B2B Graphic Designer

📍 Job Overview

Job Title: B2B Graphic Designer

Company: Pavago (on behalf of a client)

Location: Costa Rica

Job Type: Full-Time - Independent Contractor

Category: Marketing Operations / Creative Operations

Date Posted: April 21, 2026

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

Remote Status: Remote Solely

🚀 Role Summary

• This role focuses on creating high-performing static B2B ad creatives designed to engage cold audiences across digital platforms.

• The B2B Graphic Designer will translate complex go-to-market messaging, campaign strategies, and Ideal Customer Profile (ICP) insights into visually compelling ad creatives that drive clicks and conversions.

• A key aspect of this position involves close collaboration with marketing and growth teams to optimize ad performance through rigorous A/B testing of headlines, visuals, layouts, and calls-to-action (CTAs).

• The designer will leverage AI tools to accelerate ideation and streamline creative workflows, contributing to a dynamic and efficient creative production process.

📝 Enhancement Note: This role is specifically framed within a B2B context, emphasizing performance marketing and conversion optimization, which are critical in modern revenue operations and demand generation efforts. The need for an Independent Contractor suggests a focus on project-based deliverables and specialized skill sets rather than long-term employee benefits.

📈 Primary Responsibilities

• Design high-converting static B2B ad creatives tailored for platforms such as LinkedIn, Google Display, and Meta, focusing on driving engagement and lead generation.

• Translate comprehensive campaign briefs, messaging frameworks, and go-to-market strategies into visually compelling ad concepts that resonate with target B2B audiences.

• Produce multiple ad variations to support extensive A/B testing strategies, experimenting with headlines, visuals, layouts, and CTAs to identify optimal campaign elements.

• Create ad assets in various formats and dimensions to meet the specific technical requirements and best practices of different digital advertising platforms.

• Ensure strong brand consistency across all creative assets while effectively tailoring visuals and messaging for distinct audience segments and campaign objectives.

• Interpret Ideal Customer Profiles (ICPs), messaging strategies, and campaign objectives to inform creative direction and ensure alignment with business goals.

• Collaborate closely with marketing and growth teams, providing creative input and ensuring that all visual assets directly support campaign performance goals.

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

• Review campaign performance insights and metrics (e.g., CTR, CPC, conversion rates) with the marketing team to inform iterative design improvements and optimize creative effectiveness.

• Manage a portfolio of multiple ad creative projects concurrently, maintaining high standards of quality and adhering to strict deadlines.

• Develop and maintain a comprehensive library of creative assets, design templates, and brand materials for efficient access and reuse.

• Create standardized design templates and repeatable frameworks to enable scalable ad production and maintain brand integrity across numerous campaigns.

• Utilize AI design tools to accelerate the ideation process, concept development, and overall creative workflow efficiency.

📝 Enhancement Note: The responsibilities highlight a strong focus on performance-driven design, data-informed iteration, and cross-functional collaboration, all of which are core tenets of effective marketing and GTM operations. The emphasis on AI tools indicates a forward-thinking approach to creative production.

🎓 Skills & Qualifications

Education: While no specific degree is listed, a strong foundation in graphic design principles, visual communication, and marketing is expected. A degree in Graphic Design, Marketing, Communications, or a related field is beneficial.

Experience: 3+ years of dedicated experience in creating B2B ad creatives for digital advertising campaigns.

Required Skills:

• A robust portfolio showcasing a range of static B2B ad creatives designed for platforms like LinkedIn, Google Display, or Meta, demonstrating a clear understanding of performance-driven design.

• Expert proficiency in industry-standard design software, including Adobe Creative Suite (Photoshop, Illustrator, InDesign), and/or Canva for efficient asset creation.

• Demonstrated ability to translate complex marketing strategy, messaging frameworks, and go-to-market objectives into compelling and effective visual designs.

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

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

• Ability to manage multiple design projects simultaneously, ensuring high-quality output and timely delivery within a fast-paced environment.

Preferred Skills:

• Prior experience working closely with performance marketing or demand generation teams, understanding their objectives and workflows.

