Note: The job is a remote job and is open to candidates in USA. Forbes Advisor is dedicated to helping readers make informed decisions and is seeking a Principal Designer to lead growth design. The role involves architecting end-to-end paid acquisition funnels, designing interactive tools, and mentoring other designers to enhance conversion rates.
Responsibilities
- Funnel Architecture: Design paid acquisition funnels end to end. Own the path from the moment a user lands through to lead capture or quote completion across our paid social consumer experiences
- Persona Translation: Build multiple funnel variants per vertical, each tailored to a distinct audience. The same offer reads differently to a healthcare worker carrying credit card debt, a skeptical cat owner, or a first-time puppy parent. Design to the segment
- Interactive Tools: Design quizzes, calculators, and qualification flows with branching logic and state, and leveraging AI tools in prototyping these experiences
- Editorial Long-Form: Design advertorials, pre-landers, and listicles that hold attention and drive action. Translate Forbes Advisor's editorial voice into formats engineered to convert
- Conversion Engineering: Treat CRO mechanics as a design discipline. Micro-commitments, loading screens, exit intent, progressive capture, post-submit handoffs. You have opinions on each and can defend them
- Experimentation and Production: Run hypothesis-driven tests across every surface you own. Build the templates and component systems that let the team ship persona and funnel variants at volume without losing quality
- Mentorship: Mentor designers and contributors on funnel thinking, persona design, and experimentation discipline. Help shape hiring as the function scales
Skills
- 7+ years of experience in growth design, performance funnel design, or direct response design at a high bar
- Portfolio showing measurable conversion impact tied to specific design decisions. CVR, lead quality, CAC, or revenue movement. We will weight performance evidence heavily
- Demonstrated experience designing complete funnels end to end, not just isolated pages. You can talk through the logic of a funnel you architected and the personas it served
- Direct response sensibility. You understand hook, proof, payoff, and CTA structure, and can write a strong headline when needed
- Experience designing interactive tools (quizzes, calculators, qualification flows) with branching logic and state
- Experience running structured experimentation programs and translating performance data into design direction
- Strong web design fundamentals (layout, typography, hierarchy, information design) and fluency in Figma plus at least one prototyping tool, preferably Cursor but open to other tools
- Editorial sensibility. You can design long-form content that meets Forbes editorial standards while still driving action
- AI-native execution. You use AI as a production accelerator and have a clear point of view on where it helps and where it gets in the way
- Strong written and verbal communication. You can pitch directions, defend decisions with data, and influence cross-functional partners
- Timezone: UK or US, with flexibility to overlap with CST stakeholders
- Experience in funnel optimization and conversion-focused design
- Background in performance design at an in-house growth team, performance agency, DTC brand, or CPA/affiliate marketing operation
- Experience designing interactive quiz or calculator funnels
- Familiarity with analytics and testing stacks such as GA4, Clarity, Tableau, or Optimizely
- Experience scaling conversion experiences against a meaningful paid budget
Company Overview