Sr. Director, Product Design

About us HighLevel is an AI-powered business operating system that gives agencies, entrepreneurs and SMBs the infrastructure to build, automate and scale. Today, HighLevel supports SMBs across 150+ countries, fueling community-driven growth rooted in real customer outcomes.To date, businesses operating on HighLevel have generated over $7 billion in ecosystem value, demonstrating the impact of shared infrastructure at scale. By centralizing conversations, automation and intelligence into one system, we help businesses move faster, reduce complexity and execute efficiently.Behind the platform, HighLevel powers more than 4 billion API hits and 2.5 billion message events daily. With 250 terabytes of distributed data, 250+ microservices and over 1 million domain names supported, our architecture is built for performance, resilience and long-term scalability.

Our people With over 2,000 team members across 10+ countries, HighLevel operates as a global, remote-first organization built for speed and ownership. We value initiative, clarity and execution, creating space for ambitious people to build systems that support millions of businesses worldwide. Here, innovation thrives, ideas are celebrated and people come first, no matter where they call home.

Our impact Every month, HighLevel enables more than 1.5 billion messages, 200 million leads and 20 million conversations for the more than 1 million businesses we support. Behind those numbers are real people building independence, expanding opportunity and creating measurable impact. We're proud to be a part of that.Learn more about us on our YouTube Channel or Blog Posts

Role overview We are seeking a Senior Director, Product Design to lead design strategy, execution, design-system adoption and craft quality across one of HighLevel's most strategic product portfolios. This leader will shape how agencies, entrepreneurs and SMBs acquire customers, launch businesses, manage clients, sell products and services, automate work and measure outcomes.This is a senior design leadership role for someone who can operate across a broad, highly integrated platform while raising the bar on the details that make products feel exceptional. The ideal candidate has superb visual craft skills, world-class interaction and product design instincts, strong systems thinking and the ability to teach those standards to managers and individual contributors.You will partner closely with Product, Engineering, Data, Marketing, Sales, Customer Success and executive leadership to turn company strategy into cohesive, intuitive and commercially impactful product experiences. You will also be responsible for evolving HighLevel's bespoke design system and accelerating its adoption so teams can move faster, ship with greater consistency and deliver higher-quality experiences at scale.


Product and design scope You will lead design strategy and execution across a broad set of interconnected product experiences. The portfolio may include:

• Growth and lifecycle experiences that help customers onboard, activate, adopt more products, expand usage and stay successful over time
• Business, commerce and customer-management workflows that help agencies and SMBs launch services, manage clients, sell products, process payments, run operations and measure performance
• Platform, ecosystem and enablement experiences that span marketplaces, communities, portals, integrations, localization, search, migration, support tooling and reusable workflow templates

What you will own

• The long-term design vision for a strategic product portfolio, ensuring HighLevel's experiences feel unified, powerful, polished and easy to use
• The evolution and adoption of HighLevel's bespoke design system, including patterns, components, usage guidance and the operating rituals needed to make adoption real
• A meaningfully higher bar for product design craft, including visual design, interaction design, information architecture, systems thinking and product judgment
• Design strategy across multiple product lines, balancing customer needs, business outcomes, technical constraints, brand expression and speed of execution
• A high-performing team of product designers and design managers, including hiring, coaching, performance management, succession planning and calibration of design standards
• Design quality, usability and coherence across critical customer journeys and high-impact product surfaces
• A strong discovery, research and experimentation culture that uses qualitative insight, analytics and A/B testing to improve customer and business outcomes
• Cross-functional alignment with Product, Engineering, Data and go-to-market leaders on strategy, roadmap priorities, success metrics and tradeoffs
• Executive-level storytelling that makes customer needs, design strategy, product quality and product opportunities clear and actionable

Key responsibilities

1. Vision and portfolio strategy

• Define and communicate a compelling design vision for a large, integrated product portfolio
• Translate company and product strategy into experience principles, customer journeys, design priorities and measurable outcomes
• Identify opportunities to unify fragmented workflows into cohesive, AI-powered experiences that help customers move faster and get better results
• Represent the customer, the end-to-end experience and the quality bar in executive-level product and business discussions

