Fin is the AI Customer Agent company on a mission to help businesses provide perfect customer experiences.
Our AI Agent Fin is the highest-performing AI Customer Agent on the market today, enabling businesses to deliver impeccable, always-on customer support across the customer journey – from service, to sales, to ecommerce. Powered by our own AI models, Fin resolves complex customer issues end-to-end across every channel, with minimal set-up and integration. Fin can also be combined with our natively integrated Intercom help desk for one single system that is designed to meet the needs of modern day support teams.
Founded in 2011, Fin became one of the fastest growing companies and remains one of the largest private software companies in the world with nearly 30,000 global businesses using our products to transform their customer support. Driven by our core values, we push boundaries, build with speed and intensity, and relentlessly deliver incredible value to our customers.
What's the opportunity?
We’re looking for a Creative Director, Web to lead the creative direction of the Fin.ai website, one of the most important surfaces for our brand, product story, and customer experience.
This role is for a senior design leader with exceptional craft, strong systems thinking, and deep experience shaping highly creative web experiences. You’ll guide and manage a team of designers in London and EMEA, helping them raise the quality, clarity, and distinctiveness of Fin’s web presence across every major page, launch, campaign, and product storytelling moment.
The website is a core expression of the Fin brand. It needs to communicate with precision, move with intention, and feel unmistakably Fin. You’ll be responsible for setting that creative bar and helping the team consistently reach it.
You’ll sit within the Fin Creative Studio, and collaborate with the broader web team, product marketing, growth, content, engineering, and senior leadership to shape a web experience that is creatively excellent, strategically sharp, visually distinctive, and technically feasible.
This is a senior creative leadership role with significant ownership over the quality and evolution of Fin’s website experience. It requires someone who can move fluidly between vision and execution, guide teams through ambiguity, critique work at a high level, and bring a refined point of view on interaction, motion, typography, storytelling, and digital craft.
What will I be doing?
You’ll lead the creative direction and design quality of Fin’s website, with responsibility for both the system and the individual moments that make it distinctive and coherent. The role centers on evolving the work beyond its current state by guiding the team into new visual and interaction territory, encouraging exploration beyond familiar patterns, and raising the overall ambition of what the web experience can become.
You will:
- Set the creative vision for Fin’s website and guide how it evolves as a primary brand and product storytelling surface.
- Lead, manage, and coach a team of designers, helping them produce clearer, sharper, and more distinctive work.
- Push the web team to explore new creative territory across visual design, interaction, motion, typography, and storytelling, moving beyond familiar patterns when the work needs a more original or elevated answer.
- Stay close to the work by actively shaping concepts, giving precise design direction, and prototyping and designing alongside the team to help unlock stronger outcomes.
- Raise the standard of web design craft across layout, typography, interaction, motion, art direction, visual systems, and storytelling.
- Partner with Web, Brand, Product Marketing, Growth, Content, Engineering, and the Senior Product Director to create high-quality web experiences that support launches, campaigns, product education, and customer understanding.
- Own creative quality across the website, while partnering with the Senior Product Director and broader web team on product strategy, performance, and conversion priorities.
- Evolve and maintain a strong design system for the website, ensuring consistency without creating a brand in a box.
- Guide the team through critique, concept development, design reviews, prioritization, and execution.
- Translate complex product and business ideas into simple, compelling web experiences.
- Bring a strong point of view on interaction design and motion, ensuring the site feels considered, responsive, and alive without becoming decorative or overbuilt.
- Ensure typography, hierarchy, pacing, and content structure are treated as core parts of the experience.
- Balance brand ambition with usability, accessibility, responsiveness, performance, and operational realities.
- Work with engineering partners to ensure creative ideas are executed with quality and integrity.
- Use customer insight, business context, and performance data as inputs to creative decisions, while keeping ownership focused on creative quality and brand expression.
- Bring fluency in AI-enabled creative tools and workflows, using them thoughtfully to accelerate exploration, prototyping, production, and system design without compromising craft, originality, or taste.
- Help define the operating model for web creative work, including intake, prioritization, critique, review rituals, and quality control.
- Recruit, develop, and retain strong design talent as the team grows.
What skills do I need?
