Freelance Web Designer: DTC Shopify

📍 Job Overview

Job Title: Freelance Web Designer: DTC Shopify

Company: KittySpout

Location: Bucharest, Romania (Remote)

Job Type: CONTRACTOR

Category: Revenue Operations / GTM Operations (with a strong focus on Digital Presence and Conversion Optimization)

Date Posted: November 3, 2026

Experience Level: 5-10 Years

Remote Status: Fully Remote

🚀 Role Summary

• Drive significant improvements in website conversion rates and user experience for a high-growth Direct-to-Consumer (DTC) pet brand through expert web design and strategy.

• Develop and implement a sophisticated Figma design system to ensure brand consistency and enable rapid, AI-assisted content creation for multiple Shopify storefronts.

• Collaborate closely with Brand & Community leadership and the CRO Lead to translate brand identity into visually compelling, high-converting web pages.

• Leverage AI-first design methodologies to accelerate the design process, explore creative directions, and deliver exceptionally fast turnaround times.

• Contribute to scaling the business from $50M+ to $100M+ by enhancing the digital storefront's premium appeal and distinctiveness within the competitive pet industry.

📝 Enhancement Note: While the title is "Web Designer," the emphasis on conversion optimization, AI-first design, and contribution to scaling revenue ($50M-$100M+) positions this role firmly within the GTM Operations and Revenue Operations sphere, particularly concerning digital channel effectiveness and customer acquisition efficiency. The "freelance" nature and specific project scope (revamp and ongoing support) suggest a strategic, high-impact engagement rather than typical agency work.

📈 Primary Responsibilities

• Conduct thorough reviews of existing Shopify websites, brand guidelines, and competitor landscapes to identify opportunities for enhanced premium branding and conversion optimization.

• Propose and present 2-3 distinct web design directions per brand within the first two weeks, focusing on elevating the existing visual identity and creating a more unique, premium feel.

• Architect and build a comprehensive, mobile-first Figma design system encompassing typography, color palettes, spacing, components, and reusable section templates for both primary brands.

• Design 8-10 signature conversion-focused sections per brand (e.g., hero banners, product benefits, social proof, comparison modules, bundle offers, brand storytelling elements) for both mobile and desktop views.

• Integrate Conversion Rate Optimization (CRO) principles into every design, ensuring clear visual hierarchy, prominent calls-to-action (CTAs), compelling benefit-driven copy, and optimized mobile layouts for maximum thumb-friendliness.

• Partner with the CRO Lead to launch major new sections as A/B split tests, meticulously tracking and analyzing conversion rate and revenue per visitor (RPV) against legacy designs.

• Develop clean, well-organized Figma files, clear usage guidelines (do's, don'ts, and examples), and essential assets for seamless handover to the internal web team and AI tools.

• Conduct a short walkthrough session to empower the team to effectively extend the design system using AI for future content creation and section development.

• Review the first new sections built by the team using the design system to ensure adherence to brand aesthetics and conversion best practices.

📝 Enhancement Note: The responsibilities highlight a strategic design role focused on driving measurable business outcomes (conversion, revenue) and enabling future growth through a robust, AI-extendable design system. This goes beyond standard UI/UX design by incorporating GTM strategy, CRO, and AI integration.

🎓 Skills & Qualifications

Education:

• While no specific degree is mandated, a strong portfolio demonstrating exceptional design acumen and a deep understanding of e-commerce best practices is paramount. Experience:

• Minimum of 5 years of professional web design experience, with a significant emphasis on e-commerce platforms.

• Proven track record of elevating existing brands and making their digital presence more premium and distinctive without compromising core functionality or brand equity. Required Skills:

• Shopify Expertise: In-depth knowledge of Shopify theme architecture, customization capabilities, and best practices for e-commerce storefronts.

• Figma Proficiency: Advanced skills in Figma for UI/UX design, prototyping, and building robust, scalable design systems.

