Lead User Experience Content Strategist (Hybrid)

American Family Insurance; Madison (WI); Hybrid; USD 113,000 - 194,000; Full time

Job summary

American Family Insurance is seeking a Lead UX Content Strategist to define how content powers AI-enabled product experiences at scale. You will influence across design, product, engineering, and AI/ML teams without direct people-management duties, mentoring others and guiding decisions through influence.

You will lead content strategy for AI-powered features, establish quality and governance standards, and drive structured content to support scalable, trusted experiences.

Qualifications

• Demonstrated experience providing customer-driven solutions, support or service.
• Strong knowledge of the technology industry, including current and emerging digital solutions and trends.
• Demonstrated verbal and written communication skills with ability to transfer knowledge.
• Demonstrated ability to work in collaborative teams.
• Demonstrated experience leading complex projects across multiple stakeholders.

Responsibilities

• Lead Design System Content Strategy across products and teams.
• Shape AI-driven experiences with content strategy for AI-powered features and prompts.
• Drive structured content, schemas, and metadata for retrieval and reuse.
• Establish quality, accessibility, governance, and guardrails for content.

Job description

American Family Insurance is looking for a Lead UX Content Strategist to define how content powers AI-enabled product experiences at scale. This is a highly cross-functional, influence-driven role where you'll partner across design, product, engineering, and AI/ML teams to shape thoughtful, scalable experiences and drive strategic alignment across the organization.

As a Lead UX Content Strategist, you'll serve as a strategic leader and trusted advisor, guiding teams, influencing decisions, and helping shape the future of content strategy without direct people-management responsibility. This role is ideal for someone with proven leadership experience who enjoys building consensus, mentoring others, and driving outcomes through influence rather than authority. You'll serve as a thought leader across multiple disciplines, helping advance both the content strategy practice and the future direction of AI-powered experiences. For the right candidate, this position offers a clear path to broader organizational leadership and future senior management opportunities.

You will play a key role in shaping how content enables the next generation of intelligent experiences, impacting product quality, AI performance, and user trust at scale.

You will report to the Director, Customer Experience - Digital Marketing

Relocation is available to those willing to relocate to Boston, MA or Madison, WI.

Position Compensation Range

$113,000.00 - $194,000.00

Pay Rate Type

Salary

Compensation may vary based on the job level and your geographic work location. Relocation support is offered for eligible candidates.

Key Responsibilities

Lead Design System Content Strategy

• Define and scale content patterns, standards, and governance for the design system
• Establish naming conventions, usage guidelines, and documentation frameworks
• Create consistency across products and influence system-wide decisions
• Identify gaps and lead scalable solutions across teams and platforms
• Monitor contractor deliverables to ensure execution aligned with our strategy, and provide, actionable feedback for continuous improvement. Quality-assure contractor work to ensure alignment with organizational strategy, providing feedback and guidance.

Shape AI-Driven Experiences

• Lead content strategy for AI-powered features (conversational UX, AI-generated UI, recommendations)
• Define prompt strategies and refine outputs for clarity, tone, and reliability
• Translate ambiguity into clear, structured content that improves AI performance
• Partner with ML/AI teams to align content with model behavior and constraints.

Drive Structured Content & AI Readiness

• Champion structured authoring and modular content design across teams
• Define content schemas and metadata strategies to support retrieval, reuse, and consistency
• Ensure content is optimized for LLMs (context limits, clarity, deterministic outputs)

Establish Quality, Accessibility & Governance

• Set standards for accessible, inclusive, and high-quality content (WCAG)
• Define guardrails for AI-generated content and contribute to governance practices
• Advocate for content excellence and influence decision-making at the product and system level.

Specialized Knowledge & Skills Requirements

• Demonstrated experience providing customer-driven solutions, support or service.
• Solid knowledge of the technology industry, including current and emerging digital solutions and trends.
• Demonstrated verbal and written communication skills with ability to transfer knowledge.
• Demonstrated ability to work in collaborative teams.
• Demonstrated experience leading complex projects, including linking and coordinating across multiple stakeholders and providing technical coaching of others.

Preferred Skills

• Deep experience in UX writing, content strategy, and design systems
• Proven ability to lead strategy, not just execution, within complex product ecosystems overseeing contractors.
• Experience with AI-enabled products, prompts, or conversational interfaces
• Working knowledge of:
  • How LLMs interpret and generate content
  • Structured authoring and semantic consistency
  • Content optimization for search, retrieval, and metadata
  • AI risks (hallucination, bias, misuse) and mitigation approaches.

Licenses

• Not Applicable.

Travel Requirements

• Up to 10%.

Physical Requirements

• Work that primarily involves sitting/standing.

Working Conditions

• Not Applicable.

Additional Information

• To ensure a strong start, all employees participate in our New Employee Orientation during their first week. This experience is held in person at our Madison, WI Headquarters or one of our AmFam core locations to help you connect with our mission, meet key team members and build relationships that support your growth. At times, sessions may be delivered virtually based on scheduling and availability.
• Offer to selected candidate will be made contingent on the results of applicable background checks
• Offer to selected candidate is contingent on signing a non-disclosure agreement for proprietary information, trade secrets, and inventions
• Sponsorship will not be considered for this position unless specified in the posting

In this hybrid role, you will be expected to work a minimum of 10 days per month out of our Madison, WI or Boston, MA offices.

We provide benefits that support your physical, emotional, and financial wellbeing. You will have access to comprehensive medical, dental, vision and wellbeing benefits that enable you to take care of your health. We also offer a competitive 401(k) contribution, a pension plan, an annual incentive, 9 paid holidays and a paid time off program (23 days accrued annually for full-time employees). In addition, our student loan repayment program and paid-family leave are available to support our employees and their families. Interns and contingent workers are not eligible for American Family Insurance Group benefits.

We are an equal opportunity employer. It is our policy to comply with all applicable federal, state and local laws pertaining to non-discrimination, non-harassment and equal opportunity. We also consider qualified applicants with criminal histories, consistent with applicable federal, state and local law.

American Family Insurance is committed to the full inclusion of all qualified individuals. If a reasonable accommodation is needed to participate in the job application or interview process, to perform essential job functions, and/or to receive other benefits and privileges of employment, please email [e-mail] to request a reasonable accommodation.