Role Purpose

To own the end-to-end content vision, programming strategy, genre mix, and ROI for the BIG App - transforming it into a compelling destination for high-quality, original, and commercially viable content.

This leader will balance creative excellence with business impact, ensuring content not only engages audiences but also drives retention, monetisation, and brand equity.

Key Responsibilities

Content Vision & Strategy

- Define the long-term content roadmap aligned with BIG FM's brand legacy and digital-first ambitions

- Build a differentiated content identity for the BIG App across audio, video, and interactive community formats

- Identify high-potential genres and audience segments based on market research and platform insights

Programming & Genre Mix

- Curate and optimise the genre mix (talk shows, storytelling, celebrity-led formats, infotainment, podcasts, culture, youth content, etc.)

- Greenlight original shows and IPs based on editorial strength and commercial viability

- Develop seasonal programming calendars and tentpole content strategies

Content Creation & Quality Control

- Oversee end-to-end commissioning of content - from concept to production to launch

- Ensure consistency in tone, storytelling quality, and production standards

- Drive scalable content pipelines for rapid experimentation and iteration

Team Leadership & Execution

- Lead and mentor producers, writers, editors, commissioning teams, and creative partners

- Build SOPs for ideation, production, publishing, and content lifecycle management

- Collaborate closely with marketing, growth, partnerships, and tech teams for integrated execution

Performance & Optimisation

Track and analyse performance metrics including:

- User acquisition & retention

- Listening/viewing time

- Completion rates

- Subscriber growth

- Revenue per show/IP

- Continuously refine the content slate based on analytics and audience feedback

- Ensure content is monetisation-ready through ads, sponsorships, branded integrations, and premium models

Monetisation & ROI Ownership

- Align content strategy with advertising, branded content, and subscription models

- Work with sales teams to build content-led revenue opportunities

- Ensure measurable ROI from content investments

Ideal Candidate Profile

- 12-15+ years of experience in media, content, OTT, audio platforms, or storytelling ecosystems

- Proven leadership experience in building and scaling content verticals

- Strong exposure to audio-first or OTT content environments

- Deep understanding of content monetisation models

- Editorial instinct combined with strong commercial acumen

- Experience launching or scaling digital content platforms is a strong advantage

- Ability to operate in a fast-evolving, entrepreneurial environment