1. Design Leadership and Direction

• Set the design direction for a product line and hold the bar for what ships.
• Guide two to four designers through review, pairing, and direct feedback, without line-managing them.
• Define and enforce design standards, patterns, and best practices across teams.
• Partner with the Head of Design on hiring, levelling, and where the function goes next

2. Brand and Design System Ownership

• Own the Company brand and the brands of the products in your line: identity, tone, and how they are applied everywhere.
• Own and evolve a scalable design system: components, typography, colour, UI patterns, and agent-interaction patterns.
• Build and maintain a unified design language across all Company products.
• Run design audits to find and close inconsistency before it compounds.
• Make the system easy to adopt, so consistency is the path of least resistance rather than a rule.

3. Surfaces You Own

• Product design across web and the platform, including how the design system holds as products multiply.
• Mobile application design end to end, not only the screens but the platform conventions each app should follow.
• Client-facing websites: you own the standard and the client relationship; the Mid Designer executes the build.
• Marketing surfaces where they carry the brand, in partnership with the Sales and Marketing pod.

4. Hands-on Execution

• Stay hands-on: translate product requirements into intuitive, elegant design solutions yourself.
• Create wireframes, user flows, prototypes, and high-fidelity UI independently.
• Carry several design initiatives at once with minimal supervision.
• Use AI design tooling as part of your everyday workflow, and have a point of view on what it changes about the design role.

5. UX Strategy and Evidence

• Advocate for user experience best practice and usability principles across teams.
• Conduct user research, usability testing, and feedback analysis, and make the findings travel.
• Iterate on data, insight, and observed behaviour rather than on opinion

6. Human and Agent Interaction

• Own the design language for how humans and agents interact: trust, disclosure, undo, control, escalation.
• Make it unmistakable what an agent did, how to verify it, and how to reverse it. This is core to every Company product.
• Set the patterns other designers apply, so this is consistent across the portfolio.

7. Delivery and Coordination

• Coordinate with the Web Producer on client websites: you own the design and the brand, they own the goals, SEO, integrations, and the numbers.
• Stay accountable through deployment, so what reaches production is what was designed.
• Direct the Mid Designer's build work and review it before it ships to a client.
• Keep the handover between design, build, and measurement explicit, so nothing falls between the two roles.

8. Quality and Governance

• Establish design review processes and quality benchmarks that work without you in every review.
• Maintain documentation for the design system and its guidelines.
• Work closely with product managers and engineers so design intent survives implementation.
• Hold the line on accessibility, responsiveness, and performance as design concerns, not engineering afterthoughts.