Design Lead, Lead Gen

About the role

We are seeking a Design Lead, Lead Generation to join our team at Softline Solutions. This role is a hybrid IC and people leadership position, focusing on the end-to-end design and deployment of lead generation experiences for Closet World and Closets by Design.

Responsibilities

• Design and optimize landing pages, lead capture forms, and conversion flows for Closet World and Closets by Design
• Apply CRO principles at every stage from layout and hierarchy to copy placement and CTA design
• Set up and analyze multi-variant tests; translate results into rapid design iterations
• Use analytics and user feedback to continuously improve lead quality and volume across both brands
• Work directly in Webflow to deploy and update landing pages and lead gen assets without always routing through the agency
• Make informed trade-off decisions about what to build and deploy internally versus what requires agency engagement for custom development
• Serve as the internal Webflow authority for the Lead Gen pod — maintaining quality, consistency, and site integrity across deployments
• Coordinate with the development agency on custom component builds, QA reviews, and production handoffs
• Lead and mentor a team of 2–3 designers, providing clear creative direction, feedback, and growth support
• Run design reviews focused on conversion rationale, not just craft — helping the team connect design decisions to business outcomes
• Manage workload and priorities across the pod in collaboration with the Creative Director, UX/UI

Requirements

• 5+ years of UX/UI or digital design experience with a strong focus on lead generation, landing pages, or conversion-focused work
• Proficiency in Webflow — comfortable building, deploying, and managing pages directly, not just handing off to developers
• Strong Figma skills including component-based design and prototyping
• Demonstrated experience designing and optimizing lead capture flows, forms, and landing pages with measurable outcomes
• Familiarity with A/B testing and CRO methodologies; comfortable working with analytics data to inform decisions
• Experience coordinating with development agencies or external partners on implementation and QAs
• Some experience leading or mentoring designers, even informally

Qualifications

• Nice to have: Experience working across franchise or multi-location brand models, familiarity with home services, home improvement, or lifestyle brand categories, background working in an internal agency or shared services creative environment, experience with analytics platforms such as Google Analytics, Hotjar, or similar

Pay

The Pay Range For This Role Is 120,000 - 180,000 USD per year(Softline HQ)