Senior Web Designer: DTC Ecommerce

📍 Job Overview

Job Title: Senior Web Designer: DTC Ecommerce

Company: KittySpout

Location: Vršac, Vojvodina, Serbia (Remote)

Job Type: CONTRACTOR

Category: Web Design / E-commerce Operations

Date Posted: November 03, 2026

Experience Level: 5-10 Years

Remote Status: Fully Remote

🚀 Role Summary

• Lead a comprehensive website revamp for two Direct-to-Consumer (DTC) pet brands, focusing on elevating brand perception and enhancing conversion rates.

• Develop and implement a robust Figma design system, designed for AI extensibility, to ensure brand consistency and facilitate rapid content creation.

• Collaborate closely with the Head of Brand & Community and the CRO Lead to integrate conversion-driven design principles and AI-first methodologies.

• Drive a "will-to-win" culture by leveraging creativity, data, and speed to achieve ambitious growth targets for the business.

• Contribute to the company's scaling from $50M+ to $100M+ in annual revenue by optimizing the online customer experience.

📝 Enhancement Note: This role is positioned as a high-impact, contract-based opportunity for a seasoned web designer with a strong focus on e-commerce operations and conversion optimization. The emphasis on AI-first design and the creation of an AI-extensible design system indicates a forward-thinking approach to web development and content management. The role requires a blend of aesthetic sensibility, strategic CRO understanding, and technical proficiency in design systems and collaboration tools.

📈 Primary Responsibilities

• Conduct thorough reviews of existing websites, brand guidelines, and competitor landscapes to present compelling web design directions for two distinct DTC pet brands within the initial two weeks.

• Architect and build a comprehensive, mobile-first Figma design system encompassing typography, color palettes, spacing, components, and signature section templates for both brands, ensuring clear distinction and brand integrity.

• Design 8-10 signature conversion-focused sections per brand (e.g., hero, product benefits, social proof, comparison, bundles, brand story) for both mobile and desktop views.

• Ensure all designed sections incorporate clear visual hierarchy, a primary call-to-action, prominent benefits and proof points, and efficient, thumb-friendly mobile layouts.

• Collaborate with the CRO Lead to launch major new sections as A/B split tests, meticulously analyzing performance metrics to inform system refinements.

• Provide a clean and well-documented handover, including Figma files, usage guidelines, assets, and a walkthrough, enabling the internal team to extend the design system using AI tools.

• Review initial new sections built by the team using AI to ensure adherence to brand standards and design system integrity.

• Actively participate in daily feedback loops, turning around revisions and incorporating feedback on the same day to maintain project velocity.

📝 Enhancement Note: The primary responsibilities highlight a strategic approach to website design, moving beyond static page creation to building a foundational design system. The emphasis on AI extensibility and split-testing signals a data-driven and efficiency-focused operational model for web content creation and optimization.

🎓 Skills & Qualifications

Education: While no specific degree is mandated, a strong educational foundation in Graphic Design, Digital Design, Web Design, or a related field is implied by the experience and portfolio requirements.

Experience: 5+ years of professional experience in website design, with a significant focus on e-commerce platforms. Proven experience in elevating existing e-commerce brands to a more premium and distinctive appearance without compromising core functionality or brand equity.

Required Skills:

• E-commerce & DTC Expertise: Deep understanding of e-commerce best practices, DTC business models, and customer journey optimization.

• Figma Proficiency: Advanced skills in Figma for design, prototyping, and building comprehensive design systems.

• AI-First Design: Demonstrated experience and daily use of AI tools for image generation, layout exploration, and accelerating design workflows.

• Conversion-Led Design: Proven ability to design pages that convert, with a strong grasp of visual hierarchy, persuasive copy placement, clear calls-to-action, and page speed optimization.

• Design Systems: Expertise in creating scalable, well-documented design systems that are easily extendable by developers and AI tools.

• Mobile-First Design: Proficiency in designing responsive and user-friendly interfaces for mobile devices.

• Brand Strategy & Elevation: Ability to interpret and build upon existing brand guidelines to create a more unique, premium, and distinctive visual identity.

• Collaboration & Communication: Strong ability to take direction, provide constructive pushback, and collaborate effectively with cross-functional teams (Brand, CRO).

• English Fluency: Professional fluency in English for clear communication and collaboration.

