Platform Head

1 month ago

Bengaluru, India Bajaj Finserv Full time

JOB PURPOSE


To setup and run Bajaj Finserv’s Social Commerce Playbook on 1 Social Media Platform (Youtube/Meta)


PRINCIPLE ACCOUNTABILITIES


1. STRATEGY

Building Platform Strategy

YouTube is one of the top 3 social media channels in the world. Build a platform strategy that gives Bajaj Finserv dominance in the consumer’s share of content consumption on YouTube platform.

The strategy framework to stem from deep understanding of consumer content consumption habits on the platform and knowledge of Bajaj’s product offering and finding the best fit.


2. DOMAIN KNOWLEDGE

Discoverability

Understanding YouTube’s algorithm’s well to ensure our content has maximum visibility across different YouTube touchpoints- for example- search results, homepage, suggested videos etc.

Content Framework

Building the right content mix in terms of formats and topics to maximize watch time for users.

Metrics Framework

Knowledge of the right metrics to measure to assess content performance, user engagement and traffic conversion

Media Management Framework

Strong understanding of how YouTube campaigns work and optimisation techniques to achieve the desired business goals


3. CUSTOMER JOURNEY MANAGEMENT

  • Each stimulus that we put out there in the form of content should positively impact either 1. Community building or 2. Traffic to Bajaj Finserv assets (Web and App)
  • Building a plan to optimize for the right customer funnel from discovery to engagement to clickthrough to owned assets to conversion.
  • Design and execute robust customer journey funnel management


4. CREATIVE AND CONTENT MANAGEMENT

Develop product-wise content strategy

  • Content Strategy: Planning, designing, creating, editing, and publishing relevant social content for various businesses of BFL
  • Content Definition: Defining specific content requirements to fulfil the business requirements
  • Content Roadmaps: Developing and maintaining content roadmaps that allow for short, mid, and long-term objectives.
  • Define Quality Guidelines and set up processes: Review content for the platform to confirm alignment with the quality standards. Ensure that content efforts align with the overall objective of the foundation.
  • Content Partnerships: Identifying, reviewing and surfacing potential influencers, vendors and partners for the required content.
  • Content Strategy alignment: Aligning with emerging global standards and models around content
  • Content Development: Developing world-class, differentiated content directly, through teams, vendors, and partnerships.
  • Engage deeply with businesses to understand business-specific consumer personas and value propositions

Build and scale world-class video content

  • Videos are the dominant form of content consumption currently, having overtaken images and text on social media. They are judged on their ability to get love from consumers- more people like and share our content- more love it will get
  • Understand pulse of consumers and what kind of videos works for them and put out stellar viral-worthy video content: number of video views we are able to generate is a key input metric


5. COMMUNITY BUILDING


  • Build loyal subscriber base Build a sticky and loyal subscriber base of consumers that follow our channel for content
  • Deeply understand consumer interests and develop community building strategy
  • This community then forms the bedrock of our social commerce strategy that we will be able to harness to drive traffic to our native assets (web and app)



6. SOCIAL COMMERCE


Drive traffic and business

  • Build YouTube to be a strategic source of traffic growth and help establish Social commerce as the 3rd business engine after App and Web
  • Incorporate buy journeys seamlessly into content that delivers traffic to our entire business portfolio
  • Provide inputs on media campaigns to achieve the desired business results



7. TECHNOLOGY


Own Tech Builds

Be the business owner for any tech requirements that arise as part of YouTube Commerce, for instance YouTube Shopping.


Integrations of tools and data systems

Work with the technology and data teams of Web and App to integrate tools and platforms like GA, CleverTap to map and understand user funnels for creating more insightful patterns of user behaviour.


8. PARTNER MANAGEMENT

  • Build an ecosystem of partners for content production, seo discoverability etc
  • Build relationships with MarTech partners to leverage their expertise of technology and systems and integrate with Social Commerce


12. PEOPLE MANAGEMENT AND COACHING

  • Attract, recruit, and lead digital talent who will help drive connected goals by using a consultative and engaging style that encourages active listening, constructive dialogue, and gains commitment
  • Inspire and influence others to think differently, solve problems, and seize opportunities
  • Determine individual training needs & development plans to build expertise and enhance skills
  • Set objectives, conduct reviews, and close appraisal processes for the team as per timelines
  • Participate in selection process to identify the right talent at senior positions within the function
  • Identify organizational gaps within the marketing team to achieve company objectives. Plan, recruit, retain, and build capacity accordingly
  • Ensure continuous training of team on new technology/product/processes being adapted to ensure adequate implementation of change
  • Design professional growth plans for managing and retaining top performers and key leaders in the function
  • Integrate cross linked KRAs across the team to ensure ownership and smooth functioning
  • Direct and mentor the team to drive operation excellence throughout project implementation.
  • Hands-on project management – collaborate with clients, media owners, agency partners and internal specialist teams to ensure all deliverables are met/launched on time with the experience.

SKILLS AND KNOWLEDGE

(Minimum acceptable proficiency for this job which best indicates the education and/or experience requirements of this job and not the incumbent)


EDUCATIONAL QUALIFICATIONS

Qualifications

Post-graduation in Business Management from a Tier 1 B school, with marketing/digital marketing specialisation

  • Relevant experience in YouTube Marketing, Social Media Marketing, Digital Marketing

Work Experience

  • 10+ years of overall experience with minimum of 5 years of experience in managing digital marketing/business
  • Must have executed projects in tune to 20+ people and for a scalable customer system of 100+ Mil transactions per year
  • Must have done large scale transformation projects with a direct impact on revenue and customer base in tune to 5 Mil base
  • A confident communicator and eloquent in presenting/selling-in ideas to clients and agency partners.
  • Working knowledge of digital planning, buying and trading tech including social ad managers etc


Skills Keywords


Digital Marketing, Social Media Marketing, YouTube Marketing, Content Marketing, Brand Management, Social Commerce, Influencer Marketing, Media Management

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