Job Description

Location- Noida CTC-11-15 L Role Overview: As the Digital Content Lead, you will own the full content charter for digital channels focusing on performance-driven creatives and video-led storytelling that educates, activates and retains users across Bharat. From product explainers to reward narratives, influencer videos to festive campaigns, Adhikari success stories to regional social media reels your mission will be to build a vernacular-first, creatives and video led content pipeline that scales across platforms like YouTube, ShareChat, Instagram Reels, WhatsApp and in-app banners. This is a creator-meets-strategist role: part filmmaker, part copy head, part marketer Key Deliverables: • Build and manage a content production engine focused on pipe of creatives and short-form videos, testimonials, explainer and reward stories. • Own creative and video strategy and execution GTMs (Scan & Pay, Bill Pay, Rewards, Referral), reward campaigns, and habit nudges. Drive vernacular content marketing across 8+ Indian languages, in partnership with regional creators or agencies. • Work closely with Growth, CRM, and Product teams to design content flows for activation, trust-building, and habit formation. • Manage the content calendar for YouTube, WhatsApp, ShareChat, Instagram, and in-app Create and manage a library of Adhikari and merchant video testimonials to support B2B trust narratives • Build a team of internal and freelance scriptwriters, video editors, regional influencers, and visual designers • Track content performance using views, shares, activation uplift, and engagement scores to guide continuous iteration • Partner with the CRM team to push personalized or seasonal content as part of the customer lifecycle Skills & Capabilities Required: Proven experience in static and video content creation for Bharat or Tier 2+ users, preferably in fintech, commerce, or mobile apps Strong creative instincts with hands-on experience in scripting, visual storytelling, video editing and planning for consumer Apps Understanding of rural Indias language, emotion, digital behavior, and trust anchors Ability to work with influencer networks, regional creators and multilingual video Proficiency with tools like Adobe, Photoshop, Premiere Pro, After Effects, Canva, CapCut, or other video and static tools tools Experience managing content calendars across YouTube, Instagram Reels, WhatsApp, or similar platforms Familiarity with CRM and performance marketing to align content with activation/retention goals for consumer and B2B Apps Strong collaboration skillsworking with design, growth, field, and product stakeholders What Success Looks Like in This Role 5 million monthly organic views across video assets Video content contributes to >25% uplift in feature adoption (e.g., Scan & Pay, Bill Pay, Rewards) All key campaigns supported with language-localized short videos across 8+ languages Video testimonial library built across 100+ Adhikaris and merchants within 2 quarters Consistent engagement uplift across YouTube, ShareChat, and WhatsApp channels Seamless integration of content into lifecycle, performance, and retention journeys