B2B Graphic Designer

📍 Job Overview

Job Title: B2B Graphic Designer

Company: Pavago

Location: Remote (Costa Rica)

Job Type: Full-Time - Independent Contractor

Category: Marketing Operations / Creative Operations

Date Posted: 2026-05-20

Experience Level: 2-5 Years

Remote Status: Remote Solely

🚀 Role Summary

• Design high-performing static B2B ad creatives tailored for cold audiences across digital platforms like LinkedIn, Google Display, and Meta.

• Translate go-to-market messaging, campaign strategy, and Ideal Customer Profile (ICP) insights into visually compelling ad designs that drive clicks and conversions.

• Collaborate closely with marketing and growth teams, interpreting performance insights to iterate on creative designs and optimize campaign results through A/B testing.

• Leverage AI tools for ideation, concept development, and to accelerate creative workflows and scalable ad production.

📝 Enhancement Note: This role is positioned within a "Creative Operations" or "Marketing Operations" framework, focusing on the execution and optimization of creative assets for B2B demand generation. The emphasis on performance, A/B testing, and collaboration with growth teams signifies a data-driven approach to creative production, rather than purely aesthetic design.

📈 Primary Responsibilities

• Design high-converting static B2B ad creatives for platforms such as LinkedIn, Google Display, and Meta, ensuring alignment with campaign objectives and target audience engagement.

• Translate campaign briefs, messaging frameworks, and go-to-market strategies into compelling visual concepts that resonate with B2B decision-makers.

• Produce multiple ad variations (headlines, visuals, layouts, CTAs) to support rigorous A/B testing methodologies, aiming to continuously improve campaign performance metrics.

• Create assets in multiple formats and dimensions, adhering strictly to the technical specifications and best practices of various digital ad platforms.

• Maintain strong brand consistency across all creative output while adapting designs to effectively target different audience segments and their specific needs.

• Interpret Ideal Customer Profiles (ICPs), messaging strategies, and campaign objectives to inform creative direction and ensure maximum relevance and impact.

• Collaborate actively with marketing and growth teams to ensure creative assets are fully aligned with overarching campaign performance goals and KPIs.

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

• Review performance insights with the marketing team, utilizing data to iterate on creative designs and make informed adjustments for enhanced campaign effectiveness.

• Manage multiple ad creative projects concurrently, prioritizing tasks to maintain high quality and meet project deadlines consistently.

• Build and maintain a comprehensive library of creative assets, design templates, and essential brand materials for easy access and reuse.

• Develop design templates and repeatable frameworks to facilitate scalable ad production, increasing efficiency and output volume.

• Utilize AI design tools to accelerate ideation, concept development, and overall creative workflows, staying at the forefront of design technology.

📝 Enhancement Note: The responsibilities highlight a blend of creative execution and strategic input, emphasizing the designer's role in driving measurable business outcomes through visual communication. The need to "translate campaign briefs" and "interpret ICPs" indicates a requirement for strategic thinking beyond just visual aesthetics.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong foundation in graphic design principles, visual communication, and digital marketing is expected, often acquired through formal education or equivalent practical experience.

Experience: Minimum of 3 years of dedicated experience creating B2B ad creatives for digital advertising campaigns. Experience working with performance marketing or demand generation teams is highly desirable, as is a background in SaaS, technology, or professional services marketing.

Required Skills:

• 3+ years of experience creating B2B ad creatives for digital advertising campaigns.

• A strong portfolio showcasing static ad creatives for platforms like LinkedIn, Google Display, or Meta, demonstrating an understanding of performance-driven design.

• Expert proficiency with Adobe Creative Suite (Photoshop, Illustrator, InDesign) and/or Canva for efficient asset creation.

• Ability to translate marketing strategy and messaging into compelling visual designs that drive engagement and conversions.

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

Preferred Skills:

• Experience working directly with performance marketing or demand generation teams.

• Familiarity with advertising performance metrics such as CTR, CPC, and conversion rates.

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

• Background in SaaS, technology, or professional services marketing provides valuable industry context.

• Experience using project management tools such as ClickUp, Asana, or Notion for streamlined workflow management.

📝 Enhancement Note: The emphasis on a "strong portfolio showcasing static ad creatives" and understanding "B2B audience conversion principles" points to a specialization in performance-oriented design. Familiarity with AI tools is a key differentiator, reflecting a forward-thinking approach to creative production in operations.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A robust portfolio demonstrating at least 3 years of experience specifically in creating B2B static ad creatives for platforms like LinkedIn, Google Display, and Meta.

• Case studies or project examples that clearly articulate campaign objectives, the designer's creative strategy, and the resulting performance metrics (e.g., CTR, conversion rates).

• Visual evidence of the ability to translate complex messaging and GTM strategies into clear, compelling visual narratives.

