Profile Summary :

- The Content Head oversees all marketing content initiatives, both internal and external, across multiple platforms and formats to drive sales, engagement, retention, leads and positive customer behavior.

- This individual is an expert in all things related to content and channel optimization, brand consistency, segmentation and localization, analytics and meaningful measurement.

- The position collaborates with the departments of public relations, communications, marketing, customer service, IT and human resources to help define both the brand story and the story as interpreted by the customer.

Key Accountabilities :

- Ultimately, the job of the CH is to think like a publisher/journalist, leading the development of content initiatives in all forms to drive new and current business.

This includes :

- Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all channels of content including online, social media, email, point of purchase, mobile, video, print and in-person. This is to be done for each buyer persona within the enterprise.

- Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work for the brand and why. Continuous involvement of strategy is a must.

- Supervising writers, editors, content strategists; be an arbiter of best practices in grammar, messaging, writing, and style.

- Integration of content activities within traditional marketing campaigns.

- Conducting ongoing usability tests to gauge content effectiveness. Gathering data and handle analytic (or supervise those who do) and make recommendations based on those results. Working with owners of particular content to revise and measure particular content and marketing goals.

- Developing standards, systems and best practices (both human and technological) for content creation, distribution, maintenance, content retrieval and content re purposing, including the real time implementation of content strategies.

- Leveraging market data to develop content themes/topics and execute a plan to develop the assets that support a point of view and educate customers that leads to critical behavioral metrics.

- Conducting periodic competitive audits.

- Supervising the maintenance of content inventories and matrices.

Job Description :

- Participation in the hiring and supervising of content/story leaders in all content verticals.

- Creation of a strategy for developing SMS/MMS outreach and advertising, apps, etc. as needed.

Success Criteria Success criteria include :

- Positive brand recognition and consistency across chosen published channels.

- An increase in defined customer engagement metrics (measured by users taking the desired action- i.e. conversions, subscription, purchase, etc.).

- Website and social media traffic growth.

- Conversion metrics definition and growth.

- Social media positive sentiment metrics.

- Customer feedback and survey data.

- Increases in key search engine keyword rankings.

- Clearly defining content distribution during particular stages of the buying cycle (lead nurturing).

- Identifying up-sell and cross-sell opportunities through content analysis, and deploying content assets for higher conversion rates. Primary criteria for success are customer and employee affinity.

Skills & Knowledge :

- The CH requires a combination marketing and publishing mindset, with the most important aspect being to think customer first.

Specific skills required include :

- Proven editorial skills. Outstanding command of the English language.

- Training as a print or broadcast journalist and has a - nose- for the story. Training in how to tell a story using words, images, or audio, and an understanding of how to create content that draws an audience.

- The ability to lead and inspire large teams of creative personnel and content creators to achieve company's stated goals.

- Needs to be continually learning the latest platforms, technology tools and marketing solutions through partnerships.

Qualification :

- Bachelor's/Masters degree in English, Journalism, Public Relations or related communications field. MBA in marketing a plus.

- 5-6 years of experience as a respected leader in multichannel content creation (publishing, journalism, etc.).

- Experience with creating compelling messages for different target demographics. Crisis communications experience a plus.

- Expertise in Microsoft Office.

- HR-related experience including hiring, managing, performance reviews, compensation packages, etc. required.

- Multilingual abilities (specifically Hindi) a major plus.

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