Head of Design (f/m/d) – E-Commerce & Digital Product (D2C)

📍 Job Overview

Job Title: Head of Design (f/m/d) – E-Commerce & Digital Product (D2C) Company: Plantura GmbH Location: München, Germany Job Type: FULL_TIME Category: Design Leadership / E-Commerce Operations Date Posted: November 20, 2025 Experience Level: Senior / Leadership (10+ years) Remote Status: Hybrid (2-3 days in office)

🚀 Role Summary

• Strategic leadership in defining and scaling the next-generation customer experience (CX) for a D2C e-commerce ecosystem.
• Hands-on leadership of a high-performing design team, fostering design excellence and building it into a competitive advantage.
• Direct collaboration with executive leadership to drive profitable growth through design, impacting conversion rates, customer satisfaction, and retention.
• Ownership of brand integrity and digital presence across all customer touchpoints, including app, shop, and physical products.

📝 Enhancement Note: While the title is "Head of Design," the responsibilities heavily lean into strategic operations, customer experience optimization, and driving measurable business outcomes through design. This role requires a leader who understands how design directly impacts revenue, customer acquisition cost (CAC), and customer lifetime value (CLTV) in a D2C e-commerce context, aligning closely with GTM and Revenue Operations principles.

📈 Primary Responsibilities

• Define and execute the overarching UX/UI vision and design strategy for Plantura's app, e-commerce shop, and magazine, supported by robust research and scalable design system frameworks.
• Lead and develop a world-class design team, managing all aspects of personnel, talent development, and fostering a culture of design excellence.
• Act as the Brand Custodian, ensuring conceptual implementation of brand values and maintaining brand integrity and digital appeal throughout the entire customer journey, from awareness to post-purchase.
• Drive the end-to-end agile design process in close partnership with Product Management and Engineering, translating complex challenges into intuitive, elegant solutions that accelerate time-to-market and enhance product quality.
• Make design profitable by steering the development of channel-optimized creatives (statics & videos) in collaboration with Marketing, directly contributing to measurable ROAS and CAC targets.
• Establish and manage a scalable creative testing process to continuously translate learnings into improved performance.
• Ensure the timely and error-free delivery of new Plantura products to market, from initial concept through to final production-ready assets.

📝 Enhancement Note: These responsibilities highlight a strong operational focus on process, efficiency, and measurable business impact, characteristic of senior roles in GTM operations or product operations, albeit framed through a design leadership lens.

🎓 Skills & Qualifications

Education: While not explicitly stated, a Bachelor's or Master's degree in Design, HCI, Marketing, Business, or a related field is typically expected for a leadership role of this caliber. Experience: Minimum of 8+ years of professional experience, with at least 3+ years in a leadership role directly managing design teams, preferably within D2C or e-commerce. A total of 10+ years of experience is indicated by the AI-derived experience level.

Required Skills:

• Proven track record in the disciplinary leadership of design teams within D2C or e-commerce environments.
• Deep expertise in developing and implementing UX and design strategies, including UX vision, design systems, and research frameworks.
• Strong strategic competence to manage initiatives with P&L impact, such as Conversion Rate Optimization (CRO) and customer retention.
• Pragmatic, solution-oriented approach with a clear understanding of design as a commercial lever.
• Ability to translate design objectives into measurable business KPIs and continuously optimize for conversion, retention, and CAC.
• Proficiency in leveraging continuous user research (qualitative & quantitative) to generate customer insights that inform design decisions and validate hypotheses.
• Hands-on mindset, capable of strategic leadership while also being willing to contribute directly to tasks like prototyping when time-to-market is critical.
• Technical affinity, understanding technical constraints (API limits, performance, mobile-first) for integrated digital products (app, e-commerce shop, AI-powered guidance).
• Ability to translate design visions into feasible features.
• Fluent in both German and English (verbal and written) for effective communication with partners and international teams.

Preferred Skills:

• Experience in establishing and scaling creative testing processes for marketing assets.
• Familiarity with AI-powered guidance systems within a product context.
• Experience in managing design for both digital and physical product touchpoints.
• Knowledge of A/B testing methodologies for design optimization.

