding Pavago's founding date is not directly provided, but their presence on Workable suggests they are an active and modern recruiting platform. The client's founding date is also not specified.

Team Structure:

• The graphic designer will likely be part of a broader marketing or growth team, potentially reporting to a Marketing Manager, Demand Generation Lead, or Creative Director.

• Collaboration will be frequent with marketing specialists, campaign managers, copywriters, and potentially sales development representatives (SDRs) who provide insights into the ICP.

Methodology:

• Data-driven creative optimization through continuous A/B testing and performance analysis.

• Agile campaign development and iteration, responding quickly to market feedback and performance data.

• Collaborative approach to creative strategy, ensuring alignment between design, messaging, and business objectives.

• Integration of AI tools to enhance efficiency and explore new creative possibilities.

Company Website: https://www.pavago.co/

📝 Enhancement Note: The emphasis on "B2B advertising psychology" and "design for performance" suggests a culture that values tangible results and data-backed decision-making in its creative output. The use of AI tools further indicates a forward-thinking and innovative approach.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a Mid-Level, typically requiring 2-5 years of specialized experience. It offers a focused specialization in performance-oriented B2B ad creative design, serving as a key contributor to marketing campaign success. It's a hands-on, execution-focused role rather than a managerial one.

Reporting Structure: As an Independent Contractor, the designer will likely report to a direct point of contact within the client's marketing team, such as a Marketing Manager or Demand Generation Lead. This individual will provide briefs, feedback, and performance insights.

Operations Impact: The graphic designer's impact is measured directly by their ability to create ad creatives that improve key performance indicators (KPIs) for B2B campaigns, such as increased click-through rates (CTR), higher conversion rates, and ultimately, a lower cost per acquisition (CPA). Their work directly influences the effectiveness of demand generation and lead acquisition efforts.

Growth Opportunities:

• Specialization Advancement: Deepen expertise in performance marketing creative design, A/B testing methodologies, and specific platform ad creative best practices.

• Expanded Creative Skillset: Opportunities to gain experience in motion graphics or animated ads if desired and supported by the client.

• Strategic Contribution: Develop a stronger understanding of overall campaign strategy and ICP psychology, allowing for more strategic input into creative briefs.

• Client Relationship Building: Foster strong relationships with clients, potentially leading to more extensive project opportunities or referrals.

• AI Tool Mastery: Become proficient in leveraging advanced AI design tools for creative workflow optimization.

📝 Enhancement Note: Growth in this role is primarily about deepening specialized skills within performance creative and enhancing strategic understanding of B2B marketing campaigns, rather than moving into people management. The contractor status means growth is more tied to project scope and client relationships.

🌐 Work Environment

Office Type: This is a fully remote position, offering the flexibility to work from any suitable location in Costa Rica.

Office Location(s): Remote within Costa Rica.

Workspace Context:

• Autonomy: High degree of autonomy in managing daily work, with a focus on output and results.

• Digital Collaboration: Primary interaction will be through digital communication tools (e.g., Slack, email, project management platforms) and video conferencing for meetings.

• Tooling: Access to industry-standard design software (Adobe Creative Suite, Canva) and potentially AI design tools is essential. The client may also provide access to project management software like ClickUp, Asana, or Notion.

• Team Interaction: Collaboration with marketing and growth teams will be frequent but primarily virtual.

Work Schedule: While full-time, the role requires adherence to Eastern Standard Time (U.S. Hours). This implies a need to be available for meetings and collaborative sessions during typical U.S. business hours, but daily tasks can likely be managed with flexibility, provided deadlines are met and communication is responsive.

📝 Enhancement Note: The remote nature combined with EST working hours means candidates need to be comfortable with asynchronous communication and managing their own time effectively to align with U.S. business needs.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening (Pavago): A preliminary discussion to assess your overall experience, understanding of B2B advertising, and to briefly review your portfolio's relevance. Be prepared to articulate your experience with performance-driven ad creatives.

• Portfolio & Creative Review: A more in-depth session focused on your design approach for B2B ad creatives. You'll be expected to walk through specific examples from your portfolio, explaining your design choices, the target audience, the campaign objectives, and any performance outcomes or testing conducted.

