Senior UX Content Strategist – Growth & Conversion

📍 Job Overview

Job Title: Senior UX Content Strategist – Growth & Conversion Company: Gen Digital Location: IRL - Dublin, Blanchardstown - Ballycoolin, Ireland Job Type: Full-Time Category: UX Content Strategy / Product Content / Growth Marketing Operations Date Posted: November 3, 2025 Experience Level: 5-10 Years Remote Status: Hybrid (3 days in office)

🚀 Role Summary

• This role is embedded within the Product Design organization, focusing on driving user acquisition and conversion through strategic content design, not traditional marketing campaigns.
• The position requires a deep understanding of user journeys, data-driven decision-making, and systems thinking to translate content strategy into measurable business outcomes and impactful user experiences.
• Responsibilities include crafting compelling narratives and persuasive copy for digital touchpoints, optimizing content for search engines and performance metrics, and fostering trust with millions of global users across prominent brands like Norton and LifeLock.
• The role emphasizes a hands-on approach, combining strategic planning with the execution of content initiatives, experimentation, and continuous optimization to build Gen's digital presence into a best-in-class growth engine.

📝 Enhancement Note: While the title includes "UX Content Strategist," the description clearly places this role within "Product Design" and emphasizes "acquisition and conversion experiences," "growth," and "performance." This indicates a strong alignment with Revenue Operations and Growth Operations functions, focusing on the top and middle of the funnel conversion metrics through content. The role is less about brand storytelling for established customers and more about attracting and converting new users through strategic website and landing page content.

📈 Primary Responsibilities

• Lead Growth Content Strategy: Define and own the editorial and messaging strategy for key acquisition channels, ensuring all content is clear, trustworthy, and optimized for conversion.
• Develop High-Converting Copy: Write, edit, and strategize compelling content for landing pages, product launches, promotional campaigns, and evergreen website content to drive traffic and acquire new customers for brands such as Norton and LifeLock.
• Drive Performance with Data: Partner closely with SEO, growth marketing, and analytics teams to create content that not only ranks well but also performs effectively and converts across diverse global audiences.
• Experiment and Optimize Content: Design and execute A/B tests and content experiments, leveraging insights from performance data to refine messaging, calls-to-action (CTAs), and user journeys for maximum measurable impact.
• Cross-Functional Collaboration: Work collaboratively with project managers, UX/UI designers, researchers, and growth marketers to ensure content strategies are integrated, aligned with customer needs, and achieve overarching business objectives.
• Champion Brand Voice & Tone: Ensure all acquisition-focused content consistently reflects the trusted, approachable, and innovative brand identity of Gen Digital and its portfolio of brands, maintaining a cohesive user experience.
• Stay Ahead of Industry Trends: Continuously monitor digital safety trends, consumer behavior shifts, and emerging content best practices to maintain the effectiveness and competitiveness of Gen's digital storytelling and conversion strategies.

📝 Enhancement Note: The responsibilities highlight a direct impact on revenue generation through conversion optimization. This aligns with Revenue Operations' focus on improving the efficiency and effectiveness of the customer acquisition funnel. The emphasis on "performance metrics," "A/B testing," and "data-driven insight" points towards a need for analytical skills often found in operations roles.

🎓 Skills & Qualifications

Education: Bachelor’s degree in English, Communications, Journalism, Marketing, or a related field; equivalent practical experience will also be considered.

Experience: 5+ years of progressive experience in digital content strategy, with a demonstrable focus on acquisition and growth-oriented content.

