Web Designer - Direct Acquisition

📍 Job Overview

Job Title: Web Designer - Direct Acquisition

Company: iwoca

Location: London, England, United Kingdom

Job Type: FULL_TIME

Category: Marketing Operations & Web Development

Date Posted: March 06, 2026

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

Remote Status: Hybrid (On-site in London)

🚀 Role Summary

• Spearhead the visual identity and user experience of iwoca's public-facing website, directly impacting direct acquisition marketing efforts.

• Develop and manage a robust design system and reusable components to ensure brand consistency and empower marketing teams.

• Collaborate cross-functionally to translate brand narratives, new product launches, and data insights into compelling web designs.

• Leverage a strong understanding of HTML, CSS, and design principles to create impactful online assets, with a focus on Webflow platform utilization.

• Contribute to the growth of the Direct Acquisition team by enhancing the website's role in demand generation and brand authority.

📝 Enhancement Note: While the title is "Web Designer," the context within "Direct Acquisition" and "Marketing" strongly suggests this role is crucial for GTM (Go-To-Market) operations, specifically in driving lead generation and customer acquisition through the website. The emphasis on design systems, reusable components, and collaboration with marketing and sales teams highlights its operational significance. This role bridges creative design with tactical marketing execution.

📈 Primary Responsibilities

• Own and evolve the visual identity and overall design of iwoca's public-facing website, ensuring it aligns with brand strategy and marketing objectives.

• Design, implement, and maintain reusable web components, page templates, and a comprehensive design system to facilitate efficient content creation by other teams.

• Translate marketing campaign objectives, new product features, and business ventures into compelling and user-friendly web pages and layouts.

• Collaborate closely with performance marketing, brand, and product teams to ensure the website effectively supports acquisition funnels and showcases iwoca's value proposition.

• Analyze quantitative and qualitative user insights, working with analysts to inform and iterate on design decisions for continuous improvement.

• Create engaging data visualizations for marketing collateral, press releases, and website content to enhance understanding and credibility.

• Develop and manage ad hoc layouts, pages, and graphics that elevate the brand narrative and support specific marketing initiatives.

• Ensure a high standard of visual execution and brand consistency across all web touchpoints.

📝 Enhancement Note: The responsibilities clearly indicate a hands-on design role with a strong strategic component. The emphasis on "owning and evolving," "managing the design system," and "empowering other team members" points to a mid-level to senior individual contributor role with significant autonomy and ownership within the Direct Acquisition and Brand teams. The requirement to work with data insights and collaborate with marketing/sales underscores its GTM operations impact.

🎓 Skills & Qualifications

Education:

Experience:

• 2-5 years of professional experience in web design, with a proven track record of creating visually appealing and functional websites.

• Experience in developing and maintaining design systems, style guides, and reusable UI components.

Required Skills:

• Core Design Principles: Confident and creative application of fundamental design principles (typography, color theory, layout, visual hierarchy).

• HTML & CSS Proficiency: Solid understanding and practical application of HTML and CSS for web page structure and styling.

• Systematic Design Approach: Ability to organize design assets, workflows, and documentation in a structured and efficient manner.

• Constraint Balancing: Skill in balancing commercial goals, resource limitations, and technical feasibility in design solutions.

• Brand Stewardship: Capacity to uphold and elevate a brand's narrative and visual identity across digital platforms.

Preferred Skills:

• Figma Expertise: Strong proficiency in Figma for UI/UX design, prototyping, and collaboration.

• Webflow Experience: Hands-on experience building and managing websites using Webflow.

• Design System Development: Proven experience in creating and evolving comprehensive design systems.

• JavaScript/TypeScript: Basic knowledge of JavaScript or TypeScript for understanding front-end functionality and potential interactions.

• Animation Experience: Experience incorporating subtle animations or motion design to enhance user engagement and visual appeal.

• B2B/Finance Industry Experience: Familiarity with the design nuances and user expectations within the B2B or financial services sectors.

📝 Enhancement Note: The requirements emphasize a blend of creative design skills and technical understanding, particularly in front-end web technologies. The preference for Webflow and Figma aligns with modern web design and content management workflows, crucial for efficient GTM operations. The inclusion of B2B/finance experience suggests the need for a designer who can grasp complex financial products and communicate them clearly to a business audience.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Design System Showcase: Examples demonstrating the creation, structure, and application of a design system, including reusable components and style guidelines.

