Spice Money - Digital Content Head

Reports To: Chief Digital Growth Officer

Location: Noida Corporate Office, Sector 125

Job Type: Full-Time

Department: Digital Growth

About Spice Money Limited:

Spice Money is Indias largest rural fintech platform, trusted by over 1.3 million Adhikaris (banking correspondents) to deliver digital and financial services across the deepest corners of Bharat. From Aadhaar-based cash withdrawals and money transfers to bill payments, insurance, and CMS, Spice Money has built Indias most inclusive last-mile banking network. With the launch of Spice Pay, our UPI and PPI wallet offering, were bringing digital payments directly into the hands of rural consumers and merchants - through a hybrid of self-serve and assisted app journeys. The next frontier of growth lies in storytelling that resonates with this audience video-first, language-adapted, trust-building content that explains, inspires, and drives action.

Role Overview:

- As the Digital Content Lead, you will own the full content charter for Spice Money and Spice Pays 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 reelsyour 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 - fully immersed in Bharat.

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 for Spice Pay 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 teams

- 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 skills - working with design, growth, field, and product stakeholders

What Success Looks Like in This Role:

- 5 million monthly organic views across Spice Pay and Spice Money 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

If you believe Bharat doesnt just need better content - it needs its own kind of storytelling - and you want to lead that movement through smart, strategic video narratives, this role is your platform. www.spicemoney.com