Content & Conversational Design Manager

📍 Job Overview

Job Title: Content & Conversational Design Manager

Company: RACV

Location: Melbourne, Victoria, Australia

Job Type: Permanent Full Time

Category: Content & Conversational Design Management

Date Posted: March 2, 2026

Experience Level: 8+ Years (Lead/Management)

Remote Status: Hybrid

🚀 Role Summary

• Lead and manage a team of Content and Conversational Design specialists within RACV's Group Design Practice, fostering a high-performance and inclusive design environment.

• Strategically shape and elevate the content experience across all of RACV's digital channels, ensuring clarity, consistency, and compliance with brand and user-centric principles.

• Drive the development and evolution of best-in-class content design frameworks, standards, and strategies to optimize key member journeys and business outcomes.

• Champion and evangelize the integration of Artificial Intelligence (AI) within content workflows and for the enablement of conversational AI products like chatbots and voice assistants.

• Collaborate cross-functionally to design and deliver cohesive end-to-end customer journeys, aligning content strategy with marketing campaigns and user experience standards.

📝 Enhancement Note: This role is positioned as a management and leadership opportunity within a specialized design practice. The emphasis on AI integration and conversational design indicates a forward-thinking approach to user experience and content delivery, requiring a candidate with both strategic vision and hands-on expertise in emerging technologies. The hybrid model suggests a need for strong remote collaboration and self-management skills.

📈 Primary Responsibilities

• Establish and continuously evolve a best-in-class digital content and conversational design practice that aligns with industry standards and drives customer and business outcomes.

• Champion and evangelize user-centered content and conversational design as an approach for positively impacting customer advocacy and financial targets in conjunction with other customer experience champions across the business.

• Evolve a scalable content design system that drives consistency, accessibility, and efficiency across digital experiences, including personalization.

• Facilitate workshops, co-design sessions, and collaborative forums to align stakeholders and define content and conversational design strategies, plans, and opportunities.

• Conduct in-depth research into competitors, industry trends, patterns, best practices, content design inspiration, and user/business insights to inform strategic decisions.

• Guide the team in creating natural, intuitive, and effective experiences for chatbots, voice assistants, and other conversational AI products at RACV.

• Establish and promote content strategy guidelines, best practices, and standards both internally within RACV and externally.

• Partner with marketing teams to design and deliver cohesive end-to-end customer journeys that align content strategy with campaign goals, brand messaging, and user experience standards across all digital touchpoints.

• Mentor and develop a talented, diverse, and inclusive team of Content Designers, fostering their growth and professional development.

📝 Enhancement Note: The responsibilities highlight a blend of strategic leadership, team management, and hands-on design oversight. The emphasis on AI, personalization, and user-centered methodologies points towards a role focused on optimizing digital interactions for both customer satisfaction and business goals.

🎓 Skills & Qualifications

Education:

Experience:

• 8+ years of progressive experience in Content Design or Conversational Design, with a significant portion in a lead or management capacity.

• Proven track record of managing, mentoring, and developing design teams, with demonstrated success in building a high-performance design practice.

Required Skills:

• Content Design Expertise: Deep understanding and practical application of content design principles, user-centered design methodologies, and information architecture.

• Conversational Design: Experience in designing intuitive and effective conversational interfaces for chatbots, voice assistants, and other AI-driven interactions.

• Team Leadership & Mentoring: Proven ability to lead, inspire, and develop a team of design professionals, fostering a collaborative and growth-oriented environment.

• AI Integration in Content: Hands-on experience integrating AI into content workflows, including prompt engineering, research synthesis, localization, and SEO optimization strategies.

• Content Strategy Development: Ability to define, articulate, and implement comprehensive content strategies that align with business objectives and user needs.

• User-Centricity: Strong commitment to understanding and advocating for the user, translating insights into effective content solutions.

• Stakeholder Management: Excellent communication and collaboration skills to effectively partner with business leaders, marketing, and product teams.

Preferred Skills:

• Experience designing and evolving a scalable Content Design System.

• Proficiency in facilitating workshops, co-design sessions, and cross-functional collaborative endeavors.

• Familiarity with accessibility standards and best practices for digital content.

• Experience in personalization strategies for digital content delivery.

• Knowledge of SEO best practices as they relate to content strategy.

