About Gap Inc. At Gap Inc., we create culture as much as we create clothes. Our ambition is to become a high-performing house of iconic American brands that shape culture. Our portfolio—Old Navy, Gap, Banana Republic, and Athleta—each brings a distinct point of view to how we show up in the world and serve our customers. Old Navy democratizes style with quality and value for all. Gap champions originality through essential pieces that celebrate individuality. Banana Republic is rooted in a spirit of discovery, creating modern pieces inspired by craftsmanship and travel. Athleta champions the Power of She through confidence, strength, and movement. We're driven by a shared purpose: to bridge gaps—between people, perspectives, and possibilities—to create a better world. We're building a team that performs at a high level—people who think boldly, take ownership, and turn ideas into impact. If you're ready to learn fast and help shape what's next, you'll fit right in.
About the role:
As a senior content designer within our Experience Design organization, you will own how our brands sound in the product experience. Across four brands and every stage of the customer journey (discovery, browse, product detail, checkout, post-purchase, and lifecycle) you will write the content customers read, and define the voice, tone, and editorial guidance behind it. This is a shared capability rather than a role inside a single value stream. You will work across the brand journey leads and the design system team, and you will help decide what content is shared across brands and what stays brand-distinct. Getting there is as much facilitation as writing: sitting with people who have competing brand interests, finding the answer that serves the customer, and writing it down so that it holds. You will be the first content designer in the function, which means building the practice rather than inheriting one: the guidelines, the content patterns in our design system, and the habit of testing language with customers instead of debating it internally. You will be hands-on throughout, carrying the highest-leverage flows yourself, and you will have support from UX leadership in setting the standard. The craft we are looking for combines two things. You are deeply human-centered in how you write and think, starting from what the customer is trying to do and what they are unsure about rather than from a brief. You are also comfortable on the technical side: content models, metadata, taxonomy, the constraints a CMS puts on what you can say, localization, and the accessibility of language itself. You will thrive in an environment where the distance from conversation to prototype to insight is measured in hours, not weeks, and AI is the accelerant. AI will write plausible copy at volume all day, which makes judgment about what is worth saying the scarce skill rather than the throughput. You see AI as a craft multiplier, and you are clear about where human judgment and real customer evidence still have to do the work.
What you'll do:- Write and edit the content in our customer journey experiences: navigation and labels, product detail, checkout, errors and empty states, and the moments that carry brand personality
- Define voice and tone for our brands in the product experience, and write editorial guidance that people who are not writers can actually use
- Work with the brand journey leads and the design system team to help decide what content is shared across brands and what stays brand-distinct.
- Facilitate the conversation and document the outcome so it holds
- Build content into the design system: content patterns, component-level guidance, microcopy standards, and the accessibility of language
- Partner with Product Management and Engineering in the value streams so that content is an input to what gets built rather than filled in at the end
- Partner with brand and creative teams so that the product voice and the brand voice are one voice, expressed appropriately for the moment the customer is inPartner with UX Research to test language with customers rather than debating it internally.
- Comprehension, not preference
- Work with structured content: content models, metadata, taxonomy, CMS constraints, and translation and localization readiness
- Raise the standard of content across the team through critique, worked examples, and pairing with designers who are not writers
- Balance scope, business impact, fidelity, and delivery speed on your own work, and say plainly when a trade-off has consequences for the customer
- Measure your work.
- Connect content decisions to comprehension, task completion, conversion, and support contacts, and use the result to decide what comes next
- Surface where content needs outstrip what one person can cover, so that leadership can see the gaps and plan for them
- Present your work and the reasoning behind it to varied audiences, and take an active part in critique and design review
- Use AI to move faster on drafting, variation, and audit at scale, and be clear about where it helped and where it did not
Who you are:- Substantial experience in content design or UX writing for consumer-facing digital products, with a portfolio that shows how language changed an experience rather than a collection of writing samples
- An established practitioner with subject matter expertise in your craft, able to own your work end to end without close direction
- Deeply human-centered in how you write and think.
- You start from what the customer is trying to do and what they are unsure about, and you can show how that changed the words
- You have written voice and tone or editorial guidance that other people actually used. You know the difference between a style guide that sits in a folder and one that changes the work
- Comfortable on the technical side of content: content models, metadata, taxonomy, CMS constraints, localization, and accessibility standards for language
- Creative range.
- You can write with brand personality and you can write a clear error message, and you know which one the moment calls for
- A facilitator. You are comfortable in a room with competing brand interests, and you can help a group get to an answer rather than a compromise
- Experience across more than one brand or product line.
- You can say when consistency serves the customer and when brand expression must take priority
- Comfortable working inside a product operating model, partnering with Product Management and Engineering rather than receiving requirements from them
- Data-informed. You test language, you measure what changed, and you can explain the impact to partners in their language
- Hands-on and fast. You are energized by velocity and you use AI to get to evidence sooner without lowering the bar
- Generous with your craft.
- You raise the standard of writing across designers who are not writers, and you make the people around you better
- Comfortable being the first. You want to build this practice rather than inherit one, and you are candid about what is known and what is not
Salary Range:
$145,100.00 - $188,600.00 Employee pay will vary based on factors such as qualifications, experience, skill level, competencies and work location. We will meet minimum wage or minimum of the pay range (whichever is higher) based on city, county and state requirements. Benefits at Gap Inc. Merchandise discount for our brands: 50% off regular-priced merchandise at Old Navy, Gap, Banana Republic and Athleta, and 30% off at Outlet for all employees. One of the most competitive Paid Time Off plans in the industry.*Employees can take up to five "on the clock" hours each month to volunteer at a charity of their choice.*Extensive 401(k) plan with company matching for contributions up to four percent of an employee's base pay.*Employee stock purchase plan.*Medical, dental, vision and life insurance.*See more of the benefits we offer.*For eligible employees
