Jonathan Gilbert

J Gilbert

Strategist, Creative, Inventor

I AM FROM London

I CREATE strategy, content & platforms

I LIKE travel, entertainment & tech

CHANGING THE WORLD one step at a time…



I am a digital strategist, creative director, and entrepreneur


since 2014

Director, Digital & Innovation


I founded a digital startup at this specialist WPP content agency’s head office, creating products that deliver personal, effortless and engaging digital experiences for airlines. Establishing a productised digital model in a services-oriented agency, my department innovates, builds and partners to deliver new travel and entertainment experiences and new business models to tackle the challenges and opportunities of the next ten years.

In late 2015 we launched the Icon product suite, including an iTunes-style downloadable inflight entertainment (IFE) app we call Voyage, and an entertainment personalisation platform we call Profile. The latter brings entertainment to the consumer everywhere, creating a single view of the customer across multiple flights and journeys, integrating with onboard systems, and going live with Lufthansa in 2016. Watch this space for more…

2011 – 2014

Founder and Creative Director

Azalay Media

Creative lead on digital and print projects for travel, lifestyle and entertainment brands. Ongoing clients included Michelin, Visit Wales, Berlitz, Bluffer’s, Insight Guides and Bradt Travel Guides.

2010 – 2012

Editorial Manager

Michelin Travel

Drove the editorial strategy and production of three major content streams, published across web, apps and print. Managed several teams and developed products, content strategy and marketing. Worked in French and English.

2007 – 2010

Travel Editor

Michelin Travel

Developed travel content for destinations around the globe across Michelin Travel’s English-language print and digital product range. Commissioning editor, strategist, project manager and copywriter.

2005 – 2007

Editorial Manager

Best Loved Hotels

Managed digital and print content for this hotel marketing organisation. Responsible for a website that drives booking on partner sites, several ongoing e-newsletter campaigns and a substantial printed guidebook.

2004 – 2005

Travel & Retail Editor


Wrote and edited briefs and newswires on the travel and retail desk of the Durrants media monitoring agency (now part of Gorkana). Working for high-profile clients, I managed a team of eight.

2001 – 2004

Writer & Editor (Print & Digital)

Various companies

Variety of editorial roles, working on the newsdesks of local London newspapers, as web editor for an international human rights NGO, in the press and promotions teams at Sony Music and at The End.



Journalism Post-graduate


1999 – 2001

Archaeology Ba Hons

Bristol University



Content strategy

Editing and commissioning





Acrobat Pro


Digital production

Print production






Pitching to clients

Project management

Creative direction


Cynthia Ochterbeck

Cynthia Ochterbeck Editorial Director, Michelin Travel Partner

Jonathan played a central role in the successful relaunch of several guidebook collections, providing research, analysis, strategy, design and production. He managed competing projects and deadlines with quality and consistency, showing a passion for the subject matter and understanding for his writers.

Florent Bonnefoy

Florent Bonnefoy Head of Maps & Guides (Greater China Zone) at Michelin

I worked with Jonathan as project manager on several editorial projects in Asia. As editorial manager based in London, Jonathan showed a great ability to have a globalized team worked altogether, setting efficient tools that helped us to communicate and achieve demanding editorial projects in a very short period of time. He has been always very responsive and resourceful whenever the team had questions. You can definitely rely on him for any difficult editorial projects.

Lydia Dhoul

Lydia Dhoul Picture Editor

Jonathan shows a constant dedication and enthusiasm in his work. He always looks for new solutions to streamline and to facilitate the work processes while showing a very high level of attention to detail. He also posesses supreme people skills and the ability to manage his team successfully. His passion for travel and discovery is reflected in his work and inspires his colleagues.

Linda Lee

Linda Lee Freelance Writer/Editor

I had the pleasure of working as a freelance writer/editor with Jonathan Gilbert on several projects during his tenure at Michelin APA. As a former Michelin editor myself, I appreciate all the juggling that goes into managing multiple projects and freelancers at the same time. For the projects on which I worked with Jonathan, I found him to be organized, efficient and fair. He oversaw the many facets of producing a travel guide with aplomb, and he has an impressive talent for keeping his cool and pleasant demeanor in hectic, stressful situations. Jonathan managed to retain his sense of humor while keeping all the balls in the air and turning out products on deadline. He is a true editorial professional.

Rachel Mills Editor at Rough Guides

Jonathan was the editorial manager during my 3 years at Michelin Travel. His skilled project management was integral to the smooth running of the department and to titles being published on time and on budget. Jonathan’s relaxed and professional approach with the editors in his team extended to the many freelancers he had daily contact with – he built an extensive portfolio of useful contacts across Europe and the world! Jonathan was the creative lead on updates to existing titles, working with the team to modernise the Green Guides. He also led the way in the concept and design of any new series. His digital savvy approach led to him launching a Michelin intranet which became a vital tool for the editorial team. As the ideal person to launch his own travel and lifestyle company, I suspect that Azalay Media is only going to grow in success.


Content strategy and copywriting

I develop content strategy for a range of major brands and write copy for the best of them.

Digital and print production

I oversee multidisciplinary teams to deliver creative digital and print projects on time and within budget.

Icon Voyage

password: spafax

Icon Voyage

Icon Profile

password: spafax123

Icon Profile

Visit Wales

Visit Wales

Berlitz Guides

Berlitz Guides

Insight Guides

Insight Guides

Best Loved Hotels

Best Loved Hotels

Like a Local

Like a Local

Bradt Travel Guides

Bradt Travel Guides

Gorkana (Durrants)

Gorkana (Durrants)

Real Travel Magazine

Real Travel Magazine

J Gilbert




Jonathan Gilbert

– London, UK

J Gilbert

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