📝 Enhancement Note: The required experience level of 8+ years, with a focus on leadership and team management, suggests this is a senior-level position. The emphasis on AI integration and conversational design points to a need for candidates who are not only skilled in traditional content design but also forward-thinking and adept at leveraging new technologies.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Content Design Case Studies: Showcase 3-5 comprehensive case studies demonstrating your leadership in content design for complex digital products or member journeys. Each case study should clearly articulate the problem, your strategic approach, the team's process, your role in leading the design, and the measurable outcomes.

• Conversational Design Examples: Include examples of conversational interfaces (e.g., chatbot flows, voice assistant scripts) that highlight natural language, intuitive interaction, and effective problem-solving for users.

• AI Integration Examples: Provide evidence of how you've integrated AI into content creation, analysis, or delivery workflows. This could include examples of AI-assisted research, content optimization, or personalization strategies.

• Content Strategy Documentation: Examples of content strategy documents, guidelines, or frameworks you have developed and implemented, demonstrating your ability to establish standards and drive consistency.

• Team Leadership & Process Improvement: Evidence of your ability to lead and mentor design teams, including examples of how you've improved team processes, efficiency, or design practice standards.

Process Documentation:

• Workflow Design & Optimization: Demonstrate experience in designing, documenting, and optimizing content and conversational design workflows, from concept to implementation.

• Content Design System Development: Showcase your approach to building or evolving a content design system, highlighting its contribution to consistency, accessibility, and efficiency.

• AI-Enabled Content Processes: Illustrate processes where AI has been effectively integrated to enhance content creation, personalization, or delivery efficiency.

• Cross-Functional Collaboration Protocols: Examples of how you've established clear processes for collaborating with marketing, product, UX/UI, and engineering teams to ensure seamless content integration.

📝 Enhancement Note: Given the strategic nature of the role and the emphasis on leadership, a strong portfolio demonstrating end-to-end ownership, team management, and measurable impact is crucial. The inclusion of AI integration and conversational design examples will be a key differentiator.

💵 Compensation & Benefits

Salary Range:

Benefits:

• Flexible and Informal Work Environment: Promotes a healthy work-life balance.

• Generous Discounts: On home and car insurance policies.

• RACV Roadside Care: Membership benefits.

• Club Membership: Access and discounts across all RACV resorts.

• Corporate Partner Discounts: Regularly updated discounts from various partners.

• Hybrid Opportunity: Flexibility to work remotely and from the CBD office.

• Competitive Salary: Aligns with industry standards for senior management roles.

Working Hours:

• Standard full-time hours are approximately 40 hours per week, with flexibility offered through the hybrid work arrangement.

📝 Enhancement Note: The salary range is an estimate based on typical compensation for similar roles in the specified location and experience level. Actual compensation will be determined by RACV based on the candidate's qualifications, experience, and negotiation. The benefits package is comprehensive, reflecting RACV's commitment to employee well-being and loyalty.

🎯 Team & Company Context

🏢 Company Culture

Industry: Financial Services, Insurance, Tourism & Leisure (Automotive Club)

Company Size: Large enterprise (RACV is a significant organization in Australia with thousands of employees).

Founded: 1922 (RACV has a long-standing history, suggesting stability and a deep understanding of the Australian market and its members.)

Team Structure:

• Group Design Practice: This role sits within a multidisciplinary design community, integrating Content & Conversational Design with Product & Service Design and UX/UI Design. This structure promotes collaboration and a holistic approach to user experience.

• Reporting: Direct reporting to the Group Design Manager, indicating a clear line of leadership within the design function.

• Team Size: Leads a small team of Content Designers and Conversational Design specialists, suggesting a hands-on management approach is expected.

• Cross-Functional Collaboration: Works closely with Membership & Digital teams, marketing, product, and potentially AI/technology departments to deliver digital products and capabilities.

Methodology:

• Human-Centred Design: The core philosophy of the Group Design Practice, emphasizing user needs and experiences.

• Agile/Iterative Development: Implied by the collaboration with digital product delivery teams, requiring adaptable and iterative content design processes.

• Data-Driven Insights: Use of customer and business insights to inform content strategy and design decisions.

• AI-Enhanced Design: A strategic focus on leveraging AI to improve content delivery, personalization, and efficiency.

Company Website: https://www.racv.com.au/

📝 Enhancement Note: RACV's established presence and diverse industry involvement suggest a stable yet evolving workplace. The Group Design Practice model indicates a commitment to design thinking and a collaborative environment where content and conversational design are integral to the overall customer experience strategy.

📈 Career & Growth Analysis

Operations Career Level: Senior Management / Team Lead

This role represents a significant step into senior management within the design and operations sphere. It's not just about individual contribution but about leading a team, shaping strategic direction, and influencing organizational processes related to content and AI. The scope extends beyond mere content creation to encompass the strategy, systems, and human elements of digital experience delivery.

