AVP, Content Design
Confirmed on the employer's own hiring board on Oct 14, 2026. First seen by Alion on Oct 13, 2026. Great Eastern scores B on the Alion truth index.
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 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
- 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.
- 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.
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.