Lead Web Designer

📍 Job Overview

Job Title: Lead Web Designer

Company: Persona

Location: San Francisco, California, United States

Job Type: FULL_TIME

Category: Web Design / Digital Experience Design

Date Posted: August 17, 2026

Experience Level: 10+ years

🚀 Role Summary

• Lead the end-to-end design and execution of Persona's marketing website and other critical consumer-facing digital experiences.

• Drive the strategic vision and design direction for a significant website redesign, ensuring alignment with brand evolution and business objectives.

• Champion and develop a cohesive, scalable design system to ensure consistency and efficiency across all digital touchpoints.

• Collaborate closely with engineering, marketing, and executive stakeholders to translate complex requirements into intuitive and impactful user experiences.

• Leverage cutting-edge prototyping and AI tools to push the boundaries of digital design, enhancing craft and speed in delivering innovative solutions.

📝 Enhancement Note: While the title is "Lead Web Designer," the responsibilities and required experience indicate a senior-level role with significant strategic influence over digital brand presence and user experience, extending beyond traditional web design into digital product strategy and execution. The emphasis on AI tools and "design and build" instinct suggests a forward-thinking role requiring hands-on contribution and technical curiosity.

📈 Primary Responsibilities

• Spearhead the conceptualization, design, and delivery of category-defining digital experiences, with a primary focus on the marketing website and extending to interactive touchpoints like event activations, micro-sites, and digital collateral.

• Lead a comprehensive redesign of Persona's marketing website, managing the process from strategic alignment and scope definition through to final design, implementation, and ongoing stewardship.

• Partner with the internal web team to address day-to-day site needs, enabling the marketing team's agility in iterating and building current content and campaigns.

• Drive innovation in design and build processes by closely collaborating with engineering teams and integrating advanced prototyping and AI tools to bring creative ideas to life efficiently and with high fidelity.

• Foster a culture of constructive feedback and robust collaboration among the design team, cross-functional partners, and executive stakeholders to elevate the quality of work.

• Develop an in-depth understanding of Persona's brand identity and its evolution, playing a pivotal role in shaping its future visual and interactive representation.

📝 Enhancement Note: The responsibilities highlight a strategic leadership position focused on the company's primary digital interface. The emphasis on "category-defining digital experiences" and leading a "redesign of our upcoming marketing website" points to a significant impact on the company's brand perception and customer acquisition strategy. The inclusion of "design and build" instinct and AI tools suggests a hands-on approach beyond pure conceptualization.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong educational foundation in Design, Human-Computer Interaction, or a related field, complemented by a robust portfolio, is expected.

Experience: 10+ years of professional experience in agency or in-house environments, with a demonstrated specialization in website design and the creation of engaging digital experiences.

Required Skills:

• A compelling interactive portfolio showcasing a passion for narrative, craft, and technology, grounded in a deep understanding of target audiences and user needs.

• Proven ability to design and scale cohesive visual systems and design libraries.

• Strong UX instincts with the capacity to translate user-centered principles into intuitive and empathetic digital interfaces.

• Hands-on experience with industry-standard design and prototyping tools, including Figma and Adobe Creative Cloud, with the ability to produce production-ready files.

• A proactive "design and build" mindset, coupled with a genuine curiosity and drive to explore and utilize new tools, including AI-powered solutions like Cursor and Claude.

• Exceptional self-direction and project management skills, capable of managing multiple workstreams simultaneously in a fast-paced environment.

• Superior communication and presentation skills, essential for facilitating cross-functional alignment and effectively presenting ideas to executive stakeholders. Preferred Skills:

• Experience with code-based animation techniques and emerging web technologies.

• Familiarity with front-end development concepts or direct coding experience to facilitate collaboration with engineers.

• Experience in a high-growth technology company or a similarly dynamic industry.

• A track record of contributing to significant brand evolution or rebrands.

📝 Enhancement Note: The extensive experience requirement (10+ years) and the emphasis on a "standout interactive portfolio" underscore the seniority and strategic nature of this role. Proficiency in specific tools like Figma, Adobe Creative Cloud, and emerging AI tools (Cursor, Claude) is critical. The "design and build" instinct suggests a candidate comfortable with both strategic vision and practical execution, potentially bridging the gap between design and development.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive online portfolio demonstrating a minimum of 10 years of experience, with a significant focus on website design and complex digital experiences.