Required Skills:

• Digital Content Strategy: Proven ability to develop and execute comprehensive content strategies that align with business goals and user needs, specifically for acquisition and conversion.
• Acquisition & Conversion Copywriting: Exceptional writing, editing, and proofreading skills with a talent for crafting persuasive and clear copy for websites, landing pages, and digital campaigns that drive action.
• Growth Marketing & Experimentation: Deep understanding of growth strategies, performance metrics (e.g., conversion rates, CTR, CAC), and methodologies for A/B testing and content optimization.
• Data-Driven Decision Making: Ability to interpret analytics, user research, and performance data to inform content decisions and measure impact.
• User Journey Mapping: Experience in mapping and designing content for critical user journeys, from initial awareness through conversion.
• Brand Voice & Tone Management: Skill in adapting content to maintain a consistent and effective brand voice across different platforms and audiences.
• Collaboration & Communication: Strong interpersonal skills to effectively partner with cross-functional teams including design, product, marketing, SEO, and analytics.
• Strategic Thinking & Execution: Ability to conceptualize high-level strategies and translate them into actionable content plans and deliverables.
• Familiarity with AI Content Tools: Understanding and practical experience integrating AI-driven content tools into acquisition workflows to enhance efficiency and effectiveness.

Preferred Skills:

• Experience with SEO best practices and keyword research to inform content creation for organic search performance.
• Familiarity with Content Management Systems (CMS) and digital asset management tools.
• Experience working within the cybersecurity or digital safety industry.
• Knowledge of web analytics platforms (e.g., Google Analytics, Adobe Analytics).

📝 Enhancement Note: The emphasis on "5+ years of experience in digital content strategy, with a strong focus on acquisition and growth content" and "proven expertise in growth strategies, performance metrics, and testing methodologies" strongly suggests this role requires a background akin to a Growth Operations or Revenue Operations specialist who leverages content as a key lever for funnel optimization. The mention of "data-driven insight" and "experiment and optimize" further solidifies this operational focus.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Demonstrated Conversion Impact: A portfolio showcasing high-performing websites, landing pages, and product launch content that clearly illustrates measurable improvements in acquisition, conversion rates, or other key performance indicators (KPIs).
• Strategic Content Design: Examples of content strategies developed for acquisition funnels, including rationale, target audience analysis, and how content was designed to address specific user journey stages.
• A/B Testing & Optimization Case Studies: Detailed case studies that highlight content experiments conducted, the hypotheses tested, methodologies used, and the resulting data-driven optimizations that led to improved performance.
• Cross-Functional Project Examples: Documentation or case studies of projects where content strategy was integrated with UX design, SEO, and growth marketing efforts to achieve cohesive and effective user experiences.

Process Documentation:

• Content Workflow Design: Evidence of designing and implementing efficient content creation, review, and approval workflows for acquisition-focused content.
• Performance Measurement Frameworks: Examples of how you've established or utilized frameworks for measuring content performance against business objectives, including key metrics and reporting mechanisms.
• Content System Integration: Understanding of how content fits into broader digital systems and user experience platforms, with examples of optimizing content for discoverability and engagement within these systems.

📝 Enhancement Note: For a role focused on "growth and conversion," a portfolio is critical. It should not just showcase writing ability but also the strategic thinking behind the content, its integration into the user journey, and, most importantly, its measurable impact on conversion metrics. This is a core expectation for operations-focused roles where ROI and performance are paramount.

💵 Compensation & Benefits

Salary Range: Based on industry benchmarks for Senior UX Content Strategists in Dublin with 5-10 years of experience in a major tech company, the estimated annual salary range is €70,000 - €95,000. This estimate considers the hybrid work model, the global nature of Gen Digital, and the specialized focus on growth and conversion.

Benefits:

• Annual Bonus Scheme: Performance-based financial reward.
• Unlimited Paid Time Off (PTO): Flexible approach to time off, promoting work-life balance.
• Flexible Working Hours: Accommodates various schedules to support productivity and well-being.
• Hybrid Work Model: Combines in-office collaboration with remote flexibility.
• Global Tech Company Exposure: Opportunity to work for a major, S&P 500 listed global tech firm.
• Industry Learning: Chance to learn and collaborate with experts in the Digital Security industry.
• Benefit Plus Points: A flexible benefits program offering options such as meal plans, pension insurance, travel vouchers, activities, and a multisport card.
• Tuition Reimbursement: Financial support for job-related courses to enhance skills.
• Learning & Development Plan: Structured opportunities for professional growth and skill enhancement.
• Sustainable Home Improvement Bonus: A unique benefit supporting employee well-being and home environments.
• Technology Provision: Company-provided Mac/Windows laptop and mobile phone.

