Head of Design, AI-First

Puffy; Dubai; Hybrid; CAD 208,000 - 252,000; Full time

Benefits offered by this job

AI-native tool stack

Remote First

Global team (16+ nationalities)

Leaders Club

Job summary

Puffy, a market-leading D2C brand, is hiring a Head of Design to transform our end-to-end web design into an AI-native operation. You will own the visual and structural execution of the site, partner with CRO, and scale the design system with AI-driven workflows.

This remote-first role offers global reach, relocation options to Dubai, and an ambitious career path toward senior leadership. Expect autonomy, rapid impact, and a clear path to Chief Design Officer as you drive high-quality design at

Qualifications

• 7+ years in web design for e-commerce, including 4+ years leading, mentoring, and managing the operations of a design team.
• A portfolio that shows shipped PDP/PLP/Checkout improvements tied to clear business metrics.
• Expert in Figma (components, variables, Dev Mode); strong visual/motion craft and responsive design sensibility.
• Proven experience implementing GenAI tools into a professional design pipeline, with a clear understanding of prompt engineering, quality control, and brand governance.
• Familiarity with AI-shaped UX patterns: conversational search, assistant UI, recommendation modules, and their measurement.
• Comfort collaborating on experiments (A/B vs multi-armed bandits) with the CRO team; understands trade-offs between optimization speed and causal certainty.
• Working knowledge of WCAG 2.2 and SEO fundamentals for structured content and schema on e-commerce sites.]
• THESE items describe mandatory qualifications for the role.

Responsibilities

• Own the design function and the AI toolchain it runs on.
• Build the operating model for the entire design function, including IA, wireframes, and high-fidelity comps.
• Ensure WCAG 2.2 compliance, PageSpeed, and brand consistency as volume grows.
• Collaborate with CRO on experiments and translate results into design decisions.
• Evolve the design system to absorb AI-generated variants while maintaining brand integrity.

Skills

Team leadership

Figma

GenAI tools

Prompt engineering

AI UX patterns

WCAG 2.2

SEO basics

Job description

Own the design function for a $1Billion+ brand. Transform how we build with AI.

Total Annual Package: Up to USD $181,500 + comprehensive benefits (Base salary + monthly performance bonus of up to 10% of base)

Location: Remote (Global)

Growth path from here is VP Design → Chief Design Officer. What takes 4-5 years elsewhere can happen in 1-2 years here for high performers.

We've been AI-first since December 2023: Every design proposal ships with an AI review link, and Figma AI runs in our live production pipeline, shipping real work. You'd start where most teams are still trying to get.

This position is remote, with the option to work from our Dubai office (with 0% income tax), if preferred (relocation and visa sponsorship support available).

Role Overview

Puffy, a market-leading, nine-figure D2C brand and Top 5 US mattress brand with over $1 billion in sales, is hiring a Head of Design to turn our end-to-end web design from a sequential production queue into a fast, AI-native operation. You will build on our existing AI adoption by establishing consistent workflows, prompt infrastructure, quality controls and system governance that let high-quality design work ship at volume without extending timelines. While you own the visual and structural execution of the site, you will partner closely with the CRO team, which owns experimentation, including test hypotheses and the conversion roadmap.

The Career Accelerator

You will have the rare opportunity to take on a broad scope of work with unmatched autonomy.

• The scope is scarce: very few Heads of Design get simultaneous ownership over the design system, the AI toolchain, the design roadmap and accessibility standards while leading a team of three as a hands‑on player coach and reporting directly to the VP, Digital Experience & Conversion. This is not a role where you just review other people's mockups and forward them to engineering. Instead, you are building the operating system for the entire design function.
• Your first 12 months: rebuild the design workflow from sequential to agile, with kickoff huddles and a 40% reduction in time from design concept to development handoff. Build the prompt library and review workflow covering product copy, FAQs, size/fit guidance, policy explainers, and localized variants. Design the UI patterns for conversational search, guided finders, and PDP Q&A alongside engineering. Own the recommendation surfaces — placements, card density, "why this" microcopy — and validate them with staged rollouts. Evolve the design system so tokens and components absorb AI-generated variants without brand drift or PageSpeed cost. Bake WCAG 2.2 into the system and pair AI-assisted audits with manual review. Feed the experimentation roadmap with design variants that the CRO team can test at pace, and turn winning patterns into reusable standards across the design system. Shape the future of design at Puffy, where the site is the entire storefront and every conversion point runs through your team.

