Director of UX & Product Design

📍 Job Overview

Job Title: Director of UX & Product Design Company: Freebird Location: Canada Job Type: Full-Time Category: Product Design & User Experience (UX) / Growth Operations Date Posted: 2025-09-28 Experience Level: Senior/Director (6-10+ years) Remote Status: Fully Remote

🚀 Role Summary

• Lead the end-to-end digital customer journey, focusing on Conversion Rate Optimization (CRO) and User Experience (UX) design to drive customer acquisition and maximize contribution margin.
• Strategize, design, and optimize landing pages, funnels, offers, user flows, and overall site design to create a high-converting and trusted shopping experience.
• Combine data analysis, customer insights, and UX best practices to continuously experiment, iterate, and refine digital touchpoints.
• Elevate the Freebird brand perception and build customer trust through a cohesive and premium digital experience.
• Transition from a hands-on player-coach role to building and leading a high-impact team of UX Designers, CRO Strategists, and Copywriters.

📝 Enhancement Note: While the title is "Director of UX & Product Design," the core responsibilities heavily emphasize Conversion Rate Optimization (CRO) and direct-response marketing funnel design. This role is positioned at the critical intersection of UX, marketing, and growth, making it a hybrid role that bridges traditional UX with a strong focus on business outcomes and revenue generation. This is a key differentiator for candidates to understand.

📈 Primary Responsibilities

• Own and optimize the core funnel experience, including hero/offer presentation, landing pages, checkout processes, and subscription flows, to enhance conversion rates and customer lifetime value (LTV).
• Translate customer insights, market data, and business objectives into actionable, testable UX and offer strategies that drive measurable improvements.
• Partner closely with the CRO Manager to conceptualize, design, and implement radically different landing page and offer frameworks, fostering a culture of continuous experimentation.
• Drive improvements in Conversion Rate (CVR), first-order contribution margin, and LTV through enhanced user flows, compelling messaging, and intuitive design.
• Develop and maintain a lightweight, scalable design system that balances rapid testing velocity with brand consistency and premium aesthetic elevation.
• Establish and enforce best practices for funnel UX, effective trust signals, clear messaging hierarchy, and overall visual consistency across all digital touchpoints.
• Elevate Freebird’s digital creative direction to foster increased customer trust, perceived value, and a premium brand perception within the competitive landscape.
• Rapidly design, prototype (using Figma and other tools), and deploy new landing page and funnel variants in close collaboration with CRO specialists and the development team.
• Apply rigorous A/B testing frameworks, ensuring statistical validity of results to inform future iterations and strategic decisions.
• Balance the imperative for conversion performance with the need for transparency, regulatory compliance, and robust trust-building mechanisms.
• Act as a player-coach initially, performing hands-on design work while mentoring and guiding junior team members.
• Over time, strategically hire, onboard, and lead a small, high-impact team comprising UX Designers, CRO Strategists, and Copywriters.
• Cultivate a team culture centered on rapid experimentation, agile execution, and a deep-seated customer-first design philosophy.
• Mentor and develop designers and strategists, enhancing their skills in conversion-focused design, offer strategy, and data-driven iteration.

📝 Enhancement Note: The responsibilities highlight a strong emphasis on "offer strategy" and "contribution margin," indicating that this role is deeply embedded within the business's revenue generation engine. Candidates should be prepared to demonstrate how their design decisions directly impact financial metrics, not just user engagement or satisfaction.

🎓 Skills & Qualifications

Education:

• While no specific degree is mandated, a strong portfolio and demonstrated experience will be prioritized over formal education. A background in Design, Human-Computer Interaction (HCI), Marketing, or a related field is beneficial.

Experience:

• 6–10+ years of progressive experience in UX/UI design, with a significant focus on eCommerce funnels and Conversion Rate Optimization (CRO).
• Proven track record of designing, testing, and launching high-converting landing pages and complex digital funnels for consumer-facing products.
• Demonstrated ability to translate customer insights and business data into effective design strategies that yield measurable results.
• Experience building and scaling lightweight design systems that facilitate rapid experimentation while maintaining brand integrity.