• Familiarity with key advertising performance metrics such as Click-Through Rate (CTR), Cost Per Click (CPC), and conversion rates, and how to design to influence them.

• Experience creating motion graphics or animated ads, adding a dimension of dynamic content creation.

• A background in marketing for SaaS, technology, or professional services industries, providing relevant industry context.

• Experience utilizing project management tools like ClickUp, Asana, or Notion for workflow tracking and collaboration.

📝 Enhancement Note: The requirements clearly emphasize practical, performance-oriented design skills over theoretical knowledge. The inclusion of AI tools and specific platforms (LinkedIn, Google, Meta) highlights the modern demands of digital advertising design within GTM operations.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Performance-Driven Case Studies: Showcase at least 2-3 distinct B2B ad campaign projects that demonstrate a clear understanding of campaign objectives, target audience, design rationale, and measurable results (e.g., improved CTR, conversion rates).

• Platform-Specific Examples: Include a variety of ad creatives designed for different digital platforms (LinkedIn, Google Display, Meta), illustrating an understanding of each platform's unique design considerations and best practices.

• A/B Testing Variations: Present examples of A/B tested ad creatives, highlighting the variations tested (e.g., headlines, visuals, CTAs) and the rationale behind the changes.

• Brand Consistency and Adaptation: Demonstrate the ability to maintain brand guidelines while creating diverse campaign assets for specific audience segments or campaign phases.

• Workflow Efficiency: Include examples of how design templates or repeatable frameworks were used to streamline production, showcasing an understanding of efficient design operations.

Process Documentation:

• Design Brief Interpretation: Showcase how you interpret and translate marketing briefs into actionable design plans, including any initial concept sketches or mood boards.

• Iterative Design Process: Document your process for incorporating feedback and performance data into design revisions, illustrating a commitment to optimization.

• Asset Management: Provide insight into how you organize and manage creative assets, templates, and brand materials for efficient use and version control.

• AI Tool Integration: Briefly explain how AI tools were incorporated into your workflow for specific projects, highlighting the benefits to speed or creativity.

📝 Enhancement Note: For a role focused on performance creative, the portfolio is paramount. It should not just be a collection of pretty pictures but a testament to the candidate's ability to drive business outcomes through design. Demonstrating process and efficiency is key for operations-minded hiring managers.

💵 Compensation & Benefits

Salary Range: As an Independent Contractor based in Costa Rica, the salary will likely be paid in USD. Based on industry standards for a mid-level B2B Graphic Designer with 3+ years of experience in remote roles, a competitive range would be $2,000 - $3,500 USD per month. This estimate considers the cost of living in Costa Rica, the remote nature of the work, and the specialized B2B performance creative skills required.

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

• Full-Time Engagement: A consistent workload equivalent to full-time employment.

• Remote Work Flexibility: The ability to work from anywhere within Costa Rica.

• US Working Hours Alignment: Opportunity to work during Eastern Standard Time (EST) business hours, facilitating seamless collaboration with US-based teams.

• Direct Impact on Campaign Success: The chance to see the direct results of your creative work on campaign performance and conversions.

• Exposure to Cutting-Edge Tools: Experience with AI design tools and modern digital advertising platforms.

• Independent Contractor Status: Potential tax advantages and flexibility associated with contracting.

Working Hours: Approximately 40 hours per week, aligned with Eastern Standard Time (EST) business hours (U.S. Hours). This ensures effective communication and collaboration with US-based marketing and growth teams.

📝 Enhancement Note: The salary range is an estimate based on market research for remote contract roles in Costa Rica, considering the required experience and specialization. It's crucial for candidates to understand the contractor status and its implications for benefits.

🎯 Team & Company Context

🏢 Company Culture

Industry: The company client operates within the B2B technology or professional services sector, likely focusing on SaaS, marketing technology, or business solutions that require a strong digital presence and lead generation strategy. Pavago acts as a hiring partner, connecting talent with clients.

Company Size: Not explicitly stated for the client, but Pavago appears to be a talent acquisition platform or agency, suggesting a network of clients ranging from startups to established enterprises. The role implies working within a dynamic, growth-oriented marketing team.

