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.