Preferred Skills:

• Shopify Expertise: Specific experience designing and optimizing Shopify storefronts.

• Pet Industry Experience: Familiarity with the DTC pet brand landscape, consumer behaviors, and competitive differentiators.

• User Experience (UX) Principles: Solid understanding of UX principles to enhance overall user journey and satisfaction.

• Web Development Fundamentals: Basic understanding of web development principles to ensure designs are feasible and performant.

📝 Enhancement Note: The required skills emphasize a modern, AI-augmented approach to web design, prioritizing efficiency, scalability, and conversion. The "AI-First Design" requirement is a critical differentiator, suggesting candidates must be comfortable and adept with AI tools as part of their daily workflow, not just as an experimental feature.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Live E-commerce Sites: A robust portfolio showcasing live e-commerce websites, ideally on platforms like Shopify.

• Demonstrated Taste & Creativity: Work that clearly exhibits a high level of aesthetic taste, creativity, and the ability to produce visually superior designs compared to industry standards.

• Brand Elevation Case Studies: Specific examples of projects where you have successfully elevated existing e-commerce brands, making their sites more premium and distinctive while retaining core strengths.

• Conversion Optimization Examples: Designs or case studies that illustrate your understanding and application of conversion principles, showcasing improved metrics or strategic design choices aimed at driving sales.

• Design System Examples: Showcase examples of design systems you have built, highlighting their structure, component libraries, and scalability.

Process Documentation:

• Workflow Efficiency: Evidence of designing workflows that leverage AI and efficient processes to deliver high-quality results rapidly.

• System Design Documentation: Examples of how you document design systems, including clear usage rules, component libraries, and guidelines for extensibility.

• Collaboration & Feedback Integration: Demonstrations of how you incorporate feedback and collaborate with stakeholders to refine designs and achieve project goals.

📝 Enhancement Note: The portfolio is paramount for this role, serving as the primary evidence of a candidate's taste, conversion-centric approach, and ability to elevate brands. The emphasis on AI-extensible design systems and demonstrating brand elevation without rebrands are key areas to highlight.

💵 Compensation & Benefits

Salary Range: USD $35 – $70 per hour (Contractor Rate)

Explanation: This range is based on the provided information and industry benchmarks for senior-level freelance web designers with specialized e-commerce, AI, and design system expertise. The rate fluctuates based on the depth of experience, the strength and relevance of the candidate's portfolio, and their demonstrated proficiency with AI design tools. The target company is a rapidly scaling DTC brand ($50M-$100M+ revenue), justifying a premium rate for specialized skills that directly impact growth and efficiency.

Benefits:

• Flexible Remote Work: Fully remote position, allowing for work from any location.

• Ongoing Contract Opportunities: Potential for continued work beyond the initial website revamp project as the company continues to scale and innovate.

• Direct Impact: Opportunity to work directly with senior leadership, including the founder, and have a significant impact on a fast-growing company.

• Fast-Paced Environment: Work in a lean, senior team environment that moves quickly and values efficiency and results.

• Creative Freedom: Scope to shape the visual identity and user experience of prominent DTC brands.

Working Hours: This is a contract role with an estimated 40-80 hours for the initial website revamp project, spread over 4-8 weeks. The expectation is for prompt turnaround on feedback and a high degree of responsiveness, aligning with the company's "Speed Is King" value. Actual working hours will be project-dependent but require availability for frequent collaboration.

📝 Enhancement Note: The compensation is structured as an hourly rate for a contractor, reflecting the project-based nature of the initial engagement. The benefits focus on flexibility, impact, and professional growth within a dynamic startup environment.

🎯 Team & Company Context

🏢 Company Culture

Industry: E-commerce (Direct-to-Consumer - DTC), Pet Products. KittySpout operates in the rapidly growing premium pet product market, leveraging a multi-channel sales approach including Shopify, Amazon, and Chewy.

Company Size: A lean, senior team, scaling from $50M+ to $100M+ in annual revenue. This implies a dynamic, agile environment where individual contributions have a significant and visible impact.

Founded: Recent founding, with a focus on rapid growth and expansion, evidenced by the recent launch of a second brand.

Team Structure:

• Lean & Senior: Comprised of experienced professionals who move quickly and operate with high autonomy.

• Cross-Functional Collaboration: Close collaboration is expected between design, brand, community, and CRO teams. The Senior Web Designer will work directly with the Head of Brand & Community and the CRO Lead.

