Key Responsibilities and Required Skills for General Designer

🎯 Role Definition

This role requires a highly motivated and versatile General Designer to join our dynamic team. In this role, you will be the creative engine driving a wide variety of design initiatives across the company. You will touch every aspect of our visual identity, from shaping the user experience of our digital products to creating compelling marketing campaigns and upholding our brand standards. The ideal candidate is a master of multiple design disciplines, comfortable with both strategic thinking and hands-on execution, and passionate about creating beautiful, functional, and user-centric design solutions that solve business problems.

📈 Career Progression

Typical Career Path

Entry Point From:

Junior Graphic Designer
Visual Designer
Marketing Coordinator (with a strong design portfolio)
UI/UX Design Intern

Advancement To:

Senior General Designer / Senior Visual Designer
Product Designer
Art Director
Design Lead or Manager

Lateral Moves:

UX/UI Specialist
Brand Strategist / Brand Designer
Motion Graphics Designer

Core Responsibilities

Primary Functions

Own the entire design lifecycle for features and projects, from initial brainstorming and wireframing to high-fidelity mockups, interactive prototypes, and final asset delivery.
Translate complex product requirements, user research, and business goals into intuitive, clean, and visually compelling user interfaces for our web and mobile applications.
Lead the conceptualization and execution of diverse visual design projects for marketing, including social media graphics, email campaign templates, digital ads, and landing pages.
Act as a key brand steward, meticulously developing, maintaining, and evolving our brand identity and visual guidelines to ensure a cohesive and strong brand presence across all company touchpoints.
Collaborate effectively in a cross-functional environment, working closely with product managers, engineers, and marketers to define project scope and deliver high-quality design solutions that meet user needs and business objectives.
Design and produce a wide array of marketing and sales collateral, such as investor presentations, one-pagers, case studies, trade show booths, and event materials that effectively communicate our value proposition.
Create engaging and on-brand custom assets, including illustrations, icons, and infographics, that simplify complex information and elevate our overall visual communication strategy.
Develop, contribute to, and maintain a robust and scalable design system, creating reusable components and patterns that improve efficiency and consistency for the entire product and marketing organization.
Conduct and synthesize lightweight user research, usability testing, and competitive analysis to gather critical insights and validate design decisions, consistently advocating for a user-centered design approach.
Clearly articulate and present design concepts, strategies, and rationale to stakeholders at all levels, persuasively explaining design choices and incorporating feedback.
Manage multiple design projects simultaneously within a fast-paced, agile environment, demonstrating exceptional organizational skills to prioritize tasks and meet deadlines without compromising creative quality.
Prepare and hand off pixel-perfect design assets and detailed specifications to the development team, ensuring a smooth and accurate implementation process.
Stay relentlessly current with emerging design trends, new software, and industry best practices, proactively sharing knowledge to inspire and elevate the team's collective work.
Actively participate in design critiques, providing thoughtful feedback to peers and gracefully incorporating constructive criticism to iterate on and improve your own designs.
Design compelling and responsive web pages and user experiences that are optimized for user engagement, lead generation, and conversion.
Develop innovative creative concepts and visual treatments for integrated marketing campaigns that resonate with our target audience and drive brand awareness.
Produce simple motion graphics and animations for use in social media, product explainer videos, and digital advertising to increase user engagement.
Retouch and color-correct photography for use in digital and print materials, maintaining a high-quality and consistent visual aesthetic across all media.
Support internal teams with their design needs for company-wide presentations, internal communications, onboarding materials, and employer branding initiatives.
Champion design thinking throughout the organization, helping other departments understand the value of visual communication and user-centricity.
Create and manage a library of easy-to-use templates for recurring design needs (e.g., social media posts, email headers) to empower non-designers and streamline content creation workflows.

Secondary Functions

Support ad-hoc design requests and exploratory visual concepts for various departments.
Contribute to the organization's overarching brand strategy and design roadmap.
Collaborate with business units to translate high-level marketing and product needs into tangible design requirements.
Participate in sprint planning, retrospectives, and other agile ceremonies within the product and marketing teams.

Required Skills & Competencies

Hard Skills (Technical)

High proficiency with modern design and prototyping tools, particularly Figma, Sketch, and the Adobe Creative Suite (Photoshop, Illustrator, InDesign).
A strong portfolio showcasing a diverse range of work across UI/UX, brand identity, and marketing design.
Solid understanding of core design principles, including user-centered design, typography, color theory, and layout composition.
Experience building and maintaining design systems to ensure consistency and scalability.
Practical experience with interactive prototyping tools such as InVision, Proto.io, or Framer.
Basic knowledge of front-end technologies (HTML, CSS) to better collaborate with engineers and understand platform constraints.
Experience with motion graphics and video editing software (e.g., After Effects, Premiere Pro) is a significant plus.

Soft Skills

Excellent Communication: Ability to articulate design decisions and rationale clearly and persuasively to both technical and non-technical audiences.
Collaboration: A proactive team player who thrives on working with others to achieve shared goals.
Time Management & Organization: Proven ability to manage multiple projects in a fast-paced environment, prioritize effectively, and meet deadlines.
Creative Problem-Solving: A knack for thinking critically and creatively to overcome challenges and deliver innovative solutions.
Attention to Detail: An impeccable eye for detail, ensuring pixel-perfect execution and consistency in all work.
Adaptability: Flexible and able to pivot quickly as project requirements and priorities change.
Feedback-Oriented: Eager to receive and provide constructive feedback to foster personal and team growth.

Education & Experience

Educational Background

Minimum Education:

A strong portfolio of work demonstrating relevant skills and experience is required, regardless of formal education.

Preferred Education:

Bachelor’s degree (BA/BFA) or equivalent qualification in a design-related field.

Relevant Fields of Study:

Graphic Design
Visual Communication
Human-Computer Interaction (HCI)
Fine Arts or a related creative discipline

Experience Requirements

Typical Experience Range:

3-5+ years of professional experience as a generalist designer, visual designer, or product designer, preferably in a tech or agency environment.

Preferred:

Experience working in an agile development environment and collaborating directly with engineers and product managers.
A portfolio that demonstrates a strong understanding of both B2B and B2C design challenges.