Job Reference
• JR00109008

Job Summary
• Manager - BFL Organization Reputation Management

Job Purpose

The company is going through the biggest digital transformation in its history, creating a platform that offers an omnichannel experience to the customer, supported by a large distribution footprint of over 1 million partners. One Web is an integrated platform offering a portfolio of products covering payments, cards, wallets, loans, deposits, mutual funds, and loans on lifestyle products ranging from consumer durables to home furnishing. It will be a dynamic digital platform which will be hyper-personalised for each customer and provide the right nudges across multiple channels to start, resume or finish the journey. You will build and implement the company’s content marketing strategy by leading the content marketing practice for an assigned business across digital assets to aid the customer’s decision-making process. Our ambition is to create a benchmark consumer-tech experience in the country. The Content Marketing unit is at the center of the transformation of the company’s web engines. You will get an opportunity to be part of this transformation journey

Job Duties & Key Responsibilities
• Duties and Responsibilities - Content Strategy
• Manage the content channel & lever matrix to drive business outcomes with the lowest cost of acquisition
• Devise the content strategy for new digital destinations (web & app) as well as provide governance to business-authored content
• Understand the various customer journeys on digital destinations and devising & executing a content strategy for them
• Using data to understand where customer drop-offs occur and what are their pain points; revising content accordingly
• Integrate customer feedback and business requirements into both new and current product experiences.
• Collaborate with UI designers and product teams to craft and hone language across a variety of contexts from UI components to conversation building blocks to editorial content
• Create a content framework that talks to a varied TG (mass-affluent 25-45 years tier 1-4 cities/towns) mixes formats and languages (English & vernacular) Content production
• Complete responsibility for all on and off-us content to drive traffic and impact business
• Ability to write/edit clear and concise content unique to the platform
• Basis Performance Marketing's (PM) objectives defining the strategy creating the monthly production pipeline reviewing and editing every SINGLE piece of content that goes out on the www
• Increase CTR OR and other critical metrics for all content production for PM
• Manage the expansive agency and freelancer ecosystem to support high-scale content production Capabilities
• Drive the development of content capabilities around production automation distribution and amplification thereby leading to a reduction in TAT and costs
• Identify opportunities for new formats and channels for content marketing Customer obsession and governance
• Relentless focus on making customer interactions non-intrusive; using content to create a frictionless experience
• Zero tolerance for content errors; create checks and balances in the production system
• Conduct timely frequent audits to ensure that the brand is getting represented properly and factual business information is being adhered to
• Review multi-format content to ensure that they comply with the set guidelines
• Develop a comprehensive content guidelines framework that is easy to use by businesses yet creates a distinct identity for the brand
• Have a strong eye for grammar and ensure that every content unit adheres to the brand tone of voice.
• Create checks and balances in the system so that all customer-facing content is first time right every time Performance tracking
• Tracking and analysing production traffic and engagement metrics
• Gauge efficacy of content produced and drive changes wherever needed Reports and dashboards
• Present findings of reviews in a structured and easy-to-consume insightful manner
• Send out regular updates to relevant stakeholders
• Use data visualisation tools to enhance report viewing
• Duties and Responsibilities - Partner ecosystem development
• Comfortable with discussing details of sensitive subjects with a larger team and stakeholders comprising of members from both genders
• Ability to analyse data with an unbiased approach and formulate guidelines based on the same
• Experienced in penning SOPs and similar manuals to standardise the workflow
• Preparedness to challenge and question existing guidelines and policies and approve or disapprove changes
• Work on large volumes of data and interpret insights

Required Qualifications And Experience
• * 2-4 years of relevant experience in content marketing, experience in customer experience and ecommerce digital marketing will be an advantage
• Master's in Mass Communication from Tier 1 colleges; certification in digital marketing/content marketing will be a bonus
• Excellent command of the English language
• Hands-on experience in writing, editing and Content Governance tools
• Sound understanding of SEO (including technical SEO) and Google Analytics
• Ability to handle complex briefs and ideate out of the box
• Deep customer focus by understanding customer behaviour and analyzing data & real-world experiences
• Detailed orientation & very structured thinking, think of customers' entire journey and experience