• Examples showcasing the design of multiple ad variations for A/B testing, highlighting the iterative design process.

Process Documentation:

• Ability to articulate the design process from brief to final asset, including ideation, concept development, design execution, and revision cycles.

• Understanding of workflow management, particularly in handling multiple projects with varying deadlines and platform specifications.

• Familiarity with how creative assets integrate into broader campaign workflows and performance tracking systems.

• Experience in building and maintaining asset libraries and design templates for scalable production.

📝 Enhancement Note: The portfolio requirements are highly specific to performance marketing creatives. Candidates should prepare to not only showcase their designs but also to explain the strategic thinking and measurable impact behind them, demonstrating proficiency in a data-driven design process.

💵 Compensation & Benefits

Salary Range: As an Independent Contractor role based in Costa Rica, the salary will be paid in USD. Based on industry benchmarks for experienced B2B Graphic Designers with 3-5 years of experience specializing in digital ad creatives, and considering the remote nature and US hours requirement, a competitive hourly rate in the range of $25 - $40 USD per hour is estimated. This range can fluctuate based on the depth of experience, portfolio strength, and specific negotiation.

Benefits: As an Independent Contractor, standard employee benefits are typically not provided. However, this role offers:

• Flexible remote work environment, allowing for work from anywhere within Costa Rica.

• Opportunity to work on high-impact B2B campaigns for a client of Pavago, gaining exposure to diverse marketing strategies.

• Potential for ongoing engagement based on performance and project needs.

• Working hours aligned with Eastern Standard Time (U.S. Hours), facilitating seamless collaboration with US-based teams.

Working Hours: Full-time commitment, with working hours aligned to Eastern Standard Time (U.S. Hours). This typically translates to approximately 40 hours per week, with flexibility in scheduling as long as core collaboration hours are met.

📝 Enhancement Note: Salary estimation is based on remote contractor rates for skilled graphic designers in Central America, adjusted for US-based working hours and specialized B2B ad creative experience. Benefits are typical for contractor roles, emphasizing flexibility and project-based engagement.

🎯 Team & Company Context

🏢 Company Culture

Industry: Pavago operates as a hiring platform/agency, working on behalf of their clients. The client's industry is implied to be in the B2B technology sector, likely SaaS, professional services, or similar, given the focus on B2B ad creatives for demand generation.

Company Size: Pavago's size is not explicitly stated, but as a platform facilitating hiring, they likely manage a network of clients and candidates. The client the role is for could range from a startup to a mid-sized tech company.

Founded: Information on Pavago's founding date or the client's founding date is not provided.

Team Structure:

• The designer will integrate into the client's marketing and growth teams, likely reporting to a Marketing Manager, Growth Lead, or Digital Marketing Specialist.

• Collaboration will be cross-functional, involving close partnerships with marketing strategists, content creators, and potentially sales development representatives who provide ICP insights.

Methodology:

• Data-driven decision-making will be central, with creative performance metrics (CTR, conversion rates) guiding design iterations.

• Agile project management principles are likely employed, emphasizing rapid iteration, testing, and adaptation.

• A strong focus on understanding the B2B buyer journey and applying psychological principles to advertising.

• Integration of AI tools into the creative process for efficiency and innovation.

Company Website: Pavago's client website is not specified, but the hiring platform can be found at https://pavago.co/.

📝 Enhancement Note: The role is for a client of Pavago, meaning the culture and team dynamics will be dictated by the end client. The description emphasizes a performance-driven, data-informed marketing environment common in B2B tech companies focused on growth.

📈 Career & Growth Analysis

Operations Career Level: This role is at an intermediate level (2-5 years of experience) within the broader field of Marketing or Creative Operations. It's a specialized execution role focused on a critical GTM function: driving top-of-funnel engagement through paid advertising.

Reporting Structure: The designer will likely report to a Marketing Manager or Growth Lead within the client company. This individual will provide campaign briefs, strategic direction, and performance feedback.

Operations Impact: The Graphic Designer's impact is directly tied to the effectiveness of paid advertising campaigns. High-converting creatives reduce Customer Acquisition Cost (CAC), increase lead volume, and contribute significantly to revenue generation by driving qualified traffic and conversions. The ability to iterate and optimize creative based on data directly influences the ROI of ad spend.

Growth Opportunities:

• Specialization: Deepen expertise in B2B performance marketing creative, becoming a go-to specialist for high-impact campaigns.

• Skill Expansion: Develop skills in motion graphics, animated ads, or even UI/UX for landing pages associated with campaigns.

• Strategic Involvement: Progress to contributing more to creative strategy development, not just execution, by providing insights based on performance data.

• Leadership: With significant experience and proven results, potential to lead creative efforts for specific campaigns or product lines, or mentor junior designers.

