Associate Director, Content Design

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About the Role

The role is responsible for leading the Content Design Centre of Excellence to support 18 markets in delivering high quality digital content. It will elevate local business units’ content creation capabilities, shaping AIA’s digital experience through best in class content practices. The position also owns and continuously evolves the Content Design Guidelines within AIA’s Qi Design System to ensure consistency, scalability, and excellence across all markets.

Roles & Responsibilities

Vision, Strategy, Team management (30%)

Create and owns vision and plan, leading the Group Content Design team

Guide local BUs to create world-class content design capability in 18 markets

Own customer journeys from the content perspective, and co-create simple, fast, and smart customer experience with UX designers

Manage and guide UX copywriters and content contributors

Governance (40%)

Build a community of Content Design practitioners across Group and local BUs

Own, create, and constantly update Group content guidelines as a part of AIA’s Qi Design System

Work with local BU counterparts to implement governance around content

Review key local UX and provide recommendations to improve content

Create, propose, and implement ideas to improve content creation process for better efficiency and content quality, together with other discipline leads and IT leads

Act as SME for Experience Design team and BUs on Content Design related matters

Project involvement (30%)

Create clear, concise, and useful content for customer and agent facing digital tools

Review analytics data and existing content and suggest recommendations for copy/content improvement

Provide ideas for content and its format at an early stage of the projects for the most effective communication approach

Present content and get sign off from stakeholders.

Manage schedule to ensure on-time delivery of content.

Identify and manage appropriate local vendors and ensure their content quality meet Group standards where appropriate

Manage third party content providers

Contribute towards and be accountable for key Experience Design metrics from a content perspective

Lead and own the end-to-end process of designing and delivering effective content

Continually share knowledge and educate AIA teams about content design and the value of it

Minimum Job Requirement

Minimum 10-12 years of experience in content writing and strategy

Well experienced in content creation with different types of content (e.g. text, audio, video, visual) as well as content strategy

People management experience with a track record of achieving goals with diverse team members

Proven leadership capability in a corporate environment

Creating and meeting clear KPIs for effective content

Experience in A/B testing and content optimization

Excellent UX-focused copy writing capability to simplify complex information without diluting the message

Excellent presentation skill with experience presenting to senior management

Excellent communication skill in identifying an optimal solution even if there are competing ideas from different parties

Excellent project and task management skills

Strong understanding in use of data to personalize content

Good understanding of technical limitations in content solutioning

Up-to-date and wide knowledge of tools for creating more efficient content creation and management process

Awareness and understanding of AI technology inclusive of the emerging AEO and GEO environment

Take in ambiguous tasks with competing priorities and deliver them in a fast paced, constantly changing environment

Strong portfolio focusing on UX-focused writing, visual assets, content strategy, and guidelines

Must be a driven self-starter and take ownership to define a way forward for ambiguous tasks.