• Direct Access: Opportunity to work directly with the founder, indicating a flat hierarchy and direct communication channels.

Methodology:

• Data-Driven Decision Making: Emphasis on using data, particularly split-test results, to refine strategies and designs.

• AI-Augmented Workflows: Strategic use of AI tools to accelerate design exploration, asset production, and content creation.

• Agile & Iterative: A culture that values speed, continuous improvement ("Better Everyday"), and iterative refinement based on performance data.

• Lean Operations: Focus on doing more with less, emphasizing creativity and efficiency over extensive resources.

Company Website: [Company Website URL - Not provided, but can be inferred as KittySpout.com or similar]

📝 Enhancement Note: KittySpout fosters a high-performance culture centered on speed, innovation, and direct impact. The ideal candidate is comfortable in a fast-paced, results-oriented environment that prioritizes efficiency and creative problem-solving, particularly through the integration of AI.

📈 Career & Growth Analysis

Operations Career Level: This role is for a Senior Web Designer, indicating a level of expertise where individuals are expected to lead significant projects, mentor junior team members (implicitly, as the design system will be extended by others), and contribute strategically to the brand's online presence. It's a hands-on, individual contributor role with significant ownership.

Reporting Structure: The Senior Web Designer will report to and collaborate closely with the Head of Brand & Community and the CRO Lead, with direct interaction and final sign-off from the CEO on brand direction.

Operations Impact: The role's primary impact is on direct revenue generation through improved website conversion rates and enhanced brand perception. By elevating the website's look and feel and optimizing for conversion, the designer directly contributes to scaling the business from $50M to $100M+. The creation of an AI-extensible design system also impacts operational efficiency for future content creation.

Growth Opportunities:

• Project Leadership: Opportunity to lead the critical website revamp project, demonstrating project management and strategic design skills.

• AI Design Specialization: Deepen expertise in AI-driven design workflows and the creation of AI-extensible design systems, a rapidly growing and in-demand skill set.

• E-commerce Strategy: Gain deeper insights into DTC e-commerce strategies, conversion rate optimization, and multi-channel sales operations.

• Long-Term Engagement: Potential for ongoing contract work and continued impact on a high-growth brand.

• Portfolio Enhancement: Significant opportunity to build a portfolio with high-impact projects for a rapidly scaling DTC company.

📝 Enhancement Note: While this is a contract role, the senior nature and direct impact on growth metrics offer substantial professional development and portfolio-building opportunities. The focus on AI integration positions the candidate at the forefront of evolving design methodologies.

🌐 Work Environment

Office Type: Fully Remote. This is a 100% remote position, offering flexibility in work location.

Office Location(s): While the company operates remotely, specific locations mentioned for candidates include Vršac, Vojvodina, Serbia, indicating potential regional recruitment or a primary focus area for remote talent. The role is open to candidates globally who can work effectively remotely.

Workspace Context:

• Collaborative Digital Space: The environment relies heavily on digital collaboration tools (Figma, likely Slack, project management software) for communication and workflow.

• AI-Integrated Tools: The workspace is equipped with or expects the use of AI design and building tools to enhance productivity.

• High-Performance Culture: Designed for individuals who thrive in fast-paced, results-driven settings without traditional corporate structures.

Work Schedule: The role is project-based, with specific deliverables and timelines. The company values "Speed Is King," implying a need for prompt communication and rapid turnaround on feedback and revisions. While not a strict 9-to-5, consistent availability during core collaboration hours and responsiveness are expected.

📝 Enhancement Note: The remote nature of the role is a key feature, offering flexibility. However, the company culture emphasizes urgency and responsiveness, requiring candidates to be highly self-motivated and communicative within a digital-first environment.

📄 Application & Portfolio Review Process

Interview Process:

• Application + Screening & Portfolio Review: Initial submission of application, focusing heavily on the portfolio's relevance to e-commerce, taste, brand elevation, and AI proficiency.

• Paid Test: A practical assessment where candidates will design one real section for one of the brands, paid at their hourly rate. This tests practical skills, speed, and adherence to brand/conversion principles.

• Final Interview: A discussion likely focusing on cultural fit, strategic thinking, collaboration style, and deeper dive into portfolio projects and approach.

• Project Kickoff: Successful candidates will move directly into the project execution phase.

