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Head of Customer Base Management Content & Design (Direct) – Dublin.
Location/Office Policy: Molesworth Street/Hybrid
* Are you enthusiastic about customer understanding, data, and strategic transformation?
* Are you enthusiastic about customers and storytelling?
* Are you collaborative and ego-free, with a growth mindset?
* Are you comfortable leading ambiguity and driving clarity?
What Is The Role
Part of the newly established Chief Customer Office and reporting into the Head of Customer Base Management, the role holder will be a pivotal member of this new team to ensure that we are setting the right direction for not only the Customer Base Management team but also the wider business. We are looking for an inspiring and customer-obsessed Head of Content & Design to lead the creative development of direct communications across our customer base. This role owns the tone, design, and execution of communications across email, SMS, push notifications, and in-app messaging ensuring they are personal, engaging, and brand-right.
You will bring together strategy, storytelling, and design thinking to lead a team of writers, designers, and content strategists, working together with campaign planners, marketing, and analytics teams.
Key Accountabilities
* Define and own the content and design strategy for all customer base campaigns and lifecycle journeys.
* Champion brand voice, tone, and visual identity across direct channels.
* Lead creative ideation, ensuring content aligns with customer needs, lifecycle stage, and business goals.
* Oversee end-to-end creation of compelling, compliant, on-brand content across email, SMS, push, and app.
* Lead a team of copywriters, designers, and content specialists to deliver best-in-class work.
* Manage a library of modular content blocks, templates, and design systems for scalability.
* Translate data insights into creative approaches that drive engagement and conversion.
* Work closely with Lifecycle Campaign Managers and CRM Ops to build journey content that performs.
* Collaborate with product, compliance, and legal teams to ensure messaging is accurate and approved.
* Support campaigns across B2C and B2B customer journeys, adapting voice and structure accordingly.
* Lead the testing agenda across content, format, and creative performance (e.g. A/B subject lines, layouts).
* Stay ahead of trends in behavioural science, dynamic personalisation, and interactive content.
* Continuously improve readability, accessibility, and emotional resonance.
* Maintain exacting standards of clarity, compliance, and consistency across all touchpoints.
* Evolve and embed tone of voice and brand guidelines for direct communications.
* Ensure appropriate contact governance and accessibility principles are followed.
What You Will Bring
* 8+ years in content, creative or design roles — with 3+ in a leadership position
* Proven experience in CRM, lifecycle, or direct communications (email, push, SMS, app)
* A strong creative portfolio with examples of impactful lifecycle or campaign work
* Experience leading multi-disciplinary teams (writers, designers, strategists)
* Exceptional storytelling, conceptual thinking, and strategic communication skills
* Confident presenting ideas and creative rationale to stakeholders at all levels
* Background in financial services, fintech, telco, or another regulated sector
* Understanding of B2B and B2C content nuances
* Knowledge of accessibility standards and inclusive design
Why work for AIB?
We are committed to offering our colleagues choice and flexibility in how we work and live and our hybrid working model enables our people to balance their time between working from home and their designated office, subject to their role, the needs of our customers and business requirements.
Some of our benefits include.
* Market leading Pension Scheme
* Healthcare Scheme
* Variable Pay
* Employee Assistance Programme
* Family leave options
* Two volunteer days per year
Please click here for further information about AIB’s PACT – Our Commitment to You.
Key Capabilities
* Customer First
* Collaborates
* Promotes Innovation
* Content Design and Writing
* Stakeholder Management
* Digital Marketing
* CRM understanding
AIB is an equal opportunities employer, and we pride ourselves on being the first bank in Ireland to receive the Investors in Diversity Gold Standard accreditation from the Irish Centre for Diversity. We are committed to providing reasonable accommodations for applicants and employees. Should you have a reasonable accommodation request please email the Talent Acquisition team at careers@aib.ie
Disclaimer
Unsolicited CV’s sent to AIB by Recruitment Agencies will not be accepted for this position. AIB operates a direct sourcing model and where agency assistance is required, the Talent Acquisition team will engage directly with our recruitment partners.
Application deadline : 7th of July 2025.
Seniority level
* Seniority level
Not Applicable
Employment type
* Employment type
Full-time
Job function
* Job function
Marketing, Public Relations, and Writing/Editing
* Industries
Banking and Financial Services
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