Customer Experience Communication Design lead

Grade: Senior manager II

Years of experience - 10+ years

Role Overview[1.1]

The Customer Experience (CX) Communication Design lead will be a visionary leader responsible for defining, driving, and executing the communication strategy across all customer interaction touchpoints. This role requires a strong blend of design thinking, strategic leadership, and hands-on operational management to ensure every piece of communication—from proactive updates to support responses—is clear, helpful, on-brand, and consistently excellent.

The role holder will lead a team of communication and conversational designers, acting as the primary bridge between Brand/Marketing, CX Transformation, and Technology teams. A core responsibility will be to ensure that all customer-facing communications are aligned with the overall brand tonality, legal requirements, and strategic CX goals.

Key Responsibilities

Enterprise & Strategic Thinking

● Define the overall charter, vision, and roadmap for CX Communication Design, ensuring alignment with the broader CX strategy and business objectives.

● Establish and govern the communication design principles, standards, and guidelines for all customer touchpoints, working closely with the central Brand/Communications team.

● Drive a "communication as part of the experience" mindset across the organization.

● Tracks market trends and identifies latent opportunities at business/functional level.

● Generates alternatives, recommends new approaches where needed to pivot from current strategy.

Stakeholder Management

● Collaborate closely with the Legal and Compliance teams to ensure all communications adhere to regulatory standards and internal policies.

● Partner with Product and Technology teams to implement communication systems and tools efficiently.

● Collaborate on the design of communication and conversational frameworks used by customer support agents (C-Pilot) to ensure clarity, efficiency, and empathy in human-to-human interactions.

● Work directly with the CX Transformation and Journey Node design teams to embed communication design into the end-to-end customer journey development process.

Functional Expertise

● Proficiency in AI/LLM prompt engineering and optimization for customer-facing communication and conversational flows.

● Act as the primary sign-off authority for customer-facing communication content.

● Lead, mentor, and develop a high-performing team of communication designers and conversational designers.

● Oversee the content design and optimization for transactional and promotional communications delivered via channels like Interactive Voice Response, Emails, WhatsApp and SMS channels.

● Develop standardized, on-brand response templates and guidelines for customer support interactions across all social media platforms.

● Lead the design and refinement of conversational flows, persona, and content for self-service channels, including chatbots and voice bots to maximize deflection and improve resolution rates.

● Collaborate on the design of communication and conversational frameworks used by customer support agents (C-Pilot) to ensure clarity, efficiency, and empathy in human-to-human interactions.

● Proven experience in managing high-stake escalations from customers.

● Strong ability to coach others on "verbal de-escalation" techniques and containment strategies.

Execution Excellence

● Manage project allocation, performance reviews, and career development for the team.

● Foster a collaborative and innovative environment that encourages best practices in communication design.

● Drives a culture of meritocracy - nurture, engage and grow high potential talent

● Identifies resources and support needed to advance ideas with potential

● Takes risks in the interest of finding a better way

● Analyze communication performance metrics to identify and implement areas for design improvement

Required Qualifications

Experience

● 10+ years of experience in content strategy, communication design, UX writing, or a related field, with at least 5 years in a leadership/management role.

● Proven track record of leading communication design for large-scale customer experience or digital transformation initiatives.

● Extensive experience designing for multiple channels, including messaging platforms (WhatsApp), SMS, email, social media, and conversational AI (Chatbots/Voicebots).

● Experience working in a regulated industry (e.g., ecommerce, financial services, telecom, healthcare) is a plus.

Skills

● Deep understanding of human-centered design principles and service design methodologies.

● Exceptional written and verbal communication skills, with a portfolio demonstrating the ability to simplify complex information into clear, actionable, and on-brand messages.

● Strong strategic and analytical skills, capable of using data (e.g., communication metrics, Resolution Rate , deflection rates) to inform design decisions.

● Excellent cross-functional collaboration skills, with the ability to influence and align stakeholders from Marketing, Legal, Corporate Affairs, Technology, and Operations.

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