Website Content Manager in Abu Zaby [Abu Dhabi], United Arab Emirates

at Etihad Airways

Airline / Aviation
Information Technology
Minimum Qualification
Bachelor's Degree
Required Experience
7 - 10 years
Employment Type
Full Time
Male or Female
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Job Description

The Website Content Manager is responsible for the overall development of content across Etihad web presence. The post holder writes, edits and proof reads content on English websites and manages its translation into 14 other languages. Working closely with technical, business development and digital marketing, the Website Content Manager is responsible for maintaining consistent standards across all web properties and accountable for the optimization of content for search engines. 


  • Develop a content strategy plan with key themes and messages based on user needs, stages of buying cycle, business objectives, marketing and conversion goals
  • Conduct a detailed audit of existing web content in order to identify gaps and weaknesses of current content copy, structure and strategy
  • Create content inventory by assessing, cataloguing and organizing website content including the creation of taxonomy and/or nomenclature
  • Responsible for entire content lifecycle: analysis, planning, writing, editing, proofreading, distributing, managing and monitoring content
  • Create new pages, modules and sections on websites using CMS tools Episerver and Sharepoint
  • Manage the translation of new content on websites, liaising with Etihad’s contracted translation provider and relevant business owner
  • Employ testing and targeting techniques, such as A/B and MVT tests, to measure effectiveness and relevance of online content
  • Run focus groups to ensure languages are optimally translated to ensure high conversion and best user experience
  • Synthesize traffic and transactional data into actionable recommendations using web analytic tools (Omniture)


  • Degree-level education with preference to Journalism, English literature, communications or marketing specialisation
  • 8 years’ experience in writing or editing print or online content with a large company or agency
  • At least 4 years’ experience managing online content across multiple websites and the translation thereof
  • Very high level of English proficiency
  • Excellent copywriting and verbal communication skills coupled with highly numerate and analytical skills
  • Experience in using content management system (Episerver & Sharepoint preferable) and clickstream analysis tools such as Omniture
  • Experience of the implementation and analysis of multivariate and A/B testing methods
  • Proven ability to adapt to working overseas in a multi-cultural environment
  • Proven ability to write content quickly and accurately to meet deadlines
  • Proven ability to take on numerous projects at one time
  • Knowledge of the airline or travel industry preferred
  • Competency in Arabic or German would be an advantage
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