Manager Digital Content – Etihad Aviation Group , UAE

Etihad Airways are embarking on a bold customer-centric agenda aimed at transforming customer experience delivery within the aviation industry leveraging new/emerging integrated digital technologies and channels. We are looking for an experienced talented, detail-oriented and results-driven Digital Content Writer to complement our new customer experience team. This role, based in Abu Dhabi, is key in the Brand & Digital Customer Experience team, working across conversational UX, microcopy, .com content whilst in tandem working with other cross-functional teams to deliver case studies, videos, podcasts, etc. Therefore, prior writing experience in the field of mobile and/or AI-first channels are an asset.

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.

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.

About Etihad Airways
Etihad Airways, the national airline of the UAE, was formed in 2003 to bring “Abu Dhabi to the World”. Over the years, we have grown into Etihad Aviation Group, a diversified global aviation and travel company, which is one of the world’s most acclaimed industry brands.
Our airline flies to over 84 destinations with a fleet of over 100 Airbus and Boeing aircraft, serving 18.6 million passengers a year and carrying 682,000 tonnes of cargo in 2018.

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