• Website Redesign/Launch Case Studies: Detailed projects showcasing the end-to-end design process for key website pages or sections, highlighting problem identification, design solutions, and outcomes.

• Component & Template Design: Visual examples of reusable components and page templates designed for efficiency and scalability.

• Brand Integration: Projects that clearly illustrate how brand identity and narrative were effectively translated into web design.

• Data Visualization Examples: Samples of compelling charts, graphs, or infographics designed for web presentation.

Process Documentation:

• Evidence of a systematic approach to design, including wireframing, prototyping, user testing (if applicable), and final asset delivery.

• Documentation or examples illustrating how design decisions were informed by data, user feedback, or commercial objectives.

• Workflow examples showing collaboration with developers, marketers, or other stakeholders during the design process.

📝 Enhancement Note: For a role focused on web design within a direct acquisition context, the portfolio is paramount. It's not just about aesthetics but about demonstrating the ability to build scalable, brand-aligned web assets that support marketing goals. The emphasis on design systems and reusable components highlights the need for operational efficiency in web content deployment.

💵 Compensation & Benefits

Salary Range: £35,000 - £50,000 per annum (with potential for up to £60,000 based on experience and salary goals)

Benefits:

• Flexible Working: Ability to tailor work arrangements to suit individual needs and team collaboration requirements.

• Comprehensive Health & Wellness:

  • Medical insurance from Vitality, including discounted gym membership.
  • Private GP service (separate from Vitality) for employees, partners, and dependents.
  • Instant access to external counselling and therapy sessions for mental health support.

• Generous Leave:

  • 25 days' annual holiday, plus an extra day off for your birthday.
  • Option to buy or sell an additional five days of annual leave.
  • Unlimited unpaid leave.

• Long-Term Incentives:

  • A one-month, fully paid sabbatical after four years of service.
  • Employee equity incentive scheme.

• Financial Support & Planning:

  • 3% pension contributions on total earnings.
  • Electric car scheme and cycle to work scheme.
  • Generous parental leave.
  • Nursery tax benefit scheme for cost savings.

• Professional Development:

  • A dedicated learning and development budget for everyone.
  • Company-wide talks with internal and external speakers.
  • Access to learning platforms like Treehouse.

• Team & Company Engagement:

  • Two company retreats per year to foster team bonding and strategic alignment.
  • Access to office amenities including drinks and snacks.

Working Hours:

• Standard full-time working hours are expected, likely around 40 hours per week, with flexibility offered as part of the benefits package.

📝 Enhancement Note: The provided salary range is a good starting point, but the company's openness to salary goals and routine benchmarking suggests there's room for negotiation. The benefits package is exceptionally comprehensive, with a strong emphasis on well-being, professional growth, and long-term incentives, which is attractive for skilled professionals in competitive fields like design and marketing operations.

🎯 Team & Company Context

🏢 Company Culture

Industry: Fintech (Financial Technology), SME Lending

Company Size: Large (500-1000 employees, based on LinkedIn data for similar companies or general business context for a scale-up like iwoca), operating across multiple countries (UK, Germany, etc.). This size indicates a structured environment with established processes but still retaining a dynamic, growth-oriented culture.

Founded: 2012. This history suggests a company that has successfully navigated the startup phase and evolved into a significant player in the fintech lending space, indicating stability and a proven business model.

Team Structure:

• The Web Designer sits within the Brand Team, which is part of the larger Direct Acquisition Team.

• This team also includes Sales and Performance Marketing specialists, implying a strong cross-functional collaboration focus.

• The Brand team is relatively new, tasked with ensuring consistent brand presentation, authority, and credibility.

Methodology:

• Data-Driven Design: The role requires working with analysts to uncover quantitative and qualitative insights that directly inform design decisions.

• Iterative Development: The emphasis on reusable components and design systems suggests an agile approach to website development and content creation.

• Collaborative Innovation: Encouragement to tap into the community of designers and frontend engineers for solutions and skill development.

• Brand Consistency: A core methodology is to ensure visual identity and brand narrative are consistently applied across all digital touchpoints.

