Unit Manager - Content Marketing/Copywriting/Content Development - eCommerce

PROFESSIONAL EXPERIENCE AND QUALIFICATION

- 3-5 years of relevant experience in content marketing, experience in Customer Experience, and E-commerce 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 behavior and analyzing data & real-world experiences

- Detailed orientation & very structured thinking of customers' entire journey and experience.

ROLES AND RESPONSIBILITIES

1. 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

- 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)

2. 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

3. Capabilities

- Drive the development of content capabilities around production, automation, distribution and amplification, thereby leading to a reduction in TAT and costs

- Identifying opportunities for new formats and channels for content marketing

4. Content for customer journeys

- Relentless focus on making customer interactions non-intrusive; using content to create a frictionless experience across digital destinations

- Understanding the various customer journeys on digital destinations and devising & executing a content strategy for them

- Using data to understand where customer drop-offs and pain points are; 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

5. Customer obsession and governance

- Relentless focus on making customer interactions non-intrusive; using content to create a frictionless experience

- Zero tolerance for content & communication errors

- 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 the first time right, every time

6. Performance tracking

- Tracking and analyzing production, traffic, and engagement metrics

- Gauge efficacy of content produced, and drive changes wherever needed