Founded: Information not available for the specific client. Pavago's founding date is not provided.

Team Structure:

• The designer will likely be part of a marketing or growth team, collaborating closely with marketing managers, demand generation specialists, content creators, and potentially other designers.

• Reporting will be to a marketing lead or manager who oversees campaign strategy and performance.

Methodology:

• Data-Driven Creative: Emphasis on using campaign performance data (CTR, conversion rates) to inform and iterate on design decisions.

• Agile Creative Production: A workflow that supports rapid iteration, A/B testing, and quick adaptation to campaign needs and market feedback.

• Collaborative Ideation: A culture that encourages brainstorming and input from various team members to generate effective creative concepts.

• Tool Integration: Utilization of modern design and project management tools, including AI-powered solutions, to enhance efficiency and output.

Company Website: Pavago: https://jobs.workable.com/company/oLah2TugS95w5whXCdpTG3/jobs-at-pavago (This is the Pavago company profile on Workable, not the client's website). The client's specific website is not provided.

📝 Enhancement Note: The context suggests a fast-paced, results-oriented marketing environment typical of B2B tech companies. The designer's role is integral to the demand generation engine, requiring a blend of creative talent and analytical understanding.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a Mid-Level, suitable for designers with 2-5 years of experience who are ready to take on more responsibility in performance-driven creative roles. It's a specialized track within graphic design, focusing heavily on marketing effectiveness.

Reporting Structure: The designer will report to a marketing manager or demand generation lead. While not a management role, it involves significant collaboration with stakeholders across marketing and potentially growth teams.

Operations Impact: The designer's impact is directly tied to the success of digital advertising campaigns. By creating high-converting ad creatives, they will contribute to key operational metrics such as lead volume, lead quality, customer acquisition cost (CAC), and ultimately, revenue growth. Their work directly fuels the top of the sales funnel.

Growth Opportunities:

• Specialization in Performance Creative: Deepen expertise in designing for conversion and A/B testing, becoming a sought-after specialist in B2B digital advertising.

• Motion Graphics & Animation: Develop skills in motion graphics and animated ads, expanding the creative toolkit and potential project scope.

• Strategic Creative Input: Progress to contributing more significantly to campaign strategy and creative concept development, moving beyond pure execution.

• Broader GTM Exposure: Gain hands-on experience with various aspects of Go-To-Market strategies, including understanding ICPs, messaging frameworks, and campaign performance analysis.

• Client-Side Transition: Potentially transition to a full-time, in-house role with the client company or other clients through Pavago's network, leveraging demonstrated success.

📝 Enhancement Note: This role offers a clear path for growth within the specialized field of performance marketing creative, focusing on measurable impact and strategic contribution rather than traditional hierarchical advancement.

🌐 Work Environment

Office Type: This is a fully remote position. The "TELECOMMUTE" location type indicates that the role is performed entirely outside of a traditional office environment.

Office Location(s): The role is open to candidates located in Costa Rica, allowing them to work from their home office or a co-working space within the country.

Workspace Context:

• Independent Work Environment: Candidates are expected to have a suitable home office setup that allows for focused work and adherence to EST working hours.

• Digital Collaboration Tools: The primary mode of interaction will be through digital communication and project management platforms (e.g., Slack, email, ClickUp/Asana/Notion).

• Access to Technology: The role requires reliable internet access and a capable computer to run design software and participate in video calls.

Work Schedule: The work schedule is approximately 40 hours per week, with a requirement to align with Eastern Standard Time (EST) business hours. This ensures real-time collaboration and responsiveness with US-based teams. Flexibility may exist within the EST timeframe, but consistent availability during core business hours is expected.

📝 Enhancement Note: The remote nature necessitates strong self-discipline, time management, and proactive communication skills. Alignment with EST working hours is crucial for effective collaboration with the client's core team.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening (Pavago): A preliminary call with a Pavago representative to assess basic qualifications, work experience, and initial portfolio review. Be prepared to discuss your relevant B2B design background.