Company Website: https://www.iwoca.co.uk/

📝 Enhancement Note: The company's mission to support SMEs with flexible finance is a strong differentiator. The "Direct Acquisition" focus implies a performance-oriented marketing culture, where design directly contributes to measurable business outcomes like lead generation and customer onboarding. The relatively new Brand team suggests an evolving marketing structure, offering an opportunity for the Web Designer to shape processes.

📈 Career & Growth Analysis

Operations Career Level: This role is positioned at a Mid-Level Individual Contributor stage. It requires independent execution, ownership of specific areas (website visual identity, design system), and a strong understanding of design principles and web technologies. The candidate is expected to contribute significantly to strategic marketing efforts through their design expertise.

Reporting Structure:

• The Web Designer reports into the Brand Team leadership.

• They will collaborate closely with Performance Marketing, Sales, Analysts, and Frontend Engineers within the Direct Acquisition and broader Engineering/Product teams.

Operations Impact:

• The Web Designer's work directly influences customer acquisition rates by creating compelling landing pages, optimizing user journeys, and ensuring a strong, trustworthy brand presence online.

• They contribute to marketing efficiency by building reusable components and a design system that allows marketing teams to deploy content faster and more consistently.

• Their designs can impact conversion rates and customer onboarding by improving clarity, usability, and trust on the website.

Growth Opportunities:

• Specialization: Deepen expertise in Webflow, advanced front-end design techniques, or specific areas of UX/UI for fintech.

• Leadership: Progress to a Senior Web Designer or Lead Designer role, potentially managing design projects or mentoring junior designers.

• Broader GTM Strategy: Transition into roles with more direct involvement in marketing strategy, campaign design, or product marketing, leveraging their understanding of customer acquisition.

• Cross-functional Movement: Opportunities to move into Product Design, UX Research, or even Brand Management roles, given the company's emphasis on cross-functional collaboration and learning.

• Design System Ownership: Take full ownership of the website design system as it matures, becoming the go-to expert and driving its evolution.

📝 Enhancement Note: The role offers a clear path for growth within design, particularly in a high-impact GTM function. The emphasis on a new Brand team and cross-functional collaboration suggests opportunities to influence processes and expand responsibilities beyond pure design execution.

🌐 Work Environment

Office Type: Hybrid work model, with a significant emphasis on in-office presence in London for collaboration and team building. This suggests a structured approach to hybrid work, likely with designated office days.

Office Location(s): London, United Kingdom. This is a prime metropolitan hub, offering excellent connectivity and access to talent.

Workspace Context:

• Collaborative Environment: The role is embedded within the Direct Acquisition and Brand teams, necessitating close interaction with marketers, sales professionals, analysts, and engineers.

• Technology Focus: Access to modern design tools (Figma) and a dynamic web development platform (Webflow), supported by a tech-forward fintech company.

• Team Integration: Opportunities to work within a community of designers and frontend engineers, fostering knowledge sharing and skill development.

• Agile Operations: The environment likely supports agile methodologies, requiring adaptability and quick iteration on design solutions.

Work Schedule: While a standard 40-hour work week is implied, the "flexible working" benefit suggests a degree of autonomy in managing work hours, provided project deadlines and collaborative needs are met. This flexibility is beneficial for deep work sessions required in design.

📝 Enhancement Note: The hybrid model with a London base points to a company that values in-person collaboration for innovation and team cohesion, while still offering flexibility. This balance is common in the tech and fintech sectors, aiming to attract top talent by providing both structure and adaptability.

📄 Application & Portfolio Review Process

Interview Process:

1. Initial Screening: A brief call with a recruiter to assess initial fit, motivation, and salary expectations.

2. Hiring Manager Interview: Deeper dive into experience, technical skills (HTML, CSS, design principles), and understanding of the role's responsibilities. Discussion of motivations for applying to iwoca.

3. Portfolio Review & Design Challenge: A critical stage where the candidate presents their portfolio, highlighting relevant projects. This may be followed by a take-home design exercise or a live design exercise focused on a specific problem relevant to iwoca's website, testing design thinking, problem-solving, and platform proficiency (e.g., Webflow, Figma).

4. Team/Cross-functional Interviews: Meetings with members of the Direct Acquisition team (e.g., Performance Marketing Manager, Brand Lead) and potentially Frontend Engineers to assess collaboration style, communication skills, and cultural fit.

5. Final Interview: Potentially with a senior leader to discuss career aspirations and overall fit with iwoca's mission and values.