• Case studies that clearly articulate the design process from problem definition and research through to solution implementation and measured outcomes.

• Visual examples of scalable design systems, showcasing component libraries, style guides, and their application across multiple digital touchpoints.

• Evidence of leading redesign initiatives, detailing strategic alignment, user research, iterative design, and post-launch optimization.

• Demonstrations of how technology and innovative tools (including AI) were leveraged to enhance design craft, efficiency, or user experience. Process Documentation:

• Case studies should detail the workflow used for iterative design, including how feedback from cross-functional teams and stakeholders was incorporated.

• Examples of process for maintaining and evolving design systems post-launch, ensuring ongoing consistency and scalability.

• Documentation of how design and engineering teams collaborated to ensure successful implementation of digital experiences.

• Showcase of how user testing and data analysis informed design decisions and optimizations.

📝 Enhancement Note: The portfolio is critical for this role, serving as the primary evidence of a candidate's capabilities. It should not only showcase aesthetic quality but also a deep understanding of process, systems thinking, and the strategic impact of design on business objectives. The emphasis on "design and build" and AI tools suggests the portfolio should also reflect a forward-thinking approach to design execution.

💵 Compensation & Benefits

Salary Range: $150,000 - $200,000 USD per year.

Benefits:

• Comprehensive medical, dental, and vision insurance plans.

• 3% 401(k) contribution for US-based employees.

• Unlimited Paid Time Off (PTO).

• Quarterly mental health days.

• Family planning benefits.

• Professional development stipend for continuous learning and skill enhancement.

• Wellness benefits to support overall employee well-being.

• For UK employees: Private medical insurance, dental insurance, 6% employer pension contribution, monthly wellness stipend, co-working stipend.

• Equity opportunities are likely for a lead role at a growing company.

Working Hours: Based on a 40-hour work week, with flexibility expected to accommodate project needs and cross-functional collaboration across different time zones.

📝 Enhancement Note: The salary range provided is competitive for a Lead Web Designer role in San Francisco, reflecting the experience level and strategic importance of the position. The benefits package is robust, indicating a commitment to employee well-being and professional growth, with specific offerings tailored for both US and UK employees. The inclusion of equity is a common perk for senior roles in growing tech companies.

🎯 Team & Company Context

🏢 Company Culture

Industry: Technology - Identity Verification & Security Platform. Persona operates in a rapidly evolving digital-first world, providing critical identity verification solutions for businesses dealing with sophisticated fraud and evolving regulations, particularly in the context of AI-driven threats.

Company Size: Persona is a growing company, indicated by the need for a Lead Web Designer and the comprehensive benefits for US and UK employees. While not explicitly stated, the dynamic nature suggests a scale that requires structured processes but retains agility.

Founded: Persona was founded to address the increasing complexity of digital identity verification. Its mission is to provide a configurable identity platform that serves diverse use cases and industries, exemplified by its work with companies like Reddit and OpenAI.

Team Structure:

• The Lead Web Designer will be part of the Brand Studio, a specialized team likely responsible for the company's overall brand expression.

• This role requires significant cross-functional collaboration with engineering, marketing, product, and executive teams.

• The reporting structure will likely place the Lead Web Designer under a Brand Director or Head of Marketing/Brand, with direct interaction with senior leadership. Methodology:

• Persona emphasizes a data-driven approach to product development and marketing, as evidenced by its focus on solving complex problems for large clients.

• Workflow planning and optimization are key, especially in managing a fast-paced environment and evolving digital landscapes.

• Automation and efficiency practices are likely core to their operations, given the nature of identity verification and their use of AI tools.

Company Website: https://withpersona.com/

📝 Enhancement Note: Persona operates in a critical and high-growth sector of technology. The company's focus on identity verification, especially in the age of AI fraud, suggests a culture that values security, innovation, and precision. The Brand Studio context implies a team dedicated to crafting a strong, consistent, and forward-thinking brand identity.

