Design Lead, Lead Gen

About Softline Solutions

Softline Solutions is a full-service digital marketing agency based in Southern California that helps 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.

About The Role

We're looking for a Design Lead, Lead Generation to own the end-to-end design and deployment of lead generation experiences for Closet World and Closets by Design. This role sits within the UI/UX vertical, reports to the Creative Director, UX/UI, and is responsible for the digital touchpoints that turn prospects into qualified leads — landing pages, conversion flows, forms, and the iterative testing that makes them perform.

This is a hybrid IC and people leadership role. You'll manage a small team of 2–3 designers while staying hands-on in both Figma and Webflow. A key part of this role is knowing when to build and deploy directly in Webflow versus when to engage the development agency for custom component work — and making those calls with confidence and efficiency.

What You'll Do

• 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
  
  

Qualifications

• 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 QA
• Some experience leading or mentoring designers, even informally
  
  

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
  
  

The Pay Range For This Role Is

120,000 - 180,000 USD per year(Softline HQ)