Aura
Design Lead - UX & Conversion
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Location: Fully Remote (UK)
Reporting to: CMO
Salary: £70,000-£75,000 per annum, full-time
We're looking for a designer who is obsessed with getting people to convert and who can carry that obsession into one of the most sensitive, meaningful categories there is. You'll own the surfaces that turn a visitor into a family we get to help: landing pages, funnels, paid-social creative, and a new website. You'll also be the person who brings our new brand identity to life everywhere. If you can tell within thirty seconds of looking at a page what's stopping the click and you care about craft and warmth, keep reading.
About Aura
Aura is becoming the UK's navigator through end of life. We built the company around a simple idea: the industry treats death as a transaction, but for the families we serve, it's one of the hardest and most important moments of their lives, and they deserve to be met with care.
We started with direct cremation and prepaid funeral plans, and we're building the deeper service families have told us they want. Help before the moment, when they're planning ahead. Help through it, when they need us most. Help after, in the weeks that follow.
The category is changing. Traditional funerals are declining. Direct cremation is going mainstream. Most providers are competing on the same product at the same price. We are not. Our ambition is to become one of the biggest brands in end-of-life services in the UK — and we get there by building something obviously and meaningfully better than the rest of the market, not by matching brand spend for brand spend with the incumbent.
You're joining at the moment the whole thing turns from good to real. A new identity. A new website. A new service tier. A design system worth building. A funnel worth doubling. Backed by £3m of fresh investment, our job is to make Aura felt by every family we reach, before they ever pick up the phone.
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The role & mission
This is a hands-on senior individual-contributor role. The through-line is conversion: you live in the funnel, ship tests, and iterate from data. But it comes with two deliverables that matter enormously to us - you'll lead the design of our new website, and you'll own the rollout of our new brand identity across everything we make. You'll manage freelancers and agencies and have scope to build a small creative team over time, but craft and doing sit at the centre.
What you'll do
- Own conversion. Design and ship high-performing landing pages, funnel and UX flows, and Meta/paid-social creative. Run A/B and multivariate tests, read the results, and iterate from what the data tells you.
- Lead the design of the new website. Own the pre-RAQ surfaces end to end homepage, landing pages, content pages, from the new identity through to launch, working with developers and/or an agency. Partner with product on the RAQ form and the post-RAQ/product surfaces; the RAQ is the handoff line.
- Own the brand rollout. Take the new identity to life across every touchpoint, web, paid social, email/CRM, print and brochures, packaging, sales collateral and internal, working alongside our brand designer, who's hands-on with day-to-day brand execution.
- Design lead magnets end to end - the wrapper, the presentation, and the acquisition flow. Product owns the tool or interactive value inside; this role owns everything around it.
- Build and hold the design system as the team scales - guidelines, components, and the quality bar that keeps everything consistent.
- Art-direct photography and illustration; brief and manage freelancers and agencies.
- Partner with product on customer-facing materials.
Key deliverables (first 6–12 months)
- A measurable step-change in funnel and landing-page conversion, backed by a real testing cadence.
- A new website, designed and launched.
- The new brand fully rolled out across all marketing touchpoints.
- A living design system the whole team can work from.
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About you
- You're obsessed with getting people to convert. You've shipped multivariate tests on landing pages and can tell within thirty seconds of looking at a page what's stopping the click.
- You think in funnels and understand the UX psychology of why people do and don't act. You're happy running tests, reading the numbers, and letting data shape the next iteration.
- A senior designer with both conversion/digital strength and brand fluency - a portfolio showing high-performing digital and marketing creative alongside identity work you can hold as it scales.
- Strong on art direction and hands-on production.
- Emotionally mature, with real range: you can work with warmth and gravity in a sensitive category - death, grief, family, money, without slipping into cliché or coldness.
- You thrive in a fast, small, high-ownership environment.
Nice to have
- Experience in sensitive or care-adjacent categories: health, charity, later-life, or finance with heart.
- Motion or basic video, or experience managing a small team.
How we work
Warmth, honesty, and treating customers as intelligent adults navigating something genuinely hard. High ownership, speed with craft, and low ego.
What we offer
- Remote-first: fully remote with occasional meetups in London/South of England
- Unlimited holiday and a flexible, trust-based culture
- Purpose: make a meaningful difference helping people through life's hardest moments
- Growth: active support for personal and professional development
- Wellness: free wellbeing apps, private medical insurance, and 24/7 support line
- Work abroad: one month per year working from a country of your choice
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