Content Head/Content Strategy Director - Automotive Content Platform

Description:

Content Strategy Director / Head of Content Strategy

New-age media leadership role owning strategy + execution across website, video, and social

About 91Wheels:

We are looking a profile for an automotive content platform covering cars and bikes across website and social platforms.

They are investing in a stronger content system that improves quality, consistency, and audience growth.

Location India (Delhi-NCR preferred; hybrid/remote possible for the right candidate)

Type Full-time

Reporting to Scope CEO / Business Head

Own end-to-end content strategy, programming, quality, production system, and outcomes across web + video + social

Team ownership Editorial, Video Production, Social; freelancers/creators/vendors (directly or via leads)

Experience 8-12+ years in digital-first media/content (publisher, YouTube-first brand, studio, or agency)

Keywords Content strategy, programming, show/format development, YouTube/short-form, SEO, content ops, measurement

Role mission:

Build and run a repeatable content engine for this company. You will decide what we create, who creates it, how it is produced, and whether it achieved the intended outcomes. This is a high-ownership role that combines strategy, taste, and operating discipline.

End-to-end ownership:

- What to create: clear priorities, pillars, and audience segmentation

- Who creates it: in-house roles, freelancers, creators, and vendor partnerships

- How it is created: briefs, scripts, shoot plans, editing standards, QA gates, and publishing cadence

- Outcome: expected vs achieved, learnings, and iteration by series and platform

Key outcomes you will drive:

- Quality lift: stronger scripts, pacing, visuals, and editorial authority across formats

- Reliability: predictable publishing cadence and reduced planning/execution slippage

- Growth: improved YouTube CTR and retention, stronger short-form performance, and sustained organic growth on web

- Efficiency: clear play books and production workflows that reduce rework and improve throughput

Key responsibilities:

1) Strategy and programming:

- Define 3-5 content pillars and audience segments (buyers, owners, enthusiasts, commuters, etc.)

- Create a quarterly content roadmap and weekly programming plan across web, YouTube, and social

- Set platform-specific rules and targets (web/SEO, YouTube long-form, Shorts/Reels, LinkedIn)

- Own editorial stance, voice, and credibility standards for reviews, comparisons, and explainers

2) Formats, series, and IP (repeatable shows that scale):

- Design and launch repeatable series with play books: structure, scripting style, runtime, shot list, and edit rules

- Balance the portfolio across evergreen, news-reactive, community, and tentpole productions

- Create packaging standards per series: titles, thumbnails, hooks, and retention frameworks

3) Operating system: planning, resourcing, and delivery:

- Run a weekly/monthly cadence: topic selection, briefs, scripts, shoots, edits, publishing, and post-mortems

- Build the workflow and QA gates: brief to script to shoot plan to edit to final publish

- Allocate work across in-house team, freelancers, and creators based on quality, speed, and ROI

- Build and manage a vendor/creator bench (DOPs, editors, writers, designers, motion, presenters) with clear SLAs

4) Quality and craft (editorial + video):

- Define a measurable definition of done for articles, long-form video, short-form video, and LinkedIn content

- Improve scripts and storytelling: clarity, structure, pacing, and on-camera direction

- Institutionalize production basics: audio, lighting, b-roll discipline, clean edits, and brand-safe graphics

- Coach talent; identify skill gaps and hire or contract accordingly

5) Distribution and audience growth (platform-native):

- Partner with SEO/Growth to build topical authority, update cycles, and search-intent coverage

- Own YouTube growth levers: CTR, retention, series consistency, and programming across the channel

- Build short-form templates optimized for hooks, watch time, shares, and saves

- Build LinkedIn programming that grows credibility and reach (industry POV, insights, newsroom-style updates)

6) Measurement and iteration (expected vs achieved):

- Set quarterly KPIs/OKRs and a weekly reporting rhythm across platforms

- Create dashboards with clear targets; diagnose gaps in content, packaging, production, and distribution

- Run structured post-mortems and implement iteration plans for each series and pillar

7) Brand integrations (if applicable) without compromising trust:

- Define clear guidelines for sponsored/branded content that protect credibility

- Partner with Business/Partnerships to design story-first integrations that perform across platforms

What success looks like (30/60/90 days):

First 30 days:

- Audit current content quality and performance across web, YouTube, short-form, and social

- Define pillars, audiences, and a draft format roadmap

- Implement the operating system (briefs, scripts, production workflow, QA)

By 60 days:

- Launch 2-3 repeatable series with documented playbooks

- Stabilize publishing cadence and reduce planning failures

- Roll out packaging and creative QA standards (titles, thumbnails, hooks, templates)

By 90 days:

- Visible lift in scripts, visuals, pacing, and editorial authority

- Measurable improvement in key metrics (e.g., CTR/retention, organic growth, SEO wins)

- Clear team structure and hiring plan aligned to bottlenecks

Must-have qualifications:

- Proven experience leading multi-format content (written + video + short-form + social) end-to-end

- Strong new-age media instincts: format creation, storytelling, packaging, and platform-native distribution

- Hands-on operating ability: can build systems, run cadences, and ship consistently

- High editorial judgement and a strong quality bar (especially for reviews, comparisons, and explainers)

- Comfortable using data and analytics to iterate and improve output

- People and vendor leadership: hiring, coaching, performance management, and partner management

Nice-to-have:

- Auto domain experience (cars/bikes) and familiarity with review methodologies

- Show-running or executive producer experience (or equivalent production leadership)

- Experience building an in-house content studio with an external creator layer

Application checklist:

- Portfolio links (YouTube/videos, short-form, written work)

- 2-3 case studies of series/programs you owned (strategy to execution to results)