Reports to: Head of Content
Direct reports
None at start. The role is designed to take on line responsibility for content operations as the function scales, a structure decision to be made as the operating model matures.
Key interfaces: Content Manager – Commercial (BAU); Content Manager – Brand & Campaigns; Content Project Lead; CRM; SEO; Creative Studio; Data & BI
Purpose of the role
Own the operating system of content at Ounass: how content is planned, briefed, produced, personalised and measured across our commercial (BAU) and brand & campaign streams, in English and Arabic. You are the single owner of the content AI and automation agenda, accountable for converting AI-enabled efficiency into more output, faster time-to-publish and personalised customer experiences, while protecting the editorial excellence and luxury tone of voice that define Ounass.
Where the role sits
You report directly to the Head of Content and operate peer-level across the two content pillars, Commercial (BAU) and Brand & Campaigns, owning the cross-cutting workflows, templates, tooling and governance both depend on. You carry the AI mandate for the content function end-to-end: strategy, implementation, governance and adoption.
Key responsibilities
1. Content operating model
Audit and map current copy and content production workflows across homepage, CRM, SEO, brand marketing and BAU touchpoints; deliver a content operations maturity assessment.
Redesign workflows across briefing, creation, approval and publishing; set the optimal allocation between human and automated content — codified in SOPs and operational SLAs, with capacity modelling and quality tracking (time-to-publish, error rates).
Architect a modular, component-based content system and metadata taxonomy in Contentful — templatising recurring formats (Read & Shops, Shop-in-Shops, Gifting Shops, etc.) for dynamic, automated publishing across web and app.
Evaluate and optimise the content technology stack (CMS, localisation, and AI tooling), partnering with Tech & Product on scalable integration.
Own the full content lifecycle: automated content-decay monitoring, programmatic refreshes and deprecation protocols for legacy assets.
2. AI & automation leadership
Own the content AI and automation roadmap: generative AI for draft creation (EN/AR), AI-assisted SEO copy and answer-engine-ready metadata (direction set with the SEO team), Contentful efficiencies, workflow automation (Jira, collaborative tooling).
Design human-in-the-loop (HITL) editorial workflows: define precisely where human review is mandatory and where fully automated publishing is permitted.
Build bilingual (Arabic and English) prompt frameworks and transcreation workflows that hold luxury editorial standards across regional dialects.
Establish AI governance for all automated content: brand safety, luxury tone-of-voice guardrails, fact-checking and hallucination controls, IP/copyright protection, and compliance with regional data-privacy requirements (UAE/KSA PDPL).
Act as the point of accountability for AI adoption across the content team — what we automate, how we govern it, and how we prove it works.
3. Personalisation at scale
Build the content variant engine for segmented lifecycle marketing — tens to hundreds of audiences — so each segment hears the right message, at the right lifecycle moment, in the right channel (email, app, homepage modules, push, digital marketing).
Partner with CRM and Data, who own segmentation and propensity models, and with the Content Project Lead, who owns journey and channel orchestration; you own the scalable production of personalised, on-brand content that feeds both — including through customer engagement platforms.
Extend the variant engine beyond text: visual-asset metadata, catalogue enrichment and dynamic creative variants across customer touchpoints.
Close the loop with Product, Engineering and Data: variant performance feeds back into intent and propensity signals — partnering on A/B testing automation and performance prediction as the content-side owner.
4. Measurement & ROI
Stand up efficiency tracking (time-to-market per asset, template usage and reuse rates, translation cost-per-word) and effectiveness tracking (engagement and conversion impact of automated and personalised content).
Own the ROI narrative for content automation: report capacity released and where it is reinvested in growth work.
5. Enablement & change
Train and upskill the content team on new processes, tools and templates — building prompt libraries, usage guidelines and editor workflows; own the skills-development roadmap for AI-era content work.
Drive adoption with a clear change-management approach, in step with the Content Project Lead and existing calendars and delivery routines.
What we are looking for
Must have
6+ years in content strategy, content operations or editorial operations within e-commerce, digital publishing or a brand studio.
Led content workflow or automation transformation end-to-end, with shipped, measured results — not pilots.
Hands-on with CMS platforms (Contentful preferred) and structured/templated content models.
Put generative AI writing tools into production content processes, including quality control and governance.
Partnered with CRM and Data teams on audience-based content personalisation.
Proven ability to protect a luxury or premium brand tone of voice while scaling output; strong editorial judgement.
Change leadership: can train, coach and bring a team of writers and editors along.
Strong advantage
Fashion, luxury or premium e-commerce content experience.
Arabic-language content operations or multilingual content systems.
Workflow tooling depth (Jira automation, Airtable or similar) and SEO content at scale.
Hands-on exposure to customer engagement platforms or CDPs (Braze, MoEngage, Bloomreach, Insider or similar) as the delivery layer for personalised content.