📝 Enhancement Note: The emphasis on "pragmatism," "business focus," "data-driven customer-centricity," and "making design profitable" strongly suggests that candidates with a background or strong understanding of revenue operations, growth marketing, and conversion rate optimization principles will be highly valued.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrable examples of scaled UX/UI strategies and their measurable impact on business KPIs (e.g., conversion rates, retention).
• Case studies showcasing leadership and team development within a design function, detailing team growth and performance improvements.
• Examples of established design systems and research frameworks that enabled scalability and consistency across multiple digital touchpoints.
• Evidence of driving profitable growth through design, including specific initiatives for CRO, CAC reduction, or ROAS improvement.

Process Documentation:

• Showcase of experience in establishing and managing agile design processes, from ideation and prototyping to usability testing and final UI delivery.
• Documentation of processes for creative asset development and testing, linking directly to marketing performance metrics.
• Examples of cross-functional collaboration with Product Management and Engineering, illustrating how design challenges were translated into workable solutions.
• Evidence of managing the end-to-end design delivery for product launches, ensuring timely and error-free execution.

📝 Enhancement Note: Candidates are expected to present a portfolio that not only exhibits design aesthetic and user-centricity but also quantifies the business impact of their design strategies and processes. This aligns with the operational expectation of demonstrating ROI and efficiency gains.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for a Head of Design role in Munich, Germany, with 10+ years of experience and leadership responsibilities in a high-growth D2C e-commerce company, the estimated salary range is €90,000 - €130,000 annually. This estimate considers the cost of living in Munich, the senior level of the position, and the strategic impact of the role.

Benefits:

• Comprehensive support for personal and professional development, including:
  • Fitness and wellness programs.
  • Specific skills training.
  • Leadership coaching.
• Flexibility to work remotely within the EU for up to 6 weeks per year.
• Focus on sustainability in products and packaging.
• Dog-friendly office environment.
• Hybrid work model with 2-3 days per week in the Munich office.

Working Hours: Standard full-time hours (estimated 40 hours per week), with flexibility often associated with leadership roles and the hybrid/remote work options.

📝 Enhancement Note: The salary estimate is based on aggregated data from reputable German job market analysis platforms and salary surveys for senior design and leadership roles in tech/e-commerce in major German cities like Munich. The benefits package highlights a modern approach to employee well-being and work-life integration, which is attractive to top talent in operations and design fields.

🎯 Team & Company Context

🏢 Company Culture

Industry: E-Commerce / Direct-to-Consumer (D2C) in the gardening and plant care sector. Plantura aims to create Europe's most personalized gardening ecosystem. Company Size: Plantura GmbH is a growing company. While an exact headcount isn't provided, the description implies a dynamic, scaling environment with a dedicated leadership team and a focus on building specialized functions. Founded: Plantura was founded in 2019. This indicates a relatively young, innovative, and fast-paced company culture, likely characterized by agility, a strong mission, and a drive for rapid growth.

Team Structure:

• The Head of Design will report directly to the Co-CEO, placing them at the executive leadership level.
• They will have full personnel responsibility for a "slim, high-performing" design team, suggesting a focus on efficiency and top talent.
• Close collaboration is expected with Product Management and Engineering teams, as well as Marketing.
• This structure emphasizes cross-functional teamwork and a unified approach to customer experience.

Methodology:

• Data-driven decision-making is a core principle, with emphasis on user research (qualitative and quantitative) and measurable business KPIs.
• Agile methodologies are expected in the design process to ensure rapid iteration and time-to-market.
• A focus on creating scalable frameworks, such as design systems and research frameworks, to support growth.
• The company values "Effortless Mastery," aiming to simplify complex tasks for their customers through intuitive design and technology.

Company Website: https://www.plantura.garden/

📝 Enhancement Note: The company's focus on personalization, sustainability, and creating an "ecosystem" suggests a mission-driven culture. For an operations professional, this means understanding how to align design and CX strategies with these core values to resonate with the target audience and drive sustainable growth.

📈 Career & Growth Analysis

Operations Career Level: This role is a senior leadership position, equivalent to a Director or VP level within a design or CX function. It offers significant strategic influence and direct impact on the company's growth trajectory and profitability. The scope includes not just design execution but also team building, strategic vision setting, and P&L-influencing initiatives.

