Lead - Digital Platforms

Job Purpose
Digital Platforms is an integrated platform offering a diverse range of financial products covering unsecured and secured loans, payments, cards, wallets, deposits, mutual funds, and loans on lifestyle products ranging from consumer durables to home furnishing.

The platform integrates our home-grown e-commerce marketplace, Insurance marketplace, Investment marketplace, payments engine and offers a consumer-tech experience to our customers.

It is a dynamic digital platform, providing the right nudges across multiple channels to start, resume or finish their purchase or service journey. Our team is responsible for producing and maintaining large volumes of high-quality customer-first content across text, creative, and video communication to enable the customer to take the desired action.

We are seeking is seeking an experienced and dynamic Lead for our Videos Unit. This role is critical in driving our video strategy, producing high-quality multi-format video content, managing uploads on various digital platforms, and tracking performance metrics. The ideal candidate will have a strong background in video production, excellent project management skills, and a deep understanding of digital marketing and analytics.

The candidate will be required to work on meeting the dual goals of driving higher awareness about our products as well as increasing conversions across our digital channels, using videos and other multi-formats content. Individuals in this role will help build and implement the video strategy and work with agencies, designers, and AI-based tools to develop smart, effective visual stimuli that will be published on our digital platforms.

He/She will be required to regularly interact with multiple stakeholders across teams like Design, Product, Digital Customer Experience, IT, Business and others to deliver creatives/videos that simplify our offerings for the user and persuade them to choose us.
Duties and Responsibilities
Some of the important responsibilities of the role are -

1. Video-led Content Strategy
Build the video-led digital strategy to meet business objectives like increase in views, leads, product awareness and CTR
Develop a video content framework that talks to a varied TG, mixes formats and languages (English and vernacular)

2. Production
Work on building the video strategy which aligns with the company s objectives and goals
Lead the video production process from concept to final edit, ensuring high-quality output that aligns with the companys brand and objectives
Ability to write/edit clear and concise copy and briefs unique to the platform, and influence/direct designers and agencies for the desired creative output
Actively drive scripting, storyboarding, and delivery of engaging videos
Create the monthly production pipeline, review and edit every piece of video content that is produced
Explore AI-based and production automation tools to help create communication stimuli at scale
Increase CTR, Views and other critical metrics for all video production
Manage the monthly production flow and maintain data sheets to enable ease of tracking

3. Project Management
Manage our agency and partner ecosystem (of videographers, editors, and other production staff) to support high-scale video production and provide guidance and feedback to ensure the highest standards of video quality
Oversee the creation of various video formats, including explainer videos, product demos, customer testimonials, etc.
Plan and manage video production schedules, ensuring timely delivery of projects within budget
Upload and manage video content across multiple digital platforms, including the digital platforms and other relevant platforms
Ensure all video content is optimised for each platform, following best practices for SEO and audience engagement
Coordinate with the content team to integrate video content on the platforms
Maintain an archive of video assets and ensure proper documentation and tagging

4. Capabilities
Drive the development of capabilities around production, automation, upload, thereby leading to a reduction in TAT and effort
Work with technology teams to explore Gen AI tools to deliver output at scale and speed
Identifying opportunities for new formats and keeping up with trends in the video content space

5. Customer obsession and governance
Relentless focus on making customer interactions non-intrusive; using video content to create a frictionless experience
Zero tolerance for content and communication errors
Develop a comprehensive video guidelines framework that is easy to use by businesses yet creates a distinct identity for the brand
Have a strong eye for grammar and ensure that every content unit adheres to the brand tone of voice
Create checks and balances in the system so that all customer-facing content is first time right, every time|6. Performance tracking
Tracking and analysing production, go-live status and engagement metrics using tools like Google Analytics, etc.
Gauge efficacy of video content produced, and drive changes wherever needed
Provide regular reports and presentations on video performance, identifying trends, insights, and areas for improvement
Key Decisions / Dimensions
The role will include but not limit to decisions like:
Set standards, systems, and best practices for creation of video content for existing and new products
Review and suggest enhancements for the distribution of creatives to drive high CTRs and conversions
Experiment with new video formats, techniques, and platforms to continuously innovate and improve the companys video content
Choose from the best communication automation tools to drive creative production at scale
Identify the best production channels to effectively create smart, engaging videos at scale
Study performance of live videos, drive optimisations to improve key metrics
Required Qualifications and Experience
a) Qualifications
Masters degree in Communications, Digital Marketing, Advertising or a related field
Proven experience as a creative/content writer or film production or in a similar role, preferably with exposure to AI-driven content creation.
b) Work Experience
7-10 years of relevant experience in the space of marketing/advertising, film production, video production, or experience in Digital Marketing with a focus on video content, will be an advantage
c) Skills
Proven track record of creating high-quality video content and managing video production teams
Creative thinking and problem-solving skills, with a passion for storytelling and visual communication
Hands-on experience of copywriting, editing, and creating communication
Ability to handle complex briefs and ideate out of the box
Strong understanding of digital marketing principles and video SEO best practices
Deep customer focus by understanding customer behaviour and analysing data & real-world experiences
Detailed orientation & very structured thinking, think of customers entire journey and experience
Strong communication and collaboration skills to effectively work with diverse teams
Passion for emerging technologies and the ability to adapt to a fast-paced and evolving environment
Excellent project management skills, with the ability to manage multiple projects simultaneously and meet tight deadlines
Proficiency in AI tools and video editing software (e.g., Adobe Premiere Pro, Final Cut Pro) and familiarity with graphic design software (e.g., Adobe After Effects, Photoshop)