Director, Product Content & Digital Adoption

Director, Product Content & Digital Adoption

Department: Product & Strategy

Reports To: Chief Product Officer

Location: Austin, TX (Hybrid Required)

Overview

At Togetherwork, we set a high bar for clarity, collaboration, and execution. Our Product & Strategy leaders own portfolio outcomes, and the functional leaders who support them are equally critical-building the capabilities, teams, and systems that enable consistent, high-quality delivery across the portfolio.

This role establishes a new function: an AI-first content and digital adoption team where AI is the primary production method-not an accelerator, but the engine. Every workflow, artifact, and deliverable will be designed around AI-powered pipelines, with human expertise applied to strategy, editorial judgment, quality assurance, and continuous improvement.

We are looking for a leader who has built content or documentation functions before and is excited to build one that operates fundamentally differently-where AI generates, humans curate, and automation scales. This is a foundational leadership role with portfolio-wide impact.

Role Summary

The Director, Product Content & Digital Adoption owns and builds Togetherwork's content and in-app experience function from the ground up. This leader is accountable for all product-facing written and interactive content-including in-app help, release notes, API documentation, Pendo guides and walkthroughs, internal enablement materials, and AI-powered content pipelines that scale across 15+ products.

This is not a traditional technical writing leadership role. The Director is expected to design AI-first content operations where generative AI produces first drafts, structured templates standardize output, and human editors apply judgment, brand voice, and quality control. The goal is 10x content coverage across the portfolio without 10x headcount.

Starting with a team of three Product Content Engineer, Product Content Engineer, and Digital Adoption Specialist), this leader will establish operating models, define quality standards, build automation pipelines, and scale the function in alignment with portfolio growth and acquisition cadence.

Key Responsibilities

Build & Lead the Content & Digital Adoption Function

• Establish and lead Togetherwork's Product Content & Digital Adoption team, including structure, roles, hiring plans, and career development paths.
• Define the operating model for AI-first content production: prompt libraries, template systems, editorial workflows, and quality gates.
• Set clear expectations for output quality, consistency, cadence, and coverage across all 15+ products.
• Build and maintain AI-powered content pipelines that generate release notes, in-app help, API documentation, and enablement materials from product artifacts, Jira tickets, and design specs.
• Create an environment where team members are expected to continuously push the boundaries of what AI can produce and where human expertise adds the most value.
• Manage and develop all direct reports, ensuring consistent growth and accountability.

Content Strategy & Standards

• Own the content strategy for all product-facing and internal documentation across the portfolio.
• Establish and enforce voice, tone, style, and taxonomy standards that scale across products and verticals.
• Define content architecture patterns for in-app help, contextual guidance, release communications, and API documentation.
• Ensure all content meets accessibility, localization-readiness, and modern UX writing standards.
• Partner with Head of Product Design to ensure content and design systems are aligned and mutually reinforcing.

Digital Adoption & In-App Experience Ownership

• Own the strategy for Pendo guides, tooltips, in-app walkthroughs, and contextual help across all products.
• Partner with UX Research & Product Ops Specialist to ensure Pendo analytics inform content decisions while maintaining clear ownership boundaries (Ops owns configuration/analytics; this team owns content/guides).
• Drive adoption metrics through targeted in-app experiences tied to feature launches, migrations, and retention initiatives.
• Establish measurement frameworks for content and guide effectiveness, including completion rates, deflection rates, and adoption lift.

Cross-Functional Partnership

• Partner with Product Managers and Product Owners to ensure content readiness is embedded in the delivery lifecycle-not treated as an afterthought.
• Collaborate with Engineering on API documentation standards, developer portal content, and technical accuracy reviews.
• Work with Revenue, CX, and Support teams to produce internal enablement materials that accelerate deal cycles, reduce support burden, and improve customer onboarding.
• Coordinate with Product Leaders on vertical-specific content needs, migration communications, and customer-facing updates.
• Present content strategy, metrics, and AI pipeline performance to ELT and cross-functional stakeholders.

AI Pipeline Development & Innovation

• Design and continuously improve AI content generation pipelines using LLMs, structured prompts, and automated workflows.
• Build systems that ingest product artifacts (Jira tickets, PRDs, design specs, changelogs) and produce draft content at scale.
• Establish quality assurance processes that balance AI speed with accuracy, brand voice, and technical correctness.
• Evaluate and integrate emerging AI tools, APIs, and capabilities into the content production stack.
• Track and report on AI-driven productivity gains, coverage expansion, and quality metrics.

Qualifications

Required Qualifications

• 8-12+ years of experience in technical writing, content strategy, documentation, or product content leadership.
• Prior experience building and leading a content, documentation, or digital adoption team.
• Demonstrated experience designing and operating AI-powered content workflows using LLMs and automation tools.
• Deep understanding of in-app help systems, contextual guidance patterns, and digital adoption platforms (Pendo preferred).
• Experience with API documentation, developer-facing content, and technical writing for SaaS products.
• Proven ability to establish content standards, style guides, and governance across multi-product portfolios.
• Strong cross-functional leadership skills with Product, Engineering, Design, and GTM stakeholders.
• Experience building content systems that scale through automation rather than linear headcount growth.
• Exceptional written and verbal communication skills.
• Must be located in Austin, TX-hybrid work required.

Preferred Qualifications

• Experience in PE-backed or high-growth B2B SaaS environments.
• Familiarity with Pendo, Confluence, Jira, and modern documentation platforms.
• Background in content operations for acquired/integrated product portfolios.
• Experience with developer portals and API documentation tools (e.g., Swagger, ReadMe, Stoplight).

Interview Integrity & Use of AI

We value authenticity, expertise, and real-time problem solving during our interview process. Candidates are expected to represent their own knowledge, experience, and thinking without the use of AI-assisted tools during interviews.

The use of any AI tools during interviews-including but not limited to real-time scripting, recording, transcription, response generation, or coaching tools-is strictly prohibited. This applies to phone, video, in-person, and technical or case-based interviews.

While we strongly value candidates who understand how to use AI tools effectively and responsibly-and this role specifically requires deep AI fluency-interviews must reflect the candidate's own abilities and perspectives. Any candidate found to be using AI-assisted tools during the interview process will be immediately disqualified from consideration.

Why This Role Matters

This role creates a function that does not exist today at Togetherwork. With 15+ products, content coverage is a critical gap-customers need better in-app guidance, internal teams need better enablement, and every product launch needs clear, consistent communication. By building an AI-first content operation, this leader will deliver portfolio-wide coverage at a pace and scale that traditional approaches cannot match, directly improving customer experience, reducing support burden, and accelerating product adoption.