This role is for one of Weekday’s clients
Salary range: Rs 400000 - Rs 1300000 (ie INR 4 - 13 LPA)

Min Experience: 2+ years
Location: Pune, Maharashtra, India
JobType: full-time

Requirements

JOB PURPOSE

Digital Platforms is an integrated platform offering a diverse range of financial products covering unsecured and secured loans, payments, cards, wallets, deposits, mutual funds, and loans on lifestyle products ranging from consumer durables to home furnishing.

The platform integrates our home-grown e-commerce marketplace, Insurance marketplace, Investment marketplace, payments engine and offers a consumer-tech experience to our customers.

It is a dynamic digital platform, providing the right nudges across multiple channels to start, resume or finish their purchase or service journey. Our team is responsible for producing and maintaining large volumes of high-quality customer-first content across text, creative, and video communication to enable the customer to take the desired action. 

The role is in our Videois unit, where the candidate will be required to work on meeting the dual goals of driving higher awareness about our products as well as increasing conversions across our digital channels, using videos and other multi-formats content.

Individuals in this role will participate in the video strategy and work with agencies, designers, and AI-based tools to develop smart, effective visual stimuli that will be published on our digital platforms. 

He/She will be required to regularly interact with multiple stakeholders across teams like Design, Product, Digital Customer Experience, IT, Business and others to deliver creatives/videos that simplify our offerings for the user and persuade them to choose us. 

PRINCIPAL ACCOUNTABILITIES
Some of the important responsibilities of the role are –

1. Video-led Content Strategy

• Implement the video-led content strategy to meet business objectives like increase in views, leads, product awareness and CTR
• Execute the video content framework that talks to a varied TG, mixes formats and languages (English and vernacular)

1. Production

• Ability to write/edit clear and concise copy and briefs unique to the platform, and influence/direct designers and agencies for creative output
• Creating the monthly production pipeline, review and edit every piece of video content that is produced
• Explore AI-based and production automation tools to help create communication stimuli at scale
• Manage our agency and partner ecosystem to support high-scale video production
• Manage the monthly production flow and maintain data sheets to enable ease of tracking
• Increase CTR, Views and other critical metrics for all video production

1. Project Management

• Oversee the creation of various video formats, including explainer videos, product demos, customer testimonials, etc.
• Plan and manage video production schedules, ensuring timely delivery of projects within budget
• Upload and manage video content across multiple digital platforms, including the digital platforms and other relevant platforms
• Ensure all video content is optimised for each platform, following best practices for SEO and audience engagement
• Coordinate with the content team to integrate video content on the platforms
• Maintain an archive of video assets and ensure proper documentation and tagging

1. Capabilities

• Drive the development of capabilities around production, automation, upload, thereby leading to a reduction in TAT and effort
• Work with technology teams to explore Gen AI tools to deliver output at scale and speed
• Identifying opportunities for new formats and keeping up with trends in the video content space

1. Customer obsession and governance

• Relentless focus on making customer interactions non-intrusive; using video content to create a frictionless experience
• Zero tolerance for content and communication errors
• Develop a comprehensive video 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

1. Performance tracking

• Tracking and analysing production, go-live status and engagement metrics using tools like Google Analytics, etc.
• Gauge efficacy of video content produced, and drive changes wherever needed
• Provide regular reports on video performance, identifying trends, insights, and areas for improvement

 ALLIED KEY TASKS
There is great focus on creating effective video templates at scale to drive higher engagement and deliver significant impact using Gen AI

There is also a need to actively benchmark competition, keep up with the latest trends in the industry, and have a sharp eye for detail.

He/She is also expected to monitor past performance and continuously drive improvement across all performance parameters – Engagement, Clicks, Views, and Conversions.

DECISIONS
The role will include but not limit to decisions like:

• Experiment with new video formats, techniques, and platforms to continuously innovate and improve the company's video content
• Choose from the best communication automation tools to drive creative production at scale
• Identify the best production channels to effectively create smart, engaging videos at scale
• Study performance of live videos, drive optimisations to improve key metrics

INTERACTIONS

Internal Clients

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

This profile will need to work closely with Content Teams, Performance Marketing Teams, Platform Teams, Traffic Team, Design Team, DCX Team, Social Commerce Team within the Digital Platforms function

Close co-ordination would also be needed with Business Teams and IT along with other teams outside of Digital Platforms for tool enhancements and business deliveries. 

External Clients

Roles you need to interact with outside the organisation to enable success in your day-to-day work. This position necessitates the adept management of external stakeholders, such as production agencies, copywriters, and design/video consultants, and other capability providers to facilitate the production of communication materials that align with the video strategy.

SKILLS AND KNOWLEDGE 

Educational Qualifications

1. Qualifications

Bachelors degree in Communications, Digital Marketing, Advertising or a related field

Proven experience as a creative/content writer or in a similar role, preferably with exposure to AI-driven content creation.

1. Work Experience

3-5 years of relevant experience in the space of content marketing/advertising, experience in Digital Marketing with a focus on video content, will be an advantage

1. Skills  

• Excellent command over the English language
• Hands-on experience of copywriting, editing, and creating communication 
• Ability to handle complex briefs and ideate out of the box
• Creative thinking and problem-solving skills, with a passion for storytelling and visual communication
• Deep customer focus by understanding customer behaviour and analysing data & real-world experiences
• Detailed orientation & very structured thinking, think of customers' entire journey and experience
• Strong communication and collaboration skills to effectively work with diverse teams
• Passion for emerging technologies and the ability to adapt to a fast-paced and evolving environment
• Excellent project management skills, with the ability to manage multiple projects simultaneously and meet tight deadlines
• Proficiency in AI tools and video editing software (e.g., Adobe Premiere Pro, Final Cut Pro) and familiarity with graphic design software (e.g., Adobe After Effects, Photoshop) 

Good-to-have skills

Ai, Generative AI, Artificial Intelligence