Portfolio Review Tips:

• Curate Strategically: Select 3-4 projects that best showcase your experience with design systems, brand identity, website design for acquisition, and your technical skills (HTML/CSS, Figma, Webflow if applicable).

• Tell a Story: For each project, clearly articulate the problem you were solving, your design process, the constraints you worked with, your specific contributions, and the measurable impact (e.g., improved conversion, engagement, efficiency).

• Highlight Operations: Emphasize how your designs contribute to marketing efficiency, scalability, and direct acquisition goals. Showcase reusable components and design system elements.

• Demonstrate Technical Acumen: Be prepared to discuss your HTML/CSS knowledge and how you'd approach building within Webflow. If you have Figma expertise, show how you leverage its collaborative and prototyping features.

• Quantify Impact: Wherever possible, use metrics to demonstrate the success of your designs.

Challenge Preparation:

• Understand the Business: Research iwoca's mission, target audience (SMEs), products, and current marketing efforts. Understand their competitive landscape in fintech lending.

• Website Analysis: Critically review iwoca's current website. Identify areas for improvement in design, user experience, brand presentation, and conversion optimization.

• Design System Thinking: Prepare to discuss how you would approach building or evolving a design system for a company like iwoca, considering the needs of marketing, sales, and engineering.

• Webflow Familiarity: If you don't have Webflow experience, familiarize yourself with its capabilities and common use cases for marketing websites. Understand how it allows for non-developers to manage content and design updates.

• Communication: Practice articulating your design decisions clearly and concisely, explaining the rationale behind your choices, especially in relation to business objectives.

📝 Enhancement Note: The interview process emphasizes practical design skills, strategic thinking, and collaboration. A strong portfolio that demonstrates impact and an understanding of GTM objectives will be key. The potential for a design challenge means candidates should be ready to apply their skills to a real-world problem for iwoca.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: For UI/UX design, wireframing, prototyping, and collaborative design workflows. Essential for creating and managing design assets.

• Webflow: The primary platform for building and managing iwoca's public-facing website. Proficiency or a strong willingness to become proficient is critical.

• HTML/CSS: Foundational technologies for structuring and styling web content. A good understanding is required for effective Webflow utilization and collaboration with developers.

Analytics & Reporting:

• Google Analytics (or similar): To understand website traffic, user behavior, and the performance of web pages.

• Internal Analytics Tools: Potentially proprietary dashboards or tools used by the Direct Acquisition team to track campaign performance and website KPIs.

CRM & Automation:

• While not directly a CRM role, understanding how the website integrates with CRM systems (e.g., Salesforce, HubSpot) and marketing automation platforms for lead capture and nurturing is beneficial.

📝 Enhancement Note: The explicit mention of Webflow and HTML/CSS as core requirements highlights the practical, execution-oriented nature of this role. Proficiency in Figma is a standard expectation for modern web designers. Understanding how website performance ties into broader CRM and marketing automation efforts is crucial for a GTM-aligned role.

👥 Team Culture & Values

Operations Values:

• Learning & Growth: A strong emphasis on continuous learning, professional development, and skill expansion, supported by dedicated budgets and resources.

• Support & Collaboration: A culture that encourages mutual support, knowledge sharing, and teamwork across departments, fostering an inclusive environment.

• Innovation & Improvement: A drive to innovate products and services, with a willingness to explore new areas and improve existing processes, including design workflows.

• Data-Driven Decision Making: Reliance on data and insights to inform strategic choices, including design iterations and marketing campaign planning.

• Efficiency & Impact: A focus on delivering results efficiently and demonstrating tangible impact, particularly in customer acquisition and brand presence.

Collaboration Style:

• Cross-functional Integration: The role is designed to work closely with marketing, sales, product, and engineering teams, requiring strong communication and partnership skills.

• Feedback-Oriented: An environment where feedback is encouraged and utilized for continuous improvement, both for individual growth and project outcomes.

• Community of Practice: Encouragement to engage with internal design and engineering communities to solve problems and share best practices.

• Proactive Communication: A need to proactively communicate design concepts, progress, and potential challenges to stakeholders to ensure alignment.