2. Design system leadership

• Own the evolution of HighLevel's bespoke design system as a practical product accelerator, not just a library of components
• Partner with design system, product design and engineering leaders to mature shared patterns, component quality, interaction standards and contribution models
• Work horizontally across many product teams and functions to turn a new design system into a shared way of building, aligning designers, PMs, engineers and go-to-market partners around consistent experience standards
• Drive adoption across product teams by making the system easier to use, easier to contribute to and clearly tied to product quality and execution speed
• Reduce pattern drift and inconsistent experiences across the platform while still allowing teams to solve domain-specific product problems
• Establish measures for design system adoption, contribution quality, component reliability and customer-facing consistency

3. Craft and product quality

• Define, model and scale a high bar for visual craft, interaction quality, product design thinking and end-to-end usability
• Coach design managers and senior ICs on how to recognize, critique and improve the quality of design work before it reaches customers
• Create critique rituals, quality reviews and launch-readiness practices that improve outputs without slowing teams down unnecessarily
• Ensure major launches are grounded in clear user needs, durable interaction patterns, thoughtful visual execution and measurable success criteria
• Build a culture where speed and quality reinforce each other instead of competing with each other

4. Portfolio design leadership

• Lead design across multiple product teams and product lines, ensuring the work connects into a coherent platform experience
• Partner with Product and Engineering leaders to shape roadmaps, clarify tradeoffs and sequence work based on customer value and business impact
• Guide teams through ambiguous, high-stakes product problems that require systems thinking, strategic judgment and strong execution
• Connect growth, commerce, marketplace, community, admin, integration and platform utility experiences into customer journeys that feel cohesive

5. Design organization leadership

• Build, coach and retain a high-performing design team capable of operating at HighLevel's speed and scale
• Hire exceptional design talent, elevate existing designers and create clear growth paths for managers and individual contributors
• Performance manage thoughtfully and directly when designers need additional support, clearer expectations or role calibration
• Lead senior designers and design managers through direct feedback, career development, performance calibration and succession planning
• Establish team rituals, staffing models and operating rhythms that improve clarity, accountability and output quality across a remote-first global team

6. Growth, data and business impact

• Use research, analytics, experimentation and customer feedback to identify opportunities and evaluate design impact
• Drive improvements in activation, adoption, conversion, retention, expansion, customer ROI and overall product usability
• Partner with Growth, Marketing, Sales and Customer Success to understand customer segments, buying journeys and value realization moments
• Ensure design decisions balance customer value with measurable business outcomes

7. AI and platform experience innovation

• Shape how AI and automation show up across HighLevel's product experience in ways that are useful, trustworthy and easy to adopt
• Help move product experiences from standalone tools toward intelligent workflows that can guide, recommend and execute for customers
• Partner with product and technical leaders to define interaction patterns for AI-powered workflows, assistants, recommendations and generated content
• Ensure AI experiences remain understandable, controllable and aligned with customer goals

8. Cross-functional and executive leadership

• Build trusted relationships with leaders across Product, Engineering, Data, Marketing, Sales, Support and Customer Success
• Bring clarity to complex initiatives with crisp narratives, decision frameworks and customer-centered recommendations
• Align stakeholders around customer problems, business goals, quality standards, tradeoffs and sequencing
• Act as a key executive voice for design internally and, when appropriate, externally with customers, partners and the broader market

