Global Digital Content and Social CoE Lead

At Avolta (SIX: AVOL), our people are at the driving force behind our success. With a team of over 76,000 individuals representing more than 150 nationalities, we are a truly global company driven by passion, innovation, and excellence.

Born from the combination of Dufry and Autogrill, Avolta is redefining the travel experience through the dedication and expertise of our diverse workforce. Across 73 countries and 1,000 locations, our teams bring energy, creativity, and commitment to delivering world-class travel retail and food & beverage experiences.

We operate across multiple channels - including airports, motorways, cruise ships, ports, railways, and more - offering endless opportunities for collaboration and growth. Our people are empowered to make an impact, supported by a culture that values teamwork, development, and innovation.

Sustainability and social responsibility are embedded in our strategy, ensuring we grow in a way that benefits both our employees and the communities we serve.

Are you looking for a dynamic, international career where your contributions truly matter? Join Avolta and be part of a team that’s shaping the future of travel - together.

Purpose of the Role

The Global Digital Content and Social CoE Lead is responsible for shaping and driving the global customer engagement strategy across CRM, social media, and digital content within the Digital and Loyalty function. The role focuses on delivering a consistent, data-driven, and high-impact customer experience across Web, App, CRM, and Social, supporting growth, retention, loyalty, and measurable business outcomes.

Key Responsibilities

Global Strategy & Leadership

• Define and execute a unified global strategy across CRM, social media and digital
  content
• Lead and develop a high-performing, cross-functional team spanning CRM, social,
  and content disciplines
• Ensure alignment between global strategy and regional execution, with scalable
  frameworks and governance

CRM Strategy & Lifecycle Management

• Own the global CRM strategy across email, push notifications, SMS, and App
• Design and optimize end-to-end customer journeys to drive acquisition, engagement,
  retention, lifetime value and data enrichment
• Leverage segmentation, personalization, and A/B testing to continuously improve
  performance

Social Media & Community Engagement

• Define and lead the global social media strategy for customer engagement
• Build and scale community engagement initiatives
• Ensure consistent brand voice, tone, and interaction standards across all social
  platforms

Digital Content Strategy, Planning & Enablement

• Own the global digital content strategy supporting digital touchpoints
• Lead content planning, editorial direction, and campaign alignment across all
  touchpoints: Web, Social, CRM, and App
• Apply A/B testing and content experimentation to refine messaging, formats, and
  channel effectiveness

Enablement & Operational Excellence

• Build scalable enablement models (playbooks, toolkits, templates, training) for CRM,
  social, and content teams globally
• Embed a culture of test-and-learn, ensuring teams adopt A/B testing and continuous
  optimization practices
• Drive adoption of best practices, tools, and processes across regions

Technology & Platforms

• Lead the use and optimization of Salesforce (Marketing Cloud, or related tools) for
  CRM execution
• Drive automation and use of AI with meaningful business outcomes

Performance & Analytics

• Define KPIs across CRM, social, and content to measure engagement, retention, and
  effectiveness
• Analyse results from A/B tests and experiments to generate actionable insights
• Use data to continuously optimize strategies and campaigns

Cross-Functional Collaboration

• Collaborate with Marketing, Data, Loyalty, Ecommerce, and Regional teams
• Ensure alignment of content and tone of voice across channels
• Support global campaigns, launches, and key business initiatives

What We Are Looking For

• 10+ years of experience driving CRM, social media, and digital content strategies in a global environment
• Strong experience in B2C industries such as retail, travel, or hospitality
• Proven expertise in CRM lifecycle management, personalization, and data-driven optimization
• Experience in community engagement and loyalty programs at a global scale
• Hands-on experience with Salesforce (Marketing Cloud) and familiarity with CDPs, marketing automation, and content management systems
• Strong capability managing content ecosystems across Web, Social, CRM, and/or App environments
• Collaborative leadership style with excellent communication, storytelling, and stakeholder management skills

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We look forward to connecting with you soon!