• Portfolio & Creative Review: A more in-depth discussion with the hiring manager or a senior member of the marketing team. This stage focuses on your portfolio, diving into specific B2B ad creative projects, your design process, and how you approach performance optimization.

• Client Interview: A conversation with the client's hiring team to evaluate cultural fit, collaboration style, and specific experience related to their campaign needs. Demonstrate your understanding of their industry and target audience.

• Final Interview: A final discussion to align on expectations, confirm contract details, and finalize the hiring decision.

Portfolio Review Tips:

• Curate for Performance: Select projects that clearly demonstrate your ability to create ads that drove results. Quantify achievements where possible (e.g., "increased CTR by X%", "contributed to Y% lift in conversions").

• Highlight B2B Context: Ensure your selected pieces are relevant to B2B audiences and platforms like LinkedIn. Explain the strategic thinking behind each design.

• Showcase A/B Testing: Include examples of ad variations you've designed for testing. Explain the hypotheses behind the variations.

• Demonstrate Process: Be ready to walk through your design process for a few key projects, from brief interpretation to final execution and iteration based on feedback.

• Tool Proficiency: Clearly articulate your proficiency with Adobe Creative Suite, Canva, and any AI design tools you've used.

• Conciseness: Aim for a portfolio that is easy to navigate and highlights your strongest, most relevant work. A PDF or a well-organized online portfolio is recommended.

Challenge Preparation:

• Design Scenario: You may be asked to conceptualize an ad creative for a hypothetical B2B product or service. Prepare to articulate your strategic approach, target audience considerations, and visual elements.

• Process Explanation: Be ready to explain how you would approach designing a series of ads for a new product launch or a re-engagement campaign.

• Feedback Incorporation: Prepare to discuss how you handle constructive criticism or feedback on your designs, especially when it comes from performance data.

📝 Enhancement Note: The interview process is multi-stage, involving both the recruiting partner (Pavago) and the end client. A strong, results-oriented portfolio is the most critical element for success in this role.

🛠 Tools & Technology Stack

Primary Design Tools:

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

• Canva: Proficiency is acceptable as an alternative or supplementary tool for rapid asset creation, especially for social media and digital ads.

AI & Ideation Tools:

• Midjourney / Adobe Firefly: Experience using these AI tools for image generation, concept exploration, and asset creation.

• ChatGPT: Familiarity with using generative AI for text-based ideation (headlines, CTAs) or understanding campaign briefs.

Collaboration & Project Management Tools (Preferred):

• ClickUp / Asana / Notion: Experience using these platforms for project management, task tracking, and team collaboration.

Digital Advertising Platforms:

• LinkedIn Ads: Understanding of creative requirements and best practices for LinkedIn ad campaigns.

• Google Display Network (GDN): Familiarity with banner ad specifications and creative considerations.

• Meta Ads (Facebook/Instagram): Knowledge of creative best practices for Facebook and Instagram ad campaigns.

📝 Enhancement Note: Proficiency in Adobe Creative Suite is a baseline, but familiarity with Canva and AI tools demonstrates adaptability and efficiency. Understanding the nuances of major ad platforms is essential for creating effective creatives.

👥 Team Culture & Values

Operations Values:

• Performance-Driven: A strong emphasis on achieving measurable results and contributing directly to campaign success through design.

• Data-Informed: Valuing data and analytics as critical inputs for design decisions and iterative improvements.

• Collaborative: Openness to working closely with marketing teams, sharing ideas, and incorporating feedback effectively.

• Adaptable & Agile: Willingness to iterate quickly, test new concepts, and adapt designs based on performance insights and evolving campaign needs.

• Efficiency-Focused: A commitment to streamlining workflows, utilizing templates, and leveraging technology (including AI) to maximize output.

Collaboration Style:

• Proactive Communication: Regularly engaging with marketing and growth team members to clarify briefs, present concepts, and discuss performance feedback.

• Feedback Integration: Actively seeking and incorporating feedback from team members and performance data to refine designs.

• Knowledge Sharing: Willingness to share insights on design trends, tool usage, and effective creative strategies with the team.

