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Content Strategy Lead

1 month ago

Mumbai, Maharashtra, India 703 GlaxoSmithKline Pharmaceuticals Limited Full time

This role will be responsible for supporting the Content Strategy Lead in the development of a content strategy that enhances customer experience and supports brand objectives. The Content Executive will coordinate with relevant teams to ensure the implementation of the defined content strategy, measurement of content effectiveness, and optimization of content across channels based on campaign goals.

Key Responsibilities

Content Strategy & Design

  • Supports in defining the content strategy that supports the development of purposeful content, personalized as per local HCP needs and preferences.
  • Coordinates with relevant teams to share guidance on the LOC-specific nuances for development of relevant push & pull content based on campaign and brand objectives, content pillars, and HCP needs.
  • Shares LOC-specific guidance on designing the right content for customer journeys, leveraging relevant global or local content for each touchpoint.

Content Development & Management

  • Coordinates with relevant teams for the creation and management of content calendars.
  • Assesses currently available content, harnesses it from global sources to provide a strong starting point to the LOC on available content that can be further contextualized for the LOC.
  • Works cross-functionally to derive relevant customer insights to ensure data-driven content development.
  • Supports the development of content governance guidelines for design, tone, style, and voice of all content in alignment with Marketing, Medical & Compliance.
  • Coordinates with relevant teams to ensure all content development, optimization, and implementation follow the requirements set out within internal and external operating frameworks, including the GSK Code & ABPI code.
  • Facilitates content audits to identify gaps in the content.
  • Coordinates with the relevant regional/global teams for guidance on content creation and shares with relevant LOC teams.

Cross-functional Collaboration

  • Works closely with Brand teams to provide analysis and reporting of content effectiveness/CX KPIs.
  • Collaborates with Medical, Marketing & Sales teams to collect their inputs on local LOC nuances, scientific content/HCP content preferences/needs, etc., and shares with relevant teams for content planning & development.
  • Coordinates with Content Management, Creative, Technology CRM agencies to identify content topics most relevant to target HCPs and shares with relevant teams to accordingly modify brand's communication.
  • Works closely with Design Center (regional content development team)/local agencies for relevant content curation/development.

Content Analytics & Insights

  • Supports with content analytics to enhance content effectiveness and shares suggestions to optimize results.
  • Supports in translating insights, data, and disparate pieces of information into narratives that promote the value of the company's products and services.

Project Management & Support

  • Develops project plans and specifications, estimating time requirements, establishing timelines, and monitoring milestone completion.
  • Prepares regular analysis and planning documents, providing timely reporting of issues that impact content process, and coordinates actions.
  • Coordinates with relevant teams to share guidance on designing the content architecture and developing the right content that can be leveraged across channels.

Experience & Educational Qualifications

  • Bachelor's Degree in Marketing, Communications, Advertising, or any other related discipline.
  • 5+ years of recommended total experience, including 3+ years of relevant experience, preferably in content management, marketing communications, or advertising.

Preferred Certifications

  • Digital Marketing Certifications.
  • Content Marketing Certifications.
  • Data Analytics Certifications.
  • Project Management Certifications.

Skills & Knowledge

Technical Skills

  • Content Strategy: Ability to support the development of content strategy and plan, which is relevant, value-adding, and consistent with the brand's identity and objectives.
  • Content Curation & Assessment: Ability to localize, personalize, create push and pull content (modular), based on HCP needs.
  • Asset & Content Management: Ability to effectively organize, store, and support the distribution of content (including digital assets) across various engagement channels with content categorization and version control.
  • Media Auditing & Evaluation: Ability to track media spends and identify opportunities to optimize the spends.
  • Content Optimization: Ability to interpret the content analysis (e.g., page views, time on page, bounce rate, social shares, and conversions) by Analytics team to support refinement of content and optimization of the content strategy.
  • Marketing Communications: Ability to support development of narratives/communications for customer engagement.
  • Customer Experience Management: Ability to support the delivery of purposeful content across all touchpoints and channels to enhance the HCP experience.

Behavioral Skills

  • Ability to effectively coordinate with relevant functions & teams for implementation of content strategy.
  • Ability to perform an in-depth analysis of content performance data and share key insights to optimize the content.
  • Ability to effectively communicate across key stakeholder groups to share guidelines & drive content development.
  • Ability to share new and innovative content ideas to delight the HCPs and enhance the customer experience.
  • Ability to effectively articulate complicated information/narratives in a way that others can comprehend.

Tools Knowledge

  • Working knowledge of MS Office suite.
  • Expertise in Content Management Systems like Veeva Vault.
  • Working knowledge of CRMs like Veeva, Salesforce.
  • Familiarity with Marketing automation tools like SFMC, Pardot.
  • Familiarity with Web Analytics tools like Google Analytics.

Why GSK?

Uniting science, technology, and talent to get ahead of disease together.

GSK is a global biopharma company with a special purpose – to unite science, technology, and talent to get ahead of disease together – so we can positively impact the health of billions of people and deliver stronger, more sustainable shareholder returns – as an organisation where people can thrive. We prevent and treat disease with vaccines, specialty, and general medicines. We focus on the science of the immune system and the use of new platform and data technologies, investing in four core therapeutic areas (infectious diseases, HIV, respiratory/immunology, and oncology).

Our success absolutely depends on our people. While getting ahead of disease together is about our ambition for patients and shareholders, it's also about making GSK a place where people can thrive. We want GSK to be a place where people feel inspired, encouraged, and challenged to be the best they can be. A place where they can be themselves – feeling welcome, valued, and included. Where they can keep growing and look after their wellbeing. So, if you share our ambition, join us at this exciting moment in our journey to get Ahead Together.

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