Required Skills:

• UX/UI Design Expertise: Deep understanding of user-centered design principles, interaction design, visual design, and information architecture.
• Conversion Rate Optimization (CRO): Strong grasp of CRO methodologies, A/B testing principles, funnel analysis, and data-driven optimization techniques.
• Figma & Prototyping: Advanced proficiency in Figma for design, wireframing, prototyping, and collaboration; experience with other prototyping tools is a plus.
• Design Systems: Experience creating and managing lightweight design systems to ensure consistency and accelerate design velocity.
• Direct-Response Psychology: Understanding of psychological triggers, persuasive design, and trust-building elements crucial for direct-response marketing.
• Offer Strategy: Ability to conceptualize and design compelling product offers and promotional strategies that resonate with target audiences.
• Data Analysis & Interpretation: Skill in analyzing user data, A/B test results, and customer feedback to inform design decisions and identify optimization opportunities.
• Collaboration & Communication: Excellent verbal and written communication skills; ability to articulate design decisions and rationale to technical and non-technical stakeholders.
• Experimentation Mindset: A proactive approach to hypothesis generation, test design, and rapid iteration based on performance data.

Preferred Skills:

• Team Leadership & Management: Previous experience building, mentoring, and leading small teams of designers and strategists.
• eCommerce Platforms: Familiarity with common eCommerce platforms and their associated UX/CRO challenges.
• Subscription Models: Experience designing and optimizing user flows for subscription-based services.
• Copywriting & Messaging: Basic understanding of conversion-focused copywriting and messaging hierarchy.
• Brand Strategy: Ability to align UX/CRO efforts with broader brand elevation goals and premium perception.

📝 Enhancement Note: The emphasis on "Consumer Products" and "Direct-Response Design Psychology" indicates that candidates with experience in industries like D2C e-commerce, SaaS with strong acquisition funnels, or performance marketing will be highly relevant. The "lightweight design system" requirement suggests a need for pragmatic, iterative approaches rather than extensive, rigid systems.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Conversion-Focused Case Studies: Showcase 2-3 detailed case studies demonstrating your direct impact on conversion rates, contribution margin, or LTV through UX/CRO initiatives. Each case study should clearly outline the problem, your process, the solutions implemented, and the quantifiable results.
• Landing Page & Funnel Design Examples: Present examples of landing pages, checkout flows, or multi-step funnels you have designed and optimized, highlighting key design decisions and their strategic rationale.
• A/B Testing Experience: Include examples of A/B tests you've conceived, designed, and analyzed, detailing the hypotheses, variations, and outcomes.
• Design System Samples: If applicable, provide examples of design systems or style guides you've created, emphasizing their adaptability for rapid experimentation.
• Prototyping Examples: Showcase interactive prototypes created in Figma or similar tools, demonstrating user flows and interaction design.

Process Documentation:

• Workflow Design & Optimization: Be prepared to discuss your process for analyzing existing user flows, identifying friction points, and designing optimized alternatives that balance user experience with conversion goals.
• Experimentation Methodology: Articulate your approach to hypothesis generation, test design, data collection, and performance analysis within an A/B testing framework.
• System Implementation: Discuss how you integrate design systems and established best practices into rapid design and development cycles.
• Metrics & ROI Demonstration: Clearly demonstrate how you track, measure, and report on the impact of your design work, focusing on key conversion metrics and ROI.

📝 Enhancement Note: The portfolio is critical for this role. Candidates should focus on demonstrating a clear link between their design work and business outcomes. Quantifiable results are paramount. The ability to articulate a structured, data-driven design process is as important as the final visual output.

💵 Compensation & Benefits

Salary Range:

• For a Director-level UX & CRO role in Canada, with 6-10+ years of experience, operating remotely, the estimated salary range is CAD $130,000 - $190,000 annually. This range can vary based on specific experience, the candidate's location within Canada (cost of living adjustments may apply), and performance during the interview process.

