Design Lead D2C

LES MILLS INTERNATIONAL LTD; Auckland; Hybrid; NZD 150,000 - 190,000; Full time

Benefits offered by this job

Free gym membership

LM+ Subscription

Monthly company wide events

Global mobility

26 weeks parental leave

Dog friendly office

Fresh fruits & snacks & barista coffee

Instructor training opportunities

Job summary

Les Mills International is seeking a Design Lead for our D2C Product team to shape end-to-end digital experiences across TV, mobile and desktop.

You will lead UX strategy, translate user research into product and business decisions, and influence senior stakeholders while coaching a designer and scaling design systems.

This hybrid role blends hands-on design with leadership, driving ecommerce, subscriptions, checkout and account management while balancing customer needs with commercial goals.

Qualifications

• Hands-on design leader who sets UX strategy and direction.
• Translates user research into clear product and business decisions.
• Connects experiences across devices and touchpoints with a pragmatic approach.
• Experience leading design for complex consumer digital products.
• Portfolio showing end-to-end design across mobile, web and TV.
• Experience designing ecommerce, subscriptions, checkout or self-service flows.

Responsibilities

• Define and implement UX strategy for D2C experiences across platforms.
• Translate customer insights into product decisions and align stakeholders.
• Coach and develop the design team; scale design systems and operations.
• Collaborate with product, engineering and marketing to deliver high-quality journeys.

Skills

Design leadership

UX strategy

Research translation

Systems thinking

Ecommerce design

Product analytics

Coaching

Design systems

AI in design

Job description

Shape how customers discover, buy and enjoy LES MILLS+ across TV, mobile and desktop, as the design voice of our direct-to-consumer products.

Set the experience vision and strategy for a connected D2C ecosystem, from first discovery through to long-term retention

Own the design of digital commerce, including shopping, subscriptions, checkout and account management

Be a player/coach: Stay hands-on in the work, while coaching a Product Designer and raising the design bar.

At Les Mills, unlocking and amplifying that inner drive to achieve our goals is something we’re not shy to say we’re great at.

Today, Les Mills Internationals programs are in 20,000 gyms in over 100 countries – pair that with the boom of our digital subscription service LES MILLS+ (like Netflix for our workouts), and it’s an exciting time to be a part of our global company. Our mission is simple – to create a fitter planet.

You don’t have to be a fitness fanatic to fit in here, but you can make a workout part of your workday. If you want to grow your professional career, Les Mills International could be the place for you. Our mission is simple – to create a fitter planet.

The role

We’re looking for a Design Lead within our D2C Product team. We are the team responsible for the direct-to-consumer digital experiences that help millions of people fall in love with fitness. Our goal is to turn customer insight, commercial goals and brand into seamless, high-quality journeys across TV, mobile and desktop.

Additionally, this role has accountability for digital commerce, including how customers discover, evaluate, purchase and manage products and subscriptions online.

Skills and experience you’ll need

You are a hands-on design leader who can set UX strategy, translate customer research into product and business decisions, and influence senior stakeholders. You think in systems, connecting experiences across devices and touchpoints, and you balance customer needs, commercial outcomes and delivery pace with a pragmatic mindset.

You will ideally need experience in the following:

Leading product or experience design for complex consumer digital products

A strong portfolio showing end-to-end design across mobile, web and large-screen or TV experiences

Designing ecommerce, subscription, checkout or digital self-service experiences

Customer research, journey mapping, prototyping and usability testing, using frameworks such as Design Thinking, Human Centered Design and Double Diamond

People leadership or formal coaching, plus developing or scaling design systems and design operations

Experimentation, conversion optimization and product analytics (ideally in fitness, health, media, streaming or connected equipment)

Using AI tools, such as Claude Code, to create AI-assisted flows, design system updates and simple front-end changes

What’s in it for you

We operate as a flexible and hybrid workplace with a mix of working in the office and at home as a work scheme that enhances and encourages work/life balance. Whether that be working from home, going to the gym or doing school drop-offs/pick-ups, we want our employees to feel comfortable working in an environment they can thrive and feel empowered.

We offer some great benefits that include:

• Free gym membership and LM+ Subscription
• Monthly company wide events
• Global mobility
• 26 weeks full pay primary parental leave
• Dog friendly office
• Free fresh fruits & snacks & barista quality coffee machines
• Free Instructor training opportunities

We are an organization committed to providing a flexible, diverse and inclusive environment. We believe our people are the only way to help us work towards some steep growth goals and industry-leading innovations. If you’re excited about this role, we encourage people of all backgrounds to apply, even if you don’t meet every requirement. We might have something waiting in the wings that you’d be perfect for. We value the concepts of togetherness, support, equity, and respect, and that begins with increasing diversity in our teams.