AVP, Content Design

The Great Eastern Life Assurance Company Limited; Singapore; Presencial; SGD 120 000 - 180 000; Tempo integral

Resumo da oferta

Great Eastern Life Assurance Company Limited seeks a talented AVP, Content Design to shape how the company communicates across its digital products. You will turn complex information into clear, intuitive content that helps customers understand choices and act with confidence.

The role spans traditional interfaces and conversational experiences where content is integral to the interface itself. You will lead governance, research, writing and collaboration with product teams to elevate our

Qualificações

• 4+ years of experience in content design, UX writing or content strategy.
• Degree in English, Communications, Journalism, Linguistics, Information Science, Design or related discipline.
• Strong portfolio showing how content contributes to user experience and outcomes such as task completion or conversion.
• Ability to write effectively for conversational and AI-assisted experiences and understand AI limitations.

Responsabilidades

• Establish content governance — apply standards, style guide and terminology.
• Plan and run content research to understand customer needs and language.
• Plan, write and edit across formats — apps, websites, emails, notifications, chat and conversational interfaces.
• Craft UX writing that enables customers to complete tasks without calling us.
• Test content with real users and iterate based on evidence.
• Provide care to moments with high impact for customers—errors, declines, exclusions, claims.
• Apply content patterns from the design system and propose new ones where gaps exist.
• Define formats and ideas for communicating content (illustrations, video, infographics, etc.).
• Apply brand voice and tone for each moment to leave a positive impression.
• Structure digital content for modularity and findability across platforms.
• Assist in metadata, taxonomy and controlled terms.
• Collaborate with designers and developers to integrate content into user experience.
• Track content performance after launch and share insights with stakeholders.
• Explain content decisions with evidence to product teams.

Conhecimentos

Content design

UX writing

Content strategy

Research

Accessibility

AI-assisted content

Regulatory communication

Formação académica

English/Communications/Journ.

Linguistics/Information Science/Design

Descrição da oferta de emprego

We are looking for a talented content designer who will help shape how Great Eastern speaks to its customers across our digital products. You will write and structure content that helps people discover, find, understand and retain what matters to them.

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

• Establish content governance — apply the standards, style guide and terminology, and help improve them as you find the gaps
• Plan and run content research to understand what customers need to know, the words they use, and where our content is failing them today
• Plan, write and edit across formats — apps, websites, emails, notifications, phone messages, chat and conversational interfaces
• Craft UX writing that lets customers figure things out and complete digital tasks on their own, without needing to call us
• Test content with real users through comprehension checks, cloze and highlighter tests and task-based testing, and iterate on what the evidence tells you
• Give particular care to the moments that carry the most weight for a customer — errors, declines, exclusions, claims, and anything that costs them money, time or peace of mind
• Apply content patterns from the design system consistently, and propose new ones where you find a gap that keeps recurring
• Define the formats and ideas that best communicate content for understanding and engagement (illustrations, video, audio, infographics, charts, interactives, etc.)
• Apply the brand voice and choose the tone that fits each moment — think about how you want customers to feel at each step, so they come away with a positive impression of Great Eastern
• Structure digital content for modularity, reuse and access across digital platforms
• Apply the metadata structure and controlled terms — taxonomy, synonyms, thesaurus, etc. — to describe, organise and administer content effectively
• Help make information navigation and organisation systems intuitive for users, and our content findable both on our own platforms and through search and AI assistants
• Write to accessibility standards — plain language, meaningful link text, labels that make sense out of context, and structure that works with assistive technology
• Collaborate with designers and developers to integrate content seamlessly into the user experience
• Track how your content performs after launch and act on what the data shows
• Explain your content decisions to product teams and stakeholders, and back them with evidence rather than opinion
• Share your craft with the wider team — help product managers, designers and engineers write better
• Produce and edit content that will elevate the digital presence of our financial representatives, such as their digital profile write-ups, profile photos, articles, EDMs and WhatsApp messages
• Stay up-to-date on content design best practices and industry trends, including how generative AI is changing how content is produced and found.
• Possess 4+ 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.
• 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 based 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.
• Able to design 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.
• Experience with content management systems, and familiarity with structured and modular content, taxonomy or metadata work