AVP, Digital Experience Studio (Content Design)

About the role

Great Eastern is looking for a content design leader to reshape how customers and advisors engage with it across digital platforms. As AVP, Content Design, you will turn complex information into clear, intuitive content that helps customers understand their choices and act with confidence, across traditional digital interfaces and conversational, AI-enabled experiences. The role is based at the SG-GE Centre.

Key responsibilities

• Plan, design and write content for apps, websites, emails, notifications, chat and conversational interfaces, with special attention to errors, declines, exclusions and claims.
• Research customer information needs and language, and test content using comprehension, cloze, highlighter and task-based methods.
• Apply and evolve the brand voice, and improve the content governance model and content patterns in the design system.
• Structure content for modularity and reuse, using metadata, taxonomy and controlled terminology so it works across platforms and is discoverable by search and AI assistants.
• Design accessible content, including plain language, meaningful link text and clear labels.
• Monitor content performance after launch (task completion, deflection, comprehension) and improve it based on evidence.
• Defend content decisions against business, design, engineering and compliance stakeholders, and take accountability for compliance risks.

Required profile

• 5+ years of experience in content design, UX writing or content strategy.
• Degree in English, Communications, Journalism, Linguistics, Information Science, Design or a related discipline.
• Strong writing and editing judgement, able to balance plain language with regulatory and compliance requirements.
• Experience designing content for complex digital platforms and transactional or servicing experiences.

Required skills

• Structured and modular content, content management systems, taxonomy and metadata.
• Writing for conversational and AI-assisted experiences; practical experience using generative AI for content research, drafting and quality assurance.
• Familiarity with Figma and design systems; insurance or financial services experience is advantageous.