📝 Enhancement Note: This role offers a clear path for growth within performance marketing creative. The emphasis on data and iteration means that a designer who excels here can transition into more strategic roles or leadership positions focused on creative optimization and GTM strategy support.

🌐 Work Environment

Office Type: Fully Remote. This role is designated as TELECOMMUTE and the primary location requirement is Costa Rica.

Office Location(s): Remote within Costa Rica. While the specific city is not mentioned, the role requires adherence to Eastern Standard Time (U.S. Hours), suggesting collaboration with teams in North America.

Workspace Context:

• A home office setup is expected, requiring reliable internet connectivity and a suitable environment for focused design work.

• Collaboration will primarily occur through digital channels: video conferencing (Zoom, Google Meet), instant messaging (Slack, Teams), and project management tools.

• Access to design software (Adobe Creative Suite, Canva) and potentially AI tools will be necessary. The company may provide licenses or expect the contractor to use their own.

Work Schedule: Full-time, aligned with Eastern Standard Time (U.S. Hours). This implies a standard 8-hour workday, likely with some flexibility, but requiring availability for meetings and collaboration during typical US business hours.

📝 Enhancement Note: The remote nature within Costa Rica, coupled with US hours, offers a blend of local lifestyle benefits and integration into a global/US-based team environment. Candidates should be comfortable with asynchronous communication and digital collaboration tools.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening (Pavago): A preliminary call to assess basic qualifications, relevant experience, and confirm understanding of the role's remote and contractor nature. Portfolio discussion may begin here.

• Portfolio & Creative Review: A dedicated session focused on reviewing the candidate's portfolio. Expect detailed questions about specific B2B ad creative projects, the design process, strategic rationale, and measurable results achieved.

• Client Interview: A conversation with the hiring team from the client company. This will focus on cultural fit, collaboration style, understanding of B2B marketing objectives, and how the candidate can contribute to their specific campaign efforts.

• Final Interview: A concluding discussion to align on expectations, finalize terms, and address any remaining questions before an offer is extended.

Portfolio Review Tips:

• Curate for Relevance: Select only your strongest B2B static ad creative examples, prioritizing those for LinkedIn, Google Display, and Meta.

• Showcase Performance: For each piece, clearly articulate the campaign objective, target audience, your design strategy, and any quantifiable results (e.g., "Increased CTR by X%", "Achieved Y conversions"). Use metrics where possible.

• Detail Your Process: Be prepared to walk through your design process for a few key projects – from brief interpretation and ideation to execution and iteration based on feedback or A/B testing.

• Highlight AI Usage: If applicable, demonstrate how you've used AI tools to enhance your workflow, ideation, or asset creation.

• Brand Consistency & Adaptation: Include examples showing how you maintain brand integrity while tailoring creatives for different segments or platforms.

Challenge Preparation:

• While no specific creative challenge is mentioned, be prepared for a hypothetical scenario or a request to critique existing ads and suggest improvements.

• Think about how you would approach designing ads for a specific B2B product or service based on a brief.

• Practice articulating your design decisions clearly and concisely, linking them back to business objectives and performance.

📝 Enhancement Note: The interview process heavily emphasizes the portfolio and the candidate's ability to demonstrate a performance-driven design approach. Candidates should treat their portfolio as a primary interview tool and be ready to discuss the "why" behind every design choice and its impact.

🛠 Tools & Technology Stack

Primary Tools:

• Adobe Creative Suite: Expert proficiency required (Photoshop, Illustrator, InDesign) for professional-grade graphic design and asset creation.

• Canva: Proficiency is acceptable as an alternative or complementary tool, especially for rapid prototyping or simpler assets.

• AI Design Tools: Familiarity with Midjourney, Adobe Firefly, or ChatGPT for ideation, concept generation, and workflow acceleration.

Analytics & Reporting:

• Understanding of advertising performance metrics such as CTR (Click-Through Rate), CPC (Cost Per Click), and conversion rates is crucial for design iteration.

CRM & Automation:

• While not directly managing CRM, understanding how creatives feed into CRM systems or marketing automation platforms (e.g., lead generation forms) is beneficial.

• Experience with project management tools such as ClickUp, Asana, or Notion is a plus for workflow organization.

📝 Enhancement Note: Proficiency in Adobe Creative Suite is a core requirement. The emphasis on AI tools and understanding performance metrics indicates a need for a designer who is not just creative but also data-literate and technologically adaptable.

👥 Team Culture & Values

Operations Values:

• Performance-Driven: A strong emphasis on achieving measurable results through creative design, directly impacting campaign success and ROI.

• Data-Informed: Decisions are guided by performance metrics, A/B testing results, and market insights, rather than solely subjective aesthetic preferences.

• Collaborative: Openness to working closely with marketing and growth teams, valuing feedback and collective problem-solving.

• Efficient & Scalable: A drive to create not just effective designs but also repeatable processes and templates that allow for efficient scaling of ad production.

