Manager - UX Content Strategy


Posting Date: Dec 2, 2023

Location: Remote, any state, US

Company: New York Life Insurance Co

Location Designation: Remote 



When you join New York Life, you’re joining a company that values career development, collaboration, innovation, and inclusiveness. We want employees to feel proud about being part of a company that is committed to doing the right thing. You’ll have the opportunity to grow your career while developing personally and professionally through various resources and programs. New York Life is a relationship-based company and appreciates how both virtual and in-person interactions support our culture.



It is an exciting time to join New York Life Insurance Company, a Fortune 100 company and the largest mutual life insurance company in the US, as we continue to innovate our technology and build the next generation digital experience for our customers and agents. You will join a growing team which is at the forefront of New York Life’s evolution to providing more innovative and differentiated consumer and agent/advisor experiences that lean into the power of human guidance, improving our customer’s financial wellness and peace of mind, and enabling our agents to grow their small businesses. 


Life insurance and other related financial and investment products are often confusing and complex for many people, and yet so important for their financial security and prosperity.  This is a transformative role where creativity meets purpose. Beyond simple content, this role is about the strategy and execution of web content and copy that inspires, assures, and navigates our customers through some of life’s most significant decisions and establishing NYL and our agents as the trusted partners to help guide those decisions with expertise and empathy. This role is an opportunity to blend your domain knowledge and craft to ensure every digital interaction resonates, engages, and empowers.


We are looking for highly qualified, hands-on Manager of UX Content Strategy to lead and execute the development of content (messaging, copy, imagery, etc.) for our flagship property and other digital product experiences to deliver on user needs and business KPIs. This role will sit at the intersection of broader brand and marketing content strategies with digital content strategy and execution to cascade and maintain alignment/harmony of web content across brand, channel, corporate and agent programs. This leader will lead UX content strategy and execution including web copywriting/editing and other content develop, manage contract and external design agencies, lead information architecture, and build UX content measurement and testing programs.


Key Responsibilities:

  • UX Content Strategy and Execution
    • Lead and manage the planning and development of content for and associated web properties
    • Partner with brand content and creative partners to incorporate brand guidelines, positioning, and other strategic alignment elements within content/copy execution
    • Partner with brand, financial education, SEO, media, product marketing, corporate communications, and other content stakeholders and peers to align, carry forward, and maintain cross-channel harmony with broader marketing content strategies, campaigns, and financial education initiatives  
    • Participate in and maintain alignment with content audits/inventories, gap analysis, content calendars, tagging schemas, and content metrics/KPIs
    • Lead and write copy for web including product information, FAQs, benefits, solutions, case studies, quotes, testimonials, copy to support videos, illustrations, infographics, tools/calculators/quizzes, navigation systems, and copy for tool tips, alt text and other accessibility needs/interactions
    • In partnership with content-focused stakeholders, lead UX content execution to translate complex financial topics into easy-to-understand, actionable, inclusive, and empathetic content that meets our target audiences where they are and helps them move forward in an often confusing, barrier-ridden industry
    • Ensure UX content is optimized for digital/web and aligns to broader audience/user goals, journeys, and needs (e.g., comprehension, understanding) and meets business objectives for discoverability, engagement, and conversion as well as maintains regulatory compliance
    • Partner with designers for guidelines and selections of imagery, photography, iconography, illustrations, and other visual aids
    • Partner with design system/ops peers to lead portions of our design system guidelines and assets related to content (e.g., web copywriting guidelines)
    • Leverage and experiment with generative artificial intelligence (AI) tools and techniques consistent with NYL guidelines to accelerate and differentiate content and copy
  • Information Architecture
    • In partnership with SEO peers, lead information architecture and associated projects to maintain and periodically refresh navigation and way finding models and elements (e.g., site maps, site navs, menus, breadcrumbs, etc) of our digital products and web experiences as well as other IA related projects (e.g., onsite search schemas, glossaries, labeling systems, other taxonomy and categorization elements)
  • Measurement and Testing
    • Partner with marketing analytics, media, and web production peers to establish and participate in UX content measurement program and associated KPIs
    • Collaborate with consumer/user research and insights partners to generate content-focused hypotheses to power AB/multivariate testing plans and user research and testing activities
    • Write copy alternatives and provide additional content elements to pay off hypotheses and input into broader testing programs
  • Leadership and Collaboration
    • Manage contract copywriters including structuring of work, review of work products, and managing priorities and capacity
    • Partner with agency design partners and their copywriters on key projects
    • Partner with Web Production team in execution and management of core site content execution, redesign projects, and other programs
    • Partner with design leadership peers to mature a culture of design, feedback, continuous improvement and inspiration
    • Collaborate closely and broadly across Marketing with designers, product managers, production team, marketing enablement, and other stakeholders to execute projects, enable effective decision making in a consensus-driven culture, and maintain alignment on strategic directions




Education Requirements

  • A bachelor's in a relevant field such Communication, English, Journalism, Marketing or a related discipline. Equivalent practical experience will also be considered.

Work Experiences

  • Minimum of 5 years of experience in content design, content strategy, and/or copywriting field with consumer facing digital experiences, with at least 2 years in a leadership or management role
  • Minimum of 3 years copywriting for web
  • Minimum 2 years of UX content strategy
  • Minimum 1 year working for/with AI tools for copywriting
  • A track record of successfully developing measurable UX content that achieves business and user goals
  • Experience delivering content within Content Management Systems, experience with Adobe Experience Manager a plus
  • Experience delivering content in Life Insurance, financial services, or other highly regulated industry a big plus

Technical Expertise

  • Mastery of web copywriting including generating content/copywriting guidelines
  • Advanced skills in multi-media content generation including working with video, infographics, animations, etc.
  • In-depth knowledge of SEO guidelines, web accessibility guidelines, and content localization including working with translated copy/content

Leadership and Collaboration Expertise

  • Ability to quickly build relationships with stakeholders and peers and facilitate alignment on complex (and often competing) interests and needs among teams
  • Excellent communication, presentation, and interpersonal skills are necessary to effectively collaborate with cross-functional teams, stakeholders, and executives.
  • Strong problem-solving skills and the ability to think analytically and systemically
  • Experience with managing multiple projects in a fast-paced, very deadline-driven environment


Please include web writing samples and/or UX content strategy as a document or link with your resume when applying**






Salary range: $65,000-$100,000 

Overtime eligible: Exempt 

Discretionary bonus eligible: Yes 

Sales bonus eligible: No 


Click here to learn more about our benefits. Starting salary is dependent upon several factors including previous work experience, specific industry experience, and/or skills required.



Recognized as one of Fortune’s World’s Most Admired Companies, New York Life is committed to improving local communities through a culture of employee giving and volunteerism, supported by the Foundation. We're proud that due to our mutuality, we operate in the best interests of our policy owners. We invite you to bring your talents to New York Life, so we can continue to help families and businesses “Be Good At Life.” To learn more, please visit LinkedIn, our Newsroom and the Careers page of

Job Requisition ID: 89515




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