• Client Interview: A conversation with the hiring team from the client company to assess cultural fit, collaboration style, and understanding of their specific campaign needs and marketing strategies.

• Final Interview: A final alignment meeting to confirm expectations, contract terms, and onboarding procedures.

Portfolio Review Tips:

• Curate Strategically: Select your strongest B2B static ad creatives that directly align with the job description's requirements (LinkedIn, Google Display, Meta, conversion-focused).

• Quantify Impact: For each piece or campaign, if possible, provide metrics (CTR, conversion rates) or explain the strategic rationale that led to positive outcomes. Even if exact numbers aren't available, explain the intended impact and how the design supported it.

• Showcase Process: Be ready to discuss your design process – from brief interpretation and ideation to A/B testing variations and iteration based on feedback or data.

• Highlight B2B Nuance: Emphasize your understanding of B2B psychology, ICP targeting, and how your designs address specific business pain points or value propositions.

• AI Integration: If you have examples of using AI tools, be prepared to discuss how they enhanced your workflow or creative output.

• Clarity and Conciseness: Present your portfolio clearly and speak concisely about each piece, focusing on relevance to the role.

Challenge Preparation:

• Design Challenge: Expect a potential design exercise or a deeper dive into a hypothetical campaign brief. Prepare to outline your approach to creating ad creatives for a specific B2B scenario.

• Strategy Articulation: Be ready to discuss how you would approach translating a marketing objective into visual ad concepts for a cold audience.

• Tool Proficiency: Be prepared to discuss your experience with Adobe Creative Suite, Canva, and any relevant AI design tools.

📝 Enhancement Note: The interview process is designed to gauge both creative skill and strategic marketing understanding. The emphasis on portfolio review and creative discussion means candidates should meticulously prepare their work and be able to articulate the "why" behind their design decisions in a performance marketing context.

🛠 Tools & Technology Stack

Primary Tools:

• Adobe Creative Suite: Expert proficiency in Photoshop, Illustrator, and InDesign for creating high-quality, professional ad creatives.

• Canva: Proficiency as an alternative or complementary tool for rapid design iteration and template creation, especially if the client uses it extensively.

• AI Design Tools: Familiarity and practical experience with tools like Midjourney, Adobe Firefly, or ChatGPT to support ideation, concept generation, and asset creation.

Analytics & Reporting:

CRM & Automation:

• Experience with project management tools is preferred, including:
  • ClickUp: For task management, workflow tracking, and team collaboration.
  • Asana: Similar to ClickUp, for project organization and team coordination.
  • Notion: For documentation, knowledge sharing, and project planning.

📝 Enhancement Note: The core technical requirement is mastery of design software. The inclusion of AI tools is a significant differentiator, suggesting the company is looking for designers who can leverage cutting-edge technology to enhance their productivity and creativity. Familiarity with project management tools indicates a need for structured workflow management.

👥 Team Culture & Values

Operations Values:

• Performance-Driven: A strong emphasis on creating designs that achieve measurable results and contribute directly to marketing campaign success.

• Data-Informed Creativity: Designs are not just aesthetically pleasing but are strategically informed by data, ICP insights, and performance metrics.

• Collaboration & Communication: Openness to feedback, active participation in team discussions, and clear communication with marketing and growth teams to ensure alignment.

• Efficiency & Scalability: A drive to optimize workflows, develop templates, and leverage tools (including AI) to produce high-quality creatives efficiently and at scale.

• Adaptability & Iteration: Willingness to test, learn, and iterate designs based on performance data and evolving campaign needs.

Collaboration Style:

• Cross-Functional Integration: The designer will work closely with marketing and growth teams, acting as a key creative partner in campaign execution.

• Feedback-Oriented: A culture where constructive feedback is welcomed and used for continuous improvement of creative assets.

• Proactive Contribution: Encouragement to offer creative ideas and strategic input beyond just executing briefs.

• Digital-First Communication: Reliance on digital platforms for communication, project updates, and feedback exchange.

📝 Enhancement Note: The culture likely values designers who are not just artists but strategic partners in marketing campaigns, focused on delivering tangible business outcomes. The emphasis on efficiency and adaptability aligns with the fast-paced nature of digital advertising.