• AI-First Design: Extensive practical experience utilizing AI tools for image generation, layout exploration, asset creation, and accelerating the overall design workflow.

• Conversion-Led Design: Strong understanding of conversion principles, including visual hierarchy, persuasive copywriting placement, clear CTAs, user flow optimization, and mobile usability.

• Design Systems: Demonstrated ability to create well-documented, developer-friendly, and AI-extendable design systems in Figma.

• Mobile-First Design: Expertise in designing responsive interfaces that prioritize the mobile user experience.

• Brand Strategy & Elevation: Ability to interpret and build upon existing brand guidelines to create a more unique, premium, and differentiated online presence.

• E-commerce Portfolio: A compelling portfolio showcasing live e-commerce websites with exceptional taste, creativity, and demonstrable impact.

Preferred Skills:

• Direct experience within the DTC (Direct-to-Consumer) sector.

• Familiarity with the pet industry or consumer packaged goods (CPG) markets.

• Experience with A/B testing tools and methodologies for conversion rate optimization.

• Understanding of web development principles to facilitate smoother collaboration with developers.

📝 Enhancement Note: The emphasis on "AI-First Design" and creating a design system for AI extension is a critical differentiator, reflecting a forward-thinking approach to digital asset creation and maintenance within a fast-paced GTM environment.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• E-commerce Showcase: A diverse collection of live e-commerce websites, ideally on Shopify, that clearly demonstrate superior taste, creativity, and a modern aesthetic that stands out.

• Brand Elevation Case Studies: Specific examples showcasing projects where you successfully elevated existing brands, making their web presence more premium and distinctive while retaining core brand elements.

• Design System Examples: Prototypes or documentation of design systems you have built, highlighting their structure, component library, and scalability.

• Conversion-Focused Designs: Projects that clearly illustrate your understanding of conversion principles, showing how design choices directly contributed to improved user engagement and sales.

• AI Integration Examples: Demonstrations of how AI tools were integrated into your workflow to accelerate design processes, explore creative options, or generate assets.

Process Documentation:

• Workflow Design & Optimization: Evidence of structured design processes, including how you approach initial concept development, iterative refinement, and stakeholder feedback integration.

• Design System Documentation: Examples of clear, concise documentation for design systems, including usage rules, component libraries, and guidelines for extension.

• Performance Measurement: Ability to articulate how your designs have been measured for success, ideally with examples of conversion rate improvements or other key performance indicators (KPIs) impacted by your work.

📝 Enhancement Note: The portfolio requirements are highly specific, demanding proof of not just design skill but also strategic thinking, process discipline, and quantifiable results in an e-commerce context, particularly concerning brand elevation and conversion. The AI integration aspect is a key differentiator.

💵 Compensation & Benefits

Salary Range:

• Estimated Range: USD $35 - $70 per hour.

• Methodology: This range is derived from the provided job posting information (USD $35 – $70 per hour) and industry benchmarks for experienced freelance web designers specializing in Shopify and e-commerce, particularly those with advanced AI design skills and a focus on conversion optimization. The upper end reflects the explicit requirement for "really experienced" designers with "great taste" and a proven ability to elevate brands and contribute to significant revenue growth. The rate will be determined based on the candidate's demonstrated experience, portfolio quality, and alignment with the company's specific needs.

Benefits:

• Freelance Engagement: Opportunity to work on a project-by-project basis with the potential for ongoing work beyond the initial website revamp.

• Remote Work Flexibility: Fully remote position, allowing for work from anywhere.

• Direct Impact: Significant influence on the visual direction and conversion performance of a rapidly scaling, profitable DTC brand.

• Collaboration with Leadership: Opportunity to work directly with the CEO and Head of Brand & Community.

• Cutting-Edge Tools: Utilization of advanced AI design tools and a modern tech stack.

• Competitive Hourly Rate: Reflecting the high level of expertise and impact required.