📝 Enhancement Note: Iwoca's culture appears to be highly conducive to professional development and collaborative problem-solving. For a Web Designer in a GTM context, this means being comfortable with data, open to feedback, and proactive in engaging with other teams to achieve shared acquisition goals.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand and Performance: Effectively designing for both a strong, credible brand presence and high conversion rates for direct acquisition campaigns can be a delicate balance.

• Evolving Webflow Expertise: Rapidly becoming proficient in Webflow while also maintaining high design standards and potentially managing a growing design system.

• Cross-Functional Alignment: Ensuring design decisions meet the diverse needs of marketing, sales, product, and engineering teams, especially within a rapidly growing fintech environment.

• Data Interpretation: Translating complex quantitative and qualitative data into actionable design improvements.

• Maintaining Design System Scalability: Ensuring the design system remains robust and adaptable as the company and its product offerings expand.

Learning & Development Opportunities:

• Webflow Mastery: Becoming an expert in Webflow, a powerful platform for marketing websites, and potentially training others.

• Fintech Design Specialization: Gaining deep experience in designing for the financial services sector, understanding user trust and regulatory considerations.

• Design System Leadership: Taking on increasing responsibility for the growth and governance of the website's design system.

• UX/UI for Acquisition: Enhancing skills in conversion rate optimization (CRO) and user journey mapping specifically for lead generation and customer onboarding.

• Cross-Disciplinary Learning: Opportunities to learn from performance marketers, data analysts, and frontend engineers, broadening understanding of the GTM ecosystem.

📝 Enhancement Note: The challenges are typical for a growth-focused company in a dynamic industry. The opportunities for learning and development are significant, particularly in mastering Webflow and specializing in fintech UX/UI for acquisition.

💡 Interview Preparation

Strategy Questions:

• "How would you approach designing a new landing page for a specific ad campaign targeting small business owners, considering both brand message and conversion goals?" (Focus on process, tools, and metrics).

• "Describe your experience with building or contributing to a design system. What are the key benefits, and how would you ensure its adoption and ongoing maintenance within a team like ours?" (Focus on scalability, efficiency, and collaboration).

Company & Culture Questions:

• "What attracts you to iwoca, specifically our mission and our position in the fintech industry?" (Research their mission, values, and recent news).

• "How do you see your role contributing to the Direct Acquisition team's goals? What kind of collaboration do you anticipate with performance marketing and sales?" (Understand team structure and GTM objectives).

Portfolio Presentation Strategy:

• Structure: For each project, follow a clear narrative: Problem -> Your Role -> Process -> Solution -> Outcome/Impact.

• Quantify Impact: Use numbers and data wherever possible to showcase the effectiveness of your designs (e.g., "increased conversion by X%", "reduced bounce rate by Y%", "enabled marketing team to launch Z campaigns faster").

• Highlight Design System Contribution: If you have design system work, dedicate specific slides or time to explain its structure, benefits, and how it supports operational efficiency.

• Webflow/Technical Discussion: Be prepared to discuss how you would translate your designs into Webflow, or how your HTML/CSS knowledge informs your design decisions for web implementation.

• Brand Alignment: Explicitly connect your design choices to iwoca's brand identity and mission.

📝 Enhancement Note: Preparation should focus on demonstrating a blend of creative design expertise, technical understanding, and a strategic mindset aligned with business objectives. Being able to articulate your process and quantify impact is crucial for this GTM-focused role.

📌 Application Steps

To apply for this Web Designer position:

• Submit your comprehensive application through the provided link on Ashby.

• Portfolio Customization: Ensure your portfolio prominently features projects related to website design, design systems, brand identity, and ideally, B2B or finance sectors. Tailor your case studies to highlight your process, impact, and any experience with Webflow or similar platforms.

• Resume Optimization: Highlight quantifiable achievements, relevant technical skills (HTML, CSS, Figma, Webflow), and experience in marketing-driven design or direct acquisition contexts. Use keywords like "Web Designer," "Webflow," "Figma," "HTML," "CSS," "Design System," "Brand Identity," "Direct Acquisition," and "Fintech."

• Interview Preparation: Practice articulating your design process, problem-solving approach, and how your work contributes to business goals. Be ready to discuss your portfolio in detail and potentially complete a design challenge.

• Company Research: Thoroughly research iwoca's mission, values, products, and recent marketing initiatives. Understand their target audience (SMEs) and the competitive fintech landscape.

⚠️ 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.