Lead User Experience Content Strategist (Hybrid)

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

Benefits offered by this job

Medical benefits

Dental benefits

Vision benefits

Wellbeing benefits

401(k) contribution

Pension plan

Annual incentive

Paid holidays

Paid time off (23 days)

Student loan repayment

Paid-family leave

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 set the direction for how content is authored, structured, and governed, ensuring it performs consistently for both people and AI systems.

This is a highly cross-functional role that rewards influence, mentoring, and strategic leadership across design, product, engineering and AI/ML teams.

Qualifications

• Proven experience providing customer-driven solutions.
• Strong communication skills, verbal and written.
• Experience leading complex projects with multiple stakeholders.

Responsibilities

• Lead Design System Content Strategy and governance.
• Define content schemas and metadata strategies for retrieval and reuse.
• Lead content strategy for AI-powered features and prompts.
• Collaborate with design, product, engineering and AI/ML teams.
• Monitor contractor work and provide actionable feedback.
• Champion accessible, high-quality content (WCAG) and governance.

Skills

UX writing

Content strategy

Design systems

Cross-functional leadership

Influence-based leadership

AI-enabled products

Governance

Content schemas

Job description

American Family Insurance is looking for a Lead UX Content Strategist to define how content powers AI-enabled product experiences at scale. You'll set the direction for how content is authored, structured, and governed, ensuring it performs consistently for both people and AI systems. 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'll 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

Pay Rate Type: Salary Compensations may vary based on the job level and your geographic work location. Relocation support is offered for eligible candidates. Position Compensation Range: $113,000.00 - $194,000.00

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.

• 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.

#LI-AB1 American Family Insurance, based in Madison, Wis., has been serving customers since 1927. We inspire, protect and restore dreams through our insurance products, exceptional service from our agency owners and employees, community investments and creative partnerships. American Family Insurance is the nation’s 12th-largest property/casualty insurance company, ranking No. 202 on the Fortune 500 list. American Family has a current ‘a+’ credit rating through AM Best, and has distinction as a “Standing the Test of Time” company, which is represented by having an AM Best financial strength rating of ‘A’ or better for at least 75 years. The company offers American Family-brand products through a network of exclusive agency owners as well as nationwide through key strategic partnerships. American Family Insurance also includes Homesite and Main Street America Insurance. The company has approximately 10,500 employees nationwide.

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