Benefits:

• Fully Remote Flexibility: The freedom to work from any location within Canada, fostering work-life balance and autonomy.
• Comprehensive Medical Benefits: Premium medical plans designed to support employee health and wellness, likely including dental and vision coverage.
• Competitive Compensation & Bonuses: A strong base salary benchmarked against industry standards, complemented by performance-based bonuses tied directly to the impact and success of the role.
• 401(k) with Company Match: A retirement savings plan designed to help employees plan and save for their long-term financial future, with a company contribution to enhance savings.
• Unlimited PTO: A flexible paid time off policy that encourages employees to take the time they need to recharge, promoting well-being and sustained productivity.
• Opportunities for Growth: Clear pathways for career advancement, including the potential to scale into a more senior leadership position as the company and team grow.

Working Hours:

• Standard full-time hours, estimated at 40 hours per week, with flexibility inherent in a remote, results-oriented work environment. The focus will be on achieving objectives and driving key metrics rather than strict adherence to a 9-to-5 schedule.

📝 Enhancement Note: The salary range is estimated based on typical Director-level UX/Product Design roles with a strong CRO focus in Canada, considering the company's size (likely a growth-stage startup/scale-up, inferred from the "build a team" aspect) and its remote-first approach. The benefits package is comprehensive and aligned with modern tech company offerings.

🎯 Team & Company Context

🏢 Company Culture

Industry: E-commerce / Direct-to-Consumer (DTC) with a focus on consumer services or products that involve recurring purchases or subscriptions. Company Size: Likely a growth-stage startup or scale-up. The explicit mention of "building and leading a small team" and scaling indicates a company that has achieved product-market fit and is now focused on aggressive growth and team expansion. This implies a dynamic, fast-paced environment. Founded: The founding date is not explicitly provided, but the company is likely established enough to be hiring at a Director level and looking to scale its operations and team significantly.

Team Structure:

• Direct Reporting: The Director will report to a senior leader, likely the CEO or a VP of Marketing/Growth, given the strategic importance of this function.
• Cross-functional Collaboration: Close collaboration with the CRO Manager (who may transition under this Director), the development team (for implementation of designs and tests), marketing (for campaign alignment), and potentially product management.
• Future Team Growth: The role is designed to build and lead a dedicated "Growth Design Team" consisting of UX Designers, CRO Strategists, and Copywriters, indicating a strategic investment in this function for future scaling.

Methodology:

• Data-Driven Experimentation: The core methodology revolves around continuous A/B testing, hypothesis-driven design, and data analysis to inform decisions and optimize performance.
• Agile Design & Development: A focus on rapid iteration, quick design-to-deploy cycles, and close partnership with the engineering team.
• Customer-Centricity: All design and optimization efforts are aimed at understanding and serving the customer, building trust, and enhancing their journey.
• Brand-Aligned Performance: A balance between achieving aggressive conversion targets and maintaining a premium, trustworthy brand image.

Company Website: https://www.myfreebird.com/

📝 Enhancement Note: Freebird is a travel benefits platform. Understanding this context is crucial: the "customer journey" likely involves booking, managing, and utilizing travel benefits, which can be complex. The "offers" might relate to specific travel deals or benefit packages. The "trust" element is paramount in travel services.

📈 Career & Growth Analysis

Operations Career Level:

• This is a Director-level position, signifying a senior leadership role responsible for strategic direction, team building, and measurable business impact. It requires a blend of hands-on expertise and strategic foresight, indicative of a "player-coach" model transitioning to full leadership. The role is pivotal in driving core business metrics like customer acquisition, conversion rates, and profitability.

Reporting Structure:

• The Director will likely report directly to the CEO or a key executive responsible for Growth or Marketing. This high-level reporting structure underscores the strategic importance of the role and provides direct access to decision-makers, facilitating swift execution and influence.

Operations Impact:

• This role has a direct and profound impact on Freebird's revenue growth. By optimizing conversion funnels and enhancing the digital customer experience, the Director will directly influence customer acquisition costs (CAC), first-order contribution margin, and ultimately, customer lifetime value (LTV). Success in this role is immediately visible in key business performance indicators.

