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.
The opportunity ✨
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.
What You’ll Be Doing 🚀
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 operationalise 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.
What we need from you ⚡
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, metadata/taxonomy, governance, workflows and at‑scale publishing.
Influencing & stakeholder management: ability to identify the real organisational barriers and build buy‑in across Product, UX, Engineering, Trading, Brand/Marketing and senior leadership.
Data‑led and experimental: sets clear KPIs/OKRs, runs experiments, and makes decisions grounded in evidence; comfortable culling non‑performers and scaling winners.
AI & emerging tech: demonstrable, measured experience applying AI or modern tooling to content workflows (e.g., assisted authoring, tagging, localisation, QA) with defined guardrails and documented quality/efficiency improvements.
Rich media leadership: imagery and asset governance, licensing/rights management, performance optimisation and accessibility.
Excellent communicator and coach: develops teams, creates clarity, and elevates standards; thrives in fast‑paced, high‑growth environments.
Innovative mindset with transformational ambition, comfortable challenging the status quo and exploring new revenue or engagement opportunities.
Why you’ll love it💙
🛠️ You’re excited to build from the ground up
Help shape new products, processes and ways of working within a brand reinventing itself.
🤝 You thrive in small, high‑performing teams
Work with a team that collaborates, supports and celebrates together.
⚡ You love pace and continuous learning
See ideas turn into reality quickly — we value progress over perfection.
🎯 You love end‑to‑end ownership
You’ll shape strategy, delivery and optimisation — and see the real impact of your work.
What Makes Us Special
You do! Our people bring the energy, the warmth, and the ideas that make the business extraordinary. As we grow, you’ll have the chance to grow too — with real opportunities to develop your skills and your career.
Hybrid working 📍
This role will work as part of our Holidays division. Our offices are located in central Crawley and we operate a hybrid working model (UK-based only). Typically, this role involves working from the office two days per week, with additional in-office days as required for meetings or collaboration. Office attendance is coordinated to ensure team members are on-site together, enabling effective in-person collaboration.
During the initial training period, new colleagues are usually supported on a full-time, office-based schedule. Once fully trained and confident in the role, you will transition to our hybrid working approach.
📌 Please note: We may close this vacancy early if we receive a high volume of applications or if business priorities change.
Diversity and Inclusion
Our vision is to create a more rewarding world of travel and experiences. Delivering that requires diverse thinking and inclusive leadership.
We are committed to building a workplace where people feel they belong and are valued for their perspective. Inclusion drives better decisions, stronger performance and more innovative outcomes.
We actively encourage applications from people with different experiences and backgrounds, and are committed to ensuring our recruitment process is fair, inclusive and accessible.
Top Skills
IAG Loyalty London, England Office
123 Buckingham Palace Road, London, United Kingdom, SW1W 9SH