📈 Career & Growth Analysis

Operations Career Level: This is a Lead-level position, signifying a senior individual contributor role with significant strategic influence and responsibility. It requires not only advanced design skills but also leadership in driving initiatives, mentoring others (implicitly), and shaping the company's visual direction.

Reporting Structure: The Lead Web Designer will report into the Brand Studio, likely to a Director or Head of Brand. They will work closely with Product, Engineering, and Marketing leadership, providing direct input on the company's primary digital interfaces.

Operations Impact: The Lead Web Designer's work directly impacts Persona's brand perception, customer acquisition, and overall market positioning. A well-designed marketing website and digital experiences are crucial for attracting and converting clients in the competitive identity verification space. The role contributes to building trust and communicating the company's value proposition effectively.

Growth Opportunities:

• Specialization & Leadership: Potential to grow into a Design Director role, leading a larger team and shaping broader design strategy. Deepen expertise in specific areas like design systems, interactive storytelling, or AI-driven design.

• Skill Development: Opportunities to learn and master new technologies, including advanced AI tools, emerging web technologies, and potentially front-end development frameworks, supported by a professional development stipend.

• Strategic Influence: Influence the evolution of Persona's brand identity and digital product roadmap, contributing to high-level business decisions and making a tangible impact on the company's growth trajectory.

📝 Enhancement Note: This role offers significant growth potential, moving beyond pure design execution into strategic leadership and brand stewardship. The "Lead" title suggests a path toward managing teams or becoming a subject matter expert in critical areas like design systems and digital experience strategy.

🌐 Work Environment

Office Type: The role is listed as "TELECOMMUTE" with a primary location in San Francisco, United States, suggesting a remote-first or hybrid model. The company offers co-working stipends, which supports flexibility in work location.

Office Location(s): While remote, the role is anchored to San Francisco, California, United States, indicating a primary time zone for collaboration (Pacific Time). Benefits are also detailed for UK employees, suggesting a global presence.

Workspace Context:

• Collaborative Environment: The role emphasizes close collaboration with cross-functional teams, including engineering, marketing, and executive stakeholders. This suggests a dynamic and interactive work environment, even when remote.

• Tools & Technology: Access to industry-standard design tools (Figma, Adobe Creative Cloud) and cutting-edge AI tools (Cursor, Claude) will be provided, supporting a modern and efficient design workflow.

• Team Interaction: Opportunities for regular team meetings, design critiques, and stakeholder presentations will facilitate interaction and knowledge sharing within the Brand Studio and across departments.

Work Schedule: A standard 40-hour work week is implied, with the expectation of flexibility to manage project timelines and engage with colleagues across different time zones. This requires strong self-management and communication skills.

📝 Enhancement Note: The "TELECOMMUTE" designation combined with the San Francisco location points towards a flexible work arrangement, likely hybrid or remote-first. The provision of a co-working stipend further supports this flexibility. The collaborative nature, even in a remote setting, indicates a team that values communication and shared effort.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: Review of resume and portfolio to assess experience, skills, and alignment with role requirements.

• Portfolio Presentation & Discussion: Candidates will likely present their portfolio, discussing key projects, their design process, problem-solving approaches, and the impact of their work. This will be a crucial step to evaluate strategic thinking and craft.

• Cross-functional Interviews: Interviews with members of the Brand Studio, Marketing, Engineering, and potentially Product teams to assess collaboration skills, technical understanding, and cultural fit.

• Executive Interview: A final interview with senior leadership to discuss strategic vision, leadership potential, and overall alignment with Persona's mission and culture.

• Identity Verification: As stated, all candidates will undergo identity verification using Persona's own product, solely for confirmation and without impact on hiring decisions.

Portfolio Review Tips:

• Storytelling: Structure your case studies to tell a compelling story: the problem, your approach, the solution, and the results. Quantify impact whenever possible.

• Process Focus: Clearly articulate your design process, highlighting how you tackled challenges, collaborated with others, and iterated on designs.

• System Thinking: Showcase your understanding of design systems and how you've built, maintained, or contributed to them.