⚡ Challenges & Growth Opportunities

Challenges:

• Translating Abstract Strategy into Visuals: The primary challenge will be accurately interpreting complex B2B messaging, campaign strategies, and ICP nuances into compelling visual ad creatives that resonate with cold audiences.

• Balancing Creativity with Performance Metrics: Striking the right balance between innovative design aesthetics and the strict requirements of performance marketing KPIs (e.g., CTR, conversion rates).

• Rapid Iteration Cycles: Adapting to frequent feedback and performance data, requiring the ability to quickly iterate on designs without compromising quality.

• Platform-Specific Constraints: Designing effectively for the unique visual requirements and audience expectations of diverse platforms like LinkedIn, Google Display, and Meta.

• Leveraging AI Effectively: Integrating AI tools into the workflow in a way that enhances, rather than replaces, human creativity and strategic design thinking.

Learning & Development Opportunities:

• Performance Creative Specialization: Deepen expertise in advanced A/B testing strategies, conversion rate optimization (CRO) through design, and platform-specific creative best practices.

• AI Tool Mastery: Become an expert in utilizing AI for creative ideation, asset generation, and workflow automation within the design process.

• B2B Marketing Acumen: Gain a more profound understanding of B2B sales cycles, demand generation strategies, and customer journey mapping, which will inform more effective creative.

• Cross-Functional Collaboration: Enhance skills in working with diverse teams, understanding their objectives, and translating those into impactful visual solutions.

• Project Management Enhancement: Further develop skills in managing multiple projects, prioritizing tasks, and optimizing personal workflow efficiency.

📝 Enhancement Note: The challenges are directly tied to the performance-driven nature of the role. Growth opportunities are focused on enhancing specialized skills within this niche and becoming more strategic in understanding the broader marketing context.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for translating a complex B2B marketing message or campaign strategy into a static ad creative for a cold audience." (Focus on your methodology, understanding of ICP, and visual translation.)

• "How do you approach A/B testing for ad creatives? Can you provide an example of variations you've tested and the results?" (Highlight your understanding of experimental design and data-driven iteration.)

Company & Culture Questions:

• "What interests you about working on B2B ad creatives specifically for performance marketing?" (Show enthusiasm for the results-driven aspect of the role.)

• "How do you stay updated on design trends and best practices for digital advertising platforms like LinkedIn and Meta?" (Demonstrate a commitment to continuous learning.)

Portfolio Presentation Strategy:

• Structure Your Narrative: For each portfolio piece, clearly state the objective, target audience, platform, your role, design rationale, and any quantifiable results or learnings.

• Focus on B2B Performance: Emphasize how your designs were intended to drive specific B2B outcomes (leads, clicks, conversions) and any evidence you have of success.

• Demonstrate Tool Proficiency: Be ready to discuss your comfort and expertise with Adobe Creative Suite, Canva, and your experience with AI design tools.

• Highlight Collaboration: Explain how you worked with marketing teams, copywriters, or other stakeholders to bring campaigns to life.

• Be Ready for a Design Challenge: Prepare to outline your approach to a hypothetical B2B ad creative brief, demonstrating your strategic thinking and design process.

📝 Enhancement Note: Interview preparation should focus on demonstrating an understanding of performance marketing principles, a strong portfolio of B2B ad creatives, and the ability to articulate design strategy in terms of business impact.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided link on Workable.

• Portfolio Customization: Ensure your resume and portfolio are tailored to highlight your experience in B2B static ad creative design for digital platforms (LinkedIn, Google Display, Meta). Quantify achievements where possible.

• Resume Optimization: Clearly list your proficiency with Adobe Creative Suite, Canva, and any AI design tools. Use keywords from the job description such as "B2B advertising," "ad creative strategy," "performance marketing," and "conversion optimization."

• Interview Preparation: Practice articulating your design process, B2B advertising psychology understanding, and how you translate campaign briefs into visually compelling assets. Be ready to walk through your portfolio with an emphasis on performance.

• Company Research: Understand Pavago's role as a hiring platform and research the likely industry of their client to better tailor your responses. Familiarize yourself with the role's focus on "design for performance."

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.