- 10+ years of experience in digital, brand, product, or web design, with significant experience leading website or digital experience work at a high level.
- 5+ years of experience managing, mentoring, and developing designers.
- A portfolio that demonstrates exceptional web design craft, strong creative direction, and the ability to create distinctive digital experiences at scale.
- Deep expertise in interaction design, motion principles, typography, layout, responsive systems, and digital storytelling.
- A strong understanding of how websites support brand expression, product education, customer understanding, and narrative clarity.
- Experience leading complex cross-functional work with designers, engineers, marketers, product marketers, writers, product leaders, and senior stakeholders.
- The ability to set a clear creative bar, give direct and useful feedback, and help teams improve the work without taking it over.
- Strong systems thinking, with experience building reusable patterns, guidelines, and scalable design approaches.
- Excellent communication and storytelling skills, with the ability to explain creative decisions in strategic, customer, and brand terms.
- Comfort operating in ambiguity, prioritizing competing needs, and making decisions with incomplete information.
- A sharp eye for detail and a low tolerance for mediocre execution.
- Experience guiding work from concept through launch, including implementation QA and post-launch iteration.
Bonus skills & attributes
- Experience leading web design for a high-growth B2B, SaaS, AI, or product-led company.
- Experience working closely with front-end engineers, creative technologists, or motion designers.
- Strong understanding of accessibility, performance, responsive behavior, and modern web production constraints.
- Experience using research, insight, and performance context to inform creative direction without reducing design decisions to metrics alone.
- Background in brand systems, editorial design, campaign landing pages, product storytelling, or launch moments.
- Experience managing agency or freelance partners when additional capacity or specialist skills are needed.
- Experience working with and giving art direction guidance to video teams
What kind of work should be in my portfolio?
We’ll want to see a portfolio that shows both creative quality and leadership impact. Strong candidates will include 2 to 3 case studies that explain the problem, the strategic context, the creative direction, the design system or interaction model, the execution process, and the outcome. We’re especially interested in work that shows:
- High-quality website or digital experience design.
- Strong typography, hierarchy, motion, and interaction design.
- Clear systems thinking across multiple pages, templates, or surfaces.
- The ability to turn complex products or stories into simple, compelling experiences.
- Evidence of leadership, including how you shaped the work, guided others, partnered cross-functionally, and improved the final outcome.
Benefits
We are a well-treated bunch, with awesome benefits! If there’s something important to you that’s not on this list, talk to us!
- Competitive salary and equity in a fast-growing start-up
- We serve lunch every weekday, plus a variety of snack foods and a fully stocked kitchen
- Regular compensation reviews - we reward great work!
- Unlimited access to Claude Code and best-in-class AI tools; experimentation & building is encouraged & celebrated.
- Pension scheme & match up to 4%
- Peace of mind with life assurance, as well as comprehensive health and dental insurance for you and your dependents
- Flexible paid time off policy
- Paid maternity leave, as well as 6 weeks paternity leave for fathers, to let you spend valuable time with your loved ones
- If you’re cycling, we’ve got you covered on the Cycle-to-Work Scheme. With secure bike storage too
- MacBooks are our standard, but we also offer Windows for certain roles when needed.
#LI-Hybrid
Policies
Fin has a hybrid working policy. We believe that working in person helps us stay connected, collaborate easier and create a great culture while still providing flexibility to work from home. We expect employees to be in the office at least three days per week.
We have a radically open and accepting culture at Fin. We avoid spending time on divisive subjects to foster a safe and cohesive work environment for everyone. As an organization, our policy is to not advocate on behalf of the company or our employees on any social or political topics out of our internal or external communications. We respect personal opinion and expression on these topics on personal social platforms on personal time, and do not challenge or confront anyone for their views on non-work related topics. Our goal is to focus on doing incredible work to achieve our goals and unite the company through our core values.
Fin values diversity and is committed to a policy of Equal Employment Opportunity. Fin will not discriminate against an applicant or employee on the basis of race, color, religion, creed, national origin, ancestry, sex, gender, age, physical or mental disability, veteran or military status, genetic information, sexual orientation, gender identity, gender expression, marital status, or any other legally recognized protected basis under federal, state, or local law.