• Innovative: Willingness to explore and integrate new tools, such as AI, into the creative workflow to enhance output and stay competitive.

Collaboration Style:

• Cross-functional Integration: Expect to work closely with individuals in marketing strategy, demand generation, and potentially sales roles, requiring clear communication and understanding of different functional needs.

• Feedback-Oriented: A culture that embraces constructive feedback on designs, using it as a tool for improvement and iteration.

• Agile & Responsive: The ability to adapt quickly to campaign changes, performance data, and evolving marketing strategies.

📝 Enhancement Note: The culture is likely fast-paced and results-oriented, typical of growth-focused B2B tech companies. Designers who thrive in environments where their work directly correlates with business outcomes and who are comfortable with iterative design based on data will be a good fit.

⚡ Challenges & Growth Opportunities

Challenges:

• Translating Data into Design: The primary challenge will be to consistently translate complex performance data and strategic messaging into visually compelling creatives that resonate with a B2B audience and drive action.

• Balancing Creativity with Performance: Finding the sweet spot between innovative, eye-catching design and the specific conversion-oriented requirements of performance marketing ads.

• Rapid Iteration Cycles: Working within a fast-paced environment that requires quick turnarounds and frequent design adjustments based on A/B testing results and campaign performance.

• Adapting to New Tools: Staying current with and effectively integrating new AI design tools and other emerging technologies into the workflow.

Learning & Development Opportunities:

• Performance Creative Specialization: Deepen expertise in crafting B2B creatives that demonstrably impact key marketing metrics like CTR, conversion rates, and CAC.

• AI Tool Mastery: Become proficient in leveraging advanced AI capabilities for design ideation, asset generation, and workflow automation.

• Cross-functional Learning: Gain a deeper understanding of demand generation strategies, campaign management, and the broader marketing funnel by working closely with growth teams.

• Exposure to Diverse Campaigns: Work on a variety of B2B campaigns for different client needs, broadening creative problem-solving skills and industry exposure.

📝 Enhancement Note: The challenges are inherent to performance marketing creative roles, requiring a blend of artistic skill and analytical thinking. The growth opportunities are significant for those who can master these challenges and contribute to data-driven creative optimization.

💡 Interview Preparation

Strategy Questions:

• "How do you approach translating a go-to-market strategy and ICP insights into a static ad creative for a cold B2B audience?" (Prepare to discuss your process, from understanding the brief to concept ideation and execution.)

• "Describe a time you used performance data or A/B testing results to revise and improve an ad creative. What was the outcome?" (Have a specific case study ready that highlights your analytical and iterative design skills.)

Company & Culture Questions:

• "What interests you most about this B2B Graphic Designer role with Pavago's client, particularly focusing on performance creatives?" (Connect your skills and aspirations to the specific requirements of the role.)

• "How do you typically collaborate with marketing and growth teams to ensure your creative work aligns with campaign goals?" (Highlight your experience with cross-functional teamwork and communication.)

Portfolio Presentation Strategy:

• Storytelling: For each portfolio piece, tell a story: the problem (campaign goal), the solution (your creative approach), and the result (performance metrics).

• Focus on Impact: Quantify your contributions whenever possible. Numbers (CTR, conversion rates, lead generation) speak volumes in performance marketing.

• Process Clarity: Clearly explain your design process, including how you interpret briefs, brainstorm, iterate, and incorporate feedback or data.

• Demonstrate Versatility: Showcase your ability to design for different platforms (LinkedIn, Google Display, Meta) and audience segments.

• Conciseness: Be prepared to present your portfolio efficiently, focusing on the most relevant and impactful examples.

📝 Enhancement Note: Interview preparation should heavily focus on demonstrating a strategic, data-driven approach to B2B ad creative design. Be ready to defend your design choices with logic and performance data, showcasing your understanding of conversion psychology and digital advertising principles.

📌 Application Steps

To apply for this B2B Graphic Designer position:

• Submit your application through the provided link on Workable.

• Portfolio Customization: Ensure your resume and portfolio are tailored to highlight your B2B ad creative experience, specifically for digital platforms like LinkedIn, Google Display, and Meta. Showcase your strongest static ad creative examples with clear performance metrics.

• Resume Optimization: Emphasize keywords from the job description such as "B2B ad creatives," "performance marketing," "Adobe Creative Suite," "Canva," "A/B testing," and "AI design tools." Quantify your achievements with specific numbers where possible.

• Interview Preparation: Practice discussing your portfolio pieces, focusing on the strategic rationale behind your designs and their impact on campaign performance. Be ready to articulate your process and how you would approach specific design challenges for B2B audiences.

• Company Research: Understand Pavago's role as a hiring platform and research common characteristics of B2B tech companies that might be their clients, focusing on their typical marketing and growth strategies.

⚠️ 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.