Principal Designer At Forbes Advisor, our mission is to help readers turn their aspirations into reality. We arm people with trusted advice and guidance so they can make informed decisions they feel confident in and get back to doing the things they care about most. We are an experienced team of industry experts dedicated to helping readers make smart decisions and choose the right products with ease. Forbes Advisor boasts decades of experience across dozens of geographies and teams, including Content, SEO, Business Intelligence, Finance, HR, Marketing, Production, Technology and Sales. The team brings rich industry knowledge to Forbes Advisor's global coverage of consumer credit, debt, health, home improvement, banking, investing, credit cards, small business, education, insurance, loans, real estate and travel. We are hiring a Principal Designer to lead growth design at Forbes Advisor. You will architect end-to-end paid acquisition funnels across our verticals, pairing advertorials and pre-landers with interactive quizzes, calculators, and conversion flows tailored to specific audience personas. Ad creative sits with a separate team. Your scope starts at the click and ends at the conversion. You will report into the Head of Design and partner closely with Paid Media, Growth, Editorial, and Engineering. We are looking for a designer who thinks in funnels and personas, writes their own headlines when needed, designs interactive tools as confidently as static pages, and treats every CRO mechanic as a design problem. If you live at the intersection of editorial craft and direct response, and you are excited to apply that craft across categories where small conversion gains move real money, this role is for you.
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.
Requirements:- 10+ 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 actionAI-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
Nice to haves:- 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
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