Qualifications

• 10+ years of experience in product design, UX or related product experience disciplines, including 5+ years leading design teams
• Proven experience leading design across large, complex B2B SaaS, platform or multi-product ecosystems
• Superb visual craft skills and world-class interaction and product design instincts, with the ability to raise the quality of work across a team
• Demonstrated experience building, evolving or accelerating adoption of a design system across multiple product teams
• Demonstrated ability to lead senior individual contributors and design managers across multiple teams or product areas
• Strong portfolio of work showing product strategy, systems thinking, design craft, measurable customer impact and business outcomes
• Deep experience with complex workflows, information architecture, interaction design, design systems, research and experimentation
• Proven ability to hire excellent designers, elevate existing talent and performance manage team members who need additional support
• Strong product and business acumen, with fluency in metrics such as activation, adoption, conversion, retention, expansion, churn, LTV and customer ROI
• Experience partnering with Product, Engineering and Data leadership to define strategy, priorities, roadmaps and success measures
• Strong executive communication, storytelling and stakeholder management skills
• Comfort operating in fast-paced, ambiguous environments with distributed teams and high ownership expectations

Nice to have

• Experience designing for agency platforms, CRM tools, marketing technology, sales automation, lead generation, commerce, payments or SMB software
• Experience with product-led growth, lifecycle design, monetization, onboarding, activation or retention systems
• Experience shaping AI-powered product experiences, automation workflows or intelligent assistants
• Experience leading design through a period of rapid scale, design-system maturation, platform consolidation or major product transformation
• Familiarity with experimentation frameworks, growth metrics, customer analytics and mixed-method research practices
• Experience designing marketplace, community, course, client-portal, commerce, payments, billing, document or integration experiences

What success looks like

• HighLevel's most important product experiences feel more unified, intuitive, polished and differentiated across growth, commerce, marketplace, community, admin and platform workflows
• HighLevel's bespoke design system becomes a trusted product accelerator, with stronger adoption, clearer contribution practices, less pattern drift and more consistent customer-facing experiences
• The craft bar visibly rises across the organization: product work shows stronger visual execution, clearer interaction models, better information architecture and more thoughtful end-to-end customer journeys
• Design managers and senior ICs become better at recognizing, teaching and scaling great product design quality within their teams
• The design organization improves its talent density through excellent hiring, clear development of existing designers and direct support or performance management where needed
• Customers can launch, automate, sell, manage and optimize critical business workflows faster and with greater confidence
• Core product metrics improve across activation, adoption, conversion, retention, expansion and customer ROI
• AI-powered workflows become easier for customers to understand, trust and adopt
• Product, Engineering and go-to-market leaders see Design as a strategic partner in shaping product direction, product quality and business outcomes

Why this role matters

This is one of the most strategic design leadership roles at HighLevel. You will shape the product experiences that millions of businesses rely on to acquire customers, manage relationships, launch services, sell products, automate operations and grow.As HighLevel continues to expand into an increasingly intelligent and integrated business platform, design leadership will be central to making that platform feel simple, connected and trustworthy. Your work will directly influence customer success, product quality, design-system maturity, team scale and the future of AI-powered business software for agencies and SMBs.

Why HighLevel

• Own design strategy for some of the most impactful product experiences in the company
• Lead and scale a growing product design organization
• Evolve and drive adoption of a bespoke design system across a broad product platform
• Raise the bar for craft, interaction quality and product design excellence at scale
• Shape AI-powered workflows and platform experiences used by millions of businesses
• Partner with a passionate, product-driven team solving meaningful customer problems
• Work in a global, remote-first organization built for speed, ownership and impact
• Competitive compensation, benefits and flexibility

EEO Statement

The company is an Equal Opportunity Employer. As an employer subject to affirmative action regulations, we invite you to voluntarily provide the following demographic information. This information is used solely for compliance with government recordkeeping, reporting, and other legal requirements. Providing this information is voluntary and refusal to do so will not affect your application status. This data will be kept separate from your application and will not be used in the hiring decision.

We encourage you to review our Privacy Policy before submitting your application

The salary range for this position is $285000 - $361000 annually. (Bonus Pay included)

#LI-Remote #LI-MP1

We may use artificial intelligence (AI) tools to support parts of the hiring process, such as reviewing applications, analyzing resumes, or assessing responses and identifying potential inconsistencies or verification signals in application materials based on available information. These tools assist our recruitment team but do not replace human judgment. Final hiring decisions are ultimately made by humans. If you would like more information about how your data is processed, please contact us.