Content Desginer / Digital Copywriter

Projects: TRUC (Truly Reusable & User Centric Content) & KLM Tone of Voice Refresh

Our client is reshaping its full digital content ecosystem in two big areas:

A. TRUC: Modular & Reusable Content

TRUC is our initiative to build a central, metadata‐driven content foundation in Contentstack. The goal: content that can be reused, personalized, scaled, and deployed across all digital touchpoints with ease.

B. Tone of Voice Refresh

We’re updating our Tone of Voice to better meet today’s customer expectations.

Key themes:

• Sustainability

• Travel Well

• Clear, distinctive USPs

• Consistent messaging across the whole digital journey

To support both projects, we're looking for an agency that can provide a senior‐level content expert who’s great at both strategy and hands‐on writing.

The Role We’re Looking For

We need a Content Designer / Senior Digital Copywriter who’s comfortable switching between:

• modular content design

• tone‐of‐voice thinking

• customer‐centric writing (English & Dutch)

• stakeholder collaboration & project management

It’s a hybrid role combining TRUC work with the ToV refresh.

Scope of Work

A. TRUC – Content Design

• Break down, restructure, and rewrite content into modular components

• Work with taxonomy, metadata, and structured content models

• Remove duplication and help build a single source of truth

• Write content that works across Web, App, and APIs

• Deliver content for 1–2 TRUC use cases per quarter (e.g., Meals, SAF, Cabin)

B. Tone of Voice – Strategy & Execution

• Develop copy angles around sustainability, Travel Well, and key USPs

• Translate the updated ToV into clear and practical digital content

• Rewrite flows and pages in the new tone

• Create guidelines, examples, and best practices

• Support consistency across all digital teams and channels

The assignment is result‐driven and focused on delivering concrete outcomes, including TRUC‐ready modular content blocks, Tone‐of‐Voice guidelines, rewritten flows/pages, and content quality reviews. The assignment is not based on participation in a team or task‐based execution, but on clearly defined deliverables.

Ideal Candidate Profile

• 8+ years as a content designer, UX writer, or senior digital copywriter (strong in English (US) / Dutch)

• Strong experience in digital journeys and UX writing

• Confident in modular content thinking

• Comfortable with both strategic and hands‐on writing

• Used to working in large or complex environments

• Bonus: experience with Contentstack, personalization, or taxonomy

Experience with Figma, CMSs, Miro and/or Jira is a plus

5. Key Deliverables

• TRUC‐ready modular content blocks (per use case)

• Applied and documented Tone of Voice guidelines & training

• Rewritten digital content (flows, pages, microcopy)

• Content quality reviews across teams