Growth Opportunities:

• Team Expansion: The primary growth opportunity is to build and scale a high-performing Growth Design Team from the ground up, defining its structure, processes, and culture.
• Strategic Leadership: Transition from hands-on execution to setting the strategic vision for UX and conversion design across the entire customer journey.
• Leadership Development: Gain experience in senior leadership, influencing company-wide growth strategies and contributing to executive-level decision-making.
• Industry Specialization: Deepen expertise in conversion-focused design, DTC growth strategies, and building trusted digital experiences within the travel tech sector.
• Potential for VP/Head of Growth: As the company scales, this role could evolve into a VP-level position overseeing a broader growth function.

📝 Enhancement Note: The "player-coach" aspect suggests the company is looking for someone who can immediately contribute design work while also building a team. This is common in fast-growing startups where immediate impact is critical. The growth path to VP is a strong incentive for ambitious candidates.

🌐 Work Environment

Office Type: Fully Remote. This means there is no physical office requirement for this role. Office Location(s): Canada. While remote, there might be a preference or requirement for candidates to be legally based and authorized to work in Canada, potentially for tax or employment law reasons.

Workspace Context:

• Autonomy & Independence: As a fully remote role, expect a high degree of autonomy and self-management. Success will be measured by output and impact rather than physical presence.
• Digital Collaboration Tools: Heavy reliance on collaboration tools such as Slack, Zoom, project management software (e.g., Asana, Jira), and design collaboration platforms (e.g., Figma, Miro).
• Cross-Functional Interaction: Frequent interaction with remote colleagues across different departments, requiring strong digital communication and collaboration skills.
• Focus on Results: The environment is likely results-driven, with a strong emphasis on achieving key performance indicators (KPIs) related to conversion, acquisition, and customer value.

Work Schedule:

• While standard full-time hours (approx. 40/week) are expected, the remote nature and focus on outcomes allow for significant flexibility. This flexibility is ideal for individuals who can manage their time effectively to meet deadlines and collaborate across different time zones within Canada. The emphasis is on asynchronous work where possible, with synchronous meetings scheduled for critical collaboration.

📝 Enhancement Note: The "Fully Remote Flexibility" benefit reinforces the fully remote nature. Candidates should be comfortable working independently and proactively communicating their progress and needs. Time zone management within Canada will be a consideration for team meetings.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio by a recruiter or hiring manager to assess basic qualifications and alignment with the role's core requirements.
• Hiring Manager Interview: A deeper dive into your experience, focusing on your strategic approach to UX, CRO, and funnel optimization. Expect questions about your past successes, challenges, and leadership style.
• Portfolio Presentation & Case Study Review: A dedicated session where you will present 1-2 key case studies from your portfolio. This is where you articulate your process, design decisions, and the quantifiable impact of your work. Be prepared for detailed questions on your methodology and results.
• Cross-Functional Interview(s): Interviews with key stakeholders, such as the CRO Manager, a lead developer, or a marketing lead, to assess collaboration skills, technical understanding, and cultural fit.
• Executive/CEO Interview: A final conversation with the CEO or a senior executive to discuss strategic alignment, leadership potential, and overall fit with the company's vision and culture.

Portfolio Review Tips:

• Quantify Everything: For each case study, clearly state the problem, your solution, and the specific, measurable results (e.g., "Increased CVR by 15%", "Reduced CAC by 10%", "Improved first-order contribution margin by $X").
• Show Your Process: Don't just show final designs. Explain your thought process, research methods, iterations, and how you used data to inform decisions. Use diagrams, flowcharts, and wireframes to illustrate your journey.
• Focus on Impact: Tailor your presentation to highlight how your work directly contributed to business goals (acquisition, revenue, LTV, reduced friction).
• Be Ready for "Why": Anticipate questions about your design choices, the trade-offs you made, and why you selected specific A/B test hypotheses.
• Demonstrate Leadership Potential: If presenting on team leadership, discuss how you've mentored, managed, or influenced teams.
• Keep it Concise & Focused: For a Director role, focus on strategic impact and leadership rather than granular design details unless they illustrate a critical point.

Challenge Preparation:

• Hypothetical Scenario: You might be given a hypothetical Freebird funnel or landing page and asked to identify areas for improvement and propose A/B tests or design changes.
• Process Design: Be prepared to discuss how you would set up or refine Freebird's experimentation process or design system.
• Team Building Strategy: Discuss how you would approach hiring and onboarding your initial team members.

