AVP, Content Design

We are looking for a content design leader who will reshape how our customers and advisors engage with us across digital platforms. As these experiences become more personalised, conversational and AI-enabled, clear and thoughtful content is critical to making complex information easier to understand and digital interactions easier to complete. As AVP, Content Design, you will shape how Great Eastern communicates across these experiences. You will turn complex information into content that is clear, intuitive and useful, helping customers understand their choices and act with confidence. The role spans traditional digital interfaces as well as conversational and agentic experiences, where content is an integral part of the interface itself.

Key Responsibilities
• Plan, design and write content across digital formats including apps, websites, emails, notifications, chat and conversational interfaces.
• Craft clear and effective UX content that helps customers complete digital tasks independently, with particular care for important moments such as errors, declines, exclusions and claims.
• Conduct content research to understand customer information needs and the language they use, and test content using comprehension, cloze, highlighter and task-based methods.
• Apply and help evolve the Great Eastern brand voice, selecting the appropriate tone for different customer needs and contexts.
• Apply and improve the content governance model and content patterns within the design system to maintain quality and consistency as content scales.
• Structure content for modularity and reuse, applying metadata, taxonomy and controlled terminology so content can be used effectively across platforms and discovered through search and AI assistants.
• Design accessible content, including plain language, meaningful link text, clear labels and structures that work effectively with assistive technologies.
• Monitor content performance after launch using relevant measures including task completion, deflection and comprehension, and continuously improve content based on the evidence.
• Possess a strong portfolio demonstrating how content contributes directly to the user experience and can connect content decisions to outcomes such as task completion, deflection, comprehension or conversion.
• Demonstrate strong writing and editing judgement, including knowing when simpler and more concise content better serves the customer.
• Base content decisions on research and testing rather than opinion and can clearly explain and defend those decisions to business, design, engineering and compliance stakeholders.
• Experienced in structured and modular content, content management systems, taxonomy and metadata.
• Able to write effectively for conversational and AI-assisted experiences and have practical experience using generative AI for content research, drafting and quality assurance, with a clear understanding of its limitations.
• Able to communicate complex information clearly within regulatory constraints, balancing plain language with legal and compliance requirements.
• Possess designed content for complex digital platforms and transactional or servicing experiences, making difficult concepts, choices and consequences clear enough for customers to understand and act on.
• Possess 5+ years of experience in content design, UX writing or content strategy, and hold a degree in English, Communications, Journalism, Linguistics, Information Science, Design or a related discipline.
• Familiarity with Figma and design systems, and exposure to insurance or wider financial services, will be advantageous.