Content Automation & Personalization Lead

Ounass; Dubai; On-site; AED 450,000 - 650,000; Full time

Job summary

Ounass is seeking a senior Content Operations Lead to own the operating system for luxury content across BAU and Brand & Campaigns. You will own the AI and automation roadmap, driveworkflow redesigns, and ensure editorial excellence while scaling output in English and Arabic.

The role reports to the Head of Content and collaborates with CRM, SEO, and Data teams to deliver personalised, on-brand experiences at pace. Dubai-based, with a luxury focus and an emphasis on governance.

Qualifications

• 6+ years in content strategy or content operations within e-commerce/digital publishing
• Led content workflow or automation transformation with measurable results
• Hands-on with CMS platforms (Contentful preferred) and templated content models
• Implemented generative AI writing tools into production content processes with governance
• Partnered with CRM and Data teams on audience-based content personalisation
• Protected luxury brand tone while scaling output; strong editorial judgement
• Change leadership: train and coach a team of writers/editors

Responsibilities

• Own the content operating model and governance across Commercial BAU and Brand & Campaigns
• Audit and map current copy and content production workflows; deliver a maturity assessment
• Redesign workflows for briefing, creation, approval and publishing with SOPs and SLAs
• Architect a modular content system and metadata taxonomy in Contentful with templatised formats
• Evaluate and optimise CMS, localisation, and AI tooling; partner with Tech & Product
• Own end-to-end content lifecycle: automated content-decay monitoring and refreshes
• Lead AI & automation: roadmap for generative AI, AI-assisted SEO copy and metadata
• Design HITL editorial workflows specifying where human review is mandatory
• Build bilingual Arabic/English prompt frameworks and transcreation workflows
• Establish AI governance for brand safety, tone, and data privacy
• Act as accountability owner for AI adoption and its impact on optimization
• Develop personalization at scale via a segment engine for lifecycle marketing
• Collaborate with CRM/Data and Content Project Lead on journey orchestration
• Extend variant engine to include visual assets and metadata enrichment
• Close loop with Product/Engineering/Data on performance and A/B testing
• Measure ROI: time-to-market, template usage, translation cost-per-word
• Enablement: train the content team on new tools and templates
• Drive adoption with a structured change-management approach

Skills

Content strategy

Content operations

CMS (Contentful)

AI tooling

Change leadership

Tools

Contentful

Jira

Airtable

Job description

Ounass is seeking a senior Content Operations Lead to own the operating system for luxury content across BAU and Brand & Campaigns. You will own the AI and automation roadmap, driveworkflow redesigns, and ensure editorial excellence while scaling output in English and Arabic.

The role reports to the Head of Content and collaborates with CRM, SEO, and Data teams to deliver personalised, on-brand experiences at pace. Dubai-based, with a luxury focus and an emphasis on governance.