Travel Content Director

AARP • Washington, DC

39d • Hybrid

About The Position

AARP Services, Inc., founded in 1999, is a wholly-owned taxable subsidiary of AARP. AARP Services manages the provider relationships for and performs quality control oversight of the wide range of products and services that carry the AARP name and are made available by independent providers as benefits to AARP's millions of members. The provider offers currently span health products, financial products, travel and leisure products, and life event services. Specific products include Medicare supplemental insurance; credit cards, auto and home, mobile home and motorcycle insurance, life insurance and annuities; member discounts on rental cars, cruises, vacation packages and lodging; special offers on technology and gifts; pharmacy services and legal services. AARP Services also engages in new product development activities for AARP and provides certain consulting services to outside companies. The Travel Content Director architects and executes a unified content vision that inspires exploration and drives measurable business growth. This role blends editorial craft with commercial strategy-designing frameworks for content development across multiple platforms and sources. They lead the creation of stories, guides, and campaigns that elevate the brand while converting engagement into outcomes. Partnering with external editorial, marketing, and creative teams, the Director ensures an integrated ecosystem of written, visual, and scripted storytelling that captures both the emotion and utility of travel. The Director ensures every piece of content aligns with audience insights, search and social trends, and revenue objectives. Working alongside senior leadership, they define strategic priorities, identify emerging opportunities, and establish scalable processes that expand reach, deepen loyalty, and position the brand as a trusted travel authority and growth engine in the digital travel landscape.

Requirements

• Bachelor's degree in English, Journalism, Marketing, Communications, or related field.
• 10+ years of progressive experience in content strategy and architecture, editorial leadership, or brand storytelling within the travel sector.
• Proven success designing and implementing multi-platform content frameworks leveraging modern digital and AI-driven tools.
• Expertise in managing content ecosystems that drive engagement and conversion across online travel agencies and strategic partnerships.
• Exceptional writing, editing, and communication skills with a focus on strategic alignment and audience impact.
• Deep understanding of digital marketing strategies, including SEO, GEO-targeting, social media, and email marketing.
• Experience developing scalable e-commerce content strategies and branded partnerships that align with business goals and enhance customer experience.

Nice To Haves

• Skilled in leading cross-functional teams, managing external agencies, and building governance models for content operations.

Responsibilities

• Develops and leads a comprehensive digital content strategy across web, mobile, social media, email, and other digital channels and platforms.
• Oversees the planning, creation, and distribution of high-quality, engaging content that aligns with brand voice and that grows the audience to meet business goals.
• Sources engaging, high-quality content for all platforms, adhering to established brand voice and style guidelines. Manages both in-house and outsourced content teams, ensuring consistency, quality and alignment across all digital touchpoints.
• Identifies and develops opportunities to integrate editorial content with commercial partnerships and e-commerce initiatives. Develops and implements strategies for creating shoppable content experiences that engage audiences and drive sales.
• Collaborates with marketing and account teams to leverage content for lead generation and brand building within partnerships.
• Monitors and analyze content performance across platforms using relevant metrics and analytics tools. Utilizes data-driven insights to refine content strategies and optimize future content for maximum impact and audience engagement. Conducts regular content audits to identify gaps, opportunities, and areas for improvement.
• Stays current on digital trends, audience behaviors, and emerging storytelling formats.

Benefits

• AARP offers a competitive compensation and benefits package including a 401(k); 100% company-funded pension plan; health, dental, and vision plans; life insurance; paid time off to include company and individual holidays, vacation, sick, caregiving, and parental leave; performance-based and peer-based recognition and tuition reimbursement.

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Industry: Social Assistance
• Number of Employees: 1,001-5,000 employees