Principal Content Designer

We do. We can’t cram it all in here, but you’ll start noticing it from the first interview.

Even our candidate experience is different. And when you get an offer from us (and accept it), you get way more than a paycheck. You get a personal BetterUp Coach, a development plan, a trained and coached manager, the most amazing team you’ve ever met (yes, each with their own personal BetterUp Coach), and most importantly, work that matters.

This makes for a remarkably focused and fulfilling work experience. Frankly, it’s not for everyone. But for people with fire in their belly, it’s a game-changing, career-defining, soul-lifting move.

If that sounds exciting—and the job description below feels like a fit—we really should start talking.

BetterUp is pioneering human transformation at scale—and design plays a central role in that mission. We’re evolving from a suite of products to an intelligent, adaptive platform that powers transformative experiences for individuals and organizations worldwide.

BetterUp is looking for a Principal Content Designer to join our Design team and shape the future of human transformation at scale. In this role, you will define the content strategy and voice standards that shape how humans experience our platform—from onboarding flows to coaching interfaces to AI-powered product surfaces. You will operate at the intersection of craft, systems thinking, and cross-functional influence, helping BetterUp set the standard for what world-class content design looks like in the age of AI.

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  Define and evolve BetterUp’s content design systems, voice principles, and UX writing standards across the product portfolio

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  Lead end-to-end content design for high-complexity, high-visibility product initiatives—from discovery through launch—partnering closely with Product, Engineering, and Research

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  Anticipate platform-level content challenges before they become problems, bringing forward proposals that reimagine how language, tone, and structure serve users

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  Establish scalable content patterns and governance frameworks that can be adopted across multiple design squads

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  Champion accessible, inclusive language practices across all product surfaces and coach other designers and writers on best practices

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  Mentor and raise the bar for product designers and cross-functional partners, helping them build content craft and strategic thinking

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  Drive adoption of AI-assisted content design workflows, experimenting with new tools and documenting learnings that advance team practice

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  Serve as a thought leader internally and externally on content design, UX writing, and AI-augmented creative work

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  Collaborate with cross-functional brand, marketing, and customer support teams to bridge content gaps and ensure we’re all speaking like one brand

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  Partner with our Legal and Behavioral Science teams to ensure we’re speaking responsibly and ethically with our users

• 10+ years of experience in content design, UX writing, or a closely related field, with significant time spent in a product-led environment

• A portfolio that demonstrates systems-level content thinking, voice and tone development, and measurable impact on product outcomes

• Proven ability to operate autonomously—setting your own priorities, navigating ambiguity, and driving decisions across senior stakeholders

• Deep experience collaborating with Product, Design, Engineering, and Research teams on complex, multi-surface initiatives

• Strong command of accessibility and inclusive design principles as they apply to written language

• Experience building or significantly contributing to content design systems, pattern libraries, or editorial standards

• Experience designing content for AI-powered or conversational product experiences

• Background in coaching, wellness, HR tech, or consumer behavior change products

• Familiarity with design tools such as Figma, alongside content tools and AI writing assistants

• Experience mentoring or managing other content designers or UX writers

• External presence as a speaker, writer, or contributor to the content design community

Our team thrives at the intersection of human expertise and AI capability. As an AI-forward company, adaptation and continuous learning are part of our daily work. We're looking for teammates who are excited to evolve alongside technology – people who experiment boldly, share their discoveries openly, and help define best practices for AI-augmented work. These professionals thoughtfully integrate AI into their work to deliver exceptional results while maintaining the human judgment and creativity that drives real innovation. During our interview process, you’ll have opportunities to showcase how you harness AI to learn, iterate, and amplify your impact.

• Shape company-wide AI strategy in partnership with executive leadership, ensuring design’s voice is central to how BetterUp’s AI capabilities are built and experienced

• Remove institutional barriers to AI adoption and drive cultural change that embraces continuous reinvention across the Design org

• Serve as BetterUp’s foremost design expert in AI-powered product experiences, with recognized internal and external influence

• Directly contribute to competitive differentiation through breakthrough design applications that define market leadership

During our interview process, you’ll have opportunities to showcase how you harness AI to learn, iterate, and amplify your impact. We encourage all candidates to share examples of how they’ve used AI tools in their work—whether Figma plugins, generative design tools, or AI-powered user research analysis.