Working Hours: The job description mentions flexible working hours, suggesting a focus on output rather than strict adherence to a 9-to-5 schedule. A standard full-time commitment is approximately 40 hours per week, with the expectation of availability for team collaboration during core business hours in the Dublin timezone.

📝 Enhancement Note: The salary range is an estimate based on typical Senior UX Content Strategist roles in Dublin, Ireland, considering the company's global standing and the specialized nature of the role. The benefits package is comprehensive, with a strong emphasis on work-life balance and professional development, which are attractive aspects for operations professionals seeking long-term career growth.

🎯 Team & Company Context

🏢 Company Culture

Industry: Digital Safety & Cybersecurity. Gen Digital is a leader in protecting individuals and businesses online, operating in a rapidly evolving and critical sector. Company Size: Large (Part of a global, S&P 500 listed corporation). This implies a structured environment with established processes, significant resources, and opportunities for broad impact. Founded: The company's history spans decades through its various well-known brands (Norton, LifeLock, Avast, etc.), culminating in the formation of Gen Digital, bringing together a wealth of experience and market presence in digital security.

Team Structure:

• Product Design Organization: The role sits within Product Design, indicating a close partnership with UX/UI designers, researchers, and product managers, rather than a traditional marketing department.
• Cross-Functional Collaboration: Expect to work extensively with Growth Marketing, SEO Specialists, Analytics teams, and Project Managers to align content strategy with broader business objectives.
• Brand-Centric Approach: While part of a larger entity, the role will focus on specific brands (Norton, LifeLock), requiring an understanding of distinct brand voices and target audiences.

Methodology:

• Data-Driven Growth: The team relies heavily on data analysis, A/B testing, and performance metrics to inform content decisions and drive continuous improvement in acquisition and conversion.
• User-Centric Design: Content is designed with a deep understanding of user journeys, needs, and pain points to build trust and facilitate engagement.
• Experimental Mindset: A culture of experimentation and iteration is encouraged to discover what resonates best with target audiences and optimizes for key business outcomes.

Company Website: https://gendigital.com/

📝 Enhancement Note: The placement of this role within Product Design, rather than Marketing, is a key differentiator. It suggests a focus on the productization of content for growth, meaning content is treated as a core feature of the user experience that drives business results, aligning with operational efficiency and effectiveness goals.

📈 Career & Growth Analysis

Operations Career Level: This is a Senior-level position, requiring significant autonomy, strategic thinking, and the ability to lead initiatives. It signifies a mid-to-senior career stage for a content professional, with expectations of mentorship and influence on broader content strategies. For someone in operations, this represents a specialized track focusing on content as a lever for growth funnel optimization.

Reporting Structure: The role reports into the Product Design organization, likely to a Director or Head of UX Content Strategy or Product Design. Collaboration will be extensive with peer Senior Content Strategists, UX Designers, Researchers, and Growth Marketing Managers.

Operations Impact: The primary impact of this role is directly on revenue generation through enhanced user acquisition and conversion rates. By optimizing content on key digital touchpoints, the role contributes to increasing lead generation, trial sign-ups, and ultimately, customer subscriptions, thereby influencing the company's top-line growth and market share.

Growth Opportunities:

• Specialization & Leadership: Opportunity to deepen expertise in growth content strategy for digital safety products and potentially move into leadership roles within the Product Design or Growth teams.
• Cross-Brand Experience: Exposure to and strategic input across multiple high-profile brands (Norton, LifeLock), broadening experience and strategic impact.
• Skill Development: Continuous learning through L&D plans, tuition reimbursement, and working with industry experts, fostering growth in areas like AI content tools, advanced analytics, and experimentation.
• Operational Influence: Potential to influence wider operational strategies by demonstrating the ROI of content-driven growth initiatives.