📝 Enhancement Note: The portfolio presentation is likely a significant part of the interview process. Candidates should prepare a compelling narrative that showcases their ability to drive tangible business outcomes through design and optimization. Practicing the presentation and anticipating interviewer questions is crucial.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: The primary tool for UX/UI design, wireframing, prototyping, and design system management. Expertise is essential.
• Prototyping Tools: Experience with other prototyping tools (e.g., InVision, Adobe XD) may be beneficial but Figma is highlighted.
• Design System Software: Tools or methodologies for managing design systems, potentially within Figma itself or via dedicated platforms.

Analytics & Reporting:

• A/B Testing Platforms: Experience with tools like Optimizely, VWO (Visual Website Optimizer), Google Optimize (though sunsetting), or similar experimentation platforms is critical for designing and analyzing tests.
• Web Analytics Tools: Proficiency in Google Analytics, Adobe Analytics, or similar platforms for tracking user behavior, conversion funnels, and performance metrics.
• Data Visualization Tools: Familiarity with tools like Tableau, Looker, Power BI, or even advanced Excel/Google Sheets for analyzing and presenting data.

CRM & Automation:

• CRM Systems: While not explicitly a CRM role, understanding how user data flows from marketing/sales to the CRM (e.g., Salesforce, HubSpot) and how it impacts user experience and personalization is beneficial.
• Marketing Automation Platforms: Familiarity with platforms like HubSpot, Marketo, or similar for understanding email flows and campaign integration.
• Customer Data Platforms (CDPs): Potentially useful for understanding how customer data is unified for better insights.
• Project Management Tools: Tools like Asana, Jira, Trello, or Monday.com for managing workflows, tasks, and team projects.

📝 Enhancement Note: The emphasis is on tools that support rapid design, experimentation, and data analysis. Candidates should highlight their proficiency in Figma and A/B testing platforms, as these are directly tied to the core responsibilities of the role.

👥 Team Culture & Values

Operations Values:

• Customer-First Design: A deep commitment to understanding and serving the customer's needs, ensuring their digital journey is intuitive, trustworthy, and valuable.
• Data-Driven Decision Making: Relying on quantitative data, user research, and A/B test results to guide design strategies and validate hypotheses, rather than solely on intuition.
• Bias for Action & Speed: A culture that encourages rapid iteration, quick decision-making, and efficient execution to capitalize on market opportunities and user feedback.
• Experimentation & Learning: Embracing a mindset of continuous learning through experimentation, where failures are viewed as learning opportunities that fuel future successes.
• Collaboration & Transparency: Working openly with cross-functional teams, sharing insights, and fostering a collaborative environment where design and business objectives are aligned.
• Brand Integrity & Trust: Upholding a high standard for brand perception and building customer trust through transparent, compliant, and premium digital experiences.

Collaboration Style:

• Player-Coach Mentality: Initially, active participation in design and testing alongside leadership responsibilities.
• Cross-Functional Partnership: Deep collaboration with CRO, Development, Marketing, and Executive teams, fostering strong working relationships based on mutual respect and shared goals.
• Feedback-Driven: An open exchange of feedback across team members and departments to continuously refine designs, strategies, and processes.
• Agile & Iterative: Working in agile sprints or cycles, with regular check-ins and reviews to ensure alignment and adapt to changing priorities.
• Impact-Oriented: A collective focus on achieving measurable business outcomes and driving growth through strategic design and optimization efforts.

📝 Enhancement Note: The company values are heavily geared towards growth, speed, and data. Candidates should be prepared to demonstrate how they embody these values in their work and leadership approach.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Performance with Brand: Navigating the inherent tension between aggressive conversion optimization tactics and maintaining a premium, trustworthy brand image, especially in a travel-related industry where trust is paramount.
• Rapid Iteration at Scale: Establishing and maintaining a design system and processes that support rapid experimentation without sacrificing long-term brand consistency or user experience quality.
• Data Interpretation Complexity: Ensuring that A/B test results are statistically sound and that insights derived from data accurately reflect user behavior and business impact.
• Team Building from Scratch: The challenge of recruiting, onboarding, and developing a high-performing design and CRO team in a competitive talent market.
• Cross-Functional Alignment: Ensuring consistent understanding and buy-in for UX/CRO strategies across diverse teams (e.g., engineering, marketing, executive leadership).

