Content Lead

Who we are 🌍

We’re IAG Loyalty - one organisation with two ambitious, growing divisions across Loyalty and Holidays. Each has its own goals, strategy and team, but together we’re united by a shared vision to create a more rewarding world of travel and experiences.

Our Loyalty division is home to Avios, the global loyalty currency, enabling millions of members to collect and spend rewards across travel, retail and financial services.

Our Holidays division including British Airways Holidays and Iberia Vacaciones, brings together trusted brands, connecting customers to thousands of destinations worldwide through seamless, end-to-end travel experiences.

We’re on an exciting journey of growth and transformation – we’re going places.

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
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• 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, component models,…