Application URL: 

Manager digital content KLM

City: Amstelveen
Hours per week: 32-40
Education: Master's degree (HBO Master or WO-pre-master)
Apply before: 6th of December



Ready to innovate KLM's digital content and bring the content team to the next level? Then read on, because we've got a spot open for an accomplished content expert with management skills at Air France KLM Digital!


What are you going to do?

In the Digital department, we develop the digital channels of both Air France and KLM. This includes our website and mobile apps, but also applications like self-service kiosks at the airport and the onboard WiFi portal. Various product teams work together in a fast-paced Agile environment to deliver state-of-the-art technology and a seamless digital experience for our passengers.


As the manager of KLM's digital content team, you manage a "squad" of 10 content experts: UX writers and editorial writers, a rich media manager, a content strategist, and a taxonomist. This squad delivers informative copy and images for our digital channels; commercial messages are managed by another department.


You coach your squad, both on content quality and personal development. You solve issues allowing content experts to focus on their work and help improve content processes. In other words, you’re creating the space for your squad to shine! But that’s not all. We’ve set the ambition to bring KLM’s digital content to the next level when it comes to personalisation and re-usability. You play a vital role in translating this vision into a way of working for your squad, and you need your content expertise and great change management skills to make this happen.


You have a strong opinion on how to “wow” our passengers with our content. At the same time, you also know how to convince product teams and stakeholders of the value of content. And, can you also keep up with the content trends to make your squad future-proof? Then we look forward to welcoming you on board.


So, what do we expect from you?

As the manager of KLM’s digital content team, you have 5 key responsibilities:

  1. HR responsibility for your squad
  • Coaching on the craft and growing T-shaped profiles
  • Talent development: personal development, yearly job evaluation, creating a growth path
  • Supporting the design director in building and maintaining “1 joint Air France KLM design & content team”
  • Being a content advocate: creating a design & content culture based on honesty and directness
  • Hiring and onboarding
  • Managing logistics of relationships with parties like agencies and external contractors
  • Recognition and nurturing of talent


  1. Delivery of the work in the squad
  • Oversight of the work: securing capacity, dividing the work, creating a road map and KPI’s
  • Managing priority setting and workload
  • Guaranteeing presence of content topics in relevant meetings


  1. Improving the work(flow) of the squad
  • Aligning content processes between the Air France team in Paris and the KLM team in Amstelveen
  • Aligning processes between product designers, content creators, and development teams
  • Removing barriers for the squad, enabling experts to focus on their work to maximise the impact
  • Pushing conventions for topics that need improvement, like knowledge-sharing, user testing, and being involved from the start of a project
  • Establishing strong collaboration with other teams and stakeholders
  • Driving standardisation of content via tooling and guidelines for tone of voice, SEO, accessibility, inclusivity and so on


  1. Setting direction for the squad
  • Using strategy and performance metrics to set direction and goals for the squad, based on input from content experts in the squad and in alignment with design management
  • Ensuring communication and adaption of the direction in and outside the squad
  • Using metrics to measure the success of the work in the squad and adapt direction if needed


  1. Execution of the design & content strategy in the squad
  • Part of the design MT, peer to other design managers
  • Defining how to achieve the design & content vision in the squad, with input from experts in the squad
  • Defining cross-functional milestones with other squads in the design team
  • Steering the digital development roadmap from a user perspective, in close collaboration with design management and other teams inside and outside the digital department


Where do you land?

You’re offered a sweet spot in the creative and fun Air France KLM design team. The team is responsible for the user experience across all Air France and KLM digital channels. We’re ambitious, skilled, and devoted to making a real difference in our passengers’ travel experience. The team consist of roughly 60 young professionals in user research, UX/UI design, service design, rich media, UX writing, and editorial writing. We work from 2 locations: Charles de Gaulle airport in Paris, France and Amstelveen in the Netherlands. This vacancy is for a position in Amstelveen. Your squad is also based in Amstelveen, although you might need to travel to CDG airport every now and then. As manager of KLM’s digital content team, you are part of the design MT and report to the director of design. You have a counterpart in France: the manager digital content for Air France.


Your profile

You are a seasoned content expert, preferably with a background in copywriting. You have a good understanding of digital ecosystems, innovation, UX, and user research. You’re comfortable in taking initiative and finding your way in a complex Agile work environment. You proactively reach out to product teams and stakeholders to understand how content is organised and what needs improvement. You know how to get people on board, even when they’re hard to convince. And finally, you love content and continuously invest in being a better content expert for yourself and your team.


The following skills are important assets in this role:

  • Problem analysis
  • Setting direction
  • Initiative
  • Realisation of goals
  • Collaborating across divisions
  • Motivating others
  • Persuasion


Some must-haves:

  • Finished Bachelor’s or Master’s degree
  • Minimum of 7-12 years of experience in (digital) content
  • Clear and flawless Dutch and British English writing; all our digital content is written in British English and translated into Dutch
  • Based in the Netherlands
  • Experienced with design and content tools such as Figma and Grammarly
  • Working experience in an Agile corporate environment is a plus


We offer

  • The opportunity to stamp your mark on content that will have an impact on millions of customers from all over the world
  • A full-time position based in Amstelveen (minimum 2 days p/wk), combined with working from home. Occasionally, you’ll spend some time in Paris for meetings with team members and stakeholders.
  • A gross salary between €4.945,33 and €6358,28 per month, based on a full-time position, depending on qualifications and experience. At this level you can grow up to €7.064,75 gross per month.
  • A creative and inspiring environment, with plenty of room for your own initiatives and the freedom to develop yourself
  • A yearly budget for training or personal development
  • 25 leave days and 5 extra days off
  • Strong discount on airline tickets (if you have been employed for at least 6 months)
  • A travel expenses scheme and free use of the bus network around Schiphol
  • A good pension scheme, profit distribution, and 8% holiday pay
  • Discount on your health insurance


Ready for your next destination?

Don’t wait any longer, send us your CV before the final boarding call on 6th of December! A motivation letter is no longer required; we’ll simply ask you a couple of questions during your online application. Within 2 weeks after the closing date, you‘ll receive a message from us. Your application procedure consists of 2 interviews and an assesment.


A check of your personnel file may be part of the selection procedure. By applying for this vacancy, you automatically give consent to this file check.



If you would like to know more about the position, please contact the hiring manager. Call or e-mail the recruiter for questions about the application process. In both cases, don't forget to mention the vacancy number: #12640.


Hiring manager




Marnix van Doorn: MARNIX-VAN.DOORN@KLM.COM or +31628612096


Details from this vacancy are not to be used for marketing purposes.