National Lead - Digital Platforms

To setup and run Bajaj Finserv s Social Commerce Playbook on 1 Social Media Platform (Youtube/Meta)
1. STRATEGY
Building Platform Strategy
Meta 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 Meta platform.
The strategy framework should 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 Meta s algorithm s well to ensure our content has maximum reach and engagement both organic and inorganic
Content Framework
Building the right content mix in terms of formats and topics to maximize reach , engagement and 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 Meta 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)
Build 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 Meta 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 Social Commerce on Meta

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.

Key Decisions / Dimensions
What is the role of Meta within Social
What are the businesses that can be effectively serviced via Meta
What content and topics work on Meta
Which CX practices to bring for BFL and its subsidiaries and at what time to build the maturity curve of the practice
What measurement KPIs to measure at what customer touchpoints

Major Challenges
Setting up a new vertical within a really large organization
Evangelizing Social mindset On Social, role of brand moves away from one-way communication to two-way conversations.
Evangelizing social metrics, Metrics of success are different on Social versus other typical well established business funnels.