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.
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
#LI-Hybrid
Position Compensation Range:
$113,000.00 - $194,000.00Pay Rate Type:
SalaryCompensation may vary based on the job level and your geographic work location. Relocation support is offered for eligible candidates.
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.
- 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, Boston, MA, Denver, CO, Phoenix, AZ or Hopkins, MN offices.
We provide benefits that support your physical, emotional, and financial wellbeing. 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 [email protected] to request a reasonable accommodation.
#LI-AB1Skills Required
- Demonstrated experience providing customer-driven solutions, support, or service.
- Solid knowledge of current and emerging digital technologies and industry trends.
- Demonstrated verbal and written communication skills, and ability to transfer knowledge.
- Demonstrated ability to work effectively in collaborative teams.
- Demonstrated experience leading complex projects, coordinating multiple stakeholders, and providing technical coaching.
- Deep experience in UX writing, content strategy, and design systems.
- Experience with AI-enabled products, prompts, or conversational interfaces.
- Working knowledge of how LLMs interpret and generate content.
- Experience with structured authoring, content schemas, and metadata strategies for reuse and retrieval.
- Knowledge of AI risks (hallucination, bias, misuse) and mitigation approaches.
- Ability to work hybrid with a minimum of 10 days per month in specified offices (Madison, WI; Boston, MA; Denver, CO; Phoenix, AZ; Hopkins, MN).
American Family Insurance Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about American Family Insurance and has not been reviewed or approved by American Family Insurance.
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Pay Growth & Progression — Compensation has seen multiple increases, including a higher internal minimum hourly wage effective 2025 for many customer‑facing and claims roles. These moves indicate continued investment to raise the pay floor and improve total rewards competitiveness.
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Retirement Support — The total package includes a 401(k) with company match alongside a company‑funded cash‑balance pension, strengthening long‑term financial security. This combination is positioned as a standout element within the overall benefits mix.
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Parental & Family Support — Paid parental leave was expanded in 2025 for birthing parents and for all parents, including adoptive and foster. Caregiver leave adds further family support within the leave portfolio.
American Family Insurance Insights
What We Do
For more than 85 years, American Family Insurance has built its reputation on sound principles. We strive to provide you industry-leading service, exceptional claims experience and products that build long-term relationships. This is accomplished by treating policyholders fairly in a helpful and caring way and making it easy and convenient to work with us. We know our customers like family. American Family Insurance thrives by conducting its business in accordance with the highest ethical standards and the law at all times. Integrity is part of our culture and always has been. The reputation we enjoy and trust-based relationships we have built with our customers are determined by the example set by management and the character and good judgment exercised at all levels of our organization. It’s a way of doing business that our customers have come to expect from us and a standard that we continue to live up to.