📝 Enhancement Note: The growth trajectory for this role leans towards becoming a subject matter expert in content-driven growth within the cybersecurity space. For an operations professional, this offers a unique opportunity to blend analytical and strategic skills with creative content development, impacting revenue directly through funnel optimization.

🌐 Work Environment

Office Type: The role operates on a hybrid model, requiring 3 days per week in the Dublin office. This suggests a modern, well-equipped office space designed for collaborative work, team meetings, and focused individual contribution. Office Location(s): Dublin, Ireland (specifically Blanchardstown - Ballycoolin). This location offers access to a thriving tech talent pool and a vibrant business environment.

Workspace Context:

• Collaborative Hub: The 3 days in the office are intended for in-person collaboration, brainstorming sessions with designers, researchers, and growth teams, fostering a dynamic and interactive work environment.
• Technology-Rich: Expect access to industry-standard hardware (Mac/Windows laptop) and software, including AI-driven content tools and robust analytics platforms, supporting efficient content creation and analysis.
• Team Interaction: Opportunities to engage with a diverse, global team, sharing insights and best practices in digital content strategy and growth optimization.

Work Schedule: Flexible working hours are offered, allowing individuals to manage their schedules effectively. While the core is a hybrid model, the flexibility aims to support individuals in balancing their professional responsibilities with personal well-being, a common thread in forward-thinking tech companies focused on employee output and satisfaction.

📝 Enhancement Note: The hybrid model with specific office days is designed to balance the benefits of in-person collaboration essential for complex strategy development and creative ideation with the flexibility and focus often preferred by individuals in analytical and strategic roles.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A review of your application, resume, and portfolio to assess alignment with the core requirements, particularly experience in acquisition, conversion, and data-driven content.
• Hiring Manager Interview: A discussion focused on your experience, strategic approach to content for growth, examples of high-impact work, and understanding of performance metrics. Be prepared to articulate your process for developing content strategies.
• Portfolio Review & Presentation: A dedicated session where you'll present 1-2 key case studies from your portfolio, showcasing your ability to design content for acquisition and conversion, your experimentation methodologies, and the measurable results achieved.
• Cross-Functional Team Interview: An interview with peers and stakeholders from design, growth marketing, and analytics to assess collaboration style, communication skills, and how you integrate content into broader GTM strategies.
• Final/Leadership Interview: A meeting with senior leadership to discuss your strategic vision, leadership potential, and cultural fit within Gen Digital.

Portfolio Review Tips:

• Quantify Impact: For each piece in your portfolio, clearly state the objective, your role, the content developed, the methodology (e.g., A/B testing, user research), and crucially, the quantifiable results (e.g., % increase in conversion, reduction in bounce rate, lead generation uplift).
• Showcase Strategy: Go beyond just presenting copy. Explain the strategic thinking behind your content choices, how it aligned with user journeys and business goals, and how you iterated based on data.
• Highlight Growth Focus: Emphasize examples directly related to acquisition, conversion, lead generation, and user engagement. If you have experience with SEO-informed content or performance marketing copy, highlight it.
• Tailor to Gen: Research Gen Digital's brands (Norton, LifeLock) and their current digital presence. Be prepared to discuss how your skills could specifically benefit their growth objectives.
• Clarity and Conciseness: Present your work clearly and concisely, focusing on the most impactful projects. Be ready to discuss your process and rationale in detail.

Challenge Preparation:

• Content Strategy Scenario: You might be given a hypothetical scenario (e.g., a new product launch, a declining conversion rate on a landing page) and asked to outline your content strategy approach, including research, ideation, execution, and measurement.
• Copywriting Exercise: A short, timed exercise to write or edit copy for a specific acquisition-focused asset (e.g., a landing page headline and CTA).
• Data Interpretation: Be prepared to discuss how you would use provided data (e.g., analytics reports, A/B test results) to inform content decisions and optimize performance.

