Content Lead

Hybrid – Crawley (2 days per week) ✈️ British Airways Holidays Come and be part of our next adventure

At British Airways Holidays, we don’t just sell holidays —
we create memories
. From handpicked hotels to curated car hire and unforgettable experiences, we help customers make the most of their time away.

And it all starts with our people.

📍
Hybrid – Crawley (2 days per week) This is your chance to be part of it.

We’rea thriving business, passionate about travel and part of IAG Loyalty, the people behind the global loyalty currency, Avios. Each business has its own goals,strategy and team, but collectively we share a purpose tocreate the world’s most rewarding experiences for our customers through holidays, loyalty programmes and new products.

As Content Lead you will define and execute an ambitious, commercially‑orientated content strategy that positions our business as a market‑leading travel selling platform. This is a senior, change‑driving role: you will identify meaty challenges, build cross‑functional buy‑in, and implement scalable systems that improve customer experience, increase conversion, and drive efficient growth. You’ll champion measured experimentation, content efficacy, and the smart adoption of emerging technologies (including AI) to improve quality, speed, and ROI.

• Set and lead the end‑to‑end content strategy across all digital touchpoints (web, app, CRM, merchandising), aligned to brand, customer needs, SEO, accessibility, and commercial priorities.
• Proactively surface opportunities and problem statements (e.g., gaps in journeys, underperforming categories, high‑impact UX/content friction) and lead cross‑functional stakeholders to align on solutions and outcomes.
• Drive cross‑departmental adoption of content standards and ways of working—partnering with Product, UX/UI, Engineering, SEO, Trading, Brand/Marketing, Legal and Customer Ops to turn great guidelines into organisation‑wide practice.
• Own content operations at scale: governance, workflows, templating, structured content models, metadata, and reusable components within the CMS and supporting tools to increase speed, quality, and consistency.
• Lead and mentor a high‑performing content team (content managers, copywriters, imagery specialists, content ops), building a culture of excellence, measurable impact, and continuous improvement.
• Operational efficiency and scalability: streamline tooling and processes; reduce rework; implement content lifecycle management, pruning/culling low‑value content and doubling down on proven winners.
• Measurement & optimisation: define success metrics and content scorecards; run test‑and‑learn programmes; tie content initiatives to commercial outcomes (traffic quality, engagement, CVR, AOV, LTV, supply attach, cost‑to‑serve).
• AI & emerging tech: evaluate, pilot and ope rationalise safe, compliant use of AI (e.g., assisted authoring, translation, tagging, taxonomy maintenance, image selection), with clear guardrails and measurable gains in quality, speed and cost.
• Search & discovery resilience: respond to shifts in organic discovery (incl. AI‑overviews/LLM impacts) by diversifying acquisition and improving on‑site discovery, personalisation, and CRM effectiveness.
• Imagery & rich media leadership: oversee curation, rights management, accessibility, performance optimisation, and usage governance across digital channels.
• Quality & accessibility: uphold tone of voice, editorial standards and accessibility requirements (WCAG), ensuring high‑quality, inclusive experiences.
• Budget/vendor stewardship (as applicable): evaluate and manage agencies, freelancers, and technology partners to maximise ROI.

• Proven leadership of content strategy and operations in digital/e‑commerce (travel experience highly advantageous), with a track record of driving cross‑functional change and delivering measurable commercial impact.
• Strategic content expertise: portfolio shows customer‑centric storytelling tied to business outcomes (e.g., conversion, revenue, CAC/LTV, market expansion).
• Content operations & CMS depth: hands‑on experience with structured content,…