Financial Wellbeing Content Lead (Content Strategy & Customer Communications), Dublin

At AIB, our values guide how we work and how we support each other. We’re looking for someone who puts Customer First, takes initiative and Owns the Outcome, and is always looking for ways to Eliminate Complexity. You’ll treat colleagues and customers with fairness and Show Respect, and you’ll thrive in a culture built on collaboration where we Be One Team to deliver meaningful impact.

Location/Office Policy:   Based in Central Park, this is an office-centric role (3 days per week in office, aligned to business needs) 

• Do you want to shape and build content that genuinely improves customers’ financial wellbeing?
• Are you excited by the opportunity to work across teams to create a seamless, customer-focused experience?

What is the Role: 

The Financial Wellbeing Content Lead, reporting into the Program Director of Financial Wellbeing, is responsible for translating AIB’s Financial Wellbeing strategy into clear, engaging and behaviour‑driving content across key customer touchpoints. This role ensures content is practical, relevant and supports customers at different life stages to take action with confidence. 

This role combines hands‑on content creation with ownership of quality, standards and partner delivery, ensuring consistency and impact at scale. This is an opportunity to shape a growing Financial Wellbeing offering with real impact for customers. 

This role is based in Group Marketing and works across CCO and wider enterprise teams to ensure Financial Wellbeing content is delivered consistently to a high standard, supporting a joined-up and customer-focused experience. 

Key accountabilities:

• Translate Financial Wellbeing strategy into clear, actionable content plans aligned to customer life stages and needs  
• Lead the creation, editing and curation of high-quality content across core Financial Wellbeing themes  
• Embed content across key customer channels, including Digital, App, lifecycle communications and in-branch interactions  
• Manage and direct agency partners to deliver content aligned to tone, standards and behavioural intent  
• Own content governance across Financial Wellbeing content, ensuring quality, accessibility, regulatory alignment and clear separation of education and product  
• Monitor performance and continuously improve content using data, feedback and customer insight 

What you will bring:

• Strong experience in content creation, editorial or customer communications roles  
• Proven ability to simplify complex topics into clear, engaging and actionable content  
• Experience working hands-on while managing agency or delivery partners  
• Strong collaboration skills, with the ability to work effectively across Digital, Marketing, CX, Data and Product teams  
• High standards for quality, clarity, accessibility and customer focus  
• Understanding of, or interest in, using behavioural insight to influence customer outcomes 

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 

Technical Capabilities: 

• Content Development 
• End-to-end Thinking 
• Customer Communication 
• Stakeholder Management 

Behavioural Capabilities: 

• Drives Progress 
• Collaborates 

If you are not sure about your suitability based on any aspects of the role advertised, we encourage you to please contact the Recruiter for this role, Mia Coyne, at careers@aib.ie  for a conversation.

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 : 26th June 2026