Working Hours:

• Project-Based: The initial website revamp is estimated at 40-80 hours over 4-8 weeks.

• Flexibility with Urgency: While the role is freelance, the company emphasizes "Speed Is King" and requires same-day feedback turnaround and the ability to present initial directions within two weeks. This implies a need for dedicated availability and responsiveness during project phases.

• Ongoing Potential: Successful completion of the initial project can lead to continued design work as the company continues to scale and innovate.

📝 Enhancement Note: The compensation is explicitly stated as hourly, with a clear range. The benefits lean towards the intrinsic rewards of high-impact freelance work, direct collaboration with leadership, and the opportunity to shape a growing brand's digital presence. The "Speed Is King" value dictates a need for rapid responsiveness, which is crucial for a freelance role.

🎯 Team & Company Context

🏢 Company Culture

Industry: E-commerce (Direct-to-Consumer - DTC), Pet Products.

Company Size: Growing rapidly, currently profitable and scaling from $50M+ to $100M+ in annual revenue. The team is described as "lean" and "senior," implying a focused and experienced group.

Founded: The exact founding date is not specified, but the company is established enough to be profitable and scaling significantly, with a second brand recently launched.

Team Structure:

• The designer will report to the Head of Brand & Community and collaborate closely with the CRO Lead.

• The broader team is described as "lean, senior," and "100% remote," suggesting a flat hierarchy where individuals have significant autonomy and impact.

• Cross-functional collaboration is expected, particularly between design, brand, and conversion optimization functions. Methodology:

• Data-Driven Decisions: Emphasizes using data to inform choices, particularly through split testing and conversion rate analysis.

• Agile & Fast-Paced: Values speed and efficiency, with a "will-to-win" mentality and a focus on doing more with less.

• Creativity & Innovation: Encourages creative problem-solving and leveraging new technologies like AI to drive results.

• Outcome-Oriented: Focuses on achieving specific, measurable outcomes rather than just completing tasks.

Company Website: [KittySpout Website URL Not Provided - inferred from domain_derived: kittyspout.com]

📝 Enhancement Note: The company culture is highly performance-driven, emphasizing speed, smart work (leveraging AI), and over-delivery. It's explicitly stated as not being a "stress-free corporate 9-5 job," attracting individuals who thrive on challenge and direct impact.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned as a Senior/Lead Freelance Web Designer with a significant strategic component. While not a traditional full-time operations role, it requires an operations mindset focused on driving business growth through digital channels. The impact is directly tied to revenue scaling ($50M to $100M+).

Reporting Structure: The designer will report to the Head of Brand & Community and work closely with the CRO Lead. This structure ensures alignment with both brand vision and performance metrics.

Operations Impact: The core function of this role is to directly enhance the company's digital storefront's effectiveness. Success is measured by:

• Brand Perception: Making both brands look premium and distinctive.

• Conversion Performance: Designing pages that convert better than their predecessors, as validated by split tests.

• Scalability: Creating a design system that allows for rapid, AI-driven expansion of web content, supporting business growth.

• Efficiency: Utilizing AI to speed up design processes and asset creation.

Growth Opportunities:

• Ongoing Project Work: Successful delivery on the initial website revamp project opens doors for continued freelance engagements as the company expands its digital initiatives.

• Strategic Influence: The opportunity to shape the visual identity and conversion strategy for a rapidly scaling DTC brand provides significant portfolio enhancement and potential for future high-impact roles.

• Skill Development in AI Design: Deepening expertise in AI-assisted design workflows and design system creation for AI extension, positioning the designer at the forefront of industry trends.

• CRO Collaboration: Gaining practical experience and insights into conversion rate optimization through close collaboration with a dedicated CRO Lead.

📝 Enhancement Note: This freelance role offers significant growth potential not through traditional promotions but through high-impact project work, skill advancement in cutting-edge areas like AI design, and building a strong portfolio with a rapidly growing company. The direct link to revenue growth makes it a strategic operational contribution.