📝 Enhancement Note: The emphasis on a portfolio review and potential case studies or challenges strongly aligns with operations hiring practices, where demonstrating tangible results and strategic process is paramount. Candidates should prepare to articulate not just what they did, but why and how it achieved measurable business outcomes.

🛠 Tools & Technology Stack

Primary Tools:

• Content Management Systems (CMS): Experience with platforms like Adobe Experience Manager (AEM), WordPress, or similar enterprise-level CMS for content deployment and management.
• Collaboration & Project Management: Tools such as Jira, Asana, Trello, or Monday.com for managing content projects, workflows, and team collaboration.
• AI-Driven Content Tools: Familiarity with AI writing assistants and content optimization platforms (e.g., Jasper, Copy.ai, Grammarly Business, MarketMuse) for enhancing efficiency and strategy.

Analytics & Reporting:

• Web Analytics Platforms: Proficiency in Google Analytics, Adobe Analytics, or similar tools to track user behavior, content performance, and conversion metrics.
• SEO Tools: Experience with tools like SEMrush, Ahrefs, Moz, or Google Search Console for keyword research, competitor analysis, and SEO-driven content strategy.
• A/B Testing Platforms: Hands-on experience with tools like Optimizely, VWO (Visual Website Optimizer), Google Optimize, or Adobe Target for designing and analyzing experiments.

CRM & Automation:

• CRM Systems: While not a primary focus, understanding how content integrates with CRM data (e.g., Salesforce, HubSpot) to personalize user experiences and track customer journeys is beneficial.
• Marketing Automation Platforms: Familiarity with platforms like Marketo or HubSpot for understanding how content fuels automated marketing workflows.

📝 Enhancement Note: The mention of "AI-driven content tools" is increasingly relevant in operations roles, highlighting a need for candidates to be adaptable and leverage new technologies for efficiency and effectiveness in content strategy and execution.

👥 Team Culture & Values

Operations Values:

• Data-Driven Excellence: A strong emphasis on using data and performance metrics to guide decisions, measure impact, and continuously improve processes and outcomes.
• Customer-Centricity: A commitment to understanding and serving customer needs, ensuring that content is not only effective for business goals but also valuable and trustworthy for users.
• Collaboration & Transparency: Fostering an environment where cross-functional teams work together openly, sharing insights, feedback, and best practices to achieve shared objectives.
• Innovation & Experimentation: Encouraging a proactive approach to testing new ideas, exploring emerging technologies (like AI), and iterating based on learnings to drive growth.

Collaboration Style:

• Integrated Teams: The role is designed for close collaboration with UX designers, researchers, growth marketers, and analytics specialists, forming integrated teams to tackle complex growth challenges.
• Feedback-Rich Environment: An open culture where constructive feedback is valued and shared to refine content strategies and improve overall campaign effectiveness.
• Agile Methodologies: Likely operates within an agile framework, emphasizing iterative development, regular check-ins, and adaptability to changing priorities and market dynamics.

📝 Enhancement Note: The values described emphasize a blend of analytical rigor (data-driven), customer focus, and collaborative execution, which are hallmarks of successful operations teams aiming to drive measurable business results.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand Consistency with Performance: Ensuring that content for acquisition channels maintains the integrity of established brand voices (Norton, LifeLock) while being optimized for high performance and conversion.
• Navigating a Complex Digital Landscape: Keeping pace with evolving SEO algorithms, user privacy regulations, and consumer behavior trends in the highly competitive digital safety market.
• Cross-Functional Alignment: Effectively managing stakeholder expectations and ensuring alignment across diverse teams (Product Design, Marketing, Analytics, Legal) with potentially differing priorities.
• Scaling Global Content: Adapting content strategies and messaging for diverse international markets, considering cultural nuances and localization requirements while maintaining core effectiveness.