Reporting Structure:

• Reports directly to the Group Design Manager. This implies a clear hierarchy within the design function, with opportunities to influence and contribute to broader design strategy.

Operations Impact:

• Customer Advocacy & Financial Targets: The role directly impacts customer advocacy and financial outcomes by ensuring clear, consistent, and effective content and conversational experiences across digital touchpoints. This influences customer satisfaction, retention, and conversion rates.

• Digital Product Delivery: Plays a critical role in the successful delivery of digital products and capabilities by providing foundational content and conversational design expertise.

• Brand Perception: Shapes RACV's brand perception through the quality and usability of its digital content and interactions.

• Operational Efficiency: Through AI integration and content design systems, the role aims to drive efficiency in content creation and delivery, reducing operational overhead.

Growth Opportunities:

• Strategic Design Leadership: Potential to grow into higher-level design leadership roles (e.g., Head of Design, Director of CX) by demonstrating strategic impact and expanding leadership responsibilities.

• Specialization in AI & Conversational Design: Deepen expertise in emerging AI technologies and their application to user experience, becoming a recognized authority in this niche.

• Broader CX Influence: Expand influence across the entire customer experience lifecycle by collaborating more broadly with product, service, and marketing teams.

• Process Innovation: Lead initiatives to further innovate RACV's design and content operations processes, potentially driving organizational change.

📝 Enhancement Note: This role offers a clear path for career advancement within a large, established organization. The focus on AI and conversational design positions the candidate at the forefront of digital experience innovation, providing opportunities for specialization and leadership in a high-demand area.

🌐 Work Environment

Office Type: Corporate Office Environment. RACV's headquarters at 485 Bourke Street, Melbourne, is a modern corporate setting.

Office Location(s): Melbourne CBD, Victoria, Australia. Situated in a prime business district, offering accessibility and proximity to amenities.

Workspace Context:

• Collaborative Design Hub: The Group Design Practice is described as a "multidisciplinary design community," suggesting an environment that encourages interaction, knowledge sharing, and co-creation among designers.

• Technology-Rich Environment: As a manager overseeing digital product delivery and AI integration, the role likely has access to modern design tools, analytics platforms, and collaborative software.

• Hybrid Work Model: Supports a blend of in-office collaboration and remote work flexibility, allowing for focused individual work and team interaction as needed. This model fosters autonomy and work-life balance.

• Emphasis on Belonging: RACV actively promotes a culture where people feel they belong, implying an inclusive and supportive workplace.

Work Schedule:

• Standard full-time hours (approx. 40 hours/week) with a hybrid arrangement. This allows for structured workdays while providing flexibility to manage personal commitments and optimize productivity.

📝 Enhancement Note: The hybrid model and collaborative design community structure indicate a modern work environment that values both individual focus and team synergy. The Melbourne CBD location is a significant plus for accessibility and professional networking.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your resume and portfolio to assess alignment with the core requirements, particularly leadership experience, content design expertise, and AI/conversational design exposure.

• Hiring Manager Interview: A discussion with the Group Design Manager to delve deeper into your experience, leadership style, strategic thinking, and fit with the team's vision. Expect questions about team management, strategic content initiatives, and your approach to AI in design.

• Team/Panel Interview: You may meet with other members of the Group Design Practice, including UX/UI designers, product designers, and potentially other stakeholders. This assesses your collaborative skills, communication style, and ability to integrate into the multidisciplinary team.

• Portfolio Presentation: A dedicated session where you'll present key case studies from your portfolio, demonstrating your leadership, strategic thinking, process, and measurable impact. This is your opportunity to showcase your expertise in content design, conversational design, and AI integration.

• Final Interview/Offer: Potentially a final discussion with senior leadership or HR to finalize terms and discuss cultural fit.

Portfolio Review Tips:

• Focus on Leadership: Highlight instances where you led teams, mentored designers, and drove strategic initiatives.

• Demonstrate Impact: Quantify results wherever possible. Use metrics related to user satisfaction, conversion rates, efficiency gains, or cost savings.

• Showcase Process: Clearly articulate your design process, from research and strategy to implementation and iteration. Explain the 'why' behind your decisions.

• Highlight AI & Conversational Design: Feature specific examples of your work in these areas, explaining the challenges and your innovative solutions.

• Tailor to RACV: Research RACV's brand, products, and target audience. Frame your case studies to show how your skills can address their specific needs and challenges.