What Is In It For You

This isn't just another design management role. This is your chance to become a true industry architect.

1. Own the Design Function and the Toolchain It Runs On

You set the standard, build the workflow, and own what ships.

• You design the operating model for the whole function: how work enters the queue, how AI-generated variants get validated, where human QA sits, and how a spec reaches Dev Mode without losing intent. You own IA, wireframes, high-fidelity comps, prototypes, and motion specs across Home, PLP, PDP, Cart/Checkout, editorial, and paid-media landing pages. You decide what the design system tolerates and what it rejects.
• You hold the line on WCAG 2.2, PageSpeed, and brand consistency while the volume goes up. You’re accountable for design quality, delivery speed, and the design team's contribution to conversion lift. You report to the VP, Digital Experience & Conversion, present quarterly design roadmap reviews and translate design decisions & experiment results into a narrative that the business acts on.

2. Join a High-Performance Organization and Partner with the 1%:

Puffy: Top 5 Mattress Brand in US with Over $1 Billion USD in Sales

Work directly with Forbes Council Member CEO. Gain firsthand exposure to strategic decisions and high-velocity execution that drives a global brand

3. Embrace Radical Flexibility

Work from anywhere in the world with meaningful time zone overlap. Structure your environment around your best thinking, whether that's a home office, a co‑working space or our Dubai headquarters (with full relocation, visa support, and 0% income tax if you choose). Your output is your credential, not your location.

4. Become the Design Leader Other Brands Come Looking For

In most companies, design leaders inherit a workflow somebody else built and spend their tenure defending its timelines in meetings. Here you build it. When the CEO decides what ships next quarter, your design roadmap is the input to that decision, not a status report on it afterwards. You'll leave with an AI-native design operation you designed end to end — and the handoff-time and conversion numbers proving quality held while volume went up, which is the part almost nobody in this function can actually show. Puffy has been AI-First since December 2023, so you'll build it with an AI-native toolbox behind you rather than a versioning queue in front of you.

What You'll Need

• 7+ years in web design for e-commerce, including 4+ years leading, mentoring, and managing the operations of a design team.
• A portfolio that shows shipped PDP/PLP/Checkout improvements tied to clear business metrics.
• Expert in Figma (components, variables, Dev Mode); strong visual/motion craft and responsive design sensibility.
• Proven experience implementing GenAI tools into a professional design pipeline, with a clear understanding of prompt engineering, quality control, and brand governance.
• Familiarity with AI-shaped UX patterns: conversational search, assistant UI, recommendation modules, and their measurement.
• Comfort collaborating on experiments (A/B vs multi-armed bandits) with the CRO team; understands trade-offs between optimization speed and causal certainty.
• Working knowledge of WCAG 2.2 and SEO fundamentals for structured content and schema on e-commerce sites.

Good-to-Have

• Experience designing chat or guided-selling flows

The Puffy DNA:

We're restless, perpetually hungry, and fast-paced, driven by an unwavering belief that we can outperform any competitor, regardless of their size.

• Be the Owner: We don't hire employees; we welcome owners. You're accountable for results, not activity.
• Execute with Urgency: We thrive in high-stakes environments by making thoughtful decisions quickly and acting decisively.
• Demand Excellence: We solve the hard problems that others can't, pushing the boundaries of our craft.
• Be AI-First: Daily multi-turn AI conversations challenge your assumptions.
• Go All-In: When the mission demands it, we rally as one team to cross the finish line.
• Total Annual Package: Up to USD $181,500 + comprehensive benefits (Base salary + monthly performance bonus of up to 10% of base)
• Annual salary review every January

Comprehensive medical, dental, and vision insurance (based on country of hire)

Generous Paid Time Off (PTO) + Public holidays

• AI-First organization with access to AI-native tool stack
• Remote First: Work from the comfort of your home office
• International team collaboration across 16+ nationalities. Your assumptions get challenged daily.
• Eligibility for selection to the Leaders Club, an elite recognition program featuring premium wellness memberships, exclusive networking with senior leadership, and annual leadership retreats
• Eligibility for nomination as 'We Are' Champion of the Month, monthly recognition with gift vouchers and company-wide celebration for exceptional contributions