• Tool Proficiency: Demonstrate fluency with Figma, Adobe Creative Cloud, and any AI tools used. Be prepared to discuss how you use them to enhance your work.

• Strategic Alignment: Connect your design decisions back to business goals and user needs. Show that you understand the "why" behind the "what."

Challenge Preparation:

• Be prepared for a design challenge or a deep dive into a specific project from your portfolio. This might involve problem-solving, system design, or presenting a strategic approach to a given scenario.

• Practice articulating your thought process clearly and concisely, especially when discussing complex design decisions or technical challenges.

• Research Persona's current website and brand, and consider how you would approach their redesign or specific digital experience challenges.

📝 Enhancement Note: The interview process is designed to thoroughly evaluate a candidate's design expertise, strategic thinking, collaborative abilities, and cultural fit. The portfolio review is central, emphasizing the need for candidates to present their work effectively, focusing on process, impact, and strategic rationale. The explicit mention of AI tools suggests potential for design challenges involving their application.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for UI design, prototyping, and collaborative workflows. Expect to create and maintain design components and systems within Figma.

• Adobe Creative Cloud: Proficiency in Photoshop, Illustrator, and potentially After Effects for image editing, graphic creation, and motion design elements.

• AI Tools: Explicitly mentioned are Cursor (an AI-powered code editor) and Claude (an AI assistant). This indicates an expectation to leverage AI for faster iteration, content generation, or code assistance in the design-to-development pipeline.

Analytics & Reporting:

• While not explicitly listed, experience with web analytics platforms (e.g., Google Analytics, Amplitude) would be highly beneficial for understanding user behavior and informing design iterations.

• Familiarity with A/B testing methodologies and tools for website optimization. CRM & Automation:

• Not directly relevant to the core design responsibilities, but an understanding of how design integrates with marketing automation platforms and CRM systems (like Salesforce, HubSpot) could be advantageous for ensuring brand consistency across all customer touchpoints.

• Integration tools knowledge is less critical for this design role, but understanding how design assets are implemented via CMS or other web platforms is important.

📝 Enhancement Note: The emphasis on Figma and Adobe Creative Cloud is standard for web design roles. The specific mention of AI tools like Cursor and Claude is a significant differentiator, suggesting that candidates are expected to be early adopters and proficient in leveraging AI to enhance their design workflow and output.

👥 Team Culture & Values

Operations Values:

• Innovation & Craft: A drive to create "category-defining digital experiences" and a passion for "narrative, craft, and technology." This suggests a culture that values pushing creative boundaries while maintaining high standards of execution.

• Collaboration & Feedback: Emphasis on building a "culture of feedback and collaboration" with designers, cross-functional partners, and stakeholders. This indicates an environment where open communication and constructive criticism are encouraged.

• Data-Driven & User-Centric: While not explicitly stated for design, the company's overall mission implies a focus on solving real-world problems for users and businesses, suggesting that design decisions should be grounded in user needs and data insights.

• Efficiency & Speed: The mention of AI tools and a "design and build" instinct points to a culture that values efficiency, rapid iteration, and leveraging technology to achieve goals quickly and effectively.

Collaboration Style:

• Cross-functional Integration: The role requires close partnership with engineering, marketing, and product teams, indicating a highly integrated and collaborative approach across departments.

• Process Improvement: A willingness to "champion a new era of design and build processes" suggests an openness to evolving methodologies and adopting new tools and workflows.

• Knowledge Sharing: The emphasis on culture suggests a desire for designers to share insights, best practices, and learnings, fostering a collective growth environment.

📝 Enhancement Note: Persona's culture appears to value both high-level creativity and practical execution, with a strong emphasis on collaboration and continuous improvement. The integration of AI tools suggests a forward-looking and adaptable team.

⚡ Challenges & Growth Opportunities

Challenges:

• Leading a Major Redesign: Navigating the complexities of a full marketing website redesign, from initial strategy and stakeholder alignment to final implementation and ongoing stewardship, presents a significant challenge.

• Balancing Innovation with Brand Consistency: Ensuring that cutting-edge design approaches and new technologies are integrated while maintaining Persona's core brand identity and user experience principles.

