Content Automation Strategist

Role Overview

This position reports directly to the Head of Content and initially does not have direct reports. Its main focus is to manage and optimize content operations as the team scales. The role collaborates closely with various content and technical functions including commercial and brand content managers, CRM, SEO, creative studio, and data & BI teams.

Purpose and Responsibilities

The strategist is responsible for overseeing the entire lifecycle of content creation and delivery across multiple streams in both English and Arabic. This includes planning, briefing, producing, personalizing, and measuring content across commercial business-as-usual and campaign brand activities. A key accountability is leading the AI and automation agenda to enhance content efficiency, speed of publishing, and personalized customer experience, while maintaining luxury brand editorial standards.

Primary duties include:

• Performing comprehensive audits and mapping of existing content workflows across touchpoints like homepage, CRM, SEO, and brand marketing, followed by delivering maturity assessments for content operations.
• Reengineering content production workflows, balancing human and automated content creation, and establishing standard operating procedures with measurable service-level agreements such as time-to-publish and error rates.
• Designing modular, component-based content systems and metadata taxonomies using Contentful, templating recurring content formats for dynamic publishing on web and mobile platforms.
• Evaluating and improving content technology stacks including CMS, localization tools, and AI solutions, working alongside Tech & Product teams to ensure scalable integration.
• Managing automated content lifecycle elements such as decay monitoring, programmatic asset refreshes, and removal of outdated content.
• Owning development and governance of the AI roadmap for content, including generative AI for drafting bilingual content, AI-assisted SEO copywriting, and workflow automation using tools like Jira.
• Defining human-in-the-loop editorial processes to determine mandatory manual review points versus automated publishing permissions.
• Creating bilingual prompt frameworks and transcreation processes that uphold luxury editorial quality across regional dialects.
• Establishing strict AI governance policies covering brand safety, luxury tone consistency, fact-checking, hallucination mitigation, intellectual property protection, and compliance with UAE and KSA data privacy regulations.
• Driving AI adoption across content teams by managing automation scope, governance frameworks, and success metrics.
• Developing content variant engines to enable large-scale personalized lifecycle marketing, targeting tens to hundreds of audience segments with relevant messaging across multiple channels such as email, app, homepage modules, push notifications, and digital marketing.
• Collaborating with CRM, Data, and Content Project leadership to operationalize personalized, on-brand content production managed through customer engagement platforms.
• Extending variant personalization beyond text to visual asset metadata, catalog enrichment, and dynamic creative assets.
• Partnering with Product, Engineering, and Data teams to integrate variant performance feedback into intent and propensity models, and supporting A/B testing automation and performance forecasting.
• Setting up measurement frameworks to track operational efficiency (e.g., speed of publishing, template usage, translation costs) and effectiveness (engagement and conversion impact).
• Leading the narrative on content automation return on investment by quantifying capacity gains and reinvestment in growth initiatives.
• Training and upskilling content teams on new AI-driven processes, tools, prompt libraries, and editorial workflows, including managing change through structured adoption plans coordinated with project leadership.

Ideal Candidate Profile

Essential qualifications:

• Minimum six years of experience in content strategy, operations, or editorial operations within e-commerce, digital media, or brand studios.
• Demonstrable end-to-end leadership of content workflow or automation transformations with proven, measurable results in production environments (beyond pilot phases).
• Proficiency in CMS platforms, preferably Contentful, including experience with structured and templated content modeling.
• Operational experience integrating generative AI writing tools into live content workflows with quality assurance and governance controls.
• Experience collaborating with CRM and data teams on audience-targeted content personalization.
• Capability to maintain luxury or premium brand voice and editorial standards while scaling content output.
• Strong change management skills, including training and coaching content teams through transformation initiatives.

Preferred strengths:

• Experience in fashion, luxury, or premium e-commerce content environments.
• Background in Arabic-language content operations or managing multilingual content systems.
• Advanced workflow tooling knowledge such as Jira automation or Airtable, and SEO content scaling experience.
• Familiarity with customer engagement platforms or customer data platforms such as Braze, MoEngage, Bloomreach, or Insider for delivery of personalized content.