Content is king. Compelling stories, striking photography, videos – in a global, digital and user led environment, great content is the number one critical success factor for A&K Travel UK to inspire the Customer to want to be part of the A&K movement.

Content Specialist will work with the entire content lifecycle by analysing, planning, writing, editing, distributing, managing, monitoring content, information architecture and delivery technologies.

The Content Specialist must achieve business goals by maximising the commercial impact of content by using our brand positioning (old and new), marketing messaging, aligning it with the determined tone of voice.

What is included: Core reservations systems, CMS, docs, web pages, blog posts, multimedia, social media, email newsletters, brochures, advertising, Sundowner and DM.

To get the maximum business value out of content, the Specialist must consider its purpose, management, production, delivery, measurement and re-use, taking into consideration the long-term capabilities and priorities of A&K. They need to audit the existing content in both UK, US and AUS and create a comprehensive plan for future content i.e. what needs to be created/edited/removed, how, when, by who, and where.

Key Responsibilities



  • User Analysis / User Needs - Scenarios, Surveys
  • Content Inventory / Audit
  • Content Gap Analysis
  • Competitor Analysis
  • Search Engine Optimization Research
  • Content Aggregation / Data Sourcing
  • Understand deliverables i.e. channels

Editorial Strategy

  • To own the development and execution of a best-in-class content strategy that will attract customers
  • Execution of a social media strategy to raise engagement and attract users
  • Understand business strategy and USP
  • Voice / Style / Brand Guidelines
  • Idea / Concept Development
  • Development of Themes / Messages / Topics with marketing
  • Establish Workflow: People, Ownership, Roles, Processes
  • Content Plan: What, When, How (Short/Long Term)


  • Information Architecture
  • Establish Metadata Frameworks
  • Develop Site Structures
  • Content Migration
  • Analytics Configuration


Content Creation

  • Copywriting and employee copywriter
  • Asset Production
  • Tagging / Classifying
  • Content Optimisation
  • Brochures
  • Search Engine Optimisation
  • Proofreading / Editing / Fact Checking

Content Delivery

  • Encoding / Converting for Web
  • Distribution Processes and Tools
  • Post-Production
  • Monitoring / Reacting (e.g. Social Media, Comments, Moderation)
  • Social Media Submission / PR / Marketing


  • Analytics Analysis
  • Success Evaluation and Learning

Required Skills

  • Exceptional communication and organisational skills
  • Knowledge of HTML and popular content management systems
  • Ability to manage multiple projects in a fast paced deadline driven environmen

Standards of Performance

  • Promote a professional impression of A&K through appropriate dress code
  • Meet or exceed client expectations by maintaining an accurate and consistent approach to work

In return we offer an attractive package and the opportunity to work for one of the best companies in the area.

To apply please send your CV, salary expectations and cover letter to:

[email protected]

Or in writing to:
Jo Griffiths,
Abercrombie & Kent
St Georges House
Ambrose Street
Gloucestershire, GL50 3LG

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