Lead Content Designer

The role:

A Lead Content Designer is an expert practitioner and leader who directs a team of content designers.

You'll assure the quality of content across products and services, ensuring content aligns to strategy and business objectives while meeting the needs of users.

In this role, you'll lead and develop a team of content designers, including line managing members of the team. You'll coach, mentor and support the growth of the discipline, helping to build content design capability across Bupa Health Services.

Working closely with Product Managers, Heads of Product, Design Principals and senior stakeholders, you'll help resource teams, resolve complex challenges and shape future initiatives. You'll partner with the Design Principal to manage content design resourcing across Health Services, ensuring teams are set up to deliver effectively.

You'll work with a high degree of autonomy across a broad portfolio of digital products and services, influencing product direction and ensuring content plays a central role in creating intuitive, accessible and user-centred experiences.

You'll also champion modern content design practices, including the responsible use of AI tools to improve content creation, design workflows and team efficiency.

Example areas of work: My Bupa app, bupa.co.uk, Corporate Portal, and Cromwell Hospital digital experiences.

What you'll do:

• Lead. manage and develop a team of Content Designers
• Coach, support and grow content design capability across Bupa Health Services
• Partner with Product Managers, Heads of Product, Design Principals and senior stakeholders to shape content strategy and product direction
• Work with the Design Principal to manage content design resourcing across multiple teams and initiatives
• Ensure content aligns with user needs, business goals and product strategy
• Drive content quality, consistency, accessibility and governance across products and services
• Embed user research, evidence and testing into content design decisions
• Facilitate workshops and collaborative design activities to align teams and stakeholders
• Advocate for and apply AI tools to enhance content design workflows and outcomes
• Champion content design as a discipline across Bupa and the wider design community
• Stay up to date with industry developments, best practice and emerging technologies

What you bring:

Agile working:

You have extensive experience working within agile teams and programmes. You continuously assess and improve ways of working, helping teams adapt processes to achieve better outcomes. You are recognised as a trusted expert who challenges constructively and supports teams to improve delivery and capability.

Content concepts and prototyping:

You can explain and demonstrate the value of different content design techniques and know when to apply them. You guide teams to create, test and iterate content patterns, helping stakeholders visualise and evaluate content in context.

Stakeholder relationship management:

You build and maintain effective relationships with senior stakeholders across product, design, technology, clinical and business teams. You can navigate complex environments, influence decisions and act as an escalation point when required.

Strategic thinking:

You can develop and implement content strategies that support wider organisational objectives while maintaining a strong focus on user needs. You balance long-term vision with practical delivery.

User focus:

You have extensive experience designing for complex user journeys across multiple channels. You use insight, research and evidence to shape solutions that deliver value for both users and the business.

User-centred content design:

You are accountable for the production of high-quality, user-focused content. You oversee content across products and channels, continuously improving standards, processes and outcomes. You identify capability gaps and actively support the growth of teams and individuals.

Preferred experience:

• Experience working within healthcare, regulated industries or complex service environments
• Experience contributing to or managing design systems and content standards
• Experience using AI-powered tools to support content design, research, prototyping or workflow optimisation
• Experience working across mobile apps, websites and service ecosystems

Benefits:

Our benefits are designed to make health happen for our people. Viva is our global wellbeing programme and includes all aspects of our health – from mental and physical, to financial, social and environmental wellbeing. We support flexible working and have a range of family friendly benefits.

Joining Bupa in this role you will receive the following benefits and more:

• 25 days holiday, increasing through length of service, with option to buy or sell
• Bupa health insurance as a benefit in kind
• An enhanced pension plan and life insurance
• Onsite gyms or local discounts where no onsite gym available
• Various other benefits and online discounts

Why Bupa? 

We’re a health insurer and provider. With no shareholders, our customers are our focus. Our people are all driven by the same purpose – helping people live longer, healthier, happier lives and making a better world. We make health happen by being brave, caring and responsible in everything we do. 

We encourage all of our people to “Be you at Bupa”, we champion diversity, and we understand the importance of our people representing the communities and customers we serve.  That’s why we especially encourage applications from people with diverse backgrounds and experiences.  

Bupa takes pride in being a Level 2 Disability Confident Employer and will aim to offer an interview/assessment to disabled applicants who best meet the minimum criteria for the role. We’re committed to ensuring you’re treated fairly during the recruitment process and offer reasonable adjustments to anyone who may benefit from accommodations to the recruitment process.   

Benefits:

Our benefits are designed to make health happen for our people. Viva is our global wellbeing programme and includes all aspects of our health – from mental and physical, to financial, social and environmental wellbeing. We support flexible working and have a range of family friendly benefits.

Joining Bupa in this role you will receive the following benefits and more:

• 25 days holiday, increasing through length of service, with option to buy or sell
• Bupa health insurance as a benefit in kind
• An enhanced pension plan and life insurance
• Onsite gyms or local discounts where no onsite gym available
• Various other benefits and online discounts

Why Bupa? 

We’re a health insurer and provider. With no shareholders, our customers are our focus. Our people are all driven by the same purpose – helping people live longer, healthier, happier lives and making a better world. We make health happen by being brave, caring and responsible in everything we do. 

We encourage all of our people to “Be you at Bupa”, we champion diversity, and we understand the importance of our people representing the communities and customers we serve.  That’s why we especially encourage applications from people with diverse backgrounds and experiences.  

Bupa takes pride in being a Level 2 Disability Confident Employer and will aim to offer an interview/assessment to disabled applicants who best meet the minimum criteria for the role. We’re committed to ensuring you’re treated fairly during the recruitment process and offer reasonable adjustments to anyone who may benefit from accommodations to the recruitment process.