Learning & Development Opportunities:

• Advanced CRO & Experimentation: Deep dive into cutting-edge CRO techniques, advanced statistical analysis for experimentation, and behavioral economics principles applied to conversion.
• Leadership & Team Management: Develop robust skills in hiring, performance management, team motivation, and strategic team scaling.
• Growth Strategy Contribution: Influence and contribute to the broader company growth strategy, understanding how UX/CRO fits into the larger business objectives.
• Industry-Specific UX: Gain specialized knowledge in UX for the travel tech sector, understanding unique user needs and conversion drivers in this domain.
• Executive Presence: Hone skills in presenting complex strategies and results to executive leadership, influencing strategic decisions.

📝 Enhancement Note: The challenges presented are typical for a Director-level role in a scaling company. Candidates should be prepared to discuss how they've overcome similar obstacles and frame them as opportunities for growth and impact.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for identifying and prioritizing CRO opportunities on a consumer-facing website. How do you balance quick wins with long-term strategic initiatives?"
• "Walk me through a complex funnel optimization project you led. What were the key hypotheses, your design approach, the tests you ran, and the quantifiable results?"
• "How would you go about building a lightweight design system that supports rapid experimentation while maintaining brand integrity for Freebird?"
• "Imagine Freebird wants to launch a new subscription tier. What would be your approach to designing the user flow and offer presentation to maximize sign-ups?"
• "How do you measure the success of your UX and CRO efforts, and how do you communicate that impact to executive leadership?"

Company & Culture Questions:

• "What interests you most about Freebird and our mission?"
• "How do you foster a culture of experimentation and customer-centricity within a design team?"
• "Describe your ideal working relationship with a CRO Manager and a development team."
• "How do you stay updated on the latest trends in UX, CRO, and direct-response design?"
• "How would you approach developing a new team member with less experience in conversion-focused design?"

Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, follow a clear story arc: Problem -> Your Role -> Research/Insight -> Solution (Design/Strategy) -> Implementation -> Results (Quantified) -> Learnings.
• Focus on Data & Impact: Ensure every case study clearly links your design decisions to specific, measurable business outcomes (CVR, CAC, LTV, margin, etc.).
• Be Ready to Defend Your Choices: Anticipate questions about why you made certain design decisions, the trade-offs you considered, and how you validated your hypotheses.
• Showcase Your Process: Illustrate your design thinking, wireframing, prototyping, and testing methodologies.
• Highlight Leadership: If discussing team-building or leadership, frame your examples around mentorship, strategy setting, and team impact.
• Tailor to Freebird: Research Freebird's current website and offerings. Be prepared to offer initial thoughts or hypotheses relevant to their specific business.

📝 Enhancement Note: Interview preparation should focus on demonstrating a strong understanding of conversion optimization, data-driven design, and leadership potential. Candidates should be ready to articulate their strategic thinking and back it up with concrete examples and quantifiable results from their portfolio.

📌 Application Steps

To apply for this operations position:

• Submit your application through the workable.com application link provided.
• Portfolio Customization: Ensure your resume and portfolio are tailored to highlight your experience in UX/UI design, eCommerce funnels, CRO, A/B testing, and team leadership. Prioritize case studies that demonstrate quantifiable impact on conversion rates and revenue.
• Resume Optimization: Clearly articulate your years of experience (6-10+), key skills (Figma, CRO, UX, A/B Testing), and achievements using operations-focused keywords found throughout this description.
• Prepare Your Portfolio Presentation: Select 1-2 of your strongest conversion-focused case studies. Practice presenting your process, design decisions, and quantifiable results concisely and persuasively. Be ready to discuss how your work directly influenced business metrics.
• Research Freebird: Familiarize yourself with Freebird's current website, mission, and offerings. Consider potential areas for UX and conversion optimization, and be prepared to share initial thoughts during the interview process.

⚠️ 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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