Reporting Structure: Direct reporting line to the Co-CEO. This indicates high visibility and direct access to executive decision-making, allowing for rapid strategic alignment and implementation.

Operations Impact: The Head of Design will be instrumental in shaping the end-to-end customer journey, directly impacting key business metrics such as conversion rates, customer acquisition cost (CAC), customer lifetime value (CLTV), retention rates, and overall brand perception. Design is positioned as a strategic growth lever, not merely a support function.

Growth Opportunities:

• Strategic Leadership: Opportunity to shape the future CX strategy for a rapidly growing D2C e-commerce business and influence C-level decisions.
• Team Building & Mentorship: Build and scale a world-class design team, mentoring top talent and developing leadership capabilities within the function.
• Cross-functional Influence: Gain broad experience by collaborating closely with Product, Engineering, and Marketing leadership, potentially leading to broader operational leadership roles.
• Industry Expertise: Deepen expertise in D2C e-commerce, customer experience optimization, and the application of design as a commercial driver in a mission-driven company.

📝 Enhancement Note: This role offers a unique opportunity for a design leader to operate with a strong business and operational focus, bridging the gap between creative execution and measurable commercial success, which is a highly sought-after profile in today's GTM and operations landscape.

🌐 Work Environment

Office Type: Plantura operates with a hybrid model, utilizing an office space in Munich. The office is described as dog-friendly and located near Königsplatz, suggesting a vibrant and accessible urban work environment conducive to collaboration. Office Location(s): München, Germany (specifically near Königsplatz).

Workspace Context:

• The workspace is designed to foster direct collaboration, with an expectation of 2-3 days per week in the office.
• This hybrid approach aims to balance the benefits of in-person brainstorming and team cohesion with the flexibility of remote work.
• Tools and technology will support an integrated digital product experience (app, e-commerce, AI guidance), implying a modern tech stack.
• Opportunities for frequent interaction with leadership (Co-CEO) and cross-functional teams (Product, Engineering, Marketing) are inherent in the role's structure.

Work Schedule: A hybrid model is in place, requiring employees to be in the office 2-3 days per week. The remaining time offers remote work flexibility within the EU. This schedule supports deep work, focused collaboration, and personal well-being.

📝 Enhancement Note: The hybrid model and dog-friendly office reflect a modern, employee-centric work environment. For operations professionals, understanding how to optimize workflows and collaboration within such a setup is key to maximizing team efficiency and output.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Likely a conversation with HR or a senior leader (potentially Hannah) to assess initial fit, motivation, and alignment with company values.
• Hiring Manager/Team Interview: In-depth discussion focusing on leadership experience, strategic vision, and operational approach to design. This may involve presenting preliminary portfolio highlights.
• Case Study/Portfolio Presentation: A significant part of the process will involve presenting a detailed portfolio. Candidates may be asked to prepare a presentation addressing specific Plantura challenges or showcasing how they would approach key responsibilities (e.g., scaling CX, building a team, driving conversion).
• Leadership/Executive Interview: Final discussion with the Co-CEO to assess strategic alignment, cultural fit, and long-term vision for the design function within Plantura.
• Reference Checks: Standard verification of past performance and leadership capabilities.

Portfolio Review Tips:

• Quantify Impact: For each project, clearly articulate the problem, your role, the solutions implemented, and, most importantly, the measurable business outcomes (e.g., conversion lift, retention improvement, CAC reduction, ROAS increase). Use data and specific metrics.
• Showcase Strategic Thinking: Beyond visuals, explain the strategic rationale behind your design decisions. How did your approach align with business goals? How did you consider scalability and long-term impact?
• Leadership & Team Building Examples: Include examples of how you've led, mentored, and developed design teams. Discuss your approach to team structure, process, and talent management.
• Process & Systems: Detail the design processes you've implemented or improved, focusing on efficiency, collaboration, and scalability (e.g., agile workflows, design system implementation, research frameworks).
• Tailor to Plantura: Research Plantura's current app, website, and brand. Be prepared to discuss your initial thoughts and how your experience directly addresses their stated challenges and mission ("Effortless Mastery," personalization, sustainability).