• Cross-functional Alignment: Effectively managing diverse stakeholder expectations and driving consensus across teams with potentially different priorities and technical understandings.

• Pace of Technological Change: Staying ahead of rapid advancements in AI, web technologies, and design tools to ensure Persona's digital presence remains competitive and innovative.

Learning & Development Opportunities:

• Deepening Design System Expertise: Opportunity to define and scale a critical design system for a growing identity platform.

• Mastering New Technologies: Hands-on experience with AI-powered design tools (Cursor, Claude) and potentially emerging web technologies, supported by a professional development stipend.

• Strategic Brand Influence: A chance to significantly shape the visual identity and digital experience of a rapidly growing tech company during a foundational period.

• Mentorship and Leadership: Potential to mentor junior designers and take on leadership responsibilities within the Brand Studio.

📝 Enhancement Note: The primary challenges revolve around leading a significant strategic initiative (website redesign) while navigating a dynamic technological landscape and diverse stakeholder group. Growth opportunities are substantial, offering a chance to impact brand strategy directly and develop expertise in cutting-edge design practices.

💡 Interview Preparation

Strategy Questions:

• "How would you approach the strategic redesign of a marketing website for a company in the identity verification space, considering target audiences like developers, compliance officers, and enterprise clients?"

• "Describe your process for building or evolving a design system. How do you ensure adoption and ongoing maintenance across different teams and projects?"

• "Persona is leveraging AI tools like Cursor and Claude. How do you see these tools impacting the web design process, and how would you integrate them into your workflow here?"

• "How do you balance pushing creative boundaries with maintaining brand consistency and adhering to technical constraints, especially in a regulated industry?" Company & Culture Questions:

• "What excites you about Persona's mission and the identity verification industry?"

• "Describe a situation where you had to influence stakeholders with differing opinions on a design direction. How did you achieve alignment?"

• "How do you foster a culture of collaboration and feedback within a design team or with cross-functional partners?"

• "How do you measure the success of your digital design work, and what KPIs are most important to you for a marketing website?" Portfolio Presentation Strategy:

• Lead with Impact: Start with your most relevant and impactful projects, particularly those involving website redesigns, design systems, or significant digital experiences.

• Narrative is Key: For each case study, clearly articulate the problem, your specific role and contributions, your design process, the technologies/tools used (mentioning Figma, Adobe, AI tools), and the quantifiable results or lessons learned.

• Show, Don't Just Tell: Use high-fidelity mockups, interactive prototypes, and clear visuals. If possible, demonstrate how design systems were applied.

• Be Ready for Deep Dives: Anticipate questions about specific design decisions, technical challenges, and how you collaborated with engineering or marketing.

• Connect to Persona: Whenever possible, tie your experience and insights back to Persona's business, industry, and potential challenges.

📝 Enhancement Note: Interview preparation should focus on demonstrating strategic thinking, leadership potential, and a deep understanding of modern design practices, including the integration of AI tools. Candidates should be prepared to articulate their process, quantify impact, and showcase their ability to collaborate effectively within a fast-paced tech environment.

📌 Application Steps

To apply for this Lead Web Designer position:

• Submit your application through the provided link on Ashby.

• Portfolio Customization: Tailor your portfolio to highlight projects most relevant to website redesigns, design systems, and digital experiences in B2B/SaaS environments. Emphasize case studies demonstrating strategic thinking, user-centric design, and the use of modern design tools and technologies.

• Resume Optimization: Ensure your resume clearly outlines your 10+ years of experience, specifically mentioning website design and digital experience creation. Use keywords from the job description, such as "design systems," "UX," "Figma," "Adobe Creative Cloud," "AI tools," and "cross-functional collaboration." Quantify achievements where possible.

• Interview Preparation: Practice presenting your portfolio, focusing on storytelling, process, and impact. Prepare answers to common strategy and behavioral questions, and research Persona's current website and brand to articulate your vision for their digital presence.

• Company Research: Thoroughly research Persona, its products, its target audience, and its competitors. Understand their mission and values to demonstrate genuine interest and cultural alignment during interviews.

⚠️ 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.