Portfolio Review Tips:

• Highlight E-commerce Success: Showcase live Shopify or similar e-commerce sites with clear metrics or explanations of conversion-focused design choices.

• Demonstrate Brand Elevation: Include case studies that specifically address how you've elevated existing brands, focusing on visual differentiation and premium feel.

• Showcase AI Proficiency: Integrate examples of how you use AI tools in your workflow – before-and-after comparisons, AI-generated concepts, or explanations of your AI-assisted process.

• Detail Design System Work: Present examples of design systems you've built, emphasizing their structure, scalability, and how they facilitate efficient future development.

• Quantify Impact: Where possible, quantify the impact of your designs (e.g., improved conversion rates, increased time on site, specific A/B test results).

• Emphasize Collaboration: Briefly describe your collaborative process, especially how you integrate feedback from brand and CRO stakeholders.

Challenge Preparation:

• Paid Test Strategy: Focus on understanding the brand's current identity and target audience. Design a section that clearly demonstrates your ability to elevate the brand visually while incorporating strong conversion elements (clear CTA, benefit-driven copy, social proof). Use AI tools to expedite concept generation and asset creation.

• Prepare to Discuss: Be ready to articulate your design decisions, justify your use of AI, explain your understanding of conversion principles, and detail how your design system would support future growth.

📝 Enhancement Note: The hiring process is designed to be efficient and practical, with a paid test serving as a crucial evaluation step. Candidates should prepare to demonstrate not just design skills but also strategic thinking, AI integration, and a results-oriented mindset.

🛠 Tools & Technology Stack

Primary Tools:

• Figma: Essential for all design work, prototyping, and building the design system. Candidates must be highly proficient.

• AI Design Tools: Crucial for image generation, layout exploration, and accelerating the design process. Specific tools are not listed but include AI image generators (e.g., Midjourney, DALL-E) and potentially AI-assisted website builders or design plugins.

• Mobile-First Design Tools: Proficiency in designing for responsive layouts across various mobile devices.

Analytics & Reporting:

• Conversion Rate Optimization (CRO) Tools: While not directly used for design, understanding how designs impact conversion metrics tracked by CRO tools is key. Candidates will work closely with the CRO Lead.

• A/B Testing Platforms: Experience or understanding of how designs are implemented and tested via A/B testing platforms.

CRM & Automation:

• E-commerce Platforms (Shopify): Proficiency in designing for and understanding the capabilities of platforms like Shopify is highly preferred. Experience with Amazon and Chewy platforms might also be beneficial for understanding the broader e-commerce ecosystem.

📝 Enhancement Note: The technology stack heavily emphasizes Figma and AI-driven design tools, reflecting the company's commitment to modern, efficient design practices. Understanding e-commerce platforms like Shopify is a significant advantage.

👥 Team Culture & Values

Operations Values:

• Better Everyday: Commitment to continuous improvement, using split-test results to refine the design system and ensure ongoing optimization.

• Speed Is King: Prioritizing rapid execution, prompt feedback turnaround, and efficient workflows to meet aggressive timelines.

• Work Smart: Leveraging AI tools and intelligent design system architecture to maximize output and accelerate processes.

• Overdeliver: Aiming to provide a design system that is not just functional for the immediate project but sustainable and extensible for long-term growth and AI-driven development.

Collaboration Style:

• Direct & Proactive: Encourages taking direction but also pushing back with well-reasoned, better ideas.

• Data-Informed: Decisions and refinements are guided by performance data and A/B testing outcomes.

• Hands-On & Active: A culture that avoids bureaucracy and encourages active participation and contribution from all team members.

• Results-Oriented: Focus on achieving measurable business outcomes (conversions, revenue growth, brand perception).

📝 Enhancement Note: The company culture is highly aligned with the operational demands of a fast-growing DTC brand. Candidates must demonstrate a proactive, results-driven attitude, a willingness to embrace new technologies like AI, and an ability to thrive in a dynamic, feedback-rich environment.

⚡ Challenges & Growth Opportunities

Challenges:

• Elevating Without Rebranding: The core challenge is to significantly enhance the visual appeal and premium feel of existing brands without undergoing a full rebrand, requiring a nuanced understanding of brand equity and strategic design execution.

• AI Integration & Extensibility: Ensuring the design system is robust enough for an internal team to extend effectively using AI tools will require foresight and meticulous documentation.