Challenge Preparation:

• Be ready to articulate your vision for Plantura's customer experience and how design can be a primary driver of growth and profitability.
• Prepare to discuss how you would build and manage a "slim, high-performing" design team.
• Anticipate questions about balancing strategic vision with hands-on execution and rapid time-to-market.
• Think about how you would establish a scalable creative testing process that directly impacts marketing performance (ROAS, CAC).

📝 Enhancement Note: The emphasis on a "hands-on leader" and "making design profitable" suggests that the interview process will rigorously assess not only creative and strategic abilities but also operational acumen and a strong understanding of business metrics crucial for GTM and Revenue Operations.

🛠️ Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma (highly probable given industry standard), Sketch, Adobe Creative Suite (Photoshop, Illustrator).
• Prototyping & User Testing: InVision, Axure, Maze, UserTesting.com.
• Design Systems Management: Tools for maintaining and scaling design systems (e.g., Zeroheight, Storybook integration).

Analytics & Reporting:

• Web & App Analytics: Google Analytics, Adobe Analytics, Mixpanel, Amplitude.
• A/B Testing Platforms: Optimizely, VWO (Visual Website Optimizer), Google Optimize.
• Data Visualization: Tableau, Power BI, Looker (or similar BI tools used by the company).

CRM & Automation:

• CRM: Salesforce, HubSpot (or other relevant CRM for customer data tracking).
• Marketing Automation: Platforms that integrate with e-commerce and CRM for campaign management and personalization.
• Project Management & Collaboration: Jira, Asana, Trello, Confluence, Slack.

📝 Enhancement Note: While not explicitly listed, proficiency with leading-edge design tools and a strong understanding of how design integrates with analytics, CRM, and marketing automation platforms are essential for driving measurable results in a D2C e-commerce environment. This role requires a leader who can leverage technology to optimize customer journeys and business outcomes.

👥 Team Culture & Values

Operations Values:

• Customer-Centricity: A deep commitment to understanding and serving the customer, driven by user research and data. The value "We Create Effortless Mastery" is central to this.
• Data-Driven Decision Making: Reliance on metrics, A/B testing, and user insights to guide design and business strategy.
• Pragmatism & Business Focus: Understanding that design must serve commercial objectives, leading to tangible improvements in conversion, retention, and profitability.
• Collaboration & Teamwork: Fostering a strong, supportive team environment where design works hand-in-hand with Product, Engineering, and Marketing.
• Innovation & Continuous Improvement: A drive to constantly refine processes, explore new solutions, and enhance the customer experience.
• Sustainability: A core company value that influences product development and business practices.

Collaboration Style:

• Cross-functional Integration: The role demands seamless collaboration with Product Management and Engineering for feature development, and with Marketing for creative assets and campaign performance.
• Leadership Partnership: Close working relationship with the Co-CEO and other members of the leadership team, involving strategic discussions and alignment.
• Agile & Iterative: A collaborative approach that embraces agile methodologies, rapid prototyping, user feedback loops, and iterative improvements.
• Open Communication: Encouraging feedback exchange, knowledge sharing, and transparent communication within the design team and across departments.

📝 Enhancement Note: The company culture appears to value a blend of strategic vision, operational efficiency, and a strong ethical compass (sustainability). A Head of Design needs to embody these values to lead effectively and drive the company's mission.

⚡ Challenges & Growth Opportunities

Challenges:

• Scaling Design Function: Building and scaling a design team and its processes effectively to keep pace with rapid company growth.
• Balancing Strategic Vision with Execution: Ensuring high-level strategic goals are translated into actionable design plans and delivered on time, while maintaining design quality.
• Driving Measurable Business Impact: Continuously demonstrating the ROI of design initiatives and ensuring they directly contribute to key business KPIs (ROAS, CAC, CLTV).
• Navigating Ambiguity: Operating in new categories and early product phases requires comfort with uncertainty and the ability to build structures from scratch.
• Cross-functional Alignment: Ensuring consistent vision and effective collaboration across diverse departments like Engineering, Product, and Marketing, each with their own priorities.

