Content Automation Strategist

At Ounass, content plays a critical role in shaping how customers discover, engage with, and experience the brand. As Content Automation Strategist, you will own the operating system behind our content function, defining how content is planned, briefed, produced, personalised and measured across both our Commercial (BAU) and Brand & Campaign streams in English and Arabic.

Reporting to the Head of Content, you will act as the single owner of the content AI and automation agenda, responsible for transforming AI-enabled efficiencies into greater content output, faster time-to-publish and more personalised customer experiences, while protecting the editorial excellence and luxury tone of voice that define Ounass.

Operating as a peer across the two content pillars, Commercial (BAU) and Brand & Campaigns, you will own the workflows, templates, tooling and governance that support both functions. This role carries end-to-end responsibility for content automation strategy, implementation, governance, adoption and performance measurement.

Reporting to: Head of Content
Direct reports: None initially, with the opportunity to take on line management responsibility as the function scales.

Key stakeholders: Content Manager (Commercial), Content Manager (Brand & Campaigns), Content Project Lead, CRM, SEO, Creative Studio, Data & BI, Product and Engineering teams.

Content Operations & Operating Model

• Audit and map existing content production workflows across homepage, CRM, SEO, brand marketing and BAU touchpoints, delivering a content operations maturity assessment.

• Redesign workflows across briefing, creation, approval and publishing, establishing the optimal balance between human-led and automated content production.

• Create and maintain SOPs, operational SLAs, capacity models and quality tracking frameworks, including time-to-publish and error-rate measurement.

• Architect a modular, component-based content ecosystem within Contentful, building scalable templates for recurring formats such as Read & Shops, Shop-in-Shops and Gifting Shops.

• Evaluate and optimise content technology platforms, localisation workflows and AI tooling, partnering with Product and Technology teams to deliver scalable solutions.

• Own the end-to-end content lifecycle, including content-decay monitoring, automated refresh programmes and deprecation processes for legacy assets.

AI & Automation Strategy

• Define and lead the content AI and automation roadmap, covering generative AI content creation, AI-assisted SEO content, Contentful efficiencies and workflow automation.

• Design human-in-the-loop (HITL) editorial workflows, clearly defining where human review is required and where fully automated publishing can be utilised.

• Develop bilingual English and Arabic prompt frameworks and transcreation processes that maintain luxury editorial standards across regional audiences.

• Establish governance frameworks covering brand safety, tone of voice, fact-checking, hallucination controls, intellectual property protection and regional privacy compliance.

• Act as the content function's AI subject matter expert and accountable owner for automation adoption, effectiveness and governance.

Personalisation at Scale

• Build scalable content variant engines that support highly segmented lifecycle marketing programmes across email, app, push notifications, homepage modules and paid marketing channels.

• Partner with CRM and Data teams who own customer segmentation and propensity modelling to deliver personalised, on-brand content at scale.

• Extend personalisation capabilities beyond copy into visual asset metadata, catalogue enrichment and dynamic creative content.

• Collaborate with Product, Engineering and Data teams to enable A/B testing automation, performance prediction and continuous optimisation of personalised content.

Measurement & Performance

• Establish frameworks to measure both efficiency and effectiveness, including time-to-market, template utilisation, translation costs, engagement and conversion impact.

• Own the ROI narrative for content automation, demonstrating capacity gains and how efficiencies are reinvested into high-value growth opportunities.

• Develop reporting and measurement methodologies to track the impact of automated and personalised content initiatives.

Enablement & Change Management

• Train and upskill content teams on new workflows, AI tools, prompt libraries, templates and editorial processes.

• Build best-practice frameworks and documentation that support long-term adoption.

• Lead change management initiatives across the content function in partnership with the Content Project Lead and key stakeholders.

• Shape the future skills roadmap for AI-enabled content creation and operations.

Essential Experience & Skills

• 6+ years' experience in Content Strategy, Content Operations, Editorial Operations or a related discipline within e-commerce, digital publishing or brand environments.

• Proven experience leading content workflow transformation or automation initiatives from strategy through implementation, with measurable business impact.

• Hands-on experience working with CMS platforms, ideally Contentful, including structured content models and templated content architecture.

• Experience implementing generative AI solutions within production content workflows, including governance, quality assurance and performance measurement.

• Strong understanding of audience segmentation and content personalisation, gained through collaboration with CRM and Data teams.

• Excellent editorial judgement with the ability to maintain premium or luxury brand standards while scaling content production.

• Strong stakeholder management and change leadership skills, with experience coaching and enabling content teams through transformation programmes.

Preferred Experience

• Experience within luxury, fashion or premium e-commerce environments.

• Exposure to Arabic-language content operations and multilingual content ecosystems.

• Experience with workflow automation tools such as Jira, Airtable or similar platforms.

• Knowledge of SEO content strategy and large-scale content optimisation.

• Familiarity with customer engagement platforms and CDPs such as Braze, MoEngage, Bloomreach, Insider or similar solutions used to deliver personalised experiences.

What's in It for You?

• Be part of the Middle East's leading luxury e-commerce destination.

• Play a key role in transforming the future of content through AI, automation and personalisation.

• Work alongside talented teams across Content, CRM, Data, Product, Engineering and Creative.

• Shape scalable content experiences that reach millions of customers across multiple touchpoints.

• Enjoy a collaborative, innovative and fast-paced environment where creativity and technology come together.

• Access opportunities for personal and professional development as the function continues to evolve and scale.