What are the responsibilities and job description for the Design Lead, Ecommerce position at Softline Solutions?
About Softline Solutions
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
120,000 - 180,000 USD per year(Softline HQ)
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
- 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
- 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
120,000 - 180,000 USD per year(Softline HQ)