Content Head Digital Traffic Brand Management

JOB DESCRIPTION

Role Title

Deputy National Lead Digital Platforms

Department

Digital Platforms

Sub Department

Digital Traffic and Brand Management

Sub Sub Department

Digital Content Marketing

Reports To

Chief Digital Platforms

Company

Bajaj Finance Limited

1. JOB PURPOSE

Digital Platforms (App & Web) are the key drivers of company’s growth strategy and are expected to generate over 30% of the company’s business over the next 3 years. These platforms generate over 2Bn sessions annually generating traffic for over 73 P&Ls of the company. Digital Content Marketing is at the heart of the companies traffic generation strategy feeding SEO & ASO ecosystems & enhancing the customers experience on our digital platforms.

This is a strategic position and critical to the company’s success as an omnipresent financial services company across payments shopping loans and deposits.

We are seeking a talented Content Head with extensive knowledge of financial products exceptional writing skills and expertise in leveraging AI tools for content creation. The ideal candidate will have a deep understanding of SEO strategies traffic generation techniques and the ability to optimize content for maximum visibility and engagement.

2. ORGANISATIONAL CHART

(First level reporting chart for the job. Sample chart below)

Comments:

Direct reports 6

Total team Size 54

3. PRINCIPAL ACCOUNTABILITIES

The specialist role will include but not limited to

Develop and implement a comprehensive content strategy that aligns with the company's objectives and targets various customer segments.

Lead a team of content creators including writers editors and designers to produce highquality content across multiple channels including website blog social media and email newsletters.

Utilize AI tools including ChatGPT and other contentrelated AI tools to enhance content creation processes and improve efficiency.

Stay updated on emerging trends and best practices in AIdriven content creation and incorporate innovative approaches into the content strategy.

Leverage indepth knowledge of financial products to produce informative and engaging content that educates and empowers our audience.

Optimize content for search engines (SEO) to improve organic visibility and drive traffic to our digital properties.

Implement strategies for traffic generation including content distribution social media promotion and collaboration with influencers and partners.

Monitor and analyze content performance metrics including website traffic engagement metrics and conversion rates to identify opportunities for optimization and improvement.

Collaborate with internal stakeholders including marketing product and compliance teams to ensure content accuracy consistency and compliance with regulatory requirements.

Cultivate a culture of creativity innovation and continuous improvement within the content team fostering professional growth and development opportunities for team members.

PARTNER MANAGEMENT

Identify agencies evaluate their capabilities in alignment with requirements and conduct negotiations for partnership

Develop key partner relations in various domains

Set up a partner engagement governance process

Develop key alliances with large companies like Google Meta Adobe Twitter and alike

PEOPLE MANAGEMENT AND COACHING

Inspire and influence others to think differently solve problems and seize opportunities

Work with crossfunctional teams to set and achieve targets

Determine individual training needs & development plans to build expertise and enhance skills

Set objectives conduct reviews and close appraisal processes for the team as per timelines

Develop the next line of leadership by driving various training and development initiatives

Participate in selection process to identify the right talent at senior positions within the function

Attract recruit and lead digital talent who will help drive connected goals by using a consultative and engaging style that encourages active listening constructive dialogue and gains commitment

Identify organizational gaps within the marketing team to achieve company objectives. Plan recruit retain and build capacity accordingly

Ensure continuous training of team on new technology/product/processes being adapted to ensure adequate implementation of change

Provide guidance to team in identification of training needs like upgradation to latest Trends to enhance capabilities to drive a stable and robust social Commerce Vertical

Design professional growth plans for managing and retaining top performers and key leaders in the function

Integrate cross linked KRAs across the team to ensure ownership and smooth functioning

4. MAJOR CHALLENGES

Coordinating with the design/tech teams to get the SEO changes/recommendations implemented with optimal turnaround times.

To come up with alternate/middleground ideas that strike a balance between SEO best practices and workaround/stopgap solutions in a case where it is not possible to implement SEO best practices due to certain tech/nontech or resource related/specific limitations raised/set by the brand owners marketing teams and/or tech teams

To help the top management appraise/recognize the beneficial outcomes of any/all SEO recommendations/changes proposed by the Tech SEO team.

5. INTERACTIONS

Internal Clients

Roles you need to interact with inside the organization to enable success in your day to day work

This profile will need to work closely with Technology Inbound Traffic Origination Experience Design App acquisition ASO & SEO teams Digital business teams & other stakeholders within the company.

External Clients

Roles you need to interact with outside the organization to enable success in your day to day work

This profile will need to lead the relationship with the SEO partner agency.

This profile will be responsible for identifying emerging technologies evaluating & onboarding technologies & tools on an ongoing basis.

6. DIMENSIONS

Financial Dimensions

Annual budget of 45Cr

Other Dimensions

Total Team Size: 60

Number of Direct Reports: 6

Number of Indirect Reports: 54

Number of Outsourced employees: 54

Number of locations: Pune

Number of products: 26

7. SKILLS AND KNOWLEDGE

Educational Qualifications

a) Qualifications:

Bachelor's degree in Communications Marketing Finance or related field; Master's degree preferred.

Previous experience in Digital new platforms Digital content EdTech will be a huge plus.

Proven experience (912 years) in content creation and management with a focus on financial products and services.

Excellent analytical skills with the ability to interpret data and draw actionable insights to improve content performance.

Strong project management skills with the ability to prioritize tasks meet deadlines and manage multiple projects simultaneously.

Excellent communication and interpersonal skills with the ability to collaborate effectively with crossfunctional teams and stakeholders.

b) Work Experience:

912 years of work experience

c) Skills:

Strong writing skills with the ability to produce clear concise and compelling content.

Working knowledge of AI tools for content creation including ChatGPT and other AIdriven platforms.

Proficiency in SEO techniques and strategies for optimizing content for search engines.

Experience in traffic generation strategies including content distribution social media promotion and influencer marketing.