Learning & Development Opportunities:

• Advanced Content Strategy & Analytics: Deepen expertise in using data analytics, experimentation, and AI tools to drive content performance and conversion optimization.
• Industry Expertise: Gain in-depth knowledge of the cybersecurity industry, consumer digital safety concerns, and market trends.
• Cross-Functional Skill Building: Develop a stronger understanding of UX design principles, marketing automation, SEO strategy, and product management through close collaboration.
• Leadership & Mentorship: Opportunities to mentor junior team members, lead content initiatives, and contribute to the strategic direction of the Product Design organization.

📝 Enhancement Note: The challenges presented require a strategic, analytical, and adaptable mindset, characteristic of professionals in operational roles who are tasked with optimizing complex systems and driving measurable outcomes.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for developing a content strategy for a new product launch aimed at customer acquisition. How do you incorporate data and user insights?" (Focus on your systematic approach, data utilization, and user journey mapping.)
• "Walk me through a successful A/B test you conducted on a landing page or website element. What was your hypothesis, methodology, the results, and what did you learn?" (Be ready to present quantitative data and articulate the strategic rationale.)
• "How do you balance maintaining a consistent brand voice with the need to optimize copy for conversion and performance metrics?" (Discuss your understanding of brand guidelines and your methods for adapting tone for different stages of the acquisition funnel.)

Company & Culture Questions:

• "What do you know about Gen Digital and its brands (Norton, LifeLock)? How do you see your content strategy skills contributing to our mission of digital safety?" (Research the company's mission, values, and recent news.)
• "How do you approach collaboration with UX designers, researchers, and growth marketers? Can you provide an example of a successful cross-functional project?" (Highlight your teamwork and communication skills, emphasizing how you integrate content into broader product and growth initiatives.)
• "How do you measure the success of your content strategies, beyond just traffic? What KPIs are most important to you for acquisition and conversion?" (Demonstrate your focus on measurable business impact and ROI.)

Portfolio Presentation Strategy:

• Storytelling with Data: Structure your case studies as narratives that clearly outline the problem, your strategic solution (content design), the execution process, and the quantifiable results. Use visuals effectively.
• Focus on Impact: Prioritize projects that demonstrate direct, measurable impact on acquisition, conversion rates, lead generation, or other key performance indicators relevant to revenue operations.
• Articulate Your Process: Be prepared to deep-dive into your strategic thinking, research methods, experimentation design, and how you leveraged data to inform your decisions and iterate on content.
• Showcase Versatility: If possible, present examples that showcase your ability to adapt tone and strategy across different channels or brands within Gen’s portfolio.

📝 Enhancement Note: Interview preparation should focus on demonstrating a strategic, data-driven, and results-oriented approach, aligning with the expectations for a senior operations-focused role. Articulating your process and quantifying your impact are crucial.

📌 Application Steps

To apply for this Senior UX Content Strategist – Growth & Conversion position:

• Submit your application via the provided Workday link.
• Curate Your Portfolio: Select 2-3 of your most impactful projects that specifically showcase your experience in designing content for acquisition and conversion. Ensure each project clearly outlines the objective, your strategy, the execution, and quantifiable results (e.g., conversion rate uplift, lead generation increase).
• Tailor Your Resume: Highlight keywords and experiences directly relevant to "growth content strategy," "acquisition," "conversion optimization," "A/B testing," "data-driven decision making," and "cross-functional collaboration." Quantify your achievements wherever possible.
• Prepare Your Narrative: Practice articulating your experience and approach to content strategy for growth, focusing on your process, how you use data, and the impact you've delivered. Be ready to discuss your portfolio in detail.
• Research Gen Digital: Understand the company's mission, its brands (Norton, LifeLock), their current digital presence, and the competitive landscape of digital safety. This will help you tailor your responses and demonstrate genuine interest.

⚠️ 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.