Senior Content Designer

Job content

Overall Job Purpose

Develop content strategy and solutions for acquisition and cross-sell journeys on vitality.co.uk and logged in member journeys online and apps.

As a Senior Content Designer, you’ll be an expert practitioner who develops content strategy and solutions for prospect or cross-sell member user journeys. You’ll take responsibility for content quality, managing small teams and mentoring content designers.

You’ll write and map user stories, assure quality and review the work of others. You’ll lead on content projects. You’ll engage with the wider digital and marketing community.

You will also be responsible for creating, updating and reviewing content around the end-to-end user journeys and are comfortable using evidence, data and research.

You will build relationships across Vitality to focus on the needs of the user and to influence stakeholders. You will contribute to and use the style guides and design patterns.

Accountabilities

Stakeholder management (Practitioner Level) – Able to influence stakeholders and manage relationships effectively. Build long-term strategic relationships and communicate clearly and regularly with stakeholders. Take opposing views and reach consensus on content that meets user needs and business goals, using evidence to explain decisions made.

Strategic thinking (Expert Level) – Leads the design and implementation of strategy, directing the evaluation of strategies and policies to ensure business requirements are being met. Have an overall perspective on business issues, events, activities and an understanding of their wider implications and long-term impact. Determine patterns, standards, policies, roadmaps and vision statements. Focus on outcomes rather than solutions and activities.

User-centred content design (Practitioner Level) – Create and iterate content for end-to-end journeys. Deliver through others and direct their work. Design content to meet user needs and make complex language and processes easy to understand to create effective content for digital channels. Understand and implement style and standards.

User focus/needs analysis (Practitioner Level) – Able to collaborate with user researchers and can sell and represent users internally. Understands the difference between user needs and desires of the user. Able to champion user research to focus on all users. Can prioritise and define approaches to understand the user story, guiding others in doing so. Can offer recommendations on the best tools and methods to be used. Understand users, who they are and what their needs are based on quantitative and qualitative evidence. Identify content gaps, map journeys and write user stories. Propose design approaches or services to meet those needs and engage in meaningful interactions and relationships with users. Put users first and manage competing priorities.

Content creation/curation – Make sure content is accurate, compliant and regularly reviewed. Write and edit easily understood, on-brand, accessible, SEO-optimised copy. Write content briefs for internal and external creative teams to deliver the best possible user experience.

Content performance – Test and monitor the performance of content and identify ways to iteratively improve it.

Content strategy – Work with Product Owners/Managers, UX and other Content Designers to agree consistent standards for substance, structure, workflow and governance.

Skills Required

Essential

Experience of user journey mapping and user story writing.

Experience of UX accessible writing and content design for digital channels.

Experience of keyword research and implementing SEO recommendations.

Desirable

Understanding and application of System 1 and System 2 thinking.

Experience of editing and publishing in Sitecore content management system.

Experience of using workflow and collaboration software, e.g. JIRA and Confluence.

Experience of using prototyping software.