• Structure for Clarity: Organize your portfolio logically, perhaps by project type or by demonstrating specific competencies (e.g., Strategy, Leadership, AI Integration).

Challenge Preparation:

• Content Strategy Scenario: Be prepared for a hypothetical scenario where you need to develop a content strategy for a new RACV digital product or feature.

• AI Integration Proposal: You might be asked to outline how you would integrate AI to improve a specific aspect of RACV's digital content or member experience.

• Team Management Case Study: Prepare to discuss how you would handle a specific team management challenge (e.g., managing performance, fostering collaboration, resolving conflict).

• Conversational Design Problem: You may be presented with a user problem and asked to design a conversational flow to address it.

📝 Enhancement Note: The interview process emphasizes practical application of skills, strategic thinking, and team leadership. A well-prepared portfolio that directly addresses the requirements for AI, conversational design, and team management will be critical for success.

🛠 Tools & Technology Stack

Primary Tools:

• Content Management Systems (CMS): Experience with enterprise-level CMS platforms (e.g., Adobe Experience Manager, Sitecore, Contentful) for managing digital content at scale.

• Design & Prototyping Tools: Proficiency in tools like Figma, Sketch, Adobe XD for wireframing, prototyping, and collaborative design.

• Content Planning & Auditing Tools: Familiarity with tools for content inventory, audits, and editorial planning (e.g., GatherContent, Contentful's planning features, or custom spreadsheets/databases).

• AI Content Tools: Experience with AI writing assistants, content optimization tools, or platforms that leverage AI for content generation, analysis, or personalization.

Analytics & Reporting:

• Web Analytics Platforms: Expertise in Google Analytics, Adobe Analytics, or similar platforms to track content performance, user behavior, and conversion rates.

• User Feedback Tools: Experience with tools for collecting and analyzing user feedback (e.g., surveys, heatmaps, session recordings like Hotjar, Qualtrics).

• Business Intelligence (BI) Tools: Familiarity with BI tools (e.g., Tableau, Power BI) for creating dashboards and reports on content performance and ROI.

CRM & Automation:

• Customer Relationship Management (CRM): Understanding of how content integrates with CRM systems (e.g., Salesforce, Microsoft Dynamics) to personalize customer journeys.

• Marketing Automation Platforms: Knowledge of how content is utilized within marketing automation workflows (e.g., Marketo, HubSpot) for lead nurturing and customer engagement.

• Collaboration & Project Management: Tools like Jira, Asana, Trello, Slack, Microsoft Teams for team collaboration, project tracking, and communication.

📝 Enhancement Note: The role requires a broad understanding of the tools used in modern digital content creation, management, analytics, and AI integration. Proficiency in enterprise-level systems and a willingness to adapt to new AI-driven content technologies are key.

👥 Team Culture & Values

Operations Values:

• Customer-Centricity: A deep commitment to understanding and serving the member/customer, making their needs the priority in all content and design decisions.

• Collaboration & Teamwork: Fostering a supportive and interconnected environment where individuals work together, share knowledge, and achieve common goals within the Group Design Practice and across departments.

• Excellence & Continuous Improvement: Striving for high-quality outcomes in content and design, with a proactive approach to learning, adapting, and refining processes and strategies.

• Innovation & Future-Focus: Embracing new technologies like AI and conversational interfaces to drive efficiency, enhance user experiences, and position RACV as a leader.

• Inclusivity & Belonging: Championing a workplace where everyone feels welcome, respected, and valued for their unique contributions.

Collaboration Style:

• Multidisciplinary Integration: Actively working within a diverse design team (Content, Product, UX/UI) to ensure cohesive and integrated user experiences.

• Stakeholder Partnership: Building strong relationships with business leaders, marketing, and technology teams to ensure content strategy aligns with broader organizational objectives.

• Open Communication & Feedback: Encouraging an environment where constructive feedback is shared openly and regularly, fostering continuous learning and process refinement.

• Agile & Iterative: Working in an agile manner, being adaptable to changing project needs and iterating on content and design based on data and feedback.

📝 Enhancement Note: The values emphasize a user-first approach, a collaborative spirit, and a drive for excellence, particularly in the context of evolving digital technologies like AI. Candidates should demonstrate alignment with these principles in their approach to leadership and design.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Strategic Vision with Team Execution: Effectively translating high-level strategic goals into actionable tasks for a small team, while ensuring quality and timely delivery.

• Integrating AI Seamlessly: Navigating the complexities of integrating AI into content workflows and conversational products, ensuring ethical use, accuracy, and a positive user experience.

