Job Description

The Opportunity:

You’ll own end-to-end web design for Puffy.com—a $1B+ e-commerce brand. Reporting directly to the CEO, you’ll transform how the design team works by embedding AI into every workflow. The mandate: ship better designs, faster.

*This position is remote, with the option to work from our Dubai office (with 0% income tax), if preferred (relocation and visa sponsorship support available).

Your Trajectory Here:

This isn’t a static role. Design leaders at Puffy can expand into:

• Head of Product Design
• VP Creative
• Cross-functional leadership roles

What takes 4-5 years elsewhere happens in 1-2 here.

Who You’ll Work With:

You’ll lead the design function and collaborate daily with:

• CEO — Direct reporting line, weekly syncs
• Growth Team — Partner on A/B tests and experiments
• Engineering — Ship designs with Dev Mode handoffs
• Design Team — Your direct reports to mentor and develop

Our team includes alumni from Apple, Deutsche Bank, Deloitte to name a few.

What You’ll Own:

A) AI-First Design & Delivery

• AI-Powered Creative Operations: Use tools like Figma AI and Adobe Firefly to rapidly explore page layouts, hero concepts, PDP modules, and image/copy variants — always with human QA and brand guardrails.
• Design for AI search & assistants: Create web experiences that work with conversational shopping (natural-language search, guided finders, Q&A on PDPs). Partner with engineering to implement semantic/LLM search UIs and chat patterns inspired by market leaders.
• Personalization & recommendations (design side): Own the UI patterns (placements, card density, explainer microcopy, “why this” affordances) for recommendations on-site. Collaborate on rules/guardrails; validate with staged rollouts.
• AI-driven experimentation (design practice): When surfaces are evergreen (banners, placements, recommendation modules), partner with Growth to use bandit allocation for faster wins; keep classic A/B for high-stakes causal changes.
• Drive Efficiency: Develop, implement, and enforce an AI-first workflow for the design team. Systematically target and eliminate workflow bottlenecks. Leverage AI to dramatically reduce excessive design versioning and accelerate the path from concept to deployment, with a goal of cutting handoff time by 40%.
• AI Content & Asset Operations: Build a prompt-library and review workflow for product copy, FAQs, size/fit guidance, policy explainers, and localized variants; ensure outputs are consistent with brand and legally sound. (Firefly/Express for imagery; LLMs for copy drafting.)
• Accessibility with AI assist: Bake WCAG 2.2 into the design system; use AI-assisted audits (contrast, alt-text suggestions, focus order checks) and pair with manual reviews before release.

B) Core Web Design Leadership

1. Process & Team Operations: Enhance the design team’s workflow from a sequential to an agile, collaborative model. Implement and lead rituals like kickoff huddles to eliminate information silos and idle time. Manage team resources, mentor designers, and foster a culture of high-velocity, high-quality output.
2. Site & LP ownership: Lead IA, wireframes, high-fidelity comps, prototypes, and motion specs for Home, Category/PLP, PDP, Cart/Checkout, editorial/education pages, and paid-media LPs.
3. Design system: Maintain tokens/components responsive to AI-generated variants while preserving brand consistency and PageSpeed.
4. Conversion Rate Optimization (CRO): Develop and execute a sophisticated roadmap of A/B tests and multivariate tests aimed at achieving and exceeding our add-to-cart conversion lift target.
5. Handoff & quality: Use Dev Mode and structured specs; partner closely with engineering for crisp builds; monitor regressions post-launch.
6. Stakeholder communication: Turn design decisions and experiment results into clear narratives for the CEO and cross-functional peers; run quarterly roadmap reviews.

What You Bring:

• 7–10 years in web design for e-commerce, including 4+ years leading, mentoring, and managing the operations of a design team.
• A portfolio that shows shipped PDP/PLP/Checkout improvements tied to clear business metrics.
• Expert in Figma (components, variables, Dev Mode); strong visual/motion craft and responsive design sensibility.
• Proven experience implementing GenAI tools into a professional design pipeline, with a clear understanding of prompt engineering, quality control, and brand governance.
• Familiarity with AI-shaped UX patterns: conversational search, assistant UI, recommendation modules, and their measurement.
• Comfort collaborating on experiments (A/B vs multi-armed bandits) with Growth; understands trade-offs between optimization speed and causal certainty.
• Working knowledge of WCAG 2.2 and SEO fundamentals for structured content and schema on e-commerce sites.