Learning & Development Opportunities:

• Strategic Leadership Development: Direct exposure to C-level strategy and decision-making, offering invaluable experience in executive leadership.
• Growth Hacking & CRO Expertise: Deepen understanding and practical application of growth marketing principles, conversion rate optimization, and customer journey mapping.
• Team Building & Management: Hone skills in recruiting, developing, and managing high-performing creative and operational teams.
• D2C E-commerce Mastery: Gain extensive experience in the unique operational and strategic demands of a fast-growing direct-to-consumer e-commerce business.
• Industry Conferences & Networking: Opportunities to attend relevant design, e-commerce, and leadership conferences to stay abreast of industry trends and network with peers.

📝 Enhancement Note: The challenges presented are typical for leadership roles in scaling tech/e-commerce companies. Successfully navigating these challenges will provide significant opportunities for professional growth and career advancement, particularly for individuals aiming for broader operational or executive roles.

💡 Interview Preparation

Strategy Questions:

• "How would you define and scale the next-generation customer experience for Plantura, aligning with our 'Effortless Mastery' value?" (Focus on your strategic framework, research methods, and KPIs).
• "Describe your approach to building and leading a 'slim, high-performing' design team. What are your key principles for talent development and team structure?" (Highlight leadership philosophy, recruitment strategy, and performance management).
• "As Brand Custodian, how would you ensure design excellence and brand integrity across our app, shop, and physical products in a rapidly growing company?" (Discuss brand guidelines, design systems, and cross-functional alignment).
• "Given our D2C e-commerce model, how would you ensure design directly contributes to profitable growth, specifically impacting Conversion Rates, CAC, and ROAS?" (Prepare case studies or frameworks demonstrating commercial impact and optimization strategies).

Company & Culture Questions:

• "What excites you most about Plantura's mission and our focus on sustainability?" (Research Plantura's impact and values).
• "How do you see design contributing to Plantura's unique position in the gardening ecosystem?" (Connect your expertise to their market and offering).
• "Describe a situation where you had to navigate significant ambiguity or build structures where none existed. How did you approach it?" (Showcase your ability to operate in a startup/scaling environment).
• "How do you foster a collaborative culture within a design team and across departments like Product and Engineering?" (Provide examples of your collaboration style and conflict resolution).

Portfolio Presentation Strategy:

• Structure your narrative: For each key project, clearly articulate the business problem, your strategic approach, the design solution, and the measurable results (ROI, conversion lift, etc.).
• Quantify impact: Use specific metrics and data points to demonstrate the success of your initiatives. Be prepared to explain how you tracked and attributed these results.
• Highlight leadership: Showcase instances where you led teams, mentored individuals, and influenced strategic direction.
• Demonstrate process: Explain the methodologies you used (agile, user research, design systems) and how they contributed to efficiency and quality.
• Tailor to Plantura: Select case studies that best align with Plantura's challenges and opportunities (e.g., e-commerce optimization, app UX, D2C customer journey).

📝 Enhancement Note: The interview process is designed to assess a candidate's ability to blend strategic design thinking with operational execution and a strong business acumen, crucial for a leadership role impacting revenue and growth.

📌 Application Steps

To apply for this Head of Design position:

• Submit your application through the provided link on join.com.
• Curate your Portfolio for Impact: Select 3-5 key projects that best demonstrate your leadership, strategic thinking, and ability to drive measurable business outcomes in D2C e-commerce. Ensure each project clearly articulates the problem, your solution, and quantified results (e.g., conversion rate improvements, CAC reduction).
• Optimize your Resume for Operations & Leadership: Highlight your experience in disciplinary leadership, strategic planning, P&L impact, and cross-functional collaboration. Use keywords such as "Customer Experience (CX) Scaling," "Design Strategy," "Conversion Rate Optimization (CRO)," "CAC Reduction," "Team Leadership," and "Agile Design Process."
• Prepare a Compelling Presentation: Be ready to present your portfolio and discuss your approach to Plantura's specific challenges. Practice articulating your vision and how your experience aligns with the company's mission and values.
• Research Plantura Thoroughly: Understand their products, target audience, competitive landscape, and core values ("Effortless Mastery," sustainability). Prepare thoughtful questions that demonstrate your engagement and strategic insight.

⚠️ 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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