AVP, Digital Experience Studio (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.

• Champion and embody our Core Values in everyday tasks and interactions.
• Demonstrate high level of integrity and accountability.
• Take initiative to drive improvements and embrace change.
• Take accountability of business and regulatory compliance risks, implementing measures to mitigate them effectively.
• Keep abreast with industry trends, regulatory compliance, and emerging threats and technologies to understand and highlight potential concerns/ risks to safeguard our company proactively.

Founded in 1908, Great Eastern is a well-established market leader and trusted brand in Singapore and Malaysia. With over S$100 billion in assets and more than 16 million policyholders, including 12.5 million from government schemes, it provides insurance solutions to customers through three successful distribution channels – a tied agency force, bancassurance, and financial advisory firm Great Eastern Financial Advisers. The Group also operates in Indonesia and Brunei. The Great Eastern Life Assurance Company Limited and Great Eastern General Insurance Limited have been assigned the financial strength and counterparty credit ratings of "AA-" by S&P Global Ratings since 2010, one of the highest among Asian life insurance companies. Great Eastern's asset management subsidiary, Lion Global Investors Limited, is one of the leading asset management companies in Southeast Asia. Great Eastern is a subsidiary of OCBC, the longest established Singapore bank, formed in 1932. It is the second largest financial services group in Southeast Asia by assets and one of the world’s most highly-rated banks, with an Aa1 rating from Moody’s and AA- by both Fitch and S&P. Recognised for its financial strength and stability, OCBC is consistently ranked among the World’s Top 50 Safest Banks by Global Finance and has been named Best Managed Bank in Singapore by The Asian Banker.