Role Overview:

The Lead - Content Strategy & Communication will be responsible for building and leading a full-funnel, research-led content ecosystem that drives brand, investor education, product understanding, and conversion.

This role goes beyond traditional content management - it requires the ability to translate complex financial concepts, fund manager insights, and product strategies into clear, structured, and persuasive narratives that influence investor behaviour.

The ideal candidate combines strategic thinking, deep BFSI understanding, storytelling excellence, and execution capability, with a strong bias towards building scalable content systems.

Key Responsibilities:

1. Content Strategy & Full-Funnel Ownership

Define and execute a full-funnel content strategy spanning:

- Brand storytelling (top-of-funnel)

- Investor education & research-led content (mid-funnel)

- Product marketing & conversion content (bottom-funnel)

- Align content with customer journeys (discovery - consideration - decision)

- Partner with Growth and Brand teams to ensure content is integrated into all campaigns

2. Research Translation & Financial Storytelling

- Work closely with CIO office, fund managers, and product teams

Translate complex inputs (market outlooks, fund strategies, macro views) into:

- Clear narratives

- Structured formats (charts, frameworks, explainers)

- Investor-friendly formats without loss of depth

- Build proprietary storytelling formats (e.g., frameworks, recurring IPs)

3. Content Architecture & Platform Thinking

Own end-to-end content architecture across platforms:

- Website (core conversion + education layer)

- Social platforms (YouTube, LinkedIn, Instagram)

- Research/content properties (e.g., thematic series, IPs)

- Define what format works where:

- Video vs editorial vs visual explainers

- Ensure consistency in tone, structure, and brand voice

4. Content-Led Growth & Conversion

Build content that is not just engaging, but drives measurable outcomes:

- Lead generation

- Product adoption

- Investor activation

Collaborate deeply with Growth team on:

- Performance-led content

- Landing page content

- Funnel optimization through messaging

5. Content Production & Systems Building

Build scalable content systems across:

- Ideation - creation - approval - distribution - measurement

- Lead content calendar across formats and teams

- Manage internal teams and external agencies efficiently

- Standardize templates, formats, and processes for speed and consistency

6. Platform & Format Leadership

Drive platform-specific strategies:

- YouTube (long-form authority + education)

- LinkedIn (thought leadership)

- Instagram / Facebook (simplified storytelling, visual formats)

- X (market related)

- Build video-first and multi-format capabilities

- Drive innovation across formats (visual storytelling, explainers, narrative formats)

7. Performance Measurement & Optimization

Define and track content KPIs across funnel stages:

- Reach and engagement

- Watch-time and retention

- Content-driven conversions

- Continuously refine content strategy using data and insights

8. Leadership & Hands-on Execution

- Lead, mentor, and build a high-quality content team

Act as a player-coach:

- Personally shape narratives, frameworks, and key pieces

- Stay closely involved in high-impact content

- Build a strong culture of clarity, structure, and quality

Qualifications & Experience

- MBA / relevant degree in Marketing, Finance, or Communications

- 12-15+ years of experience across content, BFSI/fintech, and digital ecosystems

Proven experience in:

- Full-funnel content strategy

- Financial/investment content

- Digital content platforms (especially video + social)