Senior General Manager - Head of Design (System Design & Scale)

Senior General Manager New Store Opening (NSO) | Design Systems & Scale

Location: Pan-India

Reporting To: Chief Design Officer (CDO)

About HomeLane

HomeLane is India's leading tech-enabled, end-to-end home interiors brand. We combine design, technology, and operational excellence to deliver high-quality, on-time, personalized home interiors. We've delivered over 55,000 homes across 40+ cities, and now operate two powerful brands: HomeLane & DesignCafe with 90+ studios, and a growing network of experience centers and design hubs.

We are backed by investors such as peak xv, Accel, Westbridge, Fireside, 360 ONE, Evolvence, Pidilite, and MS Dhoni.

As we continue to expand across markets and studio formats, we are strengthening our delivery leadership to ensure every customer journey from installation to handover is seamless, reliable, and built on strong operational foundations.

The Opportunity

We are looking for a Senior General Manager New Store Opening (Design Systems & Scale) to build and lead the design operating system that powers HomeLane's expansion. This is not a studio design role it is a systems-builder and organizational leadership role responsible for translating CDO-level design vision into scalable frameworks, governance models, and capability programs. You will enable consistent design quality, faster cycle times, zero-feasibility errors, and stronger conversions across markets ensuring every new store delivers on the HomeLane promise from Day 1.

What You'll Drive

Design Systems & Scalable Operating Models

Translate design strategy into scalable systems, SOPs, and playbooks.

Lead organization-wide execution of Catalogue 2.0 and design governance frameworks.

Establish predictable, error-free design-to-execution workflows.

Standardize the customer design journey Discovery Design Sign-off.

Store Readiness & NSO Governance

Build strong NSO governance to ensure catalogue correctness and store design consistency.

Enable FOFO and COCO store formats through scalable design frameworks.

Drive Spacecraft Pro (SCPro) adoption, rule adherence, and system maturity across teams.

Organization Building & Capability Scaling

Build and scale the core design organization structure, onboarding, capability, and career pathways.

Establish performance frameworks that improve design quality, productivity, and conversion outcomes.

Enable designers across markets with clarity, systems thinking, and execution discipline.

Cross-Functional Leadership

Integrate design with Category, Engineering, Tech, NSO, Operations, Delivery, Brand, and Analytics teams.

Drive alignment between design strategy and business outcomes such as revenue ramp-up and unit economics.

Act as a senior leadership partner to shape the next phase of HomeLane's growth journey.

Business Impact & Accountability

Conversion uplift driven by design excellence.

Revenue acceleration enabled by scalable design systems.

Reduction in design cycle times and revision loops.

Zero-feasibility error environments.

Strong design capacity planning aligned to expansion needs.

Improved unit economics and operational efficiency across stores.

Key Success Metrics

Design Quality Score uplift across COCO & FOFO stores

Cycle time reduction (Design Sign-off)

0% Zero-feasibility errors

Revision reduction

Catalogue & SCPro adoption maturity

Conversion uplift attributable to design

Capability maturity of the design organization

Consistency in store design execution

Who This Role Is For

12+ years of design leadership experience across interiors, modular, retail, or systems-led environments.

Proven experience leading large, multi-city teams (2550+ designers).

Exposure to high-scale retail or multi-store ecosystems.

A strong systems thinker with an execution bias and organizational mindset.

Experience with modular, catalogue-driven, or FOFO business models preferred.

A collaborative leader who influences across Category, Engineering, Tech, Ops, and Delivery.

High clarity, strong judgment, and executive-level communication skills.

Leadership DNA - Systems mindset, Scale orientation, Cross-functional influence, People builder

Process clarity - Customer-first thinking, Bias for simplification & speed

Why Join HomeLane

Shape the design operating model for one of India's fastest-scaling interiors brands.

Build systems that influence revenue, customer experience, and expansion velocity.

Lead transformation at the intersection of design, technology, and retail scale.