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Last updated: 2019-09-03
Valid to: 2019-11-09
Job Role:
Office, Other
Location:
United Arab Emirates
Type:
Not specified
Job description

This role will report to the Conversion Optimization Manager, and will play a pivotal role in the development of creative and compelling content that increases awareness and product visibility, drives demand generation and enhances audience engagement. The content specialist will own the content creation and optimization process end-to-end from initial concept to strategy to research, approvals, fact-checking, key wording, editing and final proofing, driving flydubai’s online sales growth through breakthrough and incremental improvements to the web and mobile experiences.

This role will act as an internal consultant to establish and promote best practices for content display and dissemination and ensure compliance standards are being met.

KEY ACCOUNTABILITIES

Key Activities

1. Conceive, write and deliver compelling, keyword-rich, actionable content for a range of mediums - online, digital, social commerce and mobile - targeted at travellers.

2. Work closely with Conversion Optimisation Manager to develop the website roadmap from a visual, content and functional viewpoint. Also work hand-in-hand with the Senior User Experience Specialist and Business Analysts in developing and implementing solutions for improved usability and conversion

3. Develop strategy for producing and maintaining structured, reusable content that delights users, expresses brand, drives conversions and acquires new customers

4. Develop workflows and process for localization and user-generated content to ensure content quality and and manage approval workflows as well as expiry controls

5. Architect the overall strategy for content within flydubai’s web applications

6. Provide high quality creative content to flydubai user base (on the web site and across our digital marketing channels) in an effective manner.

7. Contribute to brand guidelines through further development of voice and tone standards. Ensure content is suitable for specific client needs, is accurate, in line with flydubai tone of voice, expectations and global strategy

8. Manage a passionate team of content officers using a combination of project prioritization techniques, performance management and coaching

9. Build and maintain cross-functional relationships with team leaders from Product, Design, Legal and Brand. Oversee the development of content calendars

10. Leverage content sourced from feeds and external repositories

11. Conducts research including audits, gap analysis, competitive assessments and stakeholder interviews

12. Develops solutions including information architecture, persuasion architecture, taxonomy, metadata, and content modeling

13. Provide input and define requirements for technical and UX teams working on digital properties, site functionality and user experience

14. Project-manage the delivery of visual web assets in support of communication goals, such as maps, web graphics, interactive experiences or web videos (includes taking part in concept development, coordinating production with internal or external resources, reviewing and testing).

15. Drive traffic growth from multiple sources, including free and paid search, email marketing, affiliate marketing, social networking, mobile, and on-site placements

16. Optimize content for our key marketing programs for maximum performance through frequent A/B testing and data analysis.

17. Utilize metrics to create a disciplined, strategic approach for the development of digital content (flydubai.com pages, social, email) and its distribution. Track best practices for posting content, educate the digital marketing team about best practices for social content. Interpret metrics to understand content consumption by consumers which should drive future content strategy

18. Collaborate with analytics staff, marketing coordinators and agencies to increase search relevancy; conducting keyword research, testing for relevance, optimizing content, generating meta tags, maintaining metadata, performing strategic link building and measuring/reporting overall content effectiveness

Requirements

MINIMUM QUALIFICATIONS / EXPERIENCE/ KNOWLEDGE / SKILLS

Minimum Qualification

• Degree in a related field like Communications, English, Marketing or Information Sciences

Experience

• 5+ years experience in digital content strategy or content management

• 3+ years experience managing a team of varied experience levels

• Experience working with digital content management systems (e.g; Sitecore, SDL Tridion) and web workflows

• Experience in Personalization or A/B multivariate testing

• Expertise in conversational written English, and a proven track record of creating beautiful content experiences

• A passion for UX and the digital world, with a good awareness of current trends and emerging technologies.

• Experience in transactional, ecommerce environments a plus

• Experience developing translation processes and quality measurements

Knowledge / Skills

• Strong understanding of online marketing ecosystem and deep understanding of all online marketing channels (e.g. Direct, Social Media, Display, Affiliate, E-Mail, Newsletter, SEM, SEO)

• Ability to mine digital/web analytics data to identify actionable insights and make recommendations (Google Analytics, Facebook Insights, etc.)

• Familiarity with information architecture, site mapping and page-level layouts

• Expertise in conversational written English, and a proven track record of creating beautiful content experiences

• Must demonstrate above average skills in writing, editing, proofreading

• Strong creative sensibilities – a visual eye for design aesthetics

• Working knowledge of HTML and/or XML a plus

• Highly organized, proactive and detail-oriented with a proven track record of delivering projects on-time

CORE COMPETENCIES

• Customer Focus

• Team work

• Effective Communication

• Personal Accountability & Commitment to achieve

• Resilience and Flexibility (Can do attitude)

• Strategic Thinking

• Business Acumen

• Inspiring & Developing others

• Decision Making