• Balancing Aesthetics and Conversion: Continuously balancing sophisticated design aesthetics with the hard requirements of conversion rate optimization.

• Fast-Paced Environment: Adapting to the company's "Speed Is King" mentality and delivering high-quality work under tight deadlines.

Learning & Development Opportunities:

• AI Design Mastery: Becoming a leader in AI-assisted web design and design system development for e-commerce.

• DTC Growth Strategy: Gaining deep insights into scaling DTC brands and optimizing online customer acquisition and retention.

• CRO Principles: Enhancing expertise in conversion rate optimization through direct collaboration and split-testing.

• Building Scalable Design Systems: Developing advanced skills in creating design systems that support rapid growth and AI-driven content scaling.

📝 Enhancement Note: The challenges presented are directly tied to the innovative aspects of the role, particularly the AI integration and the nuanced task of brand elevation. Overcoming these challenges offers significant opportunities for professional growth in cutting-edge design practices.

💡 Interview Preparation

Strategy Questions:

• "How would you approach elevating the visual identity of an existing DTC brand without a full rebrand, focusing on premium feel and uniqueness in the pet industry?" (Preparation: Prepare examples of brand elevation from your portfolio, discuss aesthetic principles, and how you'd interpret existing guidelines.)

• "Describe your process for creating an AI-extensible design system in Figma. What key elements would you prioritize to ensure ease of use for AI tools and future development teams?" (Preparation: Detail your experience with design systems, Figma's component features, and how you structure them for external use. Discuss AI's role in extending systems.)

• "Walk us through a time you designed a key e-commerce page (e.g., homepage, product page) with conversion as the primary goal. What elements did you focus on, and what were the results?" (Preparation: Select a strong case study from your portfolio, focusing on hierarchy, CTAs, proof points, and any measurable outcomes.) Company & Culture Questions:

• "How do you embody our 'Speed Is King' value in your design process, especially when working with AI tools?" (Preparation: Discuss how AI helps you move faster, your approach to rapid iteration, and how you manage feedback.)

• "What does 'Overdeliver' mean to you in the context of a design system handover for an AI-driven team?" (Preparation: Emphasize documentation, clear usage rules, and building a system that empowers others.)

• "How would you handle a situation where the Head of Brand & Community and the CRO Lead have conflicting feedback on a design direction?" (Preparation: Focus on your collaborative approach, data-driven decision-making, and ability to find synergistic solutions.) Portfolio Presentation Strategy:

• Curate Selectively: Choose 3-5 of your strongest e-commerce projects that best showcase taste, brand elevation, and conversion focus.

• Highlight AI Integration: For each project, explain how AI was used in your process, even if it was for inspiration or asset generation.

• Structure Case Studies: For each project, clearly outline the challenge, your approach (including AI and conversion principles), the solution, and the outcome (quantified if possible).

• Demonstrate Design System: If possible, show an example of a design system you've built, explaining its components and structure.

• Be Ready for the Paid Test: Understand that the paid test is a critical part of the evaluation; be prepared to execute it efficiently and effectively.

📝 Enhancement Note: Interview preparation should heavily lean into demonstrating practical application of AI in design, a deep understanding of conversion optimization, and the ability to create scalable, user-friendly design systems. The paid test is a significant component, so candidates should be ready to showcase their skills in a real-world scenario.

📌 Application Steps

To apply for this Senior Web Designer position:

• Submit your application through the provided link on Workable.

• Portfolio Customization: Tailor your portfolio to prominently feature e-commerce sites, examples of brand elevation, and any work showcasing AI-assisted design processes or conversion-focused strategies. Ensure live links are functional and clearly labeled.

• Resume Optimization: Update your resume to highlight 5+ years of relevant experience, specific e-commerce platform expertise (especially Shopify), proficiency in Figma and AI design tools, and any quantifiable achievements in conversion rate improvement or brand enhancement.

• Prepare for the Paid Test: Understand that a paid test project is a key part of the evaluation. Be ready to dedicate time to this practical assessment, showcasing your design skills, speed, and ability to adhere to brand guidelines and conversion principles.

• Company Research: Familiarize yourself with DTC e-commerce best practices, the pet industry landscape, and KittySpout's stated company values (Better Everyday, Speed Is King, Work Smart, Overdeliver). Be prepared to discuss how your approach aligns with these values.

⚠️ 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.