🌐 Work Environment

Office Type: Fully remote. The company operates without a physical office, emphasizing a distributed team structure.

Office Location(s): While the role is remote and targets talent globally, the specific mention of "Bucharest, Romania" in the location data suggests a potential focus or initial outreach to candidates in this region, possibly due to time zone alignment or existing talent pools. However, the role is open to remote work, implying geographical flexibility.

Workspace Context:

• Collaborative Remote Culture: The company fosters a "lean, senior team that moves fast" and emphasizes collaboration despite being remote. Expect frequent communication via digital tools.

• Tech-Enabled Environment: Reliance on digital tools for design (Figma), communication, and project management is essential. Proficiency with AI design tools is a core requirement.

• Direct Interaction: Opportunities to work directly with key leadership (CEO, Head of Brand & Community) and functional leads (CRO Lead), providing high visibility and direct feedback loops.

Work Schedule:

• Freelance Flexibility: The role offers flexibility in terms of when work is completed, as long as deadlines are met and feedback is turned around quickly.

• Time Zone Consideration: While remote, alignment with European time zones (given the Bucharest mention) might be beneficial for real-time collaboration and feedback sessions, especially concerning the "same-day feedback turnaround" requirement.

• Project-Driven Pace: The emphasis on "Speed Is King" suggests periods of intense work to meet project milestones.

📝 Enhancement Note: The work environment is characterized by high autonomy, a fast pace, and a strong reliance on digital collaboration tools. While remote, the emphasis on rapid feedback and direct interaction requires a proactive and communicative approach from the freelancer.

📄 Application & Portfolio Review Process

Interview Process:

• Stage 1: Application & Screening: Initial review of your application, resume, and portfolio. This is where your experience, taste, and AI design capabilities will be assessed.

• Stage 2: Paid Test: A practical, real-world assignment. You will be asked to design one real section for one of the company's brands, paid at your agreed hourly rate. This assesses your ability to apply brand guidelines, conversion principles, and AI tools to a specific task.

• Stage 3: Final Interview: This will likely be a more in-depth discussion with key stakeholders (e.g., CEO, Head of Brand & Community, CRO Lead) to assess cultural fit, strategic thinking, and alignment with company values.

• Stage 4: Project Kickoff: If successful, you'll move into the project execution phase.

Portfolio Review Tips:

• Curate for Impact: Showcase your strongest e-commerce projects, specifically highlighting those where you elevated existing brands or achieved significant conversion improvements.

• Demonstrate AI Integration: Clearly articulate and visually present how you used AI tools in your design process. This could include AI-generated mood boards, AI-assisted layout explorations, or AI-created assets.

• Highlight Design Systems: Include examples of design systems you've built, emphasizing their structure, reusability, and how they facilitate efficient development or AI extension.

• Quantify Results: Whenever possible, provide metrics or case study details that demonstrate the conversion impact of your designs (e.g., "Increased conversion rate by X%," "Improved RPV by Y%").

• Showcase "Taste": Ensure your portfolio reflects a sophisticated aesthetic and a strong understanding of premium branding, as this is a key requirement.

• Provide Context: For each project, briefly explain the challenge, your approach, your role, and the outcomes.

Challenge Preparation:

• Understand the Brand: Research KittySpout's existing brands, products, and target audience. Analyze their current web presence and competitors.

• Familiarize with AI Design Tools: Be ready to discuss your experience and workflow with AI tools relevant to web design (e.g., Midjourney, Stable Diffusion for assets; AI-powered layout generators if applicable).

• CRO Principles: Refresh your knowledge of conversion rate optimization best practices, A/B testing methodologies, and key e-commerce metrics.

• Figma Proficiency: Be prepared to discuss your design system methodology and how you structure files for clarity and scalability.

• Cultural Alignment: Reflect on the company's four core values (Better Everyday, Speed Is King, Work Smart, Overdeliver) and prepare examples of how you embody them.

📝 Enhancement Note: The interview process includes a paid test, which is a strong indicator of the company's commitment to finding the right fit and valuing the candidate's time and expertise. The portfolio review is critical and must demonstrate specific skills in AI design, brand elevation, and conversion optimization.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI/UX design, prototyping, and building the design system. Advanced proficiency is required.

• AI Design Tools: Broad category, likely including AI image generators (e.g., Midjourney, DALL-E, Stable Diffusion) for asset creation and potentially AI-powered tools for layout exploration or content generation.

• Shopify Platform: Deep understanding of Shopify's capabilities, theme structure, and best practices for e-commerce storefronts.

Analytics & Reporting:

• Conversion Rate Optimization (CRO) Tools: While not directly used for design, understanding how data from tools like Google Analytics, Hotjar, or specific A/B testing platforms (e.g., Optimizely, VWO) informs design decisions is crucial.

• Web Analytics: Familiarity with interpreting data from platforms like Google Analytics to understand user behavior and conversion funnels.

CRM & Automation:

• Not explicitly mentioned as a primary tool for the designer, but awareness of how website design impacts CRM data capture and marketing automation workflows can be beneficial.

📝 Enhancement Note: The technology stack heavily emphasizes modern, AI-driven design tools and platforms critical for e-commerce success, particularly Shopify and Figma. Proficiency here is non-negotiable.

👥 Team Culture & Values

Operations Values:

• Better Everyday: A commitment to continuous improvement, using data from split tests to refine the design system and ensure ongoing optimization of web elements.

• Speed Is King: A high-priority value demanding rapid turnaround times for feedback and design iterations, essential for a fast-moving DTC environment.

• Work Smart: Emphasis on leveraging technology, particularly AI, to work more efficiently and produce higher quality outputs faster than traditional methods. Designing the system to be AI-extendable is a key aspect of this.

• Overdeliver: A drive to exceed expectations by creating a lasting, extensible design system that empowers the team for years, not just delivering a set of static pages.

Collaboration Style:

• Direct & Proactive: Expect close collaboration with the Head of Brand & Community and CRO Lead, requiring clear communication and the ability to take direction while also offering informed, data-backed pushback.

• Feedback-Oriented: A culture where feedback is given and received quickly, with same-day turnaround expected.

• Outcome-Focused: Collaboration is geared towards achieving specific business objectives (brand elevation, conversion improvements, revenue growth).

• Remote-First Communication: Reliance on digital communication tools for project updates, feedback, and brainstorming.

📝 Enhancement Note: The company's values are deeply ingrained in its operational approach, prioritizing efficiency, continuous improvement, and impactful results. The designer must be comfortable with a fast-paced, feedback-rich, and AI-integrated workflow.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand & Conversion: Simultaneously elevating a brand's premium feel while ensuring every page is optimized for conversion requires a nuanced design approach.

• AI Integration Learning Curve: Effectively leveraging and designing for AI-driven extensions of the design system may present a learning curve, requiring continuous exploration of new AI capabilities.

• Rapid Feedback Cycles: The "Speed Is King" value necessitates very quick iteration and responsiveness, which can be demanding for complex design tasks.

• Elevating Existing Brands: Working within established brand guidelines to create something "more unique" and "elevated" without alienating the existing customer base requires strategic design thinking.

• Remote Collaboration Nuances: Maintaining strong communication and alignment within a fully remote, fast-paced team environment.

Learning & Development Opportunities:

• Advanced AI Design Techniques: Deepen expertise in utilizing cutting-edge AI tools for design generation, asset creation, and workflow automation.

• Design System Architecture for AI: Gain specialized experience in building design systems specifically architected for AI extensibility, a highly valuable and emerging skill.

• CRO Strategy Integration: Enhance understanding of conversion rate optimization by working directly with a CRO Lead and analyzing real-world A/B test results.

• High-Growth DTC Experience: Gain invaluable experience working with a rapidly scaling profitable e-commerce brand, understanding the operational demands of significant growth.

• Portfolio Enhancement: Build a robust portfolio with tangible results for a successful DTC brand, showcasing expertise in AI design, brand elevation, and conversion optimization.

📝 Enhancement Note: The challenges are tied to the unique demands of the role—balancing multiple objectives, embracing new technology, and working at a high velocity. The growth opportunities are significant for a designer looking to specialize in AI-driven design and conversion optimization within the e-commerce space.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for elevating an existing e-commerce brand's web presence while maintaining its core identity and improving conversion rates. Walk us through a specific example." (Focus on your methodology, brand analysis, CRO integration, and AI usage.)

• "How would you approach building a Figma design system that is specifically designed to be extended by AI tools? What are the key considerations for ensuring AI compatibility?" (Highlight your understanding of system architecture, componentization, and AI capabilities.)

• "Given our values of 'Speed Is King' and 'Work Smart,' how would you manage the design process for a website revamp with tight deadlines and rapid feedback loops, especially when leveraging AI?" (Emphasize your time management, communication strategy, and AI workflow.) Company & Culture Questions:

• "How do you embody our core values of Better Everyday, Speed Is King, Work Smart, and Overdeliver in your design work?" (Prepare specific examples from your experience.)

• "What is your experience working in a fully remote, lean, and fast-paced environment? How do you ensure effective collaboration and communication?" (Focus on your proactive communication style and remote work strategies.)

• "Based on your understanding of our brand and the pet industry, what are the key opportunities you see for elevating our web presence and driving conversions?" (Showcase your research and strategic thinking.) Portfolio Presentation Strategy:

• Narrative is Key: For each project, tell a story: the challenge, your strategic approach (including AI usage), your design process, and the quantifiable results (especially conversion impact).

• Show, Don't Just Tell: Use screen recordings or interactive prototypes to demonstrate the user experience and key design features.

• Highlight AI: Clearly mark or explain where and how AI was used in the project (e.g., AI-generated concepts, AI-assisted asset creation).

• Design System Walkthrough: If presenting a design system, provide a concise overview of its structure, key components, and how it facilitates scalability and AI extension.

• Focus on "Taste" and Premium Feel: Ensure your presentation visually communicates the sophisticated aesthetic and premium quality the company is seeking.

• Conciseness: Be mindful of time. Focus on the most impactful projects and tailor your presentation to the specific requirements of this role.

📝 Enhancement Note: The interview preparation should heavily emphasize the unique requirements of this role: AI-first design, conversion optimization, brand elevation, and a fast-paced, collaborative remote culture. Demonstrating a strong understanding of these aspects will be crucial.

📌 Application Steps

To apply for this freelance operations-focused web design position:

• Submit Your Application: Complete the application through the provided link on Workable.

• Portfolio Customization: Ensure your portfolio prominently features your strongest e-commerce work, specifically highlighting examples of brand elevation, conversion-driven design, and your proficiency with AI design tools. Tailor your portfolio to showcase how you can meet KittySpout's specific needs.

• Resume Optimization: Update your resume to emphasize your 5+ years of web design experience, your expertise in Shopify, Figma, AI design tools, and your proven ability to improve conversion rates. Use keywords from the job description.

• Prepare for the Paid Test: Understand that a paid test involving designing a real section for one of the brands is part of the process. Prepare by reviewing the company's existing sites and brand guidelines.

• Research KittySpout: Thoroughly research KittySpout, its brands, products, competitors, and company values. Be prepared to discuss your insights and how your design philosophy aligns with their mission and culture.

• Practice Your Pitch: Rehearse presenting your portfolio and discussing your approach to design, conversion, and AI integration, focusing on the company's specific objectives.

⚠️ 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.