Manager Digital Content – Etihad Airways , UAE

SPECIFIC RESPONSIBILITIES
Lead the development of a best in class engagement-based ‘conversational strategy’ across Etihad’s channels and touchpoints within KPIs set to increase interaction, engagement and minimise commercial KPIs for Etihad.
Core responsibility working as a unit specialist within the Brand & Digital Customer Experience team to write, evolve and iterate Etihad content for omni-channel environments including .com, chatbots, mobile and airport.
Keen understanding of the Customer Experience journey planning to develop creative engaging content for Etihad’s omni-channel experiences.
Develop tone of voice principles, conversational commerce guidelines and content for digital channels including .com, chat-bots, solution briefs, use cases, case studies, infographics, banner ads, social media, website, landing pages and others as required.
Secondary responsibilities focus on editing, proofing and scaling interaction focused copy and creative developed by in-house, freelance and agency teams.
Work collaboratively with the Brand development, Guest Experience, Marketing, Product management teams, vendors, solution providers and creative agencies to drive the design of UX & CX recommendations and creation of unique and innovative Etihad experiences.
Drive and act as champion for guest communication insights to help the EAG marketing and UX teams to develop appropriate overall strategies and campaigns.
Perform benchmarking, research and studies to identify innovations and trends to ensure the effectiveness of Etihad’s engagement strategy whilst in tandem embedding that thinking into the organisation via training, workshops, etc.

EDUCATION & EXPERIENCE
A Bachelor’s Degree in Business Management (specialisation in Marketing Communication would be a distinct advantage).
Minimum 8+ years in marketing, client or agency side, of which 5 is in a managerial role in a customer-centric company.
Ideally within aviation, e-commerce and/or retail industry background, preference will be given to candidates who able to demonstrate an extensive portfolio dedicated in a user centred design environment.
Must be a self-starter who can prove an ability to operate in a challenging environment and with multi-cultural teams.
Excellent hands-on copywriting experience in all areas of online marketing and advertising covering content/inbound marketing, social media, SEO, programmatic paid media, display, mobile search, social search, Real-Time Marketing, affiliate marketing, mobile marketing, Voice search etc.
Ability to lead through influence rather than solely through authority.
Experience within an agile/scrum-based framework and/or Design Thinking approaches a plus.
Omni-channel ecommerce experience and knowledge of seo/content marketing are a plus, but not required.
Previous experience in within a highly regulated data protection/compliance environment an advantage.

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