• Cross-Functional Partnership: Working as a key partner to marketing, understanding their goals and contributing creative solutions to achieve them.

📝 Enhancement Note: The culture likely values individuals who are not just skilled designers but also strategic partners who understand the business objectives behind the creative work.

⚡ Challenges & Growth Opportunities

Challenges:

• Designing for Cold Audiences: The primary challenge is creating initial ad creatives that capture the attention of audiences unfamiliar with the product or service, compelling them to engage.

• Balancing Creativity with Performance: Finding the right balance between visually appealing, innovative design and the specific messaging and conversion goals required for B2B advertising.

• Rapid Iteration & Testing: Keeping up with the demand for multiple creative variations for A/B testing and quickly adapting designs based on performance data can be demanding.

• Tool Proficiency Evolution: Staying current with evolving AI design tools and understanding how to best integrate them into a professional workflow.

Learning & Development Opportunities:

• Deep Dive into Performance Marketing: Gain a comprehensive understanding of digital advertising strategies, funnel optimization, and key performance metrics.

• Mastery of B2B Creative Strategy: Develop advanced skills in crafting messaging and visuals that resonate with specific B2B buyer personas.

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

• Cross-Functional Acumen: Enhance understanding of marketing operations, demand generation, and growth hacking principles through close collaboration.

• Portfolio Expansion: Build a robust portfolio of high-impact B2B ad creatives that can open doors to future opportunities in performance marketing and creative roles.

📝 Enhancement Note: This role presents a significant opportunity to specialize and excel in a high-demand area of digital marketing and operations, focusing on measurable impact.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for designing a static ad creative for a cold B2B audience on LinkedIn, from brief to final asset." (Focus on audience, message, visual strategy, CTA, and platform specifics).

• "How do you approach A/B testing for ad creatives? Can you provide an example of a creative variation you tested and the results?" (Highlight your understanding of hypothesis-driven design and data analysis).

Company & Culture Questions:

• "What interests you about this role focusing on B2B performance creatives, and how does it align with your career goals?" (Show genuine interest and understanding of the role's impact).

• "How do you prefer to collaborate with marketing teams? How do you handle constructive criticism on your designs?" (Assess communication and collaboration style).

Portfolio Presentation Strategy:

• Storytelling: For each portfolio piece, don't just show the ad; tell the story behind it. What was the objective? Who was the audience? What was your creative solution and why? What were the results?

• Quantify Impact: Whenever possible, use metrics to demonstrate the effectiveness of your designs. If exact numbers aren't available, discuss the intended impact or learnings.

• Process Walkthrough: Be prepared to explain your design process, including how you interpret briefs, conduct research, generate concepts, and iterate based on feedback.

• Tool Integration Highlights: Specifically mention how you used Adobe Creative Suite, Canva, and any AI tools to achieve your design goals for key projects.

• Conciseness and Clarity: Present your portfolio efficiently, focusing on your strongest and most relevant B2B performance creative examples.

📝 Enhancement Note: Preparation should heavily emphasize understanding the "performance" aspect of the design role and being able to articulate how your creative decisions drive business outcomes.

📌 Application Steps

To apply for this operations position:

• Submit your application through the provided Workable link.

• Portfolio Customization: Ensure your portfolio prominently features your strongest B2B static ad creative work, especially for platforms like LinkedIn, Google Display, and Meta. Tailor your selection to highlight performance-driven examples and A/B testing experience.

• Resume Optimization: Update your resume to clearly articulate your 3+ years of experience in B2B ad design, highlighting proficiency in required software (Adobe Creative Suite, Canva) and familiarity with AI design tools. Use keywords from the job description such as "B2B Advertising," "Ad Creative Strategy," "Performance Marketing," and specific platform names.

• Interview Preparation: Practice articulating your design process, your approach to performance optimization, and how you collaborate with marketing teams. Be ready to discuss specific projects from your portfolio in detail.

• Company Research: While the client is not named, research Pavago's approach to talent acquisition and the general landscape of B2B tech marketing to demonstrate your understanding of the industry and the role's context.

⚠️ 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.

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