• Driving Cultural Change: Evangelizing the importance of content and conversational design, and the adoption of AI, across a large, established organization with potentially diverse levels of digital maturity.

• Measuring ROI of Content & AI Initiatives: Developing robust metrics and reporting frameworks to demonstrate the tangible business value and return on investment for content and AI-driven projects.

• Keeping Pace with Rapid Technological Advancements: Staying ahead of the curve in the fast-evolving fields of AI, machine learning, and conversational design to ensure RACV's strategies remain cutting-edge.

Learning & Development Opportunities:

• Advanced AI & Conversational Design Training: Opportunities to deepen expertise in AI applications for content, prompt engineering, natural language processing (NLP), and advanced chatbot/voice design.

• Leadership Development Programs: Access to RACV's internal leadership training and development resources to hone management and strategic planning skills.

• Industry Conferences & Certifications: Support for attending relevant industry events (e.g., UX, content strategy, AI conferences) and pursuing certifications to enhance professional knowledge.

• Cross-Functional Exposure: Opportunities to work closely with product management, marketing, data science, and other departments, broadening understanding of the business and enhancing strategic influence.

• Mentorship: Potential to receive mentorship from senior leaders within RACV or the broader industry, guiding career growth and strategic development.

📝 Enhancement Note: This role presents significant opportunities for professional growth by tackling complex challenges in a dynamic technological landscape. The company's investment in employee development suggests a commitment to supporting the candidate's advancement in specialized areas like AI and leadership.

💡 Interview Preparation

Strategy Questions:

• "How would you approach developing a content strategy for a new digital product at RACV, considering our diverse member base and brand?"

• "Describe your process for integrating AI into content creation or delivery workflows. What are the key considerations and potential pitfalls?"

• "How do you measure the success of conversational AI experiences (e.g., chatbots), and what metrics would you prioritize for RACV?"

• "Outline your strategy for building and evolving a content design system to ensure consistency and efficiency across RACV's digital platforms."

Company & Culture Questions:

• "What interests you about RACV, and how do you see your skills contributing to our mission and values?"

• "Describe your experience leading and mentoring design teams. What is your philosophy on building a high-performing, inclusive design practice?"

• "How do you foster collaboration within a multidisciplinary design team and with external stakeholders?"

Portfolio Presentation Strategy:

• Select Relevant Case Studies: Choose 2-3 projects that best showcase your leadership in content design, conversational design, and AI integration, with clear business outcomes.

• Structure Your Narrative: For each case study, clearly articulate the problem statement, your strategic approach, your specific role and leadership actions, the process followed (especially any AI integration), the solutions implemented, and the measurable results.

• Quantify Impact: Use data and metrics to demonstrate the success of your projects (e.g., improved user satisfaction scores, increased conversion rates, reduced support queries, efficiency gains).

• Emphasize Process & Collaboration: Explain how you collaborated with teams, facilitated workshops, and managed your team throughout the project lifecycle.

• Address AI & Conversational Design: Specifically highlight how you leveraged AI or designed conversational interfaces, explaining the rationale and outcomes.

• Prepare for Q&A: Anticipate questions about your decisions, challenges, and alternative approaches. Be ready to discuss how your work aligns with RACV's goals.

📝 Enhancement Note: Candidates should thoroughly research RACV's current digital presence, brand messaging, and any publicly available information on their digital transformation or AI initiatives. Tailoring responses and portfolio examples to RACV's specific context will be highly advantageous.

📌 Application Steps

To apply for this Content & Conversational Design Manager position:

• Click the "Apply Now" button on the RACV careers portal and log in to your Candidate Profile.

• If you are a new applicant, click "Create an account" to establish your profile or create one as part of the application process.

• Resume Optimization: Ensure your resume clearly highlights your 8+ years of experience in Content/Conversational Design leadership, team management, and any specific experience with AI integration and conversational AI products. Use keywords from the job description.

• Portfolio Curation: Prepare a digital portfolio that showcases 2-3 of your most impactful projects, emphasizing leadership, strategic content design, conversational design examples, AI integration, and measurable outcomes. Ensure it's easily accessible (e.g., via a link).

• Tailor Your Application: If there is a section for a cover letter or additional information, briefly explain why you are a strong fit for RACV and this specific role, referencing your leadership experience and passion for AI-driven user experiences.

• Prepare for Interview: Familiarize yourself with RACV's brand, values, and recent digital initiatives. Review common interview questions for management roles in design and be ready to present your portfolio effectively.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.