Design Lead, Ecommerce
Softline Solutions, Inc., Glendale, CA, United States
Softline Solutions is a full-service digital marketing agency based in Southern California that helps small and mid-sized businesses grow online by increasing visibility, generating leads, and boosting sales. They build tailored, data-driven campaigns across key digital channels and manage everything from strategy to execution and reporting. The goal is measurable growth, not buzzwords. Some companies include Closets by Design, Canada Dental Group, travel companies, and merchandise distribution companies .
About the role
We're looking for a Design Lead, Ecommerce to own the end-to-end design and performance of the various Brio Water brands across various businesses. This role sits within the UX/UI vertical, reports to the Creative Director, UX/UI, and is responsible for the digital experience that drives product discovery, conversion, and repeat purchase from PDPs and merchandising to checkout flows and post-purchase touchpoints.
This is a hybrid IC and people leadership role. You'll manage a small team of 2–3 designers while staying hands-on in Figma and Shopify. A key part of this role is knowing when to build and deploy directly in Shopify versus when to engage the development agency for custom theme or app work and making those calls with confidence and efficiency.
What you'll do
Design and optimize the Brio Water commerce experiences including product pages, collection pages, checkout flows, cart, and post-purchase touchpoints
Apply CRO and merchandising principles at every stage, from product hierarchy and imagery to upsell placement and page strategy
Drive site merchandising and promotional design, ensuring campaigns, seasonal moments, and product launches are executed with consistency and urgency
Set up and analyze A/B and multivariate tests across key purchase funnel pages; translate results into rapid design iterations
Use analytics and customer feedback to continuously improve conversion rate, AOV, and repeat purchase behavior
Work directly in Shopify to deploy and update pages, templates, and ecommerce assets without always routing through a development agency
Make informed trade-off decisions about what to build and deploy internally versus what requires dev engagement for custom theme development or app integration
Serve as the internal Shopify authority for the Ecommerce pod — maintaining quality, consistency, and UX integrity across the store
Coordinate with the development agency on custom component builds, theme updates, 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 purchase rationale, not just craft — helping the team connect design decisions to revenue outcomes
Manage workload and priorities across the pod in collaboration with the Creative Director, UX/UI
Qualifications
5+ years of UX/UI or digital design experience with a strong focus on ecommerce, DTC, or transactional product design
Proficiency in Shopify — comfortable building, deploying, and managing storefronts and templates directly, not just handing off to developers
Strong Figma skills including component-based design and prototyping
Demonstrated experience designing and optimizing PDPs, checkout flows, and merchandising experiences with measurable outcomes
Familiarity with A/B testing and CRO methodologies; comfortable working with analytics data to inform decisions
Understanding of ecommerce KPIs — conversion rate, AOV, cart abandonment, LTV — and how design influences them
Experience coordinating with development agencies or external partners on theme implementation and QA
Some experience leading or mentoring designers, even informally
Nice to Have
Experience working with consumer product brands, CPG, or home goods in a DTC ecommerce context
Familiarity with Shopify apps and ecosystem (reviews, subscriptions, upsell tools, loyalty)
Background working in an internal agency or shared services creative environment
Experience with analytics platforms such as Google Analytics, Triple Whale, Hotjar, or similar
Exposure to email or lifecycle design that connects to the on-site purchase experience
The pay range for this role is:
120,000 - 180,000 USD per year (Softline HQ)
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About the role
We're looking for a Design Lead, Ecommerce to own the end-to-end design and performance of the various Brio Water brands across various businesses. This role sits within the UX/UI vertical, reports to the Creative Director, UX/UI, and is responsible for the digital experience that drives product discovery, conversion, and repeat purchase from PDPs and merchandising to checkout flows and post-purchase touchpoints.
This is a hybrid IC and people leadership role. You'll manage a small team of 2–3 designers while staying hands-on in Figma and Shopify. A key part of this role is knowing when to build and deploy directly in Shopify versus when to engage the development agency for custom theme or app work and making those calls with confidence and efficiency.
What you'll do
Design and optimize the Brio Water commerce experiences including product pages, collection pages, checkout flows, cart, and post-purchase touchpoints
Apply CRO and merchandising principles at every stage, from product hierarchy and imagery to upsell placement and page strategy
Drive site merchandising and promotional design, ensuring campaigns, seasonal moments, and product launches are executed with consistency and urgency
Set up and analyze A/B and multivariate tests across key purchase funnel pages; translate results into rapid design iterations
Use analytics and customer feedback to continuously improve conversion rate, AOV, and repeat purchase behavior
Work directly in Shopify to deploy and update pages, templates, and ecommerce assets without always routing through a development agency
Make informed trade-off decisions about what to build and deploy internally versus what requires dev engagement for custom theme development or app integration
Serve as the internal Shopify authority for the Ecommerce pod — maintaining quality, consistency, and UX integrity across the store
Coordinate with the development agency on custom component builds, theme updates, 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 purchase rationale, not just craft — helping the team connect design decisions to revenue outcomes
Manage workload and priorities across the pod in collaboration with the Creative Director, UX/UI
Qualifications
5+ years of UX/UI or digital design experience with a strong focus on ecommerce, DTC, or transactional product design
Proficiency in Shopify — comfortable building, deploying, and managing storefronts and templates directly, not just handing off to developers
Strong Figma skills including component-based design and prototyping
Demonstrated experience designing and optimizing PDPs, checkout flows, and merchandising experiences with measurable outcomes
Familiarity with A/B testing and CRO methodologies; comfortable working with analytics data to inform decisions
Understanding of ecommerce KPIs — conversion rate, AOV, cart abandonment, LTV — and how design influences them
Experience coordinating with development agencies or external partners on theme implementation and QA
Some experience leading or mentoring designers, even informally
Nice to Have
Experience working with consumer product brands, CPG, or home goods in a DTC ecommerce context
Familiarity with Shopify apps and ecosystem (reviews, subscriptions, upsell tools, loyalty)
Background working in an internal agency or shared services creative environment
Experience with analytics platforms such as Google Analytics, Triple Whale, Hotjar, or similar
Exposure to email or lifecycle design that connects to the on-site purchase experience
The pay range for this role is:
120,000 - 